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3 biggest mistakes to avoid when releasing a new Android or iOS app

So you’re ready to roll out a new app or maybe you already have. There are a few things you need to consider before you rush your app to market. Here are five mistakes you want to avoid when rolling out your app.

It seems like everybody has an app these days. Your competitors, your partners and sometimes even your customers have apps. Your boss, your sales people and your marketing team all want an app. But it’s easy to miss some of the pitfalls that companies often fall prey to when designing and managing their apps.

Miles Branman, a Digital Marketing Specialist at Localytics, has posted a blog listing five of the most common mistakes that companies make when they develop and release an app.

Define a clear user value

One of the key points that Miles talks about in his post is that many companies rush headlong into app development without defining a clear user value and how the app compliments the company’s overall brand strategy.

Taking it from the top, an app merits all the same brand strategy steps as any other big project. That means your app needs to complement your web and/or physical brand experience instead of trying to duplicate it.

Track the right metrics

Another point he brings up is not having a clear definition of an app’s success or failure and not tracking the right metrics.

Every organisation has key questions to answer and core problems to solve. Without defined wins and proper measurement, it’s impossible to tell if your brand is on the right track, or headed for disaster. So why would an app be any different? To assure the development and release of your app is much more than just going through the motions, setup some tangible success metrics and follow them closely.

Miles also says that many companies miss the opportunity to steer users in the most profitable directions in-app. Also companies don’t segment users and tailor the experience according to user behaviour.

There are a lot of good points in Miles' post and he goes into more detail on each of the five mistakes companies make.

You can read the full blog post here.