Pitfalls to Avoid for a Successful Mobile App

Jul 2014
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Author : Pete Peranzo

Mobile apps are increasingly in vogue because they help market products and guarantee customer engagement. According to a study, the majority of people feel that a mobile app provides much more efficient means of connecting with a brand.

Moreover, mobile apps provide businesses with insights into the preferences and likes and dislikes of their target audiences. This has led companies to create and publish mobile apps on different app stores for their businesses.

The mobile app industry is booming and is expected to be worth $25 billion by 2015. Thousands of apps are being launched every day. But while the number of apps hitting the market is increasing every month, the question is how can a business ensure that its app gets noticed in this sea of mobile applications and ultimately make money?

If you are a company interested in developing a brilliant app for your business, make sure to avoid these 6 costly mistakes:

1.      Poor Design

Sometimes apps are uninstalled right after their first use. The main causes of their immediate removal are a badly designed user interface (UI) and an overall bad user experience (UX). For creating a good UX in mobile apps, a designer should focus heavily on implementing a good UI.
Mobile users have low tolerance for poorly designed apps and nothing can turn them away faster than unintuitive design, crappy interfaces and poor features.

Too many graphics in the app will confuse your users. So keep the design simple and intuitive. When conceptualizing your app’s UI, ensure basic things such as clarity of interface, consistency from one view to the next and strong calls-to-action to make your app a success in the marketplace.

2.      Not Supporting Multiple Platforms

Designing an app for the iOS is different from designing one for Android as the UI and UX conventions vary on both platforms. People may well be using different platforms on their smartphones and tablets. If your app doesn’t perform consistently across devices, networks, and operating systems, users might get frustrated and eventually uninstall it.

As a business owner you want to have an app that is adaptable to various platforms so that people can use it on various devices. Ensure that the overall look and the feel of the app are maintained across platforms.

3.      Don’t Emulate Other Popular Mobile Apps

Thousands of apps hit the app stores every day. A big number of these, however, fail to make a mark. One of the reasons these apps fail is that they don’t provide anything new. The key to developing a successful mobile application is to create an app that delivers a rich UX and brings some sort of a benefit to the users, which they can’t find elsewhere.

Ensure your app serves at least one purpose related to your business that isn’t already being addressed by other popular apps.

4.      No Solid Marketing Plan

This is yet another reason for the failure of a large number of mobile apps. It’s important to market an app properly prior to launching it to maximize the chances of people finding it. Businesses often make the mistake of marketing the app after it has been released on app stores. Successful apps are promoted way before they hit the market. Divide your marketing plan into 3 stages: pre-launch campaign, launch campaign and post-launch campaign.

Businesses with existing social presence should take advantage of these channels to properly market and promote their new apps. In order to market an app successfully, you need to optimize it for Google Play, iTunes, as well as Windows Store. Set your app’s title, keywords, descriptions and screenshots so that customers can easily find it.

5.      Underestimating Costs

Some businesses might consider developing a mobile app just because everyone in their industry is making one. But that’s not good enough a reason to create one of your own. Apart from some other important factors, you also need to think about the budget before you get started.

The expenses to be taken into consideration include the costs for designing the UI, developing the app, and marketing it, among several others. Some of these are recurring costs. Failure to understand and estimate these costs correctly can cause trouble for your business later on. Avoid this by carefully estimating all the costs. It’s better to go in with a budget or a price range and to scope the project accordingly. Know your limitations and keep within these limits.

6.      No Testing

Testing is an important phase in the mobile app development life cycle. As per reports, 79% of users will give apps a second chance after it fails to impress them on the first go, but only 16% will go back for a third attempt. These figures clearly suggest that businesses should test their apps before launching them to ensure no bugs reach the users and ruin their experience.

Ignoring the actual users of your mobile app and their feedback will result in poor performance of the app. So test your mobile app, collect user reactions and tweak your app accordingly to meet user expectations.

The mobile app landscape is only going to get bigger and more competitive. As more apps enter the market, you are going to need every advantage you can get to stay ahead of your competitors. Steering clear of these mistakes will dramatically increase the chances of your app’s success.



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