3 Principles that can Increase Mobile App Sales up to 26%
You figured it all out, you finally created the perfect version of your mobile app, at least in your eyes. But for some reason your customers don’t seem to agree, why would a loyal customer delete your app?
68% of respondents delete an application because of poorly put-together UX. This is important to entrepreneurs, because of the 2 million applications available on Google Play, your product must make UX a priority to stand out.
During the application development stage, it’s important to ask yourself if you are sure that your product will appeal to users. How do you ensure that your instincts are correct? Use the most effective method: Crowdtesting.
The main idea of crowdtesting is to have a product evaluated by a wide group of people that have no connection with the company or the product’s development. This feedback helps build the product, or allows designers to pivot the design accordingly.
“Mobile applications can be quickly installed, but users can uninstall them even faster! Considering that only 16% of users will give an app a second chance, developers should pay a lot of attention to the quality and usability of their product.”
-Damian Szczurek, CEO TestArmy
Based on our experiences and knowledge, we prepared 3 principles that could help you increase your mobile app sales up to 26%.
1. Test your Application with Your Clients
On average 90% of users who install your application will delete it within 6 months. This means that you need to know the needs and desires of your customers.
The best and easiest way to accomplish this is to test the application with members of your target audience. Make sure that the people who will test your application belong to the group of potential or ideal users (ex: a car diagnostic app should be tested by actual mechanics) and get their feedback.
By learning about their expectations, you can better adapt your product to their needs and increase sales.
Not using feedback from actual customers significantly reduces the quality of the application, if you don’t believe us take a look at how clients react to bad apps below:
– Find your clients on Internet forums, social media groups or install a plug-in on the website
– Use crowdtesting platforms, it can save you a lot of time
– Record user behavior or accurately analyze their needs
Here at TestArmy, we tested a mobile application that gathered ads from Warsaw and the surrounding area. The app made it possible to rent a flat, find a tutor, sell or buy a car, etc. However, the developer came to us with a problem: there was a lack of visitors and not many people posting ads on the app.
The concerned developer asked us for UX tests with a strictly defined target group (residents of Warsaw who were aged 19-35 and using a similar service). After we ran our tests and compared it with competing sites we concluded that the main contact details were in a completely invisible space for users that led to less inquiries.
Our client listened to the feedback provided by his target group and their recommendations, changing the location of the contact details. Consequently, the number of inquires increased by about 30%
2. Testing Environment
As many as 35% of companies do not test mobile apps due to a lack of device access. This means that every third company or developer does not know how the app will work on real devices.
The lack of this knowledge can result in negative reviews of the app and the deletion of the app from users’ phones. To successfully conduct tests, learn about the system environment and the devices on the market in target countries.
Remember that only tests that are carried out with real users in real conditions (physical devices), will give a reliable result. Emulators will only show the result of the app being displayed; it won’t give you any results regarding the operation of buttons, GPS, performance, volume or other hardware functionalities of devices.
– Perform real tests with users in their environment
– Learn about the devices on the market, in addition to the systems and browsers of your clients
– Don’t use emulators, they aren’t your customers
At TestArmy we tested a mobile app that allows users to message each other. The product was tested on an emulator by a domestic software house. When looking at the results, our team quickly detected a serious error. It turned out that in the real environment the screen keyboard is too small in comparison to the users’ fingers and thumbs. Our testers had problems with entering text, this problem largely disrupted the entire functionality of the product.
3. Forecast the Future
61% of software development companies using agile methodologies do not have a good approach to software testing. The key to properly conducted tests is to ensure that the test occurs in an appropriate scenario.
In most cases, you have to focus on the key elements of your project by first testing the intuitiveness and functionality of the applications you create. The factor that will allow you to collect valuable development tips from your customers is the installation of an appropriate plug-in that allows users to provide feedback straight from the application.
A plug-in will provide you with fresh ideas straight from your users and will eliminated the “perception gap”- the difference between what you thought the users might need and what they actually need.
– Test key elements such as registration, login, menu, options, navigation, back button, layout, settings and other functionalities
– Repeat tests periodically and always test after updating the product
– Ask your clients for future adjustments they would like to see
Here at TestArmy, we carried out tests for a tourist website that brings trip offers to almost every corner of the world. The entire portal was good and transparent in the eyes of users (people who bought from them in the previous year). However, among the many interesting opinions, we came across some common needs that users told us they were searching for on tourist portals.
Users mentioned they would like to be able to search for places based on elements like: distance from the beach, city, availability of wifi and equipment that is available at the location. Unfortunately, our client’s current search engine made it impossible to search based on additional criteria. But information like this helps you tailor future products to your customers needs.
Some information found in this blog was inspired by:
World Quality Report 2014-2015
Keynote Mobile Software Quality Survey 2014