The 5 Common Mobile App Strategy Mistakes

Whilst we’re seeing more enterprises and brands deploy mobile apps, many are failing to reach their full potential in the workplace and public domain due to a lack of strategy. By not having this in place, businesses are enduring high costs, preventable mistakes and competitors gaining an upper hand.

Whether your aim is to increase employee engagement or reach more customers, the need for creating a solid app strategy remains the same, which you can find out more about on our exclusive webinar. To learn more about the common mistakes and how to prevent these from occurring, you can find these below.

1) Not establishing a USP

As consumer and enterprise apps continue to grow in popularity, we’re seeing more businesses rush into app development without seriously considering their aims, content and audience. As each app is unique and tailored to a specific business need, this approach shouldn’t be adopted.

Mobile apps are only truly effective if the aims, content and audience are carefully considered. From a marketing perspective, if your app doesn’t offer users anything of value (such as cost savings or interesting content etc.), users will feel more inclined to delete it or even resort to your competitors. Similarly, employees who find that their enterprise app is prolonging workplace processes, instead of improving them, will opt out straight away.


Key takeaway: Establish your app’s USP way before development



What will differentiate your app from your competitors?


2) Not defining your success metrics

Not having the correct success metrics in place, or being unrealistic with them can also be problematic. Creating a fantastic app is great, but without metrics, you’ll be unable to gauge its success and where enhancements could be made. Similarly, expecting to generate thousands of pounds of app revenue in your first week will most likely be unachievable.

What makes your app a success depends entirely on what you set out to achieve. As well as generating revenue, your app’s main goal could also be enhancing employee satisfaction, lowering staff turnover, engaging customers or improving processes, which provide ROI in their own right.


Key takeaway: Be realistic and frequently monitor your metrics

3) Lack of team structure

We often say that a mobile app is a project rather a product, which requires a clear team structure to guide it through its entire lifecycle. By not doing so this can potentially cause project delays, disjointed collaboration and cause all-round disruption. Whether you’re outsourcing the project, relying on an agency or building it in-house, you need to agree on the following:

  • Who is the project head?
  • Who will manage the app on a day to day basis?
  • How will roles and responsibilities be divided between teams (internal comms/IT/marketing etc.)?


Key takeaway: Set realistic deadlines, a rushed app will be noticeable!

4) Not having a roll out plan

Creating a roll out plan is key to creating a buzz either in the public domain or in the workplace. If your potential users aren’t excited by it or aren’t even able to find it, this will impact your download statistics. If your app is for employees, then utilise your internal comms teams to spread awareness, or get department heads to do so.

If your app is consumer focused, then create a marketing plan. Use newsletters, social media and promotional websites to publicise it, and also think about the timing of your app release. Could you leverage an upcoming event to generate publicity? Perhaps a fashion app ahead of London Fashion Week? Or a sports news app ahead of the FIFA World Cup? Timing is key!


Key takeaway: Devise your roll out plan during your app’s development



How will you get employees excited about using an enterprise app?


5) Not focusing on user retention

User retention is one of the most important pieces in your app puzzle. If you’ve factored in the above, but haven’t considered your post-app strategy, your user-base will begin to decrease. Best practises on increasing user retention are:

  • Focus on engagement (such as releasing new features)
  • Keep talking to your employees or consumers (with in-app forms)

Establishing a communication platform and using key app data is key to user retention. Platforms such as Google Analytics, for instance, will help you understand key user habits including drop off rates and Aha! moments.


Key takeaway: In addition to marketing, user retention must be placed as a high priority


Creating a successful mobile app strategy is key if you want to see your project thrive. From initial conceptualization, all the way to marketing and deployment, the success of your app will depend entirely on the planning that goes into it. As more options become available on the market, getting it right first time round has never been so important.


Looking to develop an app strategy? Get in touch with us