With the growth of mobile consumption, many companies are rushing into app development without fully taking into account the factors required to develop and launch an app successfully. As a result, mobile apps that have failed the submission process or have failed to perform -- in terms how the app functions, number of downloads, ratings received, and, most importantly, meeting the client expectations -- have become a common occurrence.
The problem with having your first app flop is that damage to a brand's reputation can take place. Even if you fix your app later, convincing people to download an app that they had previously deleted will be a challenge -- especially with more than 15,000 new apps being approved in Apple's App Store each week. Additionally, recovery of the failed app creates additional costs to your initial investment. So what are some of the most common mistakes made in app development, and how can they be avoided altogether?
Duplicating your web experience
Creating a mirror image of your web experience on mobile is a recipe for failure. While this might seem very obvious, it's often the first response to creating an application. If that is the goal, the mobile web is the correct response.
In terms of look and feel, a brand's style guide can be applied, but the actual experience should be quite different than the web presence. Apps need to add some sort of value for users. The added value can take on a variety of forms, including mobile-exclusive content, real-time information, images, videos, or features such as location-based services. Again this seems like very obvious advice, but many companies look back to the functionality on the web to define the app experience.
Selecting the wrong developer
When selecting an app developer, cheaper does not mean better. Smaller development companies often offer unbelievable prices. The reasons for this are often a lack of experience and the desire to use your company as an example. In order to choose the right developer, ask to see the apps the development shop has already created. More often than not, you will find that a lot of the companies have nothing (or very weak offerings) to show. If the firm has developed several apps, it is critical to look into how well those apps performed. Have any reached best-in-class status? How many downloads? What is the user feedback like? What was the feedback from application review sites on said application?
If your company is using developers in-house rather than outsourcing, the same risks apply. Without the required experience, in-house developers are often eager to take on more than they can handle, simply because app building can be a very sexy new skill for an in-house team to have under its belt. Bringing in an experienced development shop for consulting can help delineate the borders of what can and should be taken on.
Failing to create a broader marketing strategy
One of the most common mistakes companies make in developing an app, whether for iOS, Android, or BlackBerry devices, is the failure to create a broader marketing strategy. In a competitive app marketplace, you are absolutely going to get buried unless you create a larger marketing plan to let people know that your app exists.
For example, reaching out to the media to have your app written up or reviewed is not only a great way to gain publicity, but also a means to gain valuable feedback on the app. Targeting your app to a specific demographic can also be a key part of marketing your app. Given the level of competition in app stores, funds should be spent with a concise focus until the user base is large enough to further expand.
Forgetting about other marketing opportunities
Beyond creating a broader marketing strategy, there are several other opportunities for marketing that often go unnoticed. Users are quick to make a decision in an app store, so having a compelling app icon will ensure your app stands out and isn't confused with competitors.
Your screenshot for iTunes is another important opportunity decision. Whether the images describe the app or displays the app in action, consider the screenshot as another valuable marketing opportunity -- use only the best. Finally, don't allow your developer to define the marketing language that is shown in iTunes (or other app storefronts). This should be done to match the values of the brand, as well as be written under the constraints of each store so your most important message is above the fold on each view of the application browsing experience.
Compared to a couple of years ago, brands are becoming more aware of some of the outlined mistakes made in app development. Companies now need to turn their attention to the factors required to develop and launch a successful app that engages with users, avoiding some of the common mistakes outlined above.
Scott Michaels is VP of client services at Atimi Software.
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