Annoying yet necessary - app updates
BETWEEN ANNOYING EVIL AND NECESSITY
While software used to undergo long-term and intensive testing before reaching market maturity, apps today mature at the customer site and app lifetime cycles are getting shorter and shorter. Since our constant digital companions are continuously connected to the web, app updates have become part of the standard repertoire when it comes to bug fixing and implementing new designs and features. In fact, it's often the case that an app downloaded from the App Store receives a major update right after installation. These ongoing updates are often a nuisance for users: you open an app and are confronted with the information that the software must first be updated to a new version. Many apps receive a new version almost every week, without innovations being apparent at first glance. But why does this have to be the case?
ERROR CORRECTIONS
The most important reason for app updates is bug fixing. Software updates are used to fix bugs that cause a limitation of functions or even system crashes. Updates of this kind enjoy the highest priority. Buggy apps cause annoyance for the user, with the result that he/she uninstalls the app and looks for alternatives - not to mention the negative reviews in the relevant stores.
USER REVIEWS
Even though it may be difficult to deal with negative reviews, it makes sense for the publisher of an app to take a closer look at user feedback. This is often the first place where you learn about problems during use or requests for function enhancements. It becomes interesting at the latest when several users report the same problems. The feedback function in the app stores gives the developer the opportunity to get in touch directly with the users concerned in order to find out more details about errors or inconsistencies.
OPERATING SYSTEM UPGRADES
With every new Android or iOS version, new functions and interfaces are added, while others are modified or removed. This usually leads to older apps no longer working or only working to a limited extent, so that an update for the new operating system environment becomes necessary. New functions in iOS and Android can be made usable and adapted for apps. For this reason alone, it is advisable for app developers to deal with this already in the beta phase of a new operating system version in order to be able to provide suitable app updates when the new version is introduced.
NEW FUNCTIONS AND CURRENT DESIGN TRENDS
The enhancement of an existing app with new features does not necessarily result from the release of new operating system versions. It can also happen that planned functions of an app are not yet included in the initial publication and are only delivered later in the form of updates. But even when apps from competitors gain in attractiveness through new functions, it is time to also improve the range of functions in one's own app so as not to lose users to the competitor. Take the Instagram app, for example, where some elementary functions were taken over from Snapchat during development.
Design trends change and do not stop at app development. Google published the "Material Design" back in 2014. This is a design language that ensures the uniform design of Android apps. Although developers do not have to adhere to these standards, it makes sense to offer the user a familiar user experience where the standard controls are always found in the same place. However, design trends of this kind can change every now and then, so it can't hurt to release a design-related app update.
UPDATES INCREASE ATTENTION
Well thought-out update management can be used as an elementary marketing tool. Market research shows time and again that many apps are simply forgotten after they have been installed. Through occasional updates, app providers remind users of their programs - simply due to the fact that they suddenly appear in the app store's update list.
OLD APP VERSIONS ARE NO LONGER RETRIEVED
When a smartphone or tablet user looks around for a suitable app in the app store of their choice, they also look at the date of the last update. If this date is already a very long time ago, the user assumes that this app is no longer being developed and will therefore perhaps soon no longer function. However, if it is visible that a new update was released just a few days ago, this will most likely have a positive effect on the conversion rate.
FAILURE TO ACHIEVE SALES TARGETS DUE TO LACK OF UPDATES
The use of app analytics software is a must-have today when it comes to monetizing a published app. Such analytics tools are available, for example, from Matomo, Appsflyer or Adjust and offer insightful findings about the success of one's own app. It can be determined on which channels the app was found, how often the app was uninstalled and whether - if possible - in-app purchases were made. As an app provider, you should monitor certain success indicators in advance and set goals, such as the amount of in-app sales or the lowest possible number of uninstalls. If these goals are not achieved, this could possibly be due to a poor user experience, which can be improved by a well thought-out design and new functions of an app update.
HOW OFTEN SHOULD AN APP UPDATE BE RELEASED?
The reasons for updating apps mentioned in this article vary in their scope and especially in their urgency. Fixing bugs should of course be implemented as quickly as possible, whereas adjustments to new operating system versions (iOS 12/13/14 or Android 11/12/13, etc.) usually only occur once a year. Of course, the update frequency also depends on the available personnel resources. Recommendable for the visibility of an app are around 15 smaller updates per year and two to three larger updates with new features. This ensures that the app is not only state-of-the-art, but also remains in the user's memory.
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