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BizReport : Mobile Marketing : May 24, 2013

Why developers need to test apps

Companies need to know how imperative it is to produce mobile apps that work as intended in the hands of users. More often than not, this level of assurance cannot be achieved in-house. Extra eyes are needed from outside the company, and this requires the proper use of purpose-built tools and methods that yield a truly successful app lifecycle.

by Kristina Knight

Kristina: How important is it for developers to test apps for performance?

Roy Solomon, Vice President of Product Development and Co-Founder, uTest: From leveraging both crowdsourcing and beta users, to the use of developer tools that enhance mobile app quality, to analyzing explicit and implicit data that brings clarity to user signals, companies have the ability to confidently produce apps that users love.

Kristina: What trends are you seeing in the app space?

Roy: We see significant desire from companies in using analytics to improve the business performance of their mobile apps, but a huge blind spot exists. Existing analytics tools help brands infer what users are doing in their apps, which is both valid and valuable. But when it comes to understanding what users are truly saying about how to make their app better, brands haven't had the tools they need to listen effectively or efficiently.

Earlier this year, we launched Applause, the first mobile analytics product that uses 70MM+ app store reviews to measure and track user satisfaction with 1.4MM different mobile apps. This new analytics product was endorsed by Gartner, Forrester and IDC for filling a massive blind spot for brands to understand the issues their users have with their apps.

Applause synthesizes app store review data into an easy-to-consume Applause Score for each app and grades it across ten Applause Attributes. This data enables brands to improve mobile app quality, increase user satisfaction, and measure how their app stacks up from version to version, and against the competition.

Kristina: As we move toward the fall season, when students will be back in school and when new devices are launched for the 2013 holidays, what impact might apps have on how retailers/manufacturers engage with consumers?

Roy: Mobile apps play an increasingly vital role in how users consume content, conduct commerce and interact with companies. Retailers, in a sense, have one shot to impress their customers. If they do not have a pleasant mobile experience, it is unlikely they will continue to return to that property, and will instead take their shopping habits, and their money, elsewhere. Customers want to check for coupons, get directions, shop online, compare prices, and more. If those actions are not readily available at their finger tips or if the app freezes or users get an error screen, consumers will look for another app. Retailers that don't have a mobile strategy need to get one and fast. And those with mobile initiatives must make sure they are buttoned up and ready for the crowd come this fall.

You can read part one of my chat with uTest here.

Image via Shutterstock

Tags: app trends, appvertising, mobile apps, mobile marketing, uTest

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