Having an app can be beneficial to companies. If done well, it can boost sales, improve customer engagement, optimize processes, and promote overall productivity. However, developing one isn't an easy task. And if created poorly, it can harm the business.

Here, we reveal the common mistakes brands make when building their app – and how to address or avoid each of them.

The Most Common Mistakes Brands Make When Building an App

1. Skimping on Research and Testing

Many brands base their apps on a few online searches. Others follow the one-strategy-fits-all approach, believing that what worked well for other companies will work similarly for them.

Before everything else, make sure you research and plan extensively. Ask yourself:

• What is the purpose of my app?
• Who is my target audience and what are their app habits?
• Why would they want my app?

Likewise, before releasing your app, conduct tests to ensure that it works smoothly. It’s better to discover early what issues may arise once the app is up and running, so you can address them accordingly.  

2. Wanting to Be on Every Platform

For maximum reach, brands immediately want to develop their app on all platforms.

However, it’s important to first understand your objectives, users, and intended functions to find out where you’ll perform best. Remember that each operating system has different development processes and their pros and cons. Do your research, visit online forums, and consult experts. More importantly, choose only the platform(s) that will help achieve your goals.

3. Having Too Many Functionalities

Some brands forget that apps are supposed to simplify the user experience and help people conveniently accomplish tasks. They want to incorporate numerous functionalities or copy what’s on their website. This entails extra costs and time, which may be wasted if users don’t find them relevant.

Be sure to identify the role of your app to the customers. Start with a basic app that addresses their needs, and gradually incorporate additional features and improvements.

When you truly understand your users, you’ll know what they’re looking for, how they engage, and why they’ll download and repeatedly use your app.

4. Underestimating Costs

App creation is a long-term investment. Yet, companies underestimate the budgets and technologies that affect the development processes.

Every move – introducing new functions, fixing bugs, updating the interface – will have costs. Thus, it’s important to be flexible or to set buffers. Also, consider the expenses for maintenance, keeping an active user base, and content development and ads that will drive downloads.

5. Not Having a Marketing Plan

Because of growing competition, gone are the days when apps could sell themselves.

Today, you need an effective marketing strategy to identify how customers will know about your app, how they can spread the word, and how you’ll reach your audience once it’s launched. It creates buzz around your software and lets people understand its value to them.  

6. Having Unrealistic Expectations

Brands want their app to perform well. However, many mistake this for instant gratification.

It will take time for apps to deliver significant ROI. If you want yours to generate sales immediately or your motivations are purely profit-led, you need to step back and rethink your plan.

Also, you can’t expect to please everyone. No matter how well-made your app is, there will always be users who’ll want something else. This brings us to our next point…

7. Ignoring Feedback

Some brands dismiss feedback because they believe their product is flawless.

If you want to improve and get more users, read through the reviews, especially the negative ones, to gain valuable insights about what people need and how you can do better.

8. Lacking Value

Some companies may be tempted to simply mirror what others have done in the past, hoping to get the same results or better.

However, your app should reflect who you are as a brand. It should provide a unique value to your intended users and help meet their needs. Study your competitors to know how you can differentiate your app from theirs. Better yet, determine how you can improve and address the issues that they overlook.

The Bottom Line

Building an app on your own can be difficult and time-consuming. Without the right tools and sufficient experience, you’re bound to make these mistakes that may impact your company.

Know that you don’t have to do it alone. You can hire a well-trusted developer, like LSM, to do the job for you.

LSM can design, customize, and develop your app based on your objectives and target audience. We can create and execute strategies that easily stand out from the competition and better connect you with your users. Backed with data, smart technologies, and creative solutions, we can help drive results and grow your business.

If you want to learn more, contact LSM today.