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The app that keeps on giving

Keeping mobile app users engaged involves constantly updating and refreshing apps even after they go to market.

Cameron McNaughton
By Cameron McNaughton, Media manager of Amorphous New Media.
Johannesburg, 14 Jul 2014

The customer is always king. This means customer expectations and feedback should guide the design and development of an app.

Frustrating user problems can include difficulty spending money in mobile apps because of complicated buying processes. Hiccups include obscure purchase activation buttons and the uneasiness associated with e-ticket systems. But, how is it possible to find out about problems people are having before it's too late and they won't come back?

Before launching an app, consider what key performance indicators need to be in place and how to measure these.

Once the app has launched, it is important to read customer reviews and Web forum comments and to conduct customer surveys. Diving into the data and using app analytic services are also crucial. It is not just about the number of downloads the app gets, but also about turning the data behind that into valuable action.

Things that should be measured are:

* How did they find the app?
* Did they sign up successfully?
* How often do they come back?

Good free platforms to consider are Google Analytics and Flurry, which will help to understand users, and better inform the next steps. Back-end tagging will assist to get information on the app, such as:

* Crash reports;
* Number of sessions;
* Some demographic reports;
* Length of sessions; and
* Event information, such as sign-ups.

Staying in touch

The competition for a customer's attention is extremely tough, with over 1.2 million apps in the Apple App Store and the average global user having downloaded about 25 apps. Depending on your app, there are some standard features a team should have in place to increase interaction.

* Send push notifications to let customers know about new elements of an app.
* Send alerts to let customers know if they haven't used the app for a long time.
* Send e-mail reminders about changes, such as pricing.

People will also keep coming back if the content and the development of the product is updated and refreshed regularly.

Content can be defined as many different things, but it is ultimately the 'pull factor' that people want to see and interact with.

Keeping up with tech

The lifetime of an app is dependent on how it keeps up with new technology advancements. Customers will expect developers to stay ahead of the curve and remain progressive. If the app service is less time-sensitive, like a game, then content changes are not as important, but design improvements can be made, such as interface tweaks and releasing new additions.

The lifetime of an app is dependent on how it keeps up with new technology advancements.

An effective development process to enhance the lifetime of an app is the Kano model. This model is a theory of product development and customer satisfaction. This is one type of model that can be used to track customer needs so apps can be successfully implemented. It breaks down customer needs into three types: expected, normal and exciting.

Analysing this information and building it into a development plan will empower the app developer to release regular and pertinent updates.

User-generated content

Depending on the app and its type of service, interaction can be driven by allowing users to generate their own content. This could include a variety of things, including allowing users to interact by playing games, commenting, and downloading and uploading photos and videos, and giving users other fun and engaging opportunities.

And, of course, making it social allows people to share with other potential customers.

An app doesn't stop evolving once it has been published or once a person has downloaded it. If an app has a long-term life prospect, then simple strategies can help ensure it happens.

* This is the last Industry Insight in a four-part series.

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