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Building something that doesn’t meet the expectations right away can be a bad thing. However, sometimes with some types of apps, games and mobile websites, it takes the time to grow big and popular and eventually ends up being true hit products for its creator – and users as well. User Experience (UX), among many other important form factors for successful apps, is no doubt one of the most important drivers for success.

In this blog, we’ll take a look at what are the costs related to user experience and especially when that great UX is not delivered with an app, game or mobile website. And these ‘costs’ are not all tangible and necessarily measurable due to unknowns. Let’s take a look!

User Experience can be perceived in many ways and in today’s agile and DevOps-driven mobile app development world, the user experience is one of those metrics that is not tangible and hard to measure. However, user feedback, ratings, overall success, revenue generation, and few other things are those great indicators whether the user experience is positive and genuinely built into your mobile products.

Agile development methodologies are a natural fit for mobile app development and despite most of the app development is done using principles of agile methodology you still see many more traditional organizations relying on the waterfall model – or some form of its variation. As we’ve been advocating agile and mobile DevOps culture and processes for all application development, there are also few points that should be discussed when it comes to user experience. And now only how to built great user experience in but also how to monitor and get those vital metrics observed out of that outcome.

The Costs of Poor User Experience for Mobile Business

Impact of Bad User Experience

The vast majority of mobile app developers have got that right: user experience is extremely important in order for apps to be successful and great revenue generators. But getting user experience design and creation in your process – whether you are building an app, game or website – the process of building better user experience must be in. How can mobile developers add user experience and monitoring the success of it in their development process and how to get started with it?

Luckily, there are great mobile monitoring solutions available for native applications, games and mobile websites to ensure that user experience is meet and mobile products can generate revenue. But this must be adopted early in the process, while the product is still under the development.

The most common impacts of bad user experiences provided with mobile apps are lost revenue, decreased efficiency and productivity (disengaged developers -> users), apparent negative hits on your brand and increased customer acquisition costs (and lower lifetime value of existing customers). Those are clearly the most meaningful impacts of bad user experience and pretty much all of that derives from not being focused on user experience. The exposure is spread around financial, usability and person/user related metrics: missed sales – missed revenue, less engaged and dissatisfied users, and less motivated developers.

Lost Revenue Due to Poor User Experience

The costs associated with investing in great user experience are typically tangible and measurable in terms of investment costs. However, investing in building better user experience should be looked at the big picture. In fact, it’s something should be also looked from point of not doing or investing in it: What are the costs of not providing great user experiences with your mobile products.

Lost Revenue due to Poor User Experience

Bad or slow performance of a mobile application leads to an instant loss of potential revenue. When users get a wrong impression, or simply bad experience is delivered via your app, game or mobile website, users tend to leave these sort of products and go for something smoother and a better product, whether it is functioning well, is slick and simply does the job better. Instant loss of revenue is imminent if your in-app purchases, consumption of services or other revenue generating method is not usable or doesn’t meet the expectation that users have for it.

The end-user experience is one of the most critical drivers for business success. The load speed, response time, service availability, all of these affect how end-users judge your product and brand. And this is where mobile monitoring can help to fix all annoyances in mobile app performance, network performance and enable the creation of better end-user experience for consumers.

Decreased Efficiency and Productivity – Internally and Externally

While bad or non-existing user experience is not just with your customers (app users), your developers also demand better tools, processes and modern practices to get their job done, efficiently and with prolific manner. When using the most modern and feature-rich solutions for whatever part of your development flow, developers get the best outcome out of their effort.

To turn this upside-down increasing efficiency and productivity in mobile app development, testing, and deployment, mobile test automation is not the only viable solution and aid to improve the overall quality of doing, but monitoring solutions have become crucial to boosting the efficiency and productivity, even when the app is under development.

Spending less time to troubleshoot and deal with frustrated (and sometimes even angry) users can be tackled when synthetic mobile monitoring is in use for all phases of the app creation. The very same thing with negative customer feedback as what mobile app users are commenting on apps at marketplaces can be avoided with early identification and proper use of mobile monitoring services.

Negative Hit on Your Brand – Both on LTV and CAC

Something that doesn’t work it always leaves people disappointed. Regardless of whether it is a service, website, application or something else, customer loyalty is extremely important for digital business. According to various studies, one-third of the mobile users and shoppers using websites to buy things will leave dissatisfying and poor quality services/websites/apps due to the user experience. The implications of poor user experience not only affect the business but it will also damage customer relationship, and people do not come back easily to services that do not meet their quality criteria with user experiences.

Negative Hits on Mobile Brands

The value of lost customership (or even opportunity) is typically much more than lifetime value (LTV) of potential that business could get out of their customers. When the system, service, or mobile app provides bad user experience, you don’t only lose the business but your reputation – and in the worst case that can be with word of mouth, the most influencing marketing, devastating for your business, app use, and revenue.

Cost of Customer Acquisition Is (ever) Increasing

Customer Acquisition Cost (also known as CAC) is a metric that has been growing in use, along with the emergence of online businesses, advertising and other digital campaigns that are trackable with online business metrics. As this trend has been increasing ever since metric got adopted and marketers started to use it, it will also increase if your service or app doesn’t meet those specific requirements of customers.

Again, user experience has lots of things to do with it and costs related to convincing potential buyers (even users) come back to your service/app can be significantly higher than keeping the current users on board and happy.

Ville-Veikko Helppi

Mobile Testing Product Expert