Apps are typically downloaded within a few seconds of being discovered. However, the enormous number of apps available makes it harder for users to choose which ones to use. The Google Play Store and Apple’s App Store alone offer 5.9 million apps as of September 2022.
How can a mobile app be successful in today’s saturated market?
There is a lot of competition in the app market but being lost in the noise is not always a sign of failure. Other factors usually play a role as well. The article addresses six of the most common reasons why apps fail and outlines ways to improve your strategy so that your product and business goals are achieved.
What makes apps fail
Consumer apps fail 99.5% of the time. The reasons these apps fail can be boiled down to a few factors.
1. Poor research on market and audience
Is it possible to validate the assumption that your app will be loved by users?
- Understanding your product’s target audience is essential before development begins.
- The development of marketing campaigns that will attract new users is aided by audience research in addition to creating apps that address specific user needs.
- User research is the cornerstone of a successful app launch strategy.
- An app can be used by multiple groups of people, so identifying the app’s central demographics and creating user personas is essential during the early planning stage.
- Personas are fictional representations of a product’s ideal users. User personas should be as detailed as possible.
- In a user persona, you should consider factors such as demographics, behavior patterns, motivations, and goals.
- You might build a product you assume people will want, but in reality, won’t, if you don’t do the research, define the audience, and strategize use cases and features that will appeal to them.
- In order to introduce a new product to the market, iteration is required.
- Continually meeting the needs of users and maintaining engagement is highly beneficial through iterative processes.
What should you build for your users, and how do you know what to build?
- Develop the minimum viable product by identifying user pain points and determining how to meet those needs over time using the minimum viable product development method.
- By building an MVP, a Startup can enter the market quickly and provide a solid foundation for users.
- Using this insight, companies can determine how users react to the app’s primary function and make logical product and business decisions based on that insight.
In addition to not being original, most apps fail because they lack creativity. There is an oversaturation of similar apps in app stores.
- Apps with a unique value proposition are the most successful in today’s market.
- In order to determine your own competitive advantage, you must uncover the strengths and weaknesses of your competitors.
- It won’t be easy for you to win over users if you build a similar product to your competition.
- The first step in optimizing user loyalty and business success is to develop a unique value proposition (UVP).
- It is essential to create a vision statement for your product if you want to increase your chances of success.
- An application’s vision statement defines the end goal and gives it a sense of direction.
- Additionally, your vision statement describes the solution to the problem that your target audience faces.
- Another excellent way to create a UVP is to prototype a mobile app.
- User-centric design and development require user-tested prototypes for mobile products.
- In design thinking, prototyping is an essential part of the research process, which involves rapid iteration and aims to create products that are useful for users.
- By prototyping, new ideas are often revealed and the best development path is determined.
- Product teams continuously review and refine their product concepts until they meet business objectives and the needs of the users as part of the prototype development process.
- As a result, the process helps identify and fix problems early, when making changes is far more affordable.
3. Unwise platform selection
There are intuitive interface guidelines on many platforms, including Android and iOS. However, they appeal to different groups of users and operate differently.
- Statistical data alone can provide some useful insight into your users’ smartphone choices.
- The average income and education level of iOS users are higher than those of Android users.
- Your decision about how to monetize the product could be influenced by this information alone.
- Android is a better platform if your strategy relies on advertisement placements, rather than in-app purchases.
- In general, mobile applications are designed to solve a specific problem faced by users collectively.
- Developing an app that meets the specific needs of your target users will be challenging without a solid understanding of how user behavior varies between operating systems.
There is a major problem with apps that don’t work well across devices, networks, and operating systems.
- Apps that work on the iPhone don’t work on the iPad, for instance.
- Your mobile app’s goal and purpose should be considered when deciding what platform is best for you.
- App platforms are chosen according to the type of content you intend to create and your overall business objectives.
- In order to choose the best option for your business, you must analyze your target market and core demographics.
- The importance of considering platform differences when developing for multiple platforms cannot be overstated.
- Another common reason for app failure is user frustration.
- A little annoyance can kill an app’s chances of success when users decide within a minute whether or not to use it.
4. An ineffective user experience
Apps fail because of a poor user experience. In order to build an app with a great user experience, there are many components to consider.
You need an intuitive app at its core. Usability is poor if a user can’t figure out core features of your app easily and struggles to perform basic functions.
App User experience can also be poor due to the following reasons:
- Lagging or slow performance of the app
- A long loading time
- Registration takes a long time
- Accessibility problems
A successful UX begins with extensive research on the target users’ lives and unmet needs, as well as applying design thinking.
Users’ experiences with products and services are more than just how they feel. Throughout the process, the product’s business model and client processes are analyzed from a strategic perspective.
Additionally, it involves gaining insight into the broader context of user interactions. It is important for UX designers to produce solutions that address the needs of clients, users, and ultimately work within the technical constraints of the platform.
5. Failure to test properly
- A major issue can occur if you fail to invest in quality assurance before shipping your app, even though it’s rare for an app to launch without minor bugs.
- It is inevitable that an app will be rife with bugs that will impact user experience and cause it to crash if it isn’t tested properly.
- It is enough for users to stop using it after one crash.
- App stores have a lot of negative reviews related to apps that crash.
- For your application to be market-ready, you need to conduct thorough app testing with a documented process.
- Mobile app users make quick judgments about products they download today, especially in the mobile app market.
- When it comes to quality, functionality, and performance of mobile apps, there is no second chance if you fail to impress users the first time.
6. Mobile App Launched Poorly
- It is often the launch of an app that determines whether it succeeds or fails.
- Launching an app is an important marketing strategy that requires extensive research and ongoing work to see results.
- It can make a significant impact on acquiring and retaining users.
- The best way to increase your chances of success is to establish a marketing plan.
- Taking these steps properly and executing them on time will ensure your success.
- You must make a good first impression on your app’s users within the first few days of its launch to increase the download and retention rates.
- To optimize the onboarding process, it is critical to emphasize the app’s value.
- It is likely that you will lose your new users’ interest altogether if you do not impress them quickly.
- It’s not just about launching a mobile app once.
- As market demands change, mobile app launches are cyclical processes that require reassessment as they undergo constant improvement.
Keeping users engaged requires regular updates and relaunches of mobile apps.