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2020 Mobile App Engagement Benchmark Report

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We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

The Five Stages of Reducing Mobile Customer Churn

Retention is a top priority for mobile marketers. Our new five-step framework is here to help you improve your existing strategy.

Download Now

Guide

View resource

Guide

2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

Download Now

7 Elements to Creating and Marketing Successful Mobile Apps

Nick Rojas  //  June 26, 2018  //  3 min read

If you want to create and market a successful mobile app, you must avoid the most common mistakes that app developers make, and really focus on nailing the fundamentals. That can be easier said than done, so this post is here to provide you with a little guidance.

Read on to discover seven crucial elements for creating and marketing successful mobile apps that you can use to better your chances of outdoing your competition.

Mobile app marketing

1. Keep registration short and simple

The fewer chances you give people to change their mind, the more likely they are to actually start using the app. Youl want to make sure that it’s as easy as possible for users to set the app up.

According to Adweek, 77% of all eCommerce apps downloaded are registered, but only 2.1% are ever used to make a purchase. The takeaway is clear: something in the registration process turns people off. Simplify yours if you want your app to be a winner.

2. Improve your design

Once a customer does begin using your app, they should find its features easy and intuitive. You can accomplish this by creating a simple interface with attractive colors and other design features that draw the eye and make it easy for users to see important information.

Minimalist UI with complementary colors has been shown to improve user experience and increase retention rates. Having trouble picking complementary colors? Just look at a color wheel and choose colors that are on opposing sides.

3. Stay focused on specific features

You don’t want to run the risk of making your app too general. Consider taking an approach focused on linear user flow, which guides the user through a clear journey using specific prompts instead of overwhelming them with different (and potentially confusing) options.

4. Sweat the small stuff

It’s not enough to make sure that the main features of your app are convenient. You have to consider even the most minor functions and make sure that they won’t ever get in the way of a user’s experience. Each time you update (more on this in a moment), make sure to test the smaller and less obvious parts of your app to ensure that nothing has been affected.

5. Gather customer feedback

Your team probably knows your app better than anyone else, but there’s such a thing as getting too close to your work. If you become emotionally attached to what you’re doing, you might lose track of the bigger picture and overlook things that would be obvious to an outsider. That’s why outside testing is a must before releasing your app to the world.

6. Keep it up to date

Once your app is out there, your work is over… right? Wrong. Competitive apps need to be updated on the reg (in fact, it’s not uncommon for successful apps to release automatic updates on a monthly—or even weekly—basis).

Updating your app frequently will keep it more secure, and prevent it from being made obsolete by competing apps. Keep in mind that 81% of respondents in a recent poll from TechBeacon said they would change their mobile app vendor if they felt that security was a concern; frequent updates can be very reassuring to your users.

7. Make sure your monetization strategy doesn’t get in the way of user experience

It’s important for your app to be profitable, but not at the expense of user experience. Ads that have nothing to do with the content you’re offering can annoy users to the point where they’ll lose interest.

Fix this by using ads that enhance your content—rewarded ads are one excellent example. You can accomplish this easily by implementing the Unity SDK (Software Development Kit) with an appropriate third party tool such as Enhance.

Creating, marketing, and profiting from mobile ads is not an easy task, but you can use this foundational knowledge to give yourself a big leg up on the competition. Refer to this guide often as you experiment with different strategies, and let us know what works best!

About Nick Rojas

Nick Andrew Rojas is an entrepreneur who has worked with various startups as a business consultant. He's also a journalist, focusing on technology, marketing, and social media. He loves meeting new people online and being challenged with new projects. Twitter: @nickarojas
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