How to ensure your app is a success: Industry insight from Apadmi
Recent research has shown that over 90 per cent of apps are abandoned within a year. But clearly, some do make it through to become indispensable to a decent number of users…and a few become global sensations.
As the UK’s leading app developer, Apadmi has seen many of the apps it has developed join the million+ downloads club, thethe BBC iPlayer Radio app is a great example.
Whether you’re a large brand or aspiring start up, Apadmi understands the problem and has teamed up with its digital marketing partner, PushON, to create a comprehensive list of some of the best ways to ensure your app is a success.
From ensuring your app is intuitively designed and robustly developed, to maximising your app’s coverage, the full 8000-word report takes you through every stage of the process and gives sage advice from many key industry insiders.
Here’s a digest of some of the report’s key points:
1. Develop an exceptional app
It all starts at the drawing board. Without a quality app, no matter how much marketing and promotion is done, engagement will be poor. App stickiness is key and this can usually be achieved if an app is developed with a well-defined purpose front of mind (don’t just develop an app for app’s sake!) It’s better that your app does one thing well than lots of things badly and the app’s functionality should be housed within a simple yet intuitive and engaging UI.
2. Plan and optimise
As a motivational guru might say, “one does not plan to fail, one fails to plan”. Planning should begin early in the app development process - consider naming your app appropriately, testing thoroughly so that bad feedback is avoided, conducting extensive competitor analyses, along with optimising the app for different geographical markets and monitoring for new OS releases or devices.
Ensure time is also spent optimising your app within different app stores. Showing up in the top 10 results in a search isn’t luck – it’s a mix of keyword optimisation, positive reviews, downloads and links from external websites (amongst many other factors). Think laterally about your app’s category; a time-tracking app is also a business app or a productivity app. Ensure keywords are included within your app’s title and measures are taken to prevent negative reviews; make it easy for users to seek help, respond quickly to queries and pay attention to any related support forums.
3. Gain coverage and maximise exposure
Build user profiles of your target audience – what websites do they go on and what publications do they read? These may be great places to advertise, whether that be in a paid or reciprocal way. Approach key journalists and bloggers and focus attention on getting your app featured within the various app stores. An excellent way to do this is by integrating your app with something that phone manufacturers, service providers or Google or Apple may want to promote such as NFC, iCloud or fingerprint scanners.
Developing apps can be an intricate process and ensuring they are a success takes time, strategic thought and expert guidance. Done well, apps can improve brand advocacy and engagement and even become empires in their own right.
Hannah Pym, marketing manager, Apadmi
LinkedIn: Apadmi Ltd
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