Reasons that Cause Your Mobile App Underperform

App market is constantly flooded with a myriad of apps every day. A recent study revealed that by the year 2017, the number of app downloads will go beyond the mark of 269 billion. On the contrary, this is an outspread truth that not every app that you come across is exactly relevant for you. Another factor that amplifies the degree of the concern is apps that we consider best performers; generally fail to deliver even the least expected from them.

The competition among apps is on its peak and it should not be surprising if failure comes into the account of most of the apps. Several factors contribute to it. The following are the major factors that cause apps perform below their stature.


Cross Platform Incompatibility

Apps compatible to various platforms such as Android, iOS, and Windows fall in cross-platform compatibility. Apart from this, app compatibility should also support web to allow users have an intuitive experience. At present, users want to be connected no matter they are taking a service from a mobile app or a website. There are many websites offer seamless cross platform compatibility. They permit you to access them from different operating systems. Not only this, the app can be accessed from other different kinds of hardware/handsets such as Smartphone’s, iPads, tablets, laptops, etc. Apps, in the current scenario, require this type of cross channel compatibility and due to the lack of this your app fail to perform as expected.

Lack of an Intuitive Design    

Having an intuitive design is must for an app because being loaded with this; users do not have to look for any help guide. However, they can run the app with no help at all. If your mobile app does not have such design then it is highly possible that your audience will knock the door of your competitors. Therefore, you must be aware when the app is at the design stage. Making the replica of a website can be harmful. A perfect mobile app must give a personalized user experience and it must be designed keeping in mind the aimed audience and their habits of using this app. It should also enable users to navigate conveniently across the app with no assistance required. This practice will largely help you in order to make it more user-friendly.

Substandard Marketing Strategy

To promote your application and making it reach to your customers, marketing plays a crucial role because it is a constant endeavor and not a one-time process which can be performed at the time of application launching. Studies reveal that around 25 per cent of the users stop using the app after a certain period of downloading. To retain customers, it has become extremely vital for mobile development companies to have an exceptional marketing strategy. A perfect marketing strategy can be planned if you keep a tab on the most used feature of users and can execute campaigns that can entice users to further use the app. In addition, promoting key features, sending notifications and providing offers also play a major role in boosting user engagement as well as retain them. Therefore, app development firms should give marketing an equal share of concern.

If mobile app development companies focus on a few factors, it can certainly boost the performance of an app. Users always look for something that can give them an amazing experience. Only through such policy, app development companies can survive in this highly competitive era of mobile apps.

No Proper Testing  

Testing plays a vital role as far as the performance of an app is concerned. But sometimes, as per an estimate 44 percent of defects are identified by users due to improper testing. In addition, 24 percent defects are found from direct feedback, and rest 20 percent from users’ reviews in app stores.

However, it is impossible that an app is launched without any bug, but it does not mean that we do not ensure its proper testing before shipping. Loop holes in testing overall affect user experience and the app is prone to get crashed. Once an app gets crashed, it becomes difficult for the app to get the same stature back. It is true that most common negative reviews on app store are regarding app crashing and the chances of failing your app becomes more prominent if you have more negative reviews. Therefore, a thorough app testing is extremely essential to avoid any bug affair. It should be done through a documented process ensuring your app is as market-ready as possible. There is less chance that your app gets a second chance in case it underperforms the first time.


The performance of a mobile app relies on a number of factors ranging from marketing budget to luck as well. Apart from these, poor research and no proper execution also play a great role in making your app underperform. To avoid this, focus on market and user research, platform-specific best practices and quality assurance testing.



Author Bio:  Jitendra Jain is marketing and sales head at Octal Info Solution, a leading mobile app development company, offering platform to hire android app developer for your own app development project. Connect with him on Twitter ,  Linkedin and go through his ideas on distinct topics.