One of the biggest costs associated with app development isn't actually realized until after an app has been released. The process of keeping apps updated has become a significant barrier for many app teams, especially those that use outside developers or outsource the creation of their apps. In many cases, poor user experiences that could have otherwise been fixed end up preventing apps from being the huge successes they otherwise could have been. The root of this cost isn't completely obvious at first though. Because the process of developing and updating apps is transparent to end users, the difficulties involved are primarily reserved for the team that was responsible for the apps creation themselves.
$$$ - The Right People Can't Do The Job:
Regardless of the type of app, there is always a need to grow your user base and increase engagement. As a result, growth hackers, app marketing teams and product managers are continually looking to try new content, purchasing flows, or other ideas in their apps. The problem lies in the fact that they are unable to run any of these tests themselves. They must rely on their engineering team to make their ideas a reality. Unlike how it occurs on the web, this results in a duplication of efforts and the allocation of costly engineering teams to marketing.
$$ - The Wait:
Even after you've gone to the trouble of selling your engineering team on your proposed ideas, you still have to wait for App Store approval to actually get your new experiments in front of your users. Not only is this incredibly annoying, but it means that any changes will usually take at least two weeks or so to actually get in front of your users. With many experiments that are able to immediate show double-digit increases in app revenue, those weeks of waiting can be incredibly costly for your business. In addition to being costly, these weeks of waiting can erode your market position and can put you at a huge competitive disadvantage compared to your competitors. The inability to respond to changes in your app's market, fix bugs, update text or address broken features can mean the difference between success and failure.
$ - The Frustration:
With all the inefficiencies and difficulties involved in making updates to your apps, the resulting frustration ends up causing a large number of app teams to just give up. In many cases, this winds up being the most costly part of the process as app teams simply stop trying to improving their apps and accept the status quo. This isn't done because they don't want to make their apps better, but because there are always new priorities that have to be addressed too. Given the difficulty of the traditional app update process, it can be hard to justify the investment needed to do a proper app update. This results in apps that are poorly optimized and never reach the level of success that they otherwise could have had.
To avoid the huge costs of traditional app updates, a better solution is to use a mobile A/B testing service that gives your non-technical team members the ability to make any change themselves. Not only does this empower your marketers, designers, etc.. but it also makes your whole team more efficient and gives you more time to focus on growth! Using tools like Taplytics, you can avoid the costly app update process and allow anyone on your app team (technical or non-technical) to deploy your updates directly to users through a simple web interface. With Taplytics, you no longer have to wait for app store approvals, which means you can avoid the costs and start testing your ideas immediately!