According to Statista, there are more than 2.2 million apps in the Apple App Store and more than 2.1 million apps in the Google Play Store. App Annie published a report that the average smartphone user uses an average of 9 apps every day and 30 apps every month. And most users spend at least 2 hours every day on apps.
There is no surprise that many corporates and startups have their central part of the business in developing apps because they have become an integral part of our daily lives. But remember, not every app is successful. In fact, the probability of your app not making money or even not getting downloads is more than becoming successful. There are millions of app in the market, and everyday 1000s of apps are getting published, and the average user just uses a teeny tiny part of that number.
No matter how good is your app, there is a probability of it getting slip through cracks if your app falls into these categories,
1. It Doesn’t Solve an Actual Problem
Without any doubt, the biggest reason any app will fail to get downloads after publishing is it fails to solve a real problem. Every app has a problem to solve, including a gaming app, which solves the problem for users to overcome boredom or provide entertainment. John Sela, an app developer, wrote in The Next Web that, You need to ask the following questions to yourself and your team to determine if your mobile app will satisfy the need of users – Does your audience need a mobile app? Will they be gaining more value from your app than whatever is currently available in the market? Can you influence your customers to download your app? If your answer is NO, then you need to rethink your app strategy.
Ultimately, you have to deep dive into the problems faced by your target audience. Think about how can you digitize real work problems faced by users or how they can offer a better solution than current market availability. You can use social media, focus groups, etc. to find the pain points of your audience, so you can offer a better product for your target group.
2. You’re Limiting Your Potential Audience
Targeting is critical for app promotion and success; however, don’t limit the reach in the name of targeting. In the latest update of AppsFlyer’s performance index report, which covered 20 billion app installs, the company tracked that the Africa/Middle East region showed growth, which reflected the economic development of that region. The number of smartphone users is increasing in those areas, and it remains as the fertile land for marketers to acquire and retain new customers.
A report by Newzoo ranks Nigeria, Iran and South Africa as the top 30 countries in the world for the number of smartphone users. If you believe that the problems faced by your domestic customers could be applicable for international users as well, then you can consider going global. In some cases, you might need to do small tweaks, so it fits the new market that you are looking to expand your presence.
3. You Haven’t Invested in Marketing
Any newly launched app will face a lot of competition from the market and remember there is no overnight success. You must allocate some budget in marketing and promoting your app’s launch and create some buzz in the market. Let people know about the unique features of your app before they download the app. You can also do offers, deals, etc. to pull in the initial crowd of early adopters.
Things like Social Media campaigns, bloggers or influencers outreach, media outreach, paid advertising etc. will be essential for a successful launch. Investing in marketing from early days can make your app become the top downloaded app from day 1, and it can also boost your organic downloads.
4. You Don’t Have a Monetization Plan in Place
You took all the effort and pain to develop an app because it can make some money. If your app doesn’t have the opportunity to make money, then there is no point in taking such efforts. But fortunately, there are many options available to monetize from your app beyond those annoying popup ads or selling your product or service. Few options are,
- Freemium – Users can download the basic app for free and get premium features after making the payment. This gives users to try your product before making a purchase decision. Apps like Dropbox, Spotify, etc. follow this model.
- In-app Purchases – Gaming apps follow this model. The app will be free, and users can play the game for free, but there are optional additional game features that users can unlock by purchasing. E.g., Characters, Look and Feel, Weapons, Cars, Accessories, etc.
Address these common problems before launching your app, and you will be better prepared to create an impact in the market.