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Five steps for managing a
high-performing mobile app

Successful apps evolve with their users, and a successful mobile app is increasingly linked to the success of a business as a whole.

Successful apps evolve with their users

Customers are mobile-driven, spending their money with businesses that combine beautiful design with simple, initiative functionality. A successful mobile app is increasingly linked to the success of a business as a whole.

But every thriving consumer-focused digital company knows this already.

The important question for a business that wants to be a key player in the global app industry over the next five years is how to manage a high-performing mobile app? It’s no longer enough to simply create an app and expect customers to keep using it. A successful app must evolve with the changing needs and expectations of a business’s customers. It can't be left simply floating on the breeze in the digital marketplace.

By 2020 global mobile sales are expected to reach $284 billion, more than three times the 2016 level.

Successfully Managing An App

Successfully managing an app means ensuring that a business:

  1. Defines what constitutes “success” for its app
  2. Makes the best use of the data that its app can provide
  3. Fully understands the needs of its customers
  4. Embeds a culture of continuous release
  5. Implements a coherent, joined-up approach to all mobile interactions.

Five steps for managing a high-performing mobile app

1. Define “success”

There is no one-size-fits-all measure for “success.” Performance must be assessed against a range of factors. Defining measures of success for the lifecycle of an app from a user experience, marketing and technical perspective, and regularly reviewing performance against those measures, is key to remaining competitive in today’s market.

2. Data is King

With the explosion in the number of mobile interactions, analytics solutions can provide previously unattainable levels of real-time insight and predictive modelling to all parts of a business. Organizations must select the correct tools and platforms for their particular circumstances and must also make sure that those tools are correctly implemented and rigorously tested.

3. Close the feedback loop

Keeping today’s customer engaged is a demanding task. The key to retaining a customer’s attention is to truly understand what a user wants to accomplish in using a mobile app. This means closing the feedback loop between the end-user and the design and development teams from the very beginning of a project. Monitoring user journeys and using heat-map analytics can show a business how its app is being used in the real world.

4. Be better and faster

What was good enough for a customer last month may be yesterday’s news by today. A well-planned feature roadmap and regular release schedule allow a business to keep its product fresh, and may also help to minimize the number of bugs and other issues. Apps that are updated and enhanced frequently retain engaged users.

5. Put everything together

Successful mobile businesses manage more than just their apps. They manage customer experience across the whole of their mobile and Web presence, whether smartphone or tablet, app or browser. It means managing apps and mobile products as a unified portfolio within a well-organized mobile team, while ensuring the team is closely connected to other areas of the business.

Plan for the life cycle

Mobile is increasingly the first point of contact between a business and a consumer—the first opportunity a business has to surprise and delight a customer.

But first impressions are not enough. A business must ensure that it continues to meet the evolving expectations of its customers. The importance of these ongoing interactions is too great to leave to chance.

The lifecycle of a successful app is now planned and modelled in minute detail and updated in real time. Managing a high-performing app is a complex task, but a company that focuses on these areas and continues to fine-tune its mobile presence can maximize its chances of succeeding in the mobile marketplace.

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