7 Reasons why mobile apps are under-performing in 2018 - Measures to Take

The main asset of any e-commerce business is usually a highly optimized and well thought out profitable mobile application. Nevertheless, sometimes it’s not working out as it suppose to. Why is it happening? Below we will consider several possible reasons for this situation.


  1. Your application does not fully meet the needs of users.

 In other words, users' expectations do not correspond to what your application can give them. The success of the application is built around its unique trade offer (UTS). Applications that do not have it, do not bring their users visible benefit. Might be they will install the App, but they won’t use it. Therefore, when developing an application, always ask yourself the question: "How does this application help people? What need does it satisfy?"


  1. There are a lot of technical flaws in your application.

 Even if your application has unique UTS, you’re still under the risk of losing users, if there are a lot of bugs, it is slow, hangs or is poorly optimized. A Google survey data[1] shows that most users delete the applications that work poorly or unstable:

 - 50.6% of users delete mobile applications, because they take up a lot of space on the phone;

 - 33.8% of users delete mobile applications, because they often hang.

 Thus, half of users delete applications due to technical problems. That's why it's extremely important to test and debug the application before showing it to your users. It won’t just improve the feedback, but (more importantly) will help keep the audience.


  1. Your application is not convenient to use.

 How easy is it for users to use your application? Test the application only in terms of its technical performance is not enough. It is equally important to conduct usability tests to find out: how real users interact with the application, how convenient it is for them, and why they work with it in this particular way.

 26.8% of users delete applications, due to the fact that they are very difficult to use.

 Mobile users will not waste time on an application that is poorly designed and needs to be understood. Most will prefer to remove such an application and download another one simpler. Therefore, after you test the application and identify all the technical bugs. It is important to conduct usability testing as well to make sure that it will be convenient for users to work with it.


  1. Poor the business model.

 Make sure that you do not forget about how to at some point weave in your model advertising. Other common methods of monetization are the charge for downloading the application, providing services for paid subscription, embedding in-app purchases (In-app Purchase). The other model is installing the application; you pay only for additional functions. This is an excellent opportunity to demonstrate the value of the product in the first place.


  1. Lack of brand identity.

 A cool name is the key to the whole process. You should strive for something that will be associated with the functions of the application, which will sound fresh and have an emotional resonance. But first of all, the name of the product should be simple. We live in times of high competition for attention, so your idea should be extremely clear and understandable.


  1. Make the product noticeable.

 According to the Nielsen Media Research report for 2012, 63% of application sales are the result of searching inside application stores. So make sure that your application is displayed as high as possible. Drawing up a list of keywords that can be associated with your application is a crucial step. It is also important to maintain brand identity on different sites so that users clearly understand what they are looking for and were not surprised by the search results.


  1. The application of your competitors is better.

 78% of mobile users constantly use on average only 2-3 applications from all installed on their phones, and the rest - only occasionally. Therefore, if you have a competitor with a similar application and your target audience, then you need to become the best in your segment. The love of mobile application users is fickle, so if a competitor has a new feature in the application, and you do not, then the user will part with your application without regret and install a new one.

 Bugs, technical flaws and poor and unintelligible design can cost you much when it comes to user loyalty. Remember, to regain lost loyalty is even more difficult than to win it. It is better to avoid these problems from the very beginning by starting to test your product at the earliest possible stages: for example, usability testing done already at the prototype stage will help identify the most critical user problems of the application and avoid large expenses during the development phase. Got the question? Would like to get more information or our assistance? Email us and get proven marketing consultation absolutely free

sales@wedigtech.com. We are always glad to serve you.


About The Author:

 Ashish Sharma is the Chief Marketing Officer at WeDigTech, a Mobile App Development Company in LA California US. He is responsible for marketing activities that have to do with creating, communicating and delivering offerings that have value for clients or business partners.

[1] http://www.digitalinformationworld.com/2015/09/infographic-why-mobi...

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