Top 4 Reasons why mobile apps fail

Mobile apps industry is booming at a rapid pace. Several apps are launched on the app stores everyday and add to the already high numbers which already exists there. With such variety of apps available, most users do not give a second chance to an app that they do not like using. As per Marketwatch, almost 35% of mobile app engagements last less than a minute, which suggests users don’t take long to make judgments.

The success or failure of the app is in the hands of users and they are very quick in deciding. Though the definition of success varies for everyone but it is mainly reflected through

• Quantity via the number of downloads, the percentage of targeted audience captured, etc. and
• Money via in app purchases or paid download

Whatever be the benchmark of success, most apps fail on app stores mainly because of the following four reasons keeping aside competition:

• Poor Research

Even a great idea for an app may fail if thorough market research is not done. The questions that the research should answer include

• Is your app idea clearly defined?
• Is your app going to solve a particular problem?
• Is there a market for the app you want to launch?
• How much competition is there for the app?
• Is your app going to make someone’s life easier?
• Is the app going to provide a unique experience to the user?

An answer to the above questions will give a clear picture of the market. Another area that needs research is the behavior of the potential audience. Apps are being used by people of different age groups, different areas, different customs, different mindsets and the list of variation is endless. To understand who your targeted audience is and how they will use the app in question is what needs to be researched well.

If you decide to skip the research part, you are most likely to create and app that you think people will like but the reality may differ.

• Overlooking platform differences

Platforms like Android, iOS, Windows, etc. operate differently. The users are used to the common features of their respective platform and thus expect the app to function in a similar way. For example, most Android users are in a habit of pressing the back button quite often, whereas Apple users do not have that option. Ignoring or overlooking platform specific details may leave the user frustrated and thus result in the failure of the app.

Thus, it is vital to keep in mind the platform differences while developing the app for multiple platforms.

• Unsatisfactory User Experience

If the user does not feel happy with the app, the possibility of a second chance is almost zero. An unsatisfactory user experience may result from:

• Slow processing of the app
• Very long load time for initial screen
• Difficulty in accessing core features
• Long process of registration
• Difficulty in performing basic functions

Thus, it is important to check these before launch.

• Lack of appropriate testing

Yes, everyone knows testing is important. But it is important to note that 44 percent of defects are found by the user (24 percent from direct feedback, and another 20 percent from public user reviews in app stores). Though it is easier said than done to launch a perfect app with no minor bugs, it is important to test appropriately to ensure major issues are avoided on launch. A single crash can hamper the brand image and thus affect the success journey of the app.

Thus, it is important to test thoroughly with a documented process to refer, which ensures that the app is market ready before the actual launch.

Conclusion

There is no doubt that competition; marketing budget and luck are important factors that affect the success or failure of the app. However, factors such as poor testing, inappropriate user experience, poor research and ignoring platform differences can result in an immediate un-installation of the app and a negative review. Taking care of these in advance can help in achieving triumph with flying colors in the app world.