It was not a long ago when I would spend more than 16 hours a day using some mobile apps. Whether it’s gaming, a browser, or social media, my time was consumed using some sort of mobile app. In simple terms, a mobile application is software that is designed to interact with the user and which runs on a mobile device or a tablet computer. Its prime function falls under categories like gaming, navigation, sports, and every other thing the human comfort desires. According to one of the studies the Compound Annual Growth Rate (CAGR) of the mobile application is expected to reach more than $311,249 million, which is 19.2%, by 2023. Different companies like IBM Corporation, Google Inc, Apple Inc, and Microsoft are the key players in the field of Mobile Application development; while the U.S and China are the leading countries in the app industry.
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.
The use of ads in the mobile application determines the trustworthiness of the user. The misuse of ads not only hurts the result within the search engine but also gives a negative impact on the psychology of the user. In the ad policy section of google, it has declared that Google only supports the ad that is relevant and safe for users. Through my first-hand experience, I have found the use of ads is what makes the app trustworthy or fraudulent. Every developer should be mindful of using the ads for their applications.
Moreover, the design of the ads should not deceive the user. Some apps are manipulated to load ads continuously even when the user is absent. The developer should have a thorough knowledge of CPM, CPC, and CPI. The focus should be on organic growth and not ad-related growth.
4. You Are Targeting The Wrong Audience.
The subject of your application chooses the audience itself. It is easy to target a niche, but researching the appropriate one is the hard part. The gaming application focuses on broad audiences while other fields which are research-based target a particular group. Some apps that are related to beauty products are gender-specific, while others are age specific. If you are confused about the audiences, you can experiment at first by using low-budget ads, and as soon as you find your targeted audiences, you can blow your ads. The sound knowledge of the ad campaign; acting at the right time and place, and critical analysis could help you to choose the right audiences.
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.
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, sometimes the absence of a tutorial can make the user lost on the home page. Many apps do not build enough features that make the UI smooth for the users. Apart from the UI, the purpose of the app is to make the user understand how it works. Each platform has a specific function. Developing an app for iOS can include cloud services, while some other platform focuses on touch sensitivity. The idea is to make the app familiar with the user’s platform and give them a better experience.
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 the big companies launch something new, they update it through social media at first. The social media update also means writing about your application on various blogs and media. The updates on the social sites help the market know about the next launch which creates enthusiasm among the users. Also, research what people are writing on their website on your niche and make a guest post about your application to promote it. It’s a simple process that a lot of app makers ignore and make the growth go off. Forums and Q&A sites can also help to build engagement. Always remember that a single view is better than none, keep going, and soon your app shall build up.
13. You Are Not Researching The Current Trends.
Every generation comes with its perk. Failing to update the current trends is one of the reasons that made some big companies collapse. The application’s subject matter is also more of the same. We cannot build something that was famous in the 90s and make it happen again. Researching and building accordingly with the market is a tedious task and the growth of the application depends on it. The engagement of the customers multiplies when it’s trending. If the app developer fails to innovate, then he has to develop what works in his present condition. The questions like “Should I build the platform for younger generations?” or “Should I build a voice technology app for elderly people?” should reciprocate the market demands. Some of the trends immensely focus on user growth, for example, the development of meme platforms. Thus, researching the latest trend can solely improve the growth of your application.
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.
Apart from all the points given above, knowing the purpose of your application can give you some insight into growth. Always remember to target the right audiences. Also, focus on keywords because it is what makes your app visible on the search engine. Do not focus on your application to grow mechanically because organic growth is where the magic happens. Utilize what options are available in front of you. Focus on what value you are providing to your audiences, and with patience, your apps shall naturally find their way.
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