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5 tips to optimize your app

The further development and testing of apps is still in full development, especially if we compare it to websites. Whereas A/B testing is standard for sites, this is not the case for apps. This is not so easy with all those different operating systems, phones, tablets and screens. So how do you ensure that you can optimize your app properly?

Tip 1: Keep testing

For the seasoned online marketer this is no surprise: you also need to keep testing the app. But it’s easier to examine websites with A/B testing than apps. You have to take into account all kinds of different devices, operating systems, versions of operating systems and app stores.

Tip 2: Stay in touch with the user

Our backlog automatically fills up with customer feedback. Because we have a lot of contact with our customers via social, chat and mail, this feedback is also faster. We don’t even have to ask for it. Our marketers are also regularly active in the customer service department. But prioritization is important here, you need really useful user data on customer service to see if a certain complaint is really a big problem. If you don’t have the right data, just do something.

Then we go back to the same iterative process. By validating everything with data quickly at the customer’s premises, you avoid wasting too much time building a plan based on assumptions. This flexibility allows you to achieve quick results.

Tip 3: Consider the differences between Android and iOS

Not only do the operating systems differ, but the user of the system also differs. Android users are more likely to respond to push notifications. Apple users, on the other hand, spend more time on their phones.

But the real difference is in the systems. Most striking are the buttons. iOS has one (or none), Android has 3. Android also has the ‘floating action button’ (FAB), a kind of shortcut in apps. In each system you navigate through an app in a completely different way. This also makes the design process for the app different. Google has an interesting video about how they came to their design principles.

Android is more complicated. 

Tip 4: Keep developing

Where until a few years ago you could get away with a few updates of an app a year, this is no longer the case. Like your website, the app is never finished. It is still underestimated how much work an app needs. There are all kinds of backend and front-end systems that keep on moving. You have to keep measuring that.

Keep in mind that every new shape, button or piece of copy has to be traced as well. This is time-consuming but provides interesting insights into how people use the app.

Tip 5: Use the roll-out functionalities of the Appstore and Playstore

The deployment features of the Appstore and Playstore are really handy and are overlooked by many people. You can test new versions of an app among a small group of users. If you are not yet sure of a new functionality, you can roll out the update in phases. The Appstore starts with 1% of the users and builds itself. In the Playstore, you turn the button yourself.