Apps measure success differently, depending on their category and function. The goals for a gaming app—and the metrics that measure performance related to these goals—look very different than those for a finance, travel or ecommerce app. But broadly, success tends to correlate with the ability to monetize, which depends on acquiring and retaining engaged users.
So, here are five traits the most successful apps do share.
1: Positive User Experience
The most basic question developers and marketers need to ask constantly: Is this app easy to use? User experience is paramount. People do not have the time nor the desire to struggle through a clunky, confusing or otherwise frustrating app interface. People need to be able to find the controls they want intuitively, navigating with ease from the very first time they open your app.
If users find your app difficult to use in the least, they’ll abandon it, delete it or try their luck with a competitor.
2: There’s a Reason to Keep Engaging
What’s compelling users to keep opening your app and using it over time? Successful apps must be able to provide continual value to users whether it’s their first, 10th or 100th time using it. It’s no coincidence that the best ways to market an app involve conveying this value to potential users in the form of personalized ads.
Remind users why they should take time out of their busy days to engage with your app—like taking advantage of premium features, viewing new content or taking another look at an action they have yet to complete. Thinking of your app as facilitating a user journey will help ensure there are always more steps to take, aided by your marketing calls to action.
3: There’s a Price Point for Any User
Business Insider reports that not even 2 percent of app installs globally will lead to purchases. More people will install your app than will engage. More people will engage than will convert. That’s simply the nature of launching an app. It’s important to keep in mind, however, that your app should offer price points for any and all kinds of users.
Many apps are harnessing a “freemium” pricing model in which the app is free to install, but offers optional pay-to-purchase content within the app. There are a few ways to go about implementing this structure. You may offer a limited-time free trial, after which you ask users to subscribe. Or, you may offer a scaled-down free version indefinitely in the hopes that people will like your product enough to pay for it.
However, you decide to monetize, make sure you’re catering to users at various price points or you’ll risk losing them.
4: App Store Listing Is Optimized
Your app store listing is the last thing people will see before tapping to install—or not. Successful apps have optimized listings that are informative for potential users and effective at ranking for certain keywords within the app store search. Pay special attention to your title, description and accompanying images. Plus, try to rack up as many user reviews and ratings as possible.
5: It’s Constantly Improving
The first iteration of your app should not be the last. Creating a great product means keeping your finger on the pulse of performance. Besides fixing outright glitches and bugs, there will be areas in which you can improve the overall user experience. Users even tend to leave helpful pieces of feedback in the form of reviews and customer service messages. You must also use analytics to monitor performance closely, taking note where people are dropping out of the funnel or encountering issues.
As one industry expert writes for Entrepreneur, “To be successful, you have to stay committed and take feedback from your customers and constantly iterate and continue to offer a better solution.”
Most successful apps share these five traits, regardless of the more nitty-gritty specifics.