In today’s mobile world, for any small business an app is absolutely essential. However, a bad mobile app is no better than having no app at all. And it’s hard to shake off the bad brand impression you will get for your app not developed in a way that engages users. Below are some key factors you need to employ when creating your business app to ensure it’s success.
First Thought, Not Afterthought
Never think of your app as an extra screen to simply place content in. It is a completely separate entity. Make sure to plan out your mobile app design and functionality in a way that will provide real value to your customers. An investment in a mobile app is an investment in your long term business success. It really is as simple as that. As mobiles have now taken over from desktops when it comes to browsing habits, not having a fully functional app that ticks all the boxes could be the difference between your business succeeding and failing.
Your app has to be simple enough for customers to find what they want and complete any transactions within minutes. Less is definitely more when it comes to business apps. A common mistake is thinking your app has to be packed with features and have every bell & whistle you can think of. However, the reality is half of them won’t even be used. Simplicity delivers great user experience, something every mobile user demands and expects.
Accurately Measure App Performance
Only by having the correct KPIs and mobile app metrics in place from the start will you be able to accurately gauge the impact your mobile app is having on your business. Many companies don’t bother with this but if you can’t measure how it is performing how do you know it isn’t having a negative effect? You could assume it’s doing well when it isn’t, and not spend any more money on it. One common mistake here is thinking that the total number of downloads is the most important number to watch but make sure to watch other important metrics like actual customer usage of your mobile app.
Create a Marketing Strategy for your App
A mobile marketing strategy should be in place from the very beginning of the development process. Overlooked by many until it’s too late, it is way easier to market a new app from the beginning than trying to foster interest after several months post launch. You wouldn’t start up a new business without having a marketing strategy in place. And you shouldn’t launch a new app without one in place either. Your marketing strategy for your mobile app also doesn’t need to be extremely complex or expensive — sometimes simply sharing your app over social media or placing a “App Store” sticker in your business can do the trick.
Plan Your User Engagement
Once you launch your app, and it’s available to download from the app stores, you need to have a plan in place for engaging with your users. Apps offer awesome opportunities for businesses to engage with their users, but this only works if you plan in advance how you will do this. Consider how to use push notifications and implement your in-app messages. These must be relevant to your users and keep them on your app. Don’t forget your geo-fence tools either. These let you send location based messages to your users, yet another reason why mobile power rules!
A lot of the points made in this article are pretty basic but if not taken into account you may see your business app fail from the start. Make sure that your mobile app is a first thought in your marketing strategy and keep things simple. Plan out ahead on how your app is going to benefit your customers and how you will get them to come back to your app. The main take away here is do your homework before launching your app and you’ll see a much larger return on investment compared to if you built an app just to have an app. Follow the tips above and you’ll be out marketing your competition in no time!
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