There are many different components that go into developing a great mobile app. Big issues like security and analytics can consume a lot of time and effort, but many times it’s the small things that make an app work well for your users. Sometimes these smaller issues can be overlooked in the quest for the perfect app. Keep these six features in mind, and you can avoid some of the biggest reasons users don’t come back.
1. A Feedback System. It’s important that your app include some way for users to provide feedback to you. It should be a quick and easy process for them to report bugs or give criticism. This gives you a chance to identify problems, and lets the user know they are being heard.
2. Simplicity. While a brightly colored app with a million different features may seem like a good idea, it’s better to focus on the most important features and eliminate the excessive ones. Make sure your app lets your user do what they need to, quickly and efficiently. Eliminate as many time-consuming steps as possible. If users feel like your app is too much work to use, they won’t come back. Sometimes less really is more.
3. Contact. Chances are your app is being used on a smartphone. While they are used for just about everything these days, a smartphone is still a phone at heart. Giving your users the option to call you while they are using the app is a sure way to enhance customer service.
4. Content. The content your app provides to users should be fresh and up-to-date. If you are simply recycling everything in your website, you aren’t giving people an incentive to use the app. Provide something beyond what your website offers. Seeing fresh content each time they come to an app is a good way to keep users interested and coming back.
5. Offline Capabilities. Include features that can be used without a wireless signal. That way, a user with a weak or nonexistent signal can still gain something from using your app at that time. Offline capabilities don’t have to be extravagant, but should provide something that keeps your user from forgetting all about your app when they have a weak signal.
6. Speed. If your app is slow to load, it’s just about guaranteed that you are losing users. It’s the same principle as the simplicity issue above. The easier an app is to use, the more people will love it. If they have to wait for your app to load (more than a few seconds), there’s a good chance they’ll get frustrated and abandon the app.
There are a lot of things to consider when developing a mobile app for your company, and these are all must-have features for your app. While you should attempt to integrate these into your app, there are even more features and issues that you should examine before creating your app.
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Adam cultivated the creation of an industry leading $300M affiliate program and also worked as a marketing consultant on the start-up team of a now publicly traded commercial energy brokerage firm. He was one of the first media buyers on Facebook, and also among the first to work in the SAG-AFTRA New Media (WebTV) industry, serving the online commercial and content needs of major Hollywood studios.
Adam holds a BA from Southern Methodist University and a MS in International Marketing Management from Boston University.
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