The mobile app industry is growing rapidly. Apple App Store, when launched in July 2008, had 800 iOS apps and today it has about 2.2 million apps. Likewise, Google Play Store started its journey with 2,300 apps in 2009 and is now ruling the app industry with nearly 3 million Android applications. And still, there’s no end to this.
This has enticed brands and entrepreneurs to invest in mobile app development and boost their business growth. It is obvious that you would also be planning to have your own business app in 2018. But before you build castles in the air and dream about your app success, keep in mind that not all the applications that are submitted to the app stores get the limelight. There is a wide range of apps that fail as soon as they are launched, are downloaded just to be uninstalled later or worse – they do not get even a single download.
This scenario, undoubtedly scary, is a very common occurrence. However, this does not mean you should neglect the opportunity of building a strong brand presence on the mobile platform. With proper research, planning and execution, you can get rid of the factors that could restrict you from gaining higher users’ attention – making your app idea a ‘big flop’.
Reasons behind App Failure and Tips to Deal with Them
You can lower down the risk of app failure by paying attention to the following prime reasons:
- Undefined Target Audience
- Idea Already Exists
- Poor Design
- Deficit of Capital
- Neglected Testing
- Nobody Knows About It
- Lack of Analysis and Communication
Investing in mobile app development without defining your target audience increases the risk of app failure. This is because people from different ages, cultures, professions, and backgrounds have different needs, problems, expectations, and preferences.
By focusing on a particular audience group, you can get a clear idea of the kind of app design and features they would love to try. You can create an application accordingly and achieve a better response.
Many times brands are so confident about their app idea’s uniqueness that they do not research the market well and end up building a copy of an existing one. As a consequence, their app fails at gaining expected traction.
To ensure that your app does not fail due to this reason, do an extensive market research. Make sure your app has certain features that the users find valuable and could consider as a criteria for choosing your app over the other available ones.
The very first thing a user notices in an app is its design. If the app’s design is simple and interactive, the user will love to try it. On the other side, if the app’s UI/UX design is too complicated to understand, the user will get frustrated and leave the app at once. Thus, the app will fail to make a business out of it.
To ensure that your app has the perfect design, follow the recent UI/UX trends and build the whole design keeping the target audience into consideration. For example, if building an application for elders, you need to ensure that the size of the app’s buttons and other content is big enough for them to respond effortlessly.
Various mobile app development projects come to a standstill due to shortage of funds. They fail to hit the market at the right time and enjoy the best of the opportunity. Besides this, there are various situations where the app gets launched but couldn’t afford further updates due to capital deficit. The app fails to roll out new updates because of which users assume them dead and decide to never return.
A real example of app failure due to a lack of capital is Everpix. The team spent nearly one and a half years to develop this amazing photo service and they even got 55,000 users but by the time mobile application reached the market, they were out of money. They couldn’t get enough users to sustain their growth and thus, the app became history.
If you have the required budget for creating an app with all the planned functionalities, it’s good. Otherwise, build an MVP (Minimum Viable Product) and upgrade it to a fully-functional app once you have the required capital.
In a hurry to launch a mobile application in the market earlier and get higher chances of downloads, various companies and app developers often overlook the testing phase. They launch an app with bugs in the market – affecting the user experience and increasing the rate of app uninstalls.
Customers these days are reluctant to bear app crashes and poor performance. Thus, you need to be sure that your app is bug-free and is operating flawlessly before it is handed over to the users, which ultimately means you need to invest in app testing and quality assurance.
Many mobile app developers and brands feel that their app is ultimate and users will come to them directly. They do not spend a single penny on app marketing and thus find no desired outcome. In other words, their app fails to achieve the targets assigned. For example, Google launched an amazing email and communication tool named ‘Google Wave’, but it lasted for just six months, and one of the prime reasons was – nobody knew about it.
If you consult with the top mobile app development agencies, you would come to know that mobile application marketing is as important as development process. So, invest wisely. Give your best shot at App Store Optimization (ASO), social media marketing, pre-launch app marketing, and other app marketing practices.
It happens many times that a mobile application gets higher downloads at early stages but experience higher uninstallation rate later. In such a situation, if the mobile app developers or the authorized brand do not pay attention to the urgency of the situation, the app can fail.
To make it certain that this does not happen in your situation, use the best analytics tools and keep a record of your app’s performance. Figure out which feature the users love to use, and which one is ignored. Keep checking the user feedbacks and work on them to provide them better user experience. And this way, make them feel appreciated and encourage them to remain loyal towards the app.
Besides the aforementioned reasons, there are various other reasons due to which mobile applications fail to achieve associated goals. But the ultimate secret to increase the chances of success of your mobile app development process is focusing on user experience (building a user-centric app) and on marketing your app well.
Guest Author: Bhupinder Kour is the Technical Content Writer at Appinventiv Technologies who loves to pen down her understanding and knowledge in simplified and engaging manner. She is an early adopter, likes to stay up to date with the latest trends in the mobile industry and add value to the organization.