4 mistakes to avoid when building your mobile app

With smartphone penetration in Europe hovering around 85% in 2023, now is the perfect time for businesses across the continent to develop and launch their own mobile applications. A well-crafted mobile app can give users a streamlined experience, boost brand loyalty, and open up new revenue streams. However, launching an app is not without its pitfalls—and a single misstep could undermine your entire project. Below are four common mistakes European businesses must avoid when developing and launching a mobile app.

Mistake #1: Treating Your Mobile App Like a Website

A mobile application isn’t just a downloadable version of your website. Although both platforms aim to engage users, the layout, functionality, and overall experience differ. Mobile app users expect more intuitive navigation, faster interactions, and quick access to key features. In fact, Apple’s guidelines allow them to reject apps that too closely replicate a website experience. Make sure your app offers unique functionality and a user journey that’s tailored to on-the-go interactions.

Mistake #2: Overlooking a Rigorous Testing and QA Phase

First impressions can make or break your app. If a new user experiences crashes, bugs, or sluggish performance right off the bat, they’re likely to uninstall and never return. That’s why it’s crucial to invest in a thorough QA phase before your official launch. This includes systematic testing to detect and resolve technical issues—such as glitches and performance bottlenecks—as early as possible. Additionally, running a Beta version with real users helps uncover usability problems that might not surface in a controlled test environment. By combining professional QA with user-centric Beta testing, you’ll ensure a smoother launch and set the stage for positive first impressions.

Mistake #3: Targeting Too Many Customer Segments

As of 2023, there are approximately 5.8 million mobile apps across the Apple App Store and Google Play. In such a crowded market, trying to appeal to everyone can leave your positioning vague. If you cater to too broad an audience from the start, your app’s core value might not resonate with anyone in particular. Additionally, early user feedback could become overwhelming if it comes from drastically different user groups. Narrow your focus to one segment first—earn their loyalty, refine the product, and then expand once you’ve established a solid foundation.

Mistake #4: Prioritizing Downloads Over User Retention

Many European businesses invest heavily in attracting new users but neglect to keep them engaged. Sure, you need an initial wave of downloads to gain traction, but your long-term success hinges on retaining those users. If they abandon your app shortly after downloading it, you’re left with inflated download numbers that don’t translate into revenue or brand loyalty. Plan engagement strategies—push notifications, loyalty programs, or value-added features—to keep users active and enthusiastic about your app.

Conclusion

Developing a successful mobile app for the European market requires meticulous attention to detail at every stage—from conceptual design to ongoing user engagement. By avoiding these four common pitfalls, you’ll stand a better chance of creating an app experience that truly resonates with your target audience. If you have a concept in mind, contact us to learn how we can help you develop and launch a mobile app that sets you apart in Europe’s competitive landscape.