A recent report from Business Insider Intelligence confirmed what we believe so strongly here at Perfecto: Deliveringcontinuous quality with respect to your mobile app means getting the best app store reviews, and this means more downloads, more users and further brand reach.
Simply put, higher update frequency equals better ratings.
More Updates, More Stars
Business Insider reported that in 2014, brands such as Walmart, Geico and Amazon updated their mobile apps as many as 25 times, allowing those companies to place in the top lists of app stores. Conversely, in both 2013 and 2014, mobile apps that were only updated nine times or fewer -- less than once per month -- had reviews that were under the average. Specifically, mobile apps that saw eight updates in 2013 had an "average cumulative rating" of 2.8 out of 5 stars, according to the source.
"Higher update frequency equals better ratings."
Continuous improvement and frequent app updates are clearly critical pieces of the engagement puzzle, and those that refuse to keep their mobile app updated in alignment with new devices and OS releases or customer feedback are effectively asking for lower app store reviews. But that said, ensuring continuous quality isn't easy.
The Struggle is in the Statistics
InfoWorld cited a Forrester Research survey that found only 25% of businesses update their mobile app frequently enough to satiate consumer needs or brand requirements, while a mere 20% stated that they are able to fix technical issues and keep up with the newest OS versions.
The problem lies in the hardware, software and development environments. InfoWorld reported that 35% of mobile app dev teams do not have the infrastructure to support frequent app updates across a variety of devices. Between the sheer number of OS versions, manufacturers, screen sizes and hardware capabilities, it's a struggle for many brands to perform mobile app testing and successfully launch updated, bug-free app upgrades.
Clearing the Hurdles
Whether updating your mobile app to remove a glitch, upgrading the feature list or simply making it compatible with the latest OS version, you should always perform mobile app testing on real devices. Granted, there are organizations that cannot afford or support the infrastructure and staff to do this manually, which is why DevTest teams turn to cloud-based testing platforms that allow them to kill a few birds with one stone. Cloud-based mobile app testing can be automated, allowing teams to test their updates on a wide range of OSes and devices. These solutions also enable you to ensure continuous quality, as they support the monitoring of mobile apps once they're live so you can identify exactly what needs to be fixed on the next software update.
With options available and insight into why frequent mobile app updates matter to your brand and bottom line, there's no excuse not to provide continuous quality to your users.