Your new app is published and the marketing agency is ready to start your campaign. After a few weeks you notice negative reviews on the app stores and that downloads are slowing down, negatively influencing your revenues. The marketing agency you chose did a great job, but after the launch the statistics don’t look as good as expected. Could be that the app quality is the bottom neck here?
Marketing can get users’ attention, but if your app has unpleasant bugs and users get annoyed, marketing has a limited impact. We sometimes underestimate how much opinions and comments of others matter. Digital word of mouth – or “word of mouse” – recommendations play an enormous role in the world of apps.
- The user wants to download a specific app because a friend is using an app and has recommended it
- The user opens the app store and searches for the recommended app
- Before the user downloads the app, they might check the app’s page, look at the screenshots, see how many downloads the app has, and check the reviews
- If the user likes what is written in the reviews, they will download the app.
Checking the reviews is a common practice when downloading or purchasing anything from the internet or even offline. And unfortunately we are more interested in reading the negative reviews instead of the positive ones. In the case of apps – to see what people don’t like about the app, if has bugs, if it crashes, and if the support actually does support its users – the app quality.
If you as a user do this, you are among a 58% of people who usually or always check the reviews before downloading an app. So word of mouse recommendation are even stronger than word of mouth recommendations: we are more likely to listen to strangers that had bad experiences than to friends with good ones.
Comments in app stores can be a valuable source for product feedback. According to a survey, 65% of respondents will leave a review in an app store after a negative experience with an app, 43% will probably leave a review to report a bug and 22% will leave a review just to suggest a new feature, i.e. a feature they are missing.
Only 49% of respondents would leave a positive review, so statistically speaking you have a higher chance of finding negative reviews than positive ones and reading about small bugs instead of the substantial features of any particular app that are working. Once those users have uninstalled an app due to malfunctioning, you may never win them back. Put yourself in your user’s shoes: how many buggy apps have you reinstalled after an update that promised to have fixed those bugs?
Mobile app quality testing
This sounds very simple and almost obvious, whereas the implementation takes some effort. Due to the high device fragmentation, different screen sizes and various operating systems, testing mobile apps is not that easy. Testing is a part of the app quality assurance (QA) process, but due to short releases cycles and a not very agile development environments, testing is set aside. Developers often test only manually on a few devices and hope that the app will work just as fine on all the other devices. A bad test coverage, however, costs you a lot more than implementing an efficient automation-driven testing approach!
An agile development and testing approach combined with integrated testing can help you to keep your app quality on track – continuously. TestObject supports the set up of your automated testing agile environment and gives you access to hundreds of real devices. You can then test both manually and automated. Read more about our software’s features and try our testing platform for free!
If you’re just starting out with testing and automated testing in particular, we have numerous tutorials to support with the initial setup!