(Updated: 18/02/2023)
Not too long ago, I found myself dedicating more than 16 hours a day to various mobile apps. Whether it was for gaming, browsing, or social media, my hours were swallowed by these digital indulgences. In its essence, a mobile application is a piece of software meticulously crafted to engage users, functioning seamlessly on mobile devices and tablet computers. Its capabilities span diverse categories like gaming, navigation, sports, and an array of comforts catering to human desires.
According to a fascinating study, the future of mobile applications looks more captivating than ever before. Projections indicate that the Compound Annual Growth Rate (CAGR) of mobile applications is set to rocket to an astounding $311,249 million by 2023, experiencing an impressive surge of 19.2%. Companies like IBM Corporation, Google Inc, Apple Inc, and Microsoft are the driving forces behind the dynamic world of Mobile Application development. As we navigate through this landscape of innovation, it’s remarkable to note that the United States and China stand tall as pioneers, guiding the course of the app industry into exciting new territories.
Also, the history of a smart mobile application has not even been more than two decades, while many big companies have made a fortune out of it. Just like in any other field, growth matters immensely in the realm of the app world.
Here are some ways that can hurt the growth of your application:
1. You Are Avoiding Cross Platform.
Time and again, we have heard the stories of the fall of giant companies like Nokia and Yahoo. The rise of mobile devices initiated the growth of the new operating system. In the early days, Symbian OS used to operate the Nokia devices, but with the rise of other new companies, Android and iOS took hold of the mobile market. With the increasing number of android, ios, and windows users, it is crucial for the developer to create an application that supports all platforms. Moreover, as the app stagnates on one platform, the developer will also fail to jump into the pool of the $ 7.5 billion app market which is expected to run in 2019. The role of an app developer is crucial.
2. You Have Poor UI.
The User-Interface is what makes the user stay or leave the app. The purpose of the mobile application is to make the user understand what it’s trying to deliver. A good UI acts as a bridge between the user and the developer’s end goal. Having a good concept is not enough, a good interface is what makes the app great. I remember an app that had a great concept but a clumsy User Interface which made me give it a bad rating. The contrast, responsiveness, integrity, and style of the UI should be reviewed to make the app exceptional. A good UI is what works and is integrated to fill a need and is carefully thought out.
3. You Are Misusing Ads.
Having ads in a mobile app shapes how much users trust it. Using ads wrongly doesn’t just affect search results, but also makes users feel bad. Google’s ad policy says they only support relevant and safe ads. From my own experience, using ads right makes an app look good, but getting it wrong makes it seem untrustworthy. Developers should be careful with ads.
Also, ads shouldn’t trick users with their design. Some apps show ads too much, even when you’re not using them. Developers need to know about CPM, CPC, and CPI. It’s better to focus on growing naturally instead of just using ads to grow.
4. You Are Targeting The Wrong Audience.
The nature of your application determines its audience. Identifying a niche is easy, but finding the right one requires thorough research. Gaming apps appeal to a broad audience, while research-focused fields target specific groups. Some apps related to beauty products are meant for certain genders or age groups. If you’re unsure about your audience, you can start experimenting with low-budget ads. Once you identify your target audience, you can invest more in your ads. A solid understanding of your ad campaign, timing, and strategic placement, along with careful analysis, will help you select the right audience.
5. Your Description Is Not Engaging.
A good blurb will sell a bad novel, and it is the same in the app world. It is all about description in the world of marketing, be it an application or any consumer product, that hooks the audience. It’s like a review that guides the buyer to opt for the product. A good description consists of the credibility of the app, and the representation of the social proof can be one of them–– this surfaces the curiosity in the heart of the user. Another example of a good description is detailed information about all the features within the application. Furthermore integrating FAQs, displaying user reviews and clean formatting can be a piece of cake.
6. You Are Using A Bad Quality Image.
After writing a good description of the application, it is the image that attracts the audience. The app developer should focus on how to place good videos/images because good graphics entice them. If your app is about gaming, then the good graphics solely attract new users. Also, the images displayed on the application should give an authentic representation of your app. If the image does not match the real version, then the user is likely to leave bad reviews.
7. You Are Not Keeping The App Size Small.
Unless the app is very famous or used by a large number of people, the size of the app should be small. The content of the app should correspond to its size. The higher its size, the harder it is to download on the cellular network. The application should be able to run in all low-end devices, also in high-end and mid-end, in an identical manner.
8. Following The Herd Is Not Innovating.
The innovation is what differentiates the viral and non-viral apps. One of the mistakes that app developer does is they follow the crowds. Yes, at the starting phase, it is a lucrative venture, but soon the cycle becomes monotonous. The main reason for the stagnation of the app is that the user is just bored, and thus the developer is likely to see the absence of growth. We all know that there was no innovation in social media before Facebook, although there were many such social networking sites like Hi5, Myspace, and Orkut –– they were in the stagnation phase. If we need growth, the idea is to think differently and do what the rest of the masses are afraid of doing.
9. Not Doing A/B Test And Launching The App. (old method)
The user only opens the app once. Be it a game or any research-based app, people download them once and check all its interfaces. The creator of the apps has only one chance to make the user fall for their app unless they spend heavily on ads. Even when if a user installs an app through advertisement, they only surf them one single time. Any user shall soon withdraw from the application if they have to undergo a sluggish tutorial and sign-up options. Every app should have only a few clicks before they display the subject matter. All the app developers should do the A/B test to onboard the user on their preferences. A simple tutorial can be helpful, but a long wait to reach the final part of the application can be distressful.
10. You Are Not Building Enough Features.
As mentioned above, the absence of a tutorial can sometimes lead users to feel lost on the home page. Many apps fail to incorporate sufficient features that ensure a smooth user interface. Beyond just the UI, the app’s objective is to help users comprehend its functionality. Each platform has its distinct functions. For instance, developing an app for iOS might involve cloud services, whereas other platforms prioritize touch sensitivity. The key is to align the app with the user’s platform, providing them with a familiar experience and an enhanced journey.
11. You Are Not Building Connections In Real Life.
Building a connection in real life is as important as marketing offline. The reputation of the application does impact its growth. Going to conferences and meeting editors can feature your apps on the app store. While it’s not necessary to meet the editors, knowing the people that know the editor can help too. Moreover, your friends and family can help to boost the growth of your app through the words in their mouths. Always make your circle big in your real life.
12. You Are Not Updating In Social Media.
Whenever big companies launch something new, they start by sharing it on social media. This means talking about your app on blogs and other websites too. These social updates let people know about the upcoming launch and get them excited. It’s also helpful to write a guest post about your app on websites that talk about similar things. Many app makers forget this step, which can slow down their app’s growth. Participating in forums and Q&A sites can also help you connect with users. Remember, even one view is better than none. Keep going, and your app will pick up speed.
13. You Are Not Researching The Current Trends.
Each new generation has its own good things. Big companies sometimes fail because they don’t keep up with what’s popular now. Also, the topic of your app is important. You can’t just bring back something from the past and expect it to work today. Figuring out what people want and changing your app accordingly is hard work, but it really helps it grow. Following what’s popular gets more people interested, especially if it’s something everyone’s talking about. If app makers don’t come up with new ideas, they have to make something that fits with what’s happening now. Questions like ‘Should I make an app for young people?’ or ‘Should I make an app that understands what older people say?’ should match what people want. Some trends are all about getting more users, like those meme apps everyone uses. So, knowing what’s popular can really make your app get bigger.
14. You Are Not Acting On The Feedback.
The common mistake the creator of apps make is that they take feedback and never act on them because there are too many of them. The idea here is to filter and choose what is worth working on. When giving your service to the user, you should not ask for feedback randomly. Planning the right question and then acting on it is what improves the efficiency of your app. Also, the feedback of the old user is more important than the new ones. Every opinion comes with insight, and you should test your product and improve accordingly. Unsatisfied users will always halt the growth of your application.
A little advice.
Besides the points mentioned earlier, understanding your app’s purpose can provide insights into its growth. Keep in mind to aim at the right audience. Also, pay attention to keywords since they’re what make your app visible on search engines. Don’t force your app’s growth mechanically; the real magic happens with organic growth. Make the most of the options in front of you. Concentrate on the value you offer your audience, and with patience, your apps will naturally find their path.
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