What makes an app startup successful? We outline the four components of successful mobile apps so you can strive for App Store success.
Success comes to those who persevere. It also comes by design and not by chance. Understanding this subtle, yet pivotal difference can set the direction of your efforts on the right path.
If you want to transform your innovative app idea into a sustainable business, there’s no secret method or ‘growth hacking’ technique that guarantees App Store success.
As an app entrepreneur, a well-crafted app development process that addresses market strategy, user experience and product execution provides the building blocks for a successful mobile app.
These are the four key ingredients that constitute those building blocks. An understanding of each component increases the likelihood that your app startup will attract a loyal user base and generate ongoing revenue.
The building blocks of a marketing-leading app development process are laid down by identifying the value provided to its intended users. Every successful mobile app offers a solution to a problem that customers are willing to pay for.
Some of the most successful startups were established from problems that the founding entrepreneurs experienced themselves and then solved with an ideal product/market fit.
It’s not just about solving a problem, though. It is about whether iPhone and Android Phone users would be willing purchase your solution or shift from an existing app because you solved an intrinsic problem that no other app could.
Identify the core value your app intends to provide to its target audience and validate whether there is a need to use the app a second, third and fourth time on a consistent basis.
A key element in the success of any mobile app is a user-centric approach to design. The app’s design, experience and usability should resonate with the target market.
As the late Steve Jobs succinctly put it: “Design is not just what it looks like and feels like. Design is how it works.”
Design can be broken down into two main aspects where one leads the other. The first is the functionality and form of the app. Once you’ve selected the first set of features that will comprise the app product, it’s essential that the flow from one screen to another, or from one feature to another, is as simple as possible for the user.
To make the navigation process more intuitive, you should aim to minimise the learning curve for the users. This part of design, commonly referred to as User Experience or UX, is the process of enhancing user satisfaction by improving the usability and accessibility provided by the interaction between the user and the product.
This is followed by the graphic design or User Interface Design (UI), which is the process of understanding of who the customer is – factors such as age, gender and geographical location play an important part in how the app will look.
Furthermore, the colour scheme of an app design is scientifically proven to drive certain emotions in people. This is why you see specific colours used in certain brand logos and product design.
Colour Psychology in Marketing and Brand Identity. Source: Visme
When you have an understanding of your target market, design an interface and experience that incites an emotion that you would like your user to feel.
Distribution can literally determine whether your mobile app is successful or not. Getting your app into the hands of both iPhone and Android users is potentially the biggest hurdle.
There are multiple marketing channels available to spread the word about your app, including Facebook Advertising and Blog Writing. In my experience as a Product Manager across an array of app development projects, you need to start the distribution process by exploiting every market channel at the early stages of promoting your app offering. This is the only way you will discover which channels produce the best results.
Flipkart distribute their app to Android users that Google a product that is available on Flipkart. Source: Business 2 Community
For our apps, we research and develop a marketing strategy document with a comprehensive execution plan across all channels. We then study the results of our marketing efforts across all the channels over a quarter to half-yearly period. This provides a comprehensive insight into the most effective channel that delivers best user conversion rate and ongoing revenue stream.
Along with a marketing strategy, you should create a compelling story about your app that shows its value proposition clearly. Consider Instagram’s value proposition: “Capture and share the world’s moments.” When it comes to emotionally connecting with potential app users, it doesn’t get more clear and simple than that.
Scalability is all about how adaptive and flexible you are to your users’ feedback. It’s also about your commitment you are to continuous product iterations, improving the app’s features and enhancing the overall experience it provides over a period of time.
A good way to approach this is to identify a narrow market segment, to begin with. This could be within your own social circle or an extended network of people that are potential app users – randomly selecting a user base doesn’t help. Another efficient form of market segmentation is reaching out to customers within your city – similar to how Uber started.
This helps you to understand the behavioural traits of app users in a close and personal manner, while also highlighting the mistakes that need to be rectified more quickly. The faster you learn from your users, the easier it gets to deliver them a better solution.
The moment you are able to satisfy the app needs of this smaller market segment, all you have to do is scale your efforts to distribute your app offering to similar users with the confidence that your app provides an ideal product/market fit. And remember, a loyal advocate of your app startup is worth a million!
Looking to launch your app idea towards startup stardom? Contact us to find out what we can do for you.