Mobile app development is the act or process by which a mobile app is developed for mobile devices, such as personal digital assistants, enterprise digital assistants or mobile phones. These applications can be pre-installed on phones during manufacturing platforms, or delivered as web applications using server-side or client-side processing (e.g., JavaScript) to provide an "application-like" experience within a Web browser. Application software developers also must consider a long array of screen sizes, hardware specifications, and configurations because of intense competition in mobile software and changes within each of the platforms.
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| Mobile App Development |
Tips to stand out
- Choose right words - Before using your future app, users will go to the search field to find it. So you should be ready with appropriate ASO (App Store Optimization) and showcase your app as the best option for them. First, think of the name. It should represent your core idea and hook customers at the same time. Let the title be short to fit the store’s word limit (App Store lets you use 50 characters, while Google Play limits your imagination to only 30), yet catchy and trendy. Don’t be in a rush while creating the best name as it is among the most important metadata of your app. And don’t stuff your app name with keywords only! Use only a couple of them in the title and leave the rest for the keywords or description (Android) fields. To find the keywords, feel free to use SEO tools like ahrefs, keyword planner, kwfinder and Google of course, along with inspirational sources like Pinterest and Tumblr. On both platforms description field lets you briefly explain the idea of your app. However, the text on App Store does not affect your ASO ranking. In Google Play, you have two different fields to fill: short description with 80-character limit and full description that lets you write up to 4 000 characters. As for the description in App Store, the unlimited amount of characters should not confuse you. Recent statistics shows the half of most successful apps use 100-300 characters to describe the key functionality. Thus, weight the appropriateness of each sentence you use, so your app looks cool and trendy for users.
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| Mobile apps |
- Audience choice - This tool helps you know your market better and choose your target customers within the specific niche. To find your potential users, look at the current app trends or communicate with a particular social group. Regardless method you choose, comprehending particular needs or problems your app solves (reliable alarm clock or managed taxi service with wireless payments) allows to stand out among the rest. Furthermore, developing your prototype will certainly require attracting early visionary customers. These people will answer your questions about the app and assist you by giving their feedback on the weak points of your app.
- Analyse the platform - Consider the differences in policies between AppStore and Google Play. Even when it comes to title, AppStore lets you use 50 characters, while Google Play limits your imagination to only 30. In terms of discover-ability, the number of categories in which you can publish your app differs between platforms (one app can be featured in only one on Google Play and up to three different categories for iOS). Also, specifics of screen size and navigation call for app’s adaptation to App Store and Google Play in terms of UI/UX. Finally, platforms’ quality demands and search characteristics are among technical characteristics your development team should consider.You should also consider iOS and Android platform-specific requirements and restrictions. We’ve developed a Secura Fone app which blocked all activities (texting/mailing/surfing) once the driver exceeded allowed speed limit. The tricky thing we’ve faced was that Android allowed to block these activities, meanwhile iOS version could only send notifications to the user saying he was driving too fast. In this situation, the positioning and promotion of “the same” app will differ a lot. In this context, major apps consider these differences while developing an app that appears on both AppStore and Google Play. For example, Instagram has slightly changed its iOS app design in Android version in terms of camera interface and moving app logo from center to the left of a toolbar. In its turn, Telegram uses platform-oriented approach by creating two different interface designs in compliance with both Google’s Material Design and Apple guidance.
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| App development |
- Create design plan - After taking into consideration
all the specifics of marketing and designing of your app, create a plan for
your app. Among all, pay close attention to the way you’re going to earn money.
Forget about “I’ll think about that tomorrow” approach when it comes to
monetization. On this stage, consider a business model that fits your app. Just
concentrate on the problem, uniqueness, strategies of competing apps, and some
features your users are ready to pay for. For games, these features may include
buying advanced characters, while mobile photo editors offer paid filters. Another
appearance of a good plan is MVP development. By incorporating both the
problem of potential clients and basic idea to solve it, this
product version is a good starting point for developing your app. Among mobile
apps that started from MVP development, you can find several headliners. For
example, Dropbox launched its multiplatform mobile app with an promo video to
attract funding. In its turn, Uber created the first version of their app as a
simple linking of credit cards for iPhone owners and drivers.
- Visual effects - Don’t underestimate the role of graphics on the perception of your app by customers! Firstly, think of an attractive icon. Actually, it has the same importance as the name of your app. To design a good icon, use unique shape, simple but vibrant coloring, and don’t include words (however, adding the first letter of your brand is a good idea). Actually, it may be easier for you to choose the exact icon by offering several options to users.Then proceed to adding videos and screenshots. Start with videos on your mobile app. Use Linkedin’s example as an inspiration to create a simple video giving users an idea of how to use your app. Then proceed to the screenshots to help users catch the idea of your app. Since users interact just 8 seconds with any app on average, a good image is better than text (due to physical aspects of human brain and perception). Both stores let you use 5 screenshots, so consider their appearance wisely. In particular, try to make the screenshots look both visually appealing and showing the essence of your product.
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| Personalised Apps |
- Share the words - After finishing your app, let your potential customers notice it! Use your website and social media as the speaking-trumpet to attract your users. In this case, consider the strengths of each social network in your promotion. While using visual materials and hashtags is the key strategy on Instagram, Facebook is more effective in collecting the reactions of the audience. For any platform, use the “one click” rule for users to download your app immediately after seeing the offer in social media.At the same time, just posting a link is not enough. To make your promotion more effective, think of ads, paid installations and built-in apps. Social media contributes to the success of your mobile app’s marketing. So don’t concentrate on text only and use image and video app installs ads. Also, you can add Call-to-Action visual sample. For instance, Evernote’s “Remember Everything” CTA in brand’s green and white colors is the great way to introduce users and share the core idea of this mobile app.At the same time, avoid using only hard sale approach while communicating with your audience. Think of valuable content for your users, include tips, informative articles and educational materials. Use the potential of social media not only for marketing but also for building fan base for your app.
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| Mobile Apps |
- Collect feedback - Finally, make sure you’ve created an area where your customers can leave their comments. You’ll know what you should improve to keep via their comments. In this case, encourage the appearance of user-generated content in social media. However, carefully read the reviews of your app and critically estimate their relevance. Avoid fake reviews as they both mislead your understanding of your mobile app’s true value and may result in a total ban in both stores! Make the most out of stats available from stores. Look at the sections that mention when your app was last updated and how many times it has been downloaded. For Google Play, you can also use the benefits of integration with Google+ to collect users’ emotions and “+1” (an analog to Facebook’s “Like”). These stats will help you understand the popularity of your app and the need to change your marketing strategies for it.
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