Identifying Your App’s Biggest Problem and How to Fix It



If you don’t have any pain points in life, it means you probably aren’t striving to achieve more than you have so far.

So consider the fact that you have problems in your app as a good sign it means you’re going to learn what you can do to improve the current state of your app.

On a daily basis, I speak with a lot of app owners, and I came up with this list of pain points that I hear again and again.

If one (or more) of the problems listed below sounds familiar, you’re in a good company, but to improve your app and change the status quo, check out the solutions we offer for each.

1. Your Users Download Your App and Then Disappear

We all know churn is a huge pain point in the mobile app world. So, how can you create the best possible first impression for your users? Imagine meeting a new person, but he talks non-stop about how great he is (ugh). It would feel like the person is too focused on himself and worried about leaving a good impression to care about you. It’s really no different with users downloading a new app.

Friendly onboarding means introducing first-time users to a killer feature or a short tutorial, but only with the most necessary information – not bombarding your users with every little thing that’s great about your app. A walkthrough carousel, for instance, can be an enjoyable way to learn about your features, especially if you’re showing users the ones that seem most relevant to them and allowing them to click on a deep link to the features at any given moment.

Welcome to Macaroon - the worlds largest marketplace for desserts. App on phone
Introduce first-time users to main features with a walkthrough carousel


2. Your Revenue Rate Is Not Where It Should Be

For most apps, at the end of the day, these interactions with users are meant to result in more sales. That means that you’ll need to create intent for your users, with the idea that they will convert to sales. How can you drive intent to purchase and increase your revenue? You’ll have to ensure you aren’t missing out on opportunities to present them with offers they might find valuable.

For an app in the financial sector, a short video could show a new service on how to open a savings account for kids, for example. Of course, you’d want to segment your audience beforehand to make sure this video was only displayed to users with children.

For apps in the retail sector, cart abandonment is a great opportunity to create intent for users the next time they log into your app. A relevant in-app promotion based on their previously abandoned cart selections could be displayed to the users the next time they launch the app.  Or you can send them a push notification to encourage them to return to the app and complete their order by giving them incentives or free shipping or an end-of-sale coupon. 

Push notification sends the user to a ‘landing screen’
Push notification sends the user to a ‘landing screen’


Insert Shop deal of the day in App notification
Insert Shop deal of the day in App notification

3. You Aren’t Expanding Your Customer Relationship or Selling Point

If your customers are always using your app the same way and/or buying the same items, you’re not maximizing your ARPU potential. You’ll need to tempt users with more ways to engage and convert with relevant and contextual offers.

Recommended App on phone

One way of livening things up is with a cross-promotion of items. Make sure these cross-promotions are as relevant and contextual as possible. Don’t recommend to male users who’ve only bought men’s shirts that they check out your new line of women’s accessories, for example.

For the financial sector, you might expand your selling point by promoting other services, like through a banner promoting a mortgage calculator.  A smart cross-sell campaign will offer the right offers at the right time. For example, if a client at a bank used a credit card to purchase a car five years ago, now would be a perfect time for that bank to offer an auto loan for a new car.

4. Your App Has Too Many Unused Features

Many apps have great features that are being largely ignored by users. This can be a tremendous waste of time and resources. You’re probably wondering why users aren’t using this wonderful feature that you offer. In order to answer this question, you’ll need to develop a series of hypotheses and solutions for why the feature isn’t being used, all the while measuring the relevant business goal.  

For instance, maybe the feature isn’t prominent enough in your app. In that case, you might want to highlight the area next time it’s relevant to your users or provide them with a mobile tooltip. On the other hand, maybe they don’t understand the value of the feature. In this case, you should try a tutorial video to teach them how to use it. Take into account that different segments may respond differently to these methods and it would be wise to serve each one with the tactic that has best chance to drive their responses.  

easybank: new touch to pay feature on mobile tool
Draw users’ attention to a new feature with a mobile tooltip


5. Your App Upgrade Rate Is Too Low

It’s not a question of if you should ask your users to upgrade, but when and more importantly, how. Many users get irritated by constant requests to upgrade and end up dismantling the automatic upgrade feature on their phone altogether. The two key things to keep in mind in asking users to upgrade are to make sure you have something of value to offer in the upgrade and provide an engaging way to inform them about the upgrade.

For instance, you might want to ask them to upgrade through an in-app or push notification after rolling out an awesome feature or after a new product line is added to your store.

Update Available notification in app


Driving More Engagement

Challenges in life and app marketing are inevitable, at least if you’re doing your best to grow and improve. Many app owners have the same pain points as you. No matter which of these aforementioned challenges you are facing in your business, however, you can employ the tactics we’ve mentioned to solve these challenges and drive greater engagement.


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