Launching a mobile app is an important moment for developers and marketers. Here is a list of common mistakes that you should try to avoid even before launching the mobile app.

14 Typical Mobile App Launch Mistakes to Avoid

For several months you and the developers have been working on the app. Now it's time to release it. All the features are ready and working as planned.

But there's still a chance that some important point was missed in the process. So we've compiled a list of common errors you should always check before releasing, even if you are assured that everything is okay.

The material will help product managers and business owners on the client-side to make sure that their application is really ready for release and doesn't need any urgent revisions.

Mobile strategy is not aligned with the company's overall strategy

Your customers ' mobile experience is becoming increasingly valuable. Mobile touchpoints happen twice as often as brand interactions through any other media channels. If a mobile strategy is created without taking into account a company's specifics, approach to operations, and plans, it's unlikely to ensure a smooth and seamless transition from mobile to real-world interaction in an omnichannel structure.

The mobile app is created "for the sake of the tick"

The value of the mobile application for the user should be so high that they want to take up some of the memory and screen of their mobile device. For a one-time solution to the problem, there is a mobile site, while the interaction with the application should be of constant value.

Some companies don't see much difference between a website and an app. However, it consists of the fact that the application should give the user everything that the site gives, plus make the shopping experience more convenient and better. Moreover, both when ordering online and directly at points of sale.

To take on the responsibility of creating just such a product, you need to study all possible user stories: from the idea of buying a product to its delivery. And also work on creating a customer journey map.

Customer journey map has two main objectives:

  1. Define all the steps that the client takes, and then use them to create an extended set of application functions.
  2. Determine which of these features have the greatest value and can better carry this value in the mobile application, and not through other channels.

It is important to apply lean manufacturing technologies. They help to increase the value of the product and avoid costs in every mobile moment. Each step taken by the customer must carry a certain value on the way to the final product or service.

Competitive analysis has not been done when creating your mobile strategy

This analysis can save you time and effort spent searching for the most important and popular features. As well as search for offers that are either not implemented by competitors at all, or are not implemented well enough. Competitive analysis is indispensable for creating a unique offer and differentiating the company in the market.

Market Statistics on the most popular functions have not been studied

There are the main features that are most popular among retail app users. Did you know that? The Google Consumer Insights report provides information about what users find most valuable in shopping apps:

3 most popular answers:

  • easy to use and navigate;
  • a huge number of products;
  • attractive discounts and offers.

By the way, discounts and offers are the leading reason for re-installing the app after removal.

The relatively short time you spend researching market statistics will help you save a lot of time on developing basic functions that have been created and optimized by others for a long time.

Striving to develop huge functionality in the first version

If you do something – do it well. Do one thing well, and then move on to the next.

  1. Document all the features that you would like to include in the app in an ideal scenario.
  2. Choose the most important and valuable for the user.
  3. Implement them in your MVP.
  4. Analyze metrics, post-launch user reviews, and review your mobile strategy. Determine the vector of expansion of the functionality for your next update.

At the same time, a minimally viable product should not look like it was made in a hurry. Remember the importance of the first impression. The most difficult thing here is to find a balance.

Using a rigorous Waterfall planning model

Planning a team's work six months in advance can only work under ideal conditions. And even in this case, it will not be able to take into account the important adjustments that may occur in the process. In mobile development, it is often necessary to make adjustments based on new business needs and decisions made. This is completely normal and happens due to the exchange of experience within the team, new market research, or for other reasons.

The Waterfall model is very difficult to adapt to constantly changing conditions. While the flexible planning model (Agile) copes with the task perfectly. Developers recognize the iterative approach as the most effective way to develop mobile software.

Choosing the wrong technology stack

Cross-platform development has several advantages: a lower price and a universal solution that is suitable for all major platforms.

If you need a product with advanced functionality and customization that will accurately meet the needs of your business, then you should choose native development.

To choose the optimal technology stack, you need to determine the requirements, and then find a mobile application developer that is ready to implement your idea at a reasonable price.

Ignoring project management tools

When tasks, discussions, and messages within a team are not documented and do not have a clear structure, this can only work in the short term. When it comes to product upgrades and long-term collaboration, such a careless approach will inevitably lead to chaos. Today, there are dozens of software options for project management: Wrike, Asana, Jira, Clarizen, Quire, Smartsheet, and many others. It remains to choose the appropriate one.

Underestimating the importance of UX and design

This error may seem obvious. But in practice, 23% of downloaded apps are deleted after the first use. The main reasons are clumsy and not functional design, as well as too complex user interface. Start the design process by carefully building wireframes and prototypes. At each stage, test how intuitive its structure is for inexperienced users.

Most importantly, make sure that your designer understands the intricacies of creating mobile interfaces and guidelines for iOS and Android.

When designing the application interface, make sure that you provide feedback: real user comments and reviews about your product are difficult to overestimate.

No analytics set up, no key performance indicators identified

Before developing, it is very important to determine the key performance indicators of mobile applications (KPIs) and configure analytics tools.

Synchronization with the accounting system is not configured properly

If the product balances are synchronized only once a day, and there is only one piece of a certain article left in stock - a simultaneous purchase in the store and an online order can lead to confusion.

For the correct operation of the system, you need to create the necessary technical solution and ensure uninterrupted synchronization.

Discuss all these points with the developer company in advance so that the client's interaction with the brand brings only positive emotions.

The implementation of marketing tools is left for later

You can use the app's functionality to plan your mobile marketing strategy. Why lose this opportunity? You need to find out what functions you can use. For example, you can launch a loyalty program in a mobile app and offer customers mobile discount cards with a QR code, use mobile coupons, or implement other ideas. Only it is better to discuss this with the developer at the product planning stage.

Underestimating the testing process

Define the testing strategy during the app creation process. Define the responsibilities of the testers. Be sure to keep in mind that iOS and Android have a wide range of versions and devices. After all, just one serious mistake can spoil the impression.

Develop a well-structured test plan and choose options based on your business needs: automation tools used in QA and production environments, or manual testing.

For stores, it is extremely important to constantly monitor the relevance of prices on the site and in the app and correctly display discounts on the days of promotions. Before the release of the application, it is important to once again check the entire path of the client and eliminate any difficulties when ordering goods.

Ignoring pre-launch and post-launch support

How will any errors and defects be recorded, tracked, and fixed? Do you have a rollback plan in place to return the app to its previous state if necessary? How will the app version control work? Such solutions should be carefully planned before launching.