Cracking the Code: What Makes A Killer Mobile App?
Picture two mobile apps – both are geared towards the same audience, with the same basic features and functionalities. On the surface they are almost identical. The only glaring difference is that one has a four-star rating with a loyal user-base, while the other has a two-star rating and a stream of poor reviews.
What went wrong? What makes one app a wild success while others get relegated to the app store basement? The answer can encompass many factors, but it really boils down to their approach to app quality and user satisfaction in before and after launch phases.
So how do the world’s leading app developers approach quality in these two distinct phases? Let’s take a quick look:
- Pre-Launch: You only get one chance to make a first impression. Developers who release an app to the public without extensive testing in real environments are setting themselves up for disaster. Obviously, every developer tests their own apps before launch, but by expanding their testing coverage across all the key combinations of devices, operating systems, carriers and locations; as well as tools that enable user feedback & crash reporting, companies uncover issues that would have been discovered by real (angry) users.
- Post-Launch: Developers who have earned app store success never stop thinking about app quality and user satisfaction. After launch – especially when an app is updated – it’s important to monitor user activity and feedback. This should include explicit metrics that uncovers detailed user sentiment, which enables developers and brand owners to efficiently improve the next version of their app.
There’s a fine line between success and failure in the realm of mobile apps. Make app quality a top priority and you’ll be on the right side of that line, ensuring your app – and your brand – are loved by users.
by Matt Johnston, CMO, uTest
Prior to joining uTest, Matt served as VP of Marketing at crowdsourcing pioneer, OnForce. Before that, he was the Director of Marketing at Mimeo.com and worked at Herman Miller as a commercialization strategist. Matt earned a B.A. in Marketing from Calvin College, as well as an MBA in Marketing & Technology from New York University’s Stern School of Business. Matt can be reached at mattj@utest.com or via Twitter at @matjohnston
Picture link: Sean MacEntee
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