Common Misconceptions About App Development

As the smartphone gained popularity so too did the development of apps, which makes the smartphone ecosystem what it is today. Despite this rapid growth, there are some misconceptions we encounter on a day to day basis. Today we are going to run through the common misconceptions we encounter the most.

1. App Development is a Simple Process

Many of our clients come to us with an idea which is always great, but the development process can be longer than expected due to the time it takes to properly plan what exactly the app is going to do. The app development process can be broken down into the following steps:

  • Design
  • Building
  • Testing
  • Release
  • Marketing

These steps take the time to perfect, the more complex the features implemented, the longer it takes. Typical development time for a simple app can range from 2 – 4 months, with more complex apps, especially ones that link to servers and API’s, can be close to six months plus.

2. An App Will Sell Itself

Whereas some apps and games do go viral, there is no clear way to achieve this. Truthfully the marketing accompanying an app is equally as important as the app development process. After all, if no-one knows about your app how is anyone going to use it?

Marketing can be done in a variety of ways; word of mouth, Pay-per-click, review sites, etc. It is important to have a marketing calendar when you begin advertising to keep track of what’s working and what’s not working so you can fine tune to always get the best ROI from your marketing efforts.

3. Building for One Platform is Enough

When designing an app, it is important to consider what platform the app will reside. Unless 100% of your audience is on one platform than focusing on one platform is limiting your potential audience.

“It is better to have 100 engaged users who are using the app correctly and consistently than 1,000 users using the app sporadically.”

4. I Am a Small Business, I Don’t Need an App

As a small business, you can stand out from the crowd by having a mobile app. An app can be a handy marketing tool to help you achieve your marketing goals. Most businesses are under the impression that apps are for the major players, and this could not be more wrong. A mobile app for a small business can propel your marketing forward and help you sell more!

5. I Have Only Had 100 Installs On My App, What’s Going On?

Much like a website, it is all about quality rather than quantity. It is better to have 100 engaged users who are using the app correctly and consistently than 1,000 users using the app sporadically. There is no significant value in large numbers not properly engaged.

6. An App Does Not Always Achieve Immediate Success

Entering a new marketplace, especially one as competitive as mobile apps it can be discouraging to see initial download numbers are below what was expected, but this is a common thing. You will have to allow time for your app to succeed. As mentioned before the app development process is a journey, your marketing plan should be spread over 6 – 12 months and allow metrics for analytics.

7. Free Apps VS Paid Apps

It is quite common to think that people will pay for any app. However, this is not true. People tend to not pay for apps unless it is a big brand, one with a proven track record. Monetizing your free app by supplementing in-app purchases, Pay-per-click adverts and eCommerce can bring in revenue streams for your business. Always think how can I add value to my user, if the value is there your revenue will come no matter what your model is.

8. Once It’s Done, It’s Done.

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The best and most successful apps out there are always looking to improve. Your version 1.0 might be completely different to what you have two years down the line. Even minor changes need to be considered and an updated plan put in place. Feedback from your users will let you know what works and what doesn’t, identifying new features you can implement in the future. This will keep the app alive and the users are downloading. Plus, the devices we use apps on are continually changing by adding new features such as touch ID and Apple pay. Think about using these features going forward.


If you think your business could benefit from a Mobile App for marketing or just want to have a chat about the wealth of possibilities they offer, please get in touch, we’re happy to help.