3 Reasons Your App Is Broken (And How to Fix It)

This title might remind you of another post I wrote back in June.
It defiantly isn’t the same article, perhaps more of a complimentary one.
Enjoy 🙂

Developing, publishing, and generating solid income off your app isn’t easy. There’s so much hard work involved in the process and it never stops. Unfortunately, sometimes your app just isn’t thriving and it may look like all your efforts are being wasted for nothing. 

Whatever you do, you just can’t pinpoint the exact problem. This would leave anyone frustrated and in desperate need of finding a solution. But there still might be a way out. In an effort to help struggling developers and publishers, we bring you three of the most common reasons why your app may not be delivering the best results:


1. You don’t have a good monetization strategy

Monetization is something you need to begin thinking about as soon as possible. This typically means even before you embark on the app development. Having a clearly outlined monetization strategy early on will save you a lot of time and money further down the road. 

If you have already thought this through and you’re still not getting desired results, the problem may be in limiting yourself to too few monetization strategies. Although using in-app advertising to generate income may be the most effective and popular monetization strategy, it certainly isn’t the only one. Other than straight-up putting a price tag on it, you can also monetize app with video ads, as well as rewarded and playable ads, incorporate in-app purchases, subscriptions, paywalls, cross-promotion, or even monetize app data. The possibilities are many.

Also, be careful not to stick to one and the same strategy for different platforms. As you may or may not know, various digital platforms have different users, and these users may differ in important parameters such as age, gender, purchasing power, in-app behavior and more. 

In other words, monetizing apps on Android might not require the same strategies used to monetize iOS apps. This is why it may be prudent to do some research into the differences between these major platforms and adjust your strategies accordingly.

2. Your user acquisition strategies are subpar

If your app isn’t getting many valuable and lasting users, you need to look into your UA techniques. One of the most obvious is app store optimization (ASO). You can look at it as the search engine optimization (SEO) for apps as it affects your app’s visibility and discoverability in an app store (whereas SEO affects a website’s visibility in the search results on popular engines). ASO covers quite a few elements, including reviews and number of installs (both affecting your app’s position in the search results), as well as images, keywords, icons, phrasing, and all the other things a user sees when looking at your app in the app store.

In addition to ASO, you can acquire new users through deep linking in email campaigns and content marketing. The latter is particularly successful (not just in app monetization) as it allows you to create a narrative around your product. It means providing your potential users with valuable content, like presenting a common problem and explaining solutions offered by, among others, your app. You can also talk about your app’s use cases or pick a part of your app and explain how it works. If you aren’t already employing this tactic, you’re missing out on a lot of chances to expand your reach and let the wider Internet community learn about your app.


Another increasingly popular strategy is making use of social media and I don’t mean just displaying ads there (although this is an immensely worthwhile method as well). I’m talking about reaching out to influencers and having them casually mention your app in their posts, images, or videos. Some of these people have amassed a lot of followers, giving you an opportunity to advertise to large audiences. Make sure, however, that these influencers are genuine and that their audience is the kind you’re trying to attract. Also observe their approach to advertising products in general, e.g. are they subtle enough in doing so or do they appear too obvious?

3. You’re not getting any (good) help with monetization

An app is as good as its monetization platform. Not using one is a rookie mistake as you can’t possibly expect to go through this process blindly. And if you’re using it, you might not be using the right one. 

A good monetization partner should be unbiased, precise, and have all the expertise and tools to give you all the best results.

Hint: SOOMLA 🙂
Knowing exactly which ads are shown to each user and being able to measure their impact on revenue and churn takes ad monetization to a whole new level.

SOOMLA (yes, us…) is also dedicated to identifying “ad whales”, a small group of users that is responsible for the most ad profit in your app. Knowing who they are helps you optimize your user acquisition methods and draw in more users like them.


A good app never stops evolving

Hopefully, this post gave you some insight into reasons that may be behind your app’s unsatisfactory performance and set you on the right path to start fixing them. Once you begin, make sure to always perform A/B tests for every change you make in your app and read your users’ reviews in app stores. And never, ever stop monitoring, analyzing, and addressing problems.

If you need any further help with all this, as well as with monitoring how the changes in your app(s) are working out, you’re welcome to reach out to us here at Soomla and request a demo. Together we can make your app succeed in the ruthless environment that is today’s mobile app market.

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