8 Crucial Elements to Creating and Marketing Successful Apps


Did you know that over six million apps are available for download in the leading app stores? The competition is fierce, but the potential success can be extremely lucrative if done right. There were 197 billion apps downloaded in 2017 and this number is estimated to reach over 350 million by 2021.

People like simplicity and apps serve up ease of use and daily benefits to users. In fact, people use an average of nine apps daily and 30 per month. And the average daily digital use via mobile is 2.3 hours per day.

How can you make an app and have it become successful? The first obstacle is creating a valuable app in the mobile user’s eyes. Next, you need to know how to market your application to net your share of those hundreds of millions of downloads.

In this article, we’ll talk about eight crucial elements to creating and marketing a successful app.

1. Do Target Market Research

Having a clear idea of what the app is for and its value for users is absolutely important before your development begins. Researching your app’s target market can streamline success.

Ask yourself a few crucial questions prior to development:

  • Who are your competitors?
  • What makes your competitors’ apps special?
  • What are your key user demographics (age, gender, interests, etc.)?
  • What will users gain from your app?
  • How can you make your app stand out?

One of the best ways to compile this data is to use a survey. You can utilize online platforms like SurveyGizmo to create your target research survey and launch it across social media.

Once you know your target market and why they would want to use your app development can begin. Not doing target market research can be a very costly mistake.

2. Quickly Grab User Attention

This is an old marketing method that is still crucial. With so many apps available you need to grab your target audience’s attention in seconds to be successful. Peak their interest using app store optimization tactics like a catchy icon, compelling screenshots, and powerful opening description.

Miximal app icon is a great example of how to grab user attention.

Once you have a user’s attention you will need to highlight a few crucial elements like low download space requirements or five star ratings and plenty of reviews. The name of the game is to stand out and showcase your app’s value and benefits right away.

3. Focus on User Retention

User retention is one of the most challenging parts of having an app. In fact, 62 percent of users will only use an app 11 times on average.

Also, one in four users will completely abandon an app after only one use. This makes user retention crucial for success.

A few retention tips include:

  • Keep your app personalized to users.
  • Identify user experience pain points and fix them.
  • Utilize predictive insights to keep your app engagement up.
  • Serve up more features.
  • Always issue updates to ensure optimal user interaction.

One of the main issues with retention is that many app publishers and developers fail to evolve and bring new features to their users. You need to quickly grab attention, but also look long-term to increase your customer lifetime value.

4. Always Update Your App

Updating your app ensures you are delivering the newest version and best user experience. Fixing bugs and adding new features to increase engagement require updates and you will want to keep those coming if you want a successful app.

According to an Apptimize study, the top 100 Apple App Store apps update three times more than any others. For instance, Pinterest updates ten times more than other apps.

However, there is a fine line. Users appreciate updates if they improve the overall experience. Updating your app without major improvements could annoy users and result in app deletion.

5. Have an App Content Marketing Strategy

One of the biggest mistakes is creating and launching an app without a content marketing strategy in place for it. Your app store landing page may have best ASO practices in place, but there are so many other powerful marketing channels.

Never count out Google organic search. For example, your app should have a dedicated website that will allow you to rank for your app’s most important keywords.

A website lets you develop keyword rich pages full of images, videos, testimonials, and more. Your site should also be tethered to an informative blog that showcases your authority in your app’s industry and niche. Let your app content marketing strategy boast a lucrative ROI while increasing downloads.

6. Maximize App Development and Marketing Budget

Costs can add up quickly while creating your app. For example, the more videos, animation, and images you use increases development cost. Yes, you definitely want to launch an app that will wow users, but you should always keep your budget in mind.

According to Crispycodes.com, the most basic of apps can cost up to $5,000 . . .

Your app development costs will include:

  • Functionality and purpose
  • Platforms and supported devices
  • Visual assets
  • Points of integration
  • Mobile device hardware features
  • Maintenance plans

Blowing your entire budget on development could leave your marketing piggy bank empty. Marketing your app is just as, if not more important. Unless you have an angel investor with deep pockets, it is best to keep the costs low.

7. Keep it Simple

If you have been doing your app research you know that having a unique app that stands out is important to a successful app. However, you don’t want to go to extremes and make navigating your app a confusing affair.

The best tactic you can take is to keep it simple and have clear commands for users to navigate the application with ease. Always be thinking about user experience. One of the best ways to keep it simple is to make your app feel and look familiar.

8. Limit Features and Functions

This is a great follow up to keeping it simple. The best apps are ones that specialize in just a few things. For instance, Facebook Messenger makes messaging friends and family seamless. The Uber app is the best way to get a ride. These apps don’t mix and match more than a handful of features and functions.

Your app should mimic this. Users want an app that has two or three specialized features and functions. These features and functions should be stellar in order to take up valuable mobile storage space.

It’s Time to Create and Market Your App Successfully . . .

From researching your target market to an optimized content marketing strategy, you now have a roadmap to a successful app. Apps are an investment of time and money, so maximize your ROI by creating and marketing an application that will age to perfection.