Why Mobile Apps Fail?
A successful mobile app begins with a great idea, but it isn’t enough. A thorough and in-depth planning of the mobile solution will bring your business to success. Still, mobile app startups keep making the same mistakes. We analyzed the main reasons why mobile apps fail. Let’s have a look at the causes and determine the ways to avoid them. A mobile app might fail at any stage of the implementation. The users might abandon the interaction with the app from the first screen or even before launching the app. Thus, we differentiate the reasons for mobile app failure in 3 stages, when these reasons occur:
- pre-launch stage
- interaction stage
- post-launch stage
1. Prelaunch stage
This group of reasons stands for the causes, why mobile app fails even before its release in Google Play or App Store.
Vague strategy of mobile solution implementation
Behind every good app, there is a well-established mobile strategy. If a customer is not sure about the result, they want to arrive to with their app or even change it throughout the development and deployment stage, nothing good will come of it. Before calling for a development agency, think through the final solution you go for. Though, be flexible enough to face unexpected affecting factors. They are inevitable.
Poorly researched market
The most widespread mistake of most people calling for an app is the lack of research beforehand. To do market research you can start with these questions:
1. What goal are you striving to achieve with the mobile app?
2. Will it increase your employees’ productivity or drive new sales?
3. What are the target users of your app?
4. What platforms and devices are they using?
5. What actions will the users take inside your app? How will it help them to solve their problems?
6. Do you know your competitors?
7. What particular features your competitor’s app have? What features should your mobile app have too/instead?
8. Why does your mobile app solve the users’ problems better than a competitor’s one does?
9. What is the potential competition for your app in your category (in App store and Google Play)?
10. How are you going to monetize the app?
You’d take the wrong approach by going after the ‘not-your-users’ and not investigating the market enough. Instagram, for example, was on the market for 3 years already before it gained any appeal. It never stopped researching and applying improvements.
2. Interaction stage
With so much choice in App Store and Google Market, users rarely give any app a second chance. Users don’t make long judgments so as to abandon the interaction with the app once and for all.
Poor user experience
The most common reason why mobile app fails is poor user experience. We often repeat one important state “Your app needs to be intuitive”. If a user struggles to perform the basic functionality, your app has very bad usability. Other examples of poor user experience:
• long load time;
• heavy battery usage;
• slow responsiveness;
• buttons that are difficult to interact with, etc.
Poor app design
Customers buy with their eyes. Poor design causes poor engagement with the app. Be sure to entice the users of your app with the first screen. Keeping up with trends is important for brand’s presentation. If your mobile app feels and looks like it is designed for 3rd iOS generation, you would hardly succeed with it.
Let’s imagine that you own a coffee shop. In your mobile app, you offer to the users the catalog with the range of coffee sorts you have. Yet, what if your users expect to see the buying capability in your app. Or loyalty program with the bonus collection for every purchase they have in your store. Then, your mobile app fails again. How not to disappoint the users? Do research beforehand.
3. Post-launch stage
Don’t you think that once you’ve launched the mobile app, you can sigh with relief? A good app might fail even after the release if you would neglect its post-launch maintenance.
Improper app marketing strategy
After the launch date, a mobile app startup might face the following mistakes:
• not focusing on user engagement;
• not measuring the features that are drawing people in and dropping them off;
• not paying attention to users’ reviews, etc.
Under-estimation of updates and re-design
Ever since your app was accepted and loved, take the next step forward and keep updating the content to encourage the users’ engagement. Leverage app update description in App Store and Google Play. Tell the users how new fixes would make their in-app experience better and solve their problems. Play around with the design of your app and don’t afraid of redesign over the time.
Mobile apps flood the market. It is highly difficult to release a mobile app that would perform well in today’s market. Thus, avoid these common but still often overlooked mistakes during the pre- and post-launch phases of your mobile app to increase the chances of success. Include all the important aspects of growth right from the start and leverage a successful mobile solution in the future.