The upsurge in the use of Smartphones has led to a substantial growth in the demand for mobile applications. Enterprises have acknowledged that mobile apps can help them increase the worth of their brand, and also enrich their business offering to their customers and ultimately improve their bottom line.

However the road to launching a successful app is laced with potential potholes so determining the right launch plan and garnering success in the App Store and retaining users for the long-term is a multi-step, multi-variate process. A process that directly controls the outcome of your mobile or web app value. Thankfully there are some unwritten rules to help you get through the app roadmap so take these considerations to heart and it will help guide you along as you reach for app success.

What to consider before developing a mobile app

Before Launch

  1. Market Share

The first way to decide on the right mobile app development platform is by learning about each of their market shares. For instance, Android by Google runs 80 per cent of the world’s mobile devices. On the other hand, Apple’s iOS runs about 14 per cent of worldwide mobile devices.

  1. Pick a platform

The ideal for any company is being able to launch on both Android and iOS at the same time with a fully featured native app. In reality, you’ll have to consider which platform to launch on first, and each has their own set of pros and cons.

Android is currently the market leader in terms of adoption and retention, but iOS apps are more profitable, so if your monetization strategy is dependent on paid-for apps or in-app purchases, then iOS might be your best bet.

Bonus tip: Apple is going to start rejecting apps that incentivize based on social sharing and video views, so take that into consideration when developing your app!

  1. Demographics

When choosing from a variety of mobile development platforms it’s also important to consider demographics. Android users are usually those from a lower income group and prefer Android, as these devices are quite affordable. In addition to this, Android mobile devices are usually owned by people from an older age group.

However, because a bulk of Android apps is available for free, there is less engagement with them. iPhones on the other hand, are preferred by users who belong to a medium and higher income group. These users are generally younger, educated individuals who are open to spending money when it comes to buying digital products like mobile apps.

Additionally, get beta users as they are the ultimate test group, and will be some of the most honest and accurate critics of your new-to-the-world app, so finding the right group is important.

  1. Content

Content categories also play an important role in deciding which mobile app development platform to choose. Research has found that those who own iOS devices tend to explore a variety of app categories when looking to download a mobile application.

From gaming and entertainment to social media and education, iOS users have the inclination to download different kinds of apps. However, Android users, commonly download solely social apps.

This also plays an important role when picking the right platform. Android is the better option here, as this platform allows developers to add a lot more features and customizations to their apps, whereas iOS can be quite limiting.

  1. Browsing-to-Buy Conversion Rates

Browsing-to-buy conversion rates should always be taken into consideration when deciding between mobile development platforms. Studies have shown that 23% of iPhone users (iOS) are more likely to make purchases from their smartphones than Android users.

  1. Launching the App

If you’re looking to easily launch your app on an app store, then Android is the mobile app development platform to choose. It’s much simpler to launch an app on Google Play, than Apple’s App Store, as Apple requires every app to go through an exhaustive approval process.

During Launch

  1. Identify what’s working and what’s not

Namely, which features are your users responding to and what functionality resonates most? The goal here is to know exactly how users are interacting with your app and to double down on that functionality, improving the experience and giving users what they want.

Monitoring your app performance closely during this first impression time period will allow you to instantly address, prioritise and troubleshoot any app issues, including errors, bugs, crashes and network latency.

  1. Look at your initial App Store success

Downloads aren’t the most important metric to measure when it comes to your app success long-term, but during launch, it most definitely takes centre stage. You want as many eyes on your app as possible, which means tracking downloads as an initial indicator of interest and usage. Also, if you decided to build apps for multiple platforms, you’ll want to consider exactly how you’ll draw insights across the various app stores.

After Launch

  1. Create a plan for engaging and re-engaging users over time

Promoting your app to garner downloads is an essential part of your marketing plan, but don’t forget what comes next: maintaining and improving usage.

You can do this with campaigns targeted to your users through email, push and in-app messages, and SMS. These promote engagement with special offers and discounts, customized content, reminders, and other valuable information your users are looking for.

Remember

No app can stay stagnant and be successful; no matter what your industry or driving purpose, you will have to evolve as user behaviour evolves. This can mean growing into other value paths, targeting new audiences, and even re-defining the direction of your app roadmap. Think critically and creatively to create concrete ideas and plans to better grow your app.

Contact us

If you want to know more about mobile marketing services or app development and how it can be applied to your business, then feel free to contact us.

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