What Makes An App Successful?

Posted by Scott Bagguley

Sep 18, 2014 8:00:00 AM

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There is an app for everything today – with a bit of help from technology, you can play games, monitor your heart rate and even spy on your husband.

According to a study carried out by analytics company Flurry, consumers spend an average of 2 hours 42 minutes on their mobile phones each day and 2 hours and 19 minutes of that is spent on apps. Companies have been quick to recognize a need to engage with their customers on this platform, which has led to an explosion in the mobile app market, in recent years. The challenge now is for brands to understand their customer’s needs and create relevant apps that foster engagement with the brand.

Here are some best practices that your company can employ to ensure that your app gets the attention it deserves.

Define your target market

With app creating, the target audience is often considered only as an afterthought, but it's better to start with a specific target audience and create ideas based on their needs. Define your target audience and make sure that they will need your app. What will your app need to be necessary for them and which phones do they use? Each type of handset has different usability requirements and attracts a different type of user, so you need to know who you want to reach with the app and through which phones.

Make your app functional

In order to succeed, a mobile app must do two things; solve a problem and be simple to use.

Solve a Problem

Your app should solve a problem for your customers, either by saving them time or money, or offering them a unique service. An app that ticks these boxes is the Mobile Check Deposit app from Bank of America. The software allows customers to deposit checks, at the click of a camera.

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Be Simple to Use

The most effective apps are simple in concept and purpose.

People tend to engage with apps in bite sized chunks, so it’s important to not to make your app overly complicated or involved. Users should understand how to use the app immediately. The best apps perform a simple function that makes light work of menial, lengthy tasks for customers, whilst they are on the move.

Consider brand affinity

We all have our favorite coffee shops, places to buy clothes and electronics brands, and this also applies to apps. Thriving brands in the mobile space realize that customer relationships can be extended through apps by cementing loyalty and reinforcing affinity. Apps offer brands the opportunity to provide personalized offers, loyalty schemes and competitions to drive further user engagement.

Topics: Mobile Advertising, App, Mobile App

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