What obstacles do you face in mobile app development? Statistical data from the Adobe Mobile Excellence Report illustrates some common issues. According to 3,000 respondents from marketing departments and agencies, typical mobile app development barriers include the following (listed in descending order):
It’s surprising, but many companies still don’t understand what happens with their apps after users download them. Most companies care about the number of downloads (76%), but they overlook more important indicators, such as ROI, user engagement, recurrent usage, time spent using the app, and acquired revenue.
Let’s dig deeper into these indicators. Recurrent usage is an essential indicator for several reasons. First, three-quarters of all mobile app users either delete or abandon mobile apps . Thus, if you spend more on attracting new users, you can rely on stable revenue. Meanwhile, if you maintain user interest by updating content or offering new mobile apps of interest to your target audience, you can double your sales. Second, persuading existing clients to buy from you (including your app, product, or service—it doesn’t matter what they buy) is a lot easier than getting new clients.
Looking at recurrent usage can help determine the point at which users abandon mobile apps and what drives them to engage with the apps again (e.g., push notifications, email newsletters, promotions, or partner ads). This provides a vital understanding of where to go with product development.
- Revenue and ROI are essential indicators, but some companies find them difficult to measure. For instance, some companies offer direct monetization through mobile app purchases, in-app purchases, ads, or product/service subscriptions, but content-based apps should also consider callbacks and lead generations.
Apps such as Macy’s drive offline conversions using the installed data transmitter analyzing what clothes customers show interest in as they move around the store. The app then sends personalized promos and special offers based on each customer’s preferences.
- Time spent and user engagement reveal how useful a mobile app is for the user and helps discover the best content to make users “stick” to their screens. The recognition of behavior patterns can also open up new opportunities to mobile app developers.
- Custom metrics all depend on the type of your app and the tasks it is meant to resolve. Some content-distribution apps can rely on social shares to indicate virality and level of interest in certain content chunks. Push notification open rates, the number of registrations, or social sign-ins can all serve your purposes—just think of your app’s overall aims.
As I’ve already mentioned, maintaining a high level of client interest is truly a challenge, and updating a mobile app with new content (textual, visual, game levels, or videos) is essential if you don’t want users to delete your app.
The most common update frequency is “every few months,” which is especially amazing compared to the frequency of updates to desktop software. The growing mobile traffic and #Mobilegeddon requirements should inspire companies to invest in mobile quickly and establish a high content-update frequency. Choosing the right mobile app developer is essential to keep up with your customers. That leads us into the next mobile development pain, which is…
Mobile app development and maintenance
Mobile app development and support is tough whether you do it by yourself , hire a company, or set up a mobile department in your company. Relying on third parties puts you at risk, while hiring great developers to work on your team can cost quite a lot. Further, growing your own mobile app developers is also a risk because they frequently don’t have the skills to complete the tasks you give them.
Most companies delegate mobile optimization responsibilities to their marketing departments. If you’re a marketer, can you call yourself a specialist in mobile optimization? Right now, you’re likely saying, “No, not at all.” The positive trend is that, over time, management usually decides to shift these responsibilities to development teams, product teams, or other departments, but marketing specialists are still in charge.
What are your mobile development/optimization obstacles? You can leave your answers in comments.