In today’s digital age, mobile apps have become a valuable resource for all types of businesses.
From consumer web and retail to wearables and business services, mobile apps can effectively deliver on a number of business objectives, ranging from awareness and productivity to engagement and mCommerce.
Based on a June 2016 survey, the number of apps on the market continues to rise. Android users can choose from over 2.2 million apps, while Apple’s App Store offers 2 million apps to-date. Meanwhile, VentureBeat reports that “by 2020, the app economy could double in size to $101 billion, according to market researcher App Annie.”
A mobile apps’ popularity can be measured in terms of downloads and installations. However, this does not adequately measure the monetary success of a mobile app. Couple this with the fact that it’s much more difficult to retain a mobile app users and you’ll understand why mobile app success isn’t an easy path.
While no one can predict the success of an app there are key indicators.
In the App Store, alone, as many as 60,000 apps are added per month, according to mobile attribution and analytics company, adjust. To stand out in a crowded market you’ll need to validate your app idea. For example, search Google for primary keywords that describe your app.
Define your business objectives. And consider which app category you plan to target (e.g., games, business, education, lifestyle, entertainment, utilities, etc.). For example, if you launch an app based on upcoming music festivals and events then your objective is awareness – to get your brand or product known. Measures can include number of app downloads, how many sessions each user has, the number of pages views or brand recognition.
Next, how will you monetize your mobile app? Will you build an app that is free with in-app ads, freemium with gated features, paid apps, in-app purchases, paywalls and subscriptions or brand sponsorships?
Tackle your unique concept with a proven business and revenue model to drive profitable outcomes.
A mobile app landing page will help you showcase your app in creative and unexpected ways. Include video demos and product snapshots.
It’s not feasible to increase awareness, traffic and downloads if potential users don’t know about your app. Marketing your mobile app with a landing page creates an opportunity to showcase your app, demonstrate functionality, guide your visitors to take action and more.
A mobile app landing page is a small part of a good pre-launch marketing strategy. For example, you can offer opt-in email subscriptions to your newsletter in order to share launch date, feature updates, and more. Furthermore, this will help you communicate with targeted users and gauge their interest and create a feedback loop to help with app development.
Keep track of the data received. Use web analytics tools like Google Analytics and heat map tools, like hotjar, to conduct an in-depth analysis of the data.
Marketing your mobile app on free channels will only take you so far. Paid media is a proven way to gain traction at launch. Develop a mobile app marketing budget and test different paid channels. Social media is one of the top paid channels.
From Facebook Ads to Promoted Tweets, test each channel with a small budget. Then allocate your budget to channels that perform well. Keep the creative, demographics, audience, keywords and timing the same to better assess the overall effectiveness of each channel.
With some strategic planning, attractive visuals and appealing copy, you can use paid media to boost app awareness and solicit feedback from interested users.
Pre-launch feedback can be gathered from beta testers. For example, using a tool like BugClipper to report an issue is as simple as sending a text message. Beta testers or end users can report issues quickly send you screenshots, highlight the issue with annotation from inside th app in just 3 steps.
The simplest way to get feedback is to ask for reviews within the app. For example, Doorbell.io lets you gather in-app user feedback for free.
You can use the data received from landing page lead gen forms, email sign ups, paid email and in-ap feedback to increase the chances of your app becoming successful.
Here are several more ways that you can make your mobile app successful. Ensure your app:
reaches your target audience
meets clear business objectives
accomplishes user expectations
performance is fast and responsive
adheres to user interface (UI) guidelines
provides user-friendly app navigation and engaging user experience (UX)
is compatible with different mobile platforms
retains users and can increase the ratio of return users
is focused on quality assurance; fix bugs and errors quickly
prioritizes data security to build user trust
includes a privacy policy and other legal terms and conditions to meet Google Play and App Store guidelines
Consider every aspect that can improve your app and increase downloads, retention, user satisfaction, and overall success.
This article has been edited.
Mehul Rajput is the CEO of Mindinventory, a leading mobile app development company that develops iOS and Android apps. He blogs as a hobby and loves to write about mobile technologies, startups, entrepreneurship and mobile applications. Connect with @mehul_sap2004 on Twitter.
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