With around five million mobile apps available to users on iOS and Android platforms combined, competition to attract and retain users in the mobile app industry has increasingly intensified over the last few years. While it may seem like a daunting task to make sure your app stands out above the crowd, there are some common reasons mobile app development projects fail, and this article will outline those reasons so you can give your mobile app the best possible chances of success.

Poor, or Non-Existent, Market Research

It is all too common to think you have a great idea for a mobile app, so you move forward with design and development without properly researching your target audience. Before you begin the design and development phases, you need to make sure there is a need for what you are developing. During this discovery phase, you need to explicitly define your target audience, and have a clear idea of what their needs and habits are. Figuring out the demographics behind your target audience, such as age, income level, geographic location, and many more, will help immensely, not only during the design and development phases, but also with marketing before and after launch. You need to get out there and find out what your users will want, and then develop a clear plan on how to best address those needs with your mobile application.

Using the Wrong Platform

Once you have defined your target audience, choosing the right platform for your app becomes more clear. Apple has a larger market share among younger consumers in the US, while Android has a larger share globally, so developing on one and not the other might make sense, depending on who your users are. It may make sense to develop on one platform, and add the other as your user base grows, and you scale up your app. If you are teaming up with an app development company, they should be able to offer you some insight on what route to go with.

Finding the Wrong Developer

Unless you have an in-house development team, you need to find the right mobile development company to partner with for your mobile app. With over 20 million registered iOS developers, and even more for Android, there are plenty of options with a broad spectrum of price points. Initially, it may seem like going with a freelancer or unproven young company makes more sense from a budgetary standpoint, but make sure you do your homework before signing or paying for anything. The best iOS and Android developers may cost more, but they will bring valuable experience and expertise to the table that you may not be able to find at a lower price point. Top mobile developers have standards and proven processes they follow, and will be much more adept at tackling any speed bumps your project may hit throughout your journey. Beyond that, they will have input that could save you headaches (and money) down the road. Shop around, and look for top development companies with great customer reviews and a portfolio you like, it will pay off in the end.

Failing to Conduct Adequate Quality Assurance 

No matter who developed your mobile app, make sure that it is heavily QA’d before launching. It sometimes makes sense to initially conduct a Beta launch to a controlled audience group before releasing to the general public, but even then, you need to make sure that your mobile app is functioning as it should before users see it. It takes users seconds to realize they don’t like an app, and if yours isn’t up to par, they will log out and never think about it again. While almost all newly launched mobile apps will have minor bugs, making sure that an excellent QA is done before launch can avoid major issues. Also, make sure that your user experience is great, with a streamlined signup process and easy to access features. Your mobile app should be intuitive and easy to adopt, and the best app development companies can help make sure that it is just that.

No Plans After Launch

Even before you begin the UI design and development stages of your project, you should be planning for next steps after launch. A lot of your apps initial and ongoing success hinges on reaching your intended users, and keeping them engaged after they sign up. By having new features already ideated, you give yourself a roadmap to follow for the foreseeable future. You should remain flexible, however, as you will gain valuable feedback from your initial users that may give you insight on where to make improvements. Beyond that, you should have a marketing plan as well. Having a good ASO (App Store Optimization) strategy will help your mobile app rank higher in both the Apple App Store and Google Play, allowing potential users to see your app sooner when they are searching for a mobile app to download. If you decided to go with a mobile development company, they should be able to work out a marketing plan, and will also be the best suited to do so, as they know everything about your mobile app. 


Whether a mobile app succeeds or fails hinges on a lot of different factors, including a bit of luck, but with proper planning, research and work, you can give your mobile app the best possible chance of success. 

Wve Labs
Dec 27, 2019