If you are new to the business software, you’d automatically think that the moment you launch a mobile app users from all over the world would start onboarding without hesitation just for you to find out that apps don’t automatically get an audience when you launch. It is usually a rude awakening, especially for first-time founders. Many questions start to run through your mind: Is my product not good enough? Are people no longer interested in using this type of product? or people just don’t care anymore?
Trust me I know what it feels like, it can be pretty depressing. The truth many new founders don’t want to hear is that you can have an amazing product and still not accumulate as many users as you think you should after you have launched. Not necessarily because the app is bad or anything in the negative it is just because mobile app growth takes time.
Now think about for a minute, most of the mobile apps you use on your device, did you start using them immediately they launched? Did you even hear about them when they launched? I believe the answer to my question is NO. Whatsapp, Facebook, Instagram, Twitter didn’t grow to have billions of users overnight. A lot of effort and resources have been invested to ensure that users don’t only download the app but also continue to use the app for as long as the app exists.
The thing about mobile apps, getting downloads is one thing, but retaining these users is another ball game entirely. There are apps with several million downloads with less than 100,000 people actively using the app.
According to research:
39% of People Uninstall Because They No Longer Use The App
28% of People Uninstalled Apps Because of Too Many Ads and Notifications
20% of People Uninstall Apps Due to Limited Storage Space
11% of Users Removed Apps for Technical Issues or Confusion
Now considering these factors that are clearly stated what can be done to ensure the long-term success of your mobile app.
Let me share a few tips with you.
If you’ve just launched a new app in any of the app stores, or you have an app in the app stores that you think is under-performing because it is not gaining traction, you need to understand that mobile apps are products with a relatively short shelf life once it is available for download, hence why growing an app should be treated as an investment that needs long-term nurturing.
First things first you need to:
Design a product roadmap for mobile app growth
This is critical right before you even push your app to your desired app store. This should not be just about maintenance and fixing bugs, this should be your projections for the app. Feature planning and future releases should be an integral part of your roadmap. Many times we overlook this aspect because we only wait to get feedback or complaints from users before we implement certain features or factor them in for future development. This is a very wrong approach for mobile app growth. If you really want your app to grow you need to place yourself in the shoes of the users. Think vicariously through them. What do you think will make their experience continually better. You need to think through things you can do that will make them dependent on the app for that particular service you are rendering via the app. Especially in an inundated ecosystem of mobile apps, you need features that will make you stand out from others to give you a competitive and comparative advantage.
Data Analytics
The importance of gathering data for analysis can not be over-emphasized. Usually, it is from data analysis you can see where to tighten loose ends, what features are mostly interacted with, the total number of users, the total number of active users, daily users, etc. Data like these are critically important for the long-term success of any mobile app. Hence why Third-party analytic platforms are critical to audience understanding. When you have adequate data to understand your audience and you utilize the data appropriately, you are on the right path to success.
Digital marketing
These days to be successful at any business, your marketing has to be A1. you will need to develop content for ads, design a website or landing page, run ads, and engage users on social media channels. This has to done consistently and effectively. Building an online presence requires a lot of effort and resources hence why you need to make sure the communication is right and it resonates with your target audience to get the desired result.
Customer feedback
Nobody likes to read or acknowledge the not-so-good feedback’s but, truth be told, there many critical pointers embedded in this feedback that can save you from a lifetime of troubles. When customers are disgruntled it means one thing; Their expectations were not met. What you need to do with that feedback is understand what has made your customer disgruntled and find ways to make sure that the problem does not repeat itself to future users. Please understand that this is a continuous process. The ultimate goal is to make sure the users a satisfied whenever they use your app.
Re-engagement of dropped of users
It is normal for some users to download the app, use it for a few days, then drop off. This could be as a result of different reasons. However, because you have access to data from analytics tools, you can see some of their past activities just before they dropped off, then you can try to reach out to them via email or text with fresh offers just to whet their appetite and get them onboard.
Nurturing an app to become successful is not an easy feat. A lot of work and investments need to be channeled into every activity to secure the long-term success of any mobile app.
