26% of installed apps are abandoned after the first use. This means nearly one in four users downloads an app, uses it once and never opens it again. 26% of installed apps are abandoned after the first use. This means nearly one in four users downloads an app, uses it once and never opens it again.
Are you reading this on a mobile device?
The overall number of mobile phone users reached 4.61 billion in 2016 and is expected to grow to 4.77 billion in 2017. Besides, people are currently spending 86% of their mobile time browsing mobile apps.
Whether for pure branding purposes, generating revenue or audience engagement, a mobile application can give you a great edge in both B2B and B2C sectors.
To help you get maximum value from an app we have prepared this Mobile Application Buyers' Guide.
Here you will find 5 most important tips to keep in mind when planning to launch a mobile app.
At first, make sure you have specific business goals. They, in turn, will shape the purposes of the app. Design your app to serve a specific purpose in your customer journey.
Think carefully how you plan to serve your customers and which features are needed. Don’t give in to the temptation of having as many built-in features as possible. Instead of embedding 40 diversified features into the app, use the most relevant ones.
You can think of adding more features in the upcoming versions of an app. This will also prove that you are constantly upgrading the app.
Initial and post-release activities may take longer than expected. The soft release (a preview launch of an app to a limited audience) might take some weeks. Downloading the app and gathering early users’ feedback require a significant amount of time. Also, bugs are not easy to identify and eliminate at once.
Set realistic deadlines together with the developer.
Don’t beat the rush with handling marketing activities. Major marketing campaigns should be implemented after the initial release. At this stage, the first users have already provided their input on key features to be fixed. Promoting the app will be more efficient once you eliminate the bugs.
Testing your application is vital. It’s the best way to get initial feedback and make sure that everything functions as planned.
Test the most important usability issues:
Today, the mobile app market has a higher barrier to entry due to intense competition. At the same time, customers have become more quality conscious. People tend to carefully select the apps they really need and want to use.
Hence, to get a successful app launch the emphasis should be placed on the quality of the product rather than on low-cost solutions.
Pro tips to help you allocate the budget:
Your initial release should be just the start of a long-term collaboration journey with the developer.
26% of installed apps are abandoned after the first use. This means nearly one in four users downloads an app, uses it once and never opens it again. Thus, it is crucial to keep the users engaged after the first launch.
When the new Android or iOS-version comes out you should make sure the app keeps functioning properly.
Also, you should ask yourself:
“How do the users give feedback about my app?”
“Who will handle the feedback?”
“If the app gets bad ratings, who will start improving the situation?”
Outsourced companies usually do not provide assistance in any post-release activities. Try to find a developer that will be with you hand in hand for years.
Are you planning to improve your business with mobile applications?
Subscribe to our monthly newsletter to get the latest interesting articles in your own mailbox.
The diversity of digital marketing trends is huge: content marketing, social media marketing, marketing automation and artificial intelligence – just to name a few. Check out this list of the top digital marketing trends for 2018 to decide what to incorporate into your marketing strategy next year..Read More
Liana Technologies conducted an international survey about marketing automation in May 2017. The survey was sent to marketing and communications specialists and 421 company representatives in total completed the survey.Read More
Email marketing still remains one of the most effective marketing measures. But why is it particularly important for hotels? Read our tips on how you can take advantage of it and build guest loyalty.Read More
Email marketing is definitely a relationship worth investing in. But what criteria should a good newsletter software actually fulfil? And how do you choose your perfect match among all of those who want to date you?Read More
Due to the rise of smartphones, the number of mobile services exploded at the beginning of the decade. In the past five years we've seen mobile devices go from an additional gadget to the most used online device. Which factors and concepts shape the development of mobile services from now on and what is their meaning to marketers?Read More