A good Mobile App marketing initiative will always put you one step ahead of your competitors. It ensures that people return to your app, looking for easy accessibility and quick solutions. However, your app growth can become stagnant, due to inadequacies in the marketing process.
Here are some mistakes that marketers make; resulting in an inactive growth of paid app subscribers.
1. Failure to deliver value
For anything to sell, it must have product value. Mobile apps that gain considerable installations but aren’t used as often, show that the application is inadequate and fails to deliver value to users. This inadequacy can cause users to give their reviews, which may lead potential customers to think twice.
Every successful digital app tends to have some value. Facebook, Twitter, Tumblr are social media apps that provide the value of direct communication to the user. Uber is a service that provides product value in the form of convenient transport.
In order to increase your app’s usage as well as your subscriber list, constantly ask yourself, “How can my app benefit others?” This way you’ll know what people want and how you can keep them engaged.
2. Usability issues
Usability is another major reason why people might want to uninstall certain apps from their devices. According to Google’s survey data, 28.8% of users tend to uninstall apps if they are too difficult to figure out. Similar to bugs and overall performance, app usability is an important aspect that you must master through to make sure your product (app) is user-friendly. An ineffective app design wastes a user’s time with its complicated operations.
3. Poor optimization
A mobile app may be well designed, easy to use and provide user-value to the customer, yet it may still fail to engage users – simply because it is slow or poorly optimized. Many people uninstall apps, because they either take up too much storage space or freeze every now and then.
Optimization is, therefore, a great factor in determining whether an app stays on the device or is removed by the user. It is essential to get your application tested for bugs as well as use of storage space and performance issues, before releasing it into the market.
4. Not as good as the competitor’s
Since most individuals are not keen on installing more than one app for one purpose, it only takes one distinctive feature for a user to replace your app with that of a competitor’s. It is important to stay polished in a competitive app industry; especially when it is targeted towards a similar audience.
Make sure your product is unique, because it can help a user decide on giving up all other applications and choose yours instead.
5. App-nesia – failure to keep users engaged
Consumer detachment is a risk to the development of digital mobile applications. The app may invite a considerable number of installations at one point, only never to be used again. This is informally known as ‘App-nesia’.
In order to keep users engaged, you can use push notifications to let them know that they are missed. Alternatively, you can offer discounts or deals to make them feel involved. This way they would want to keep using your app. Make sure that your notifications lead users to quality content. There is a fine line between giving important updates and getting under the skin by spamming them with messages every day.
Smartphones are the new medium for promoting your business and a mobile app is an incredibly powerful tool to increase your traffic. As various business schools and online courses emphasize, the key towards successful selling is an effective marketing process. Do your best and avoid making the above mentioned mistakes, once you’ve launched your mobile app.
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