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Optimization Benefits in
Native App Development

Optimization Benefits in
Native App Development

Published on: 13 Mar 2024 7 min read

With one eye on upcoming updates, many companies underestimate the first version of Android and iOS applications. There is always version two that will address minor initial mishaps, right? Or is there?

Optimization Benefits in Native App Development

The thing is, Google Play and Apple App Store’s algorithms tend to promote first versions the most, and if such versions perform well and get glowing user reviews, they receive an additional boost and extension of the promotion period. On the other hand, if you launch a version that lacks quality, the algorithms quickly terminate the extra boost because of the users’ negative feedback and ratings.

Naturally, low ratings and scathing reviews put off many potential app users and stop them from downloading and at least trying the app altogether. Advertising features in the app that are not well supported is also never a great idea.

Too Much Is Not Enough and Never Underestimate UI/UX 

It is wiser to choose fewer functionalities that actually work over multiple so-so features that will ruin your application’s app store rating. Launching a working first version is critical for any Android and iOS app. This means you need to test the app meticulously and forget about compromising quality.

Many applications’ downfall results from a common mistake – too many features included from the very start in the initial version. With so much functionality to build, the developers are inevitably in a hurry and pay insufficient attention to detail. The lack of testing and adjustments typically results in the launch of a version with bugs and issues, and users’ comments and ratings are predominantly negative.

As users only have limited time to explore an app, it is not uncommon to receive negative feedback not because of a product malfunction but because the user could not find the features they need. They can also struggle to figure out how to use them. Therefore, we strongly recommend starting with a Minimum Viable Product (MVP) that contains less functionality that is finetuned to perfection, and operates flawlessly.  

How Do You Turn Things Around Then?

The good news is that initial low ratings are not irreversible. Whenever the Google Play and Apple App Store algorithms detect positive trends related to an app, they lift it up in the app list.

Scalefocus has vast experience with applications that had weak performance before our team took over and upgraded them. One of our signature projects involved an EU gaming giant whose app rates were around 3.5 stars, but the native Android and iOS apps we delivered managed to increase them to 4.9 in the Apple App Store and 4.5 in Google Play.

Read the complete case study and discover how our mobile team created the ultimate native virtual assistant.

New app versions typically need three to six months to increase their star rating drastically. Despite storing all comments and accumulated ratings, the app stores periodically reset the applications’ profiles so they can start with a clean slate. This means that a well-performing six or nine-month app will lead to additional promotion and placement nearer the top end of the charts, regardless of the lower overall results.

On the other hand, highly rated applications are not marked safe from being downgraded on the chart after a faulty version’s imperfections have brought predominantly negative reviews. After all, the mobile applications market is absurdly dynamic, and it can take mere months for a trendy app to become obsolete.

Common Use Cases – Low Ratings and How to Avoid Them

As mentioned above, app store ratings are not beyond repair, so there is always hope.

Below, you can find the most common use cases – the reasons for negative feedback and how to address them.


1. App Does Not Run on All Devices

This issue typically results from the urge to cram as many features as possible within a single version and the inability to test comprehensively. More often than not, this is typical for Android with its myriad of different devices and screens. The sheer number of crash scenarios increases the percentage of untested devices and the risk of occasional crashes. Luckily, developers can implement a detailed error logging system that detects and reports when users experience issues so they can resolve them accordingly.

2. App Has UI/UX Issues

If the app logic is not intuitive enough or suited to the user journey, it might take five instead of two clicks or five screens instead of a single one to complete a task. Such unsatisfactory user experience and waste of time would also typically bring low ratings and negative feedback. 

On average, an individual uses a mobile application for five to sixty seconds. This means a two-minute bank transfer is unacceptable when it should take up to ten seconds, and this will logically harm the mobile app’s reputation. Companies can address such issues when they make efforts to optimize the user journey and customize the application design.

3. App Is Too Slow 

The speed of an iOS/Android app is also pivotal. The lack of code optimization slows down the app, and it takes longer to finish a task, which will inevitably cause user discontent. Naturally, developers can only address this issue by improving the code quality and rewriting chunks of code to accelerate it. There are different approaches for improving the code for iOS and Android and various architectures that contribute to increasing the application speed.

4. App Crashes Down

Unexpected exits or app crashes rank among the most annoying parts of the user journey and are the top reason for negative feedback. Mobile applications either crash randomly or invariably at a particular stage, so it might take lots of testing to detect and rectify the corrupt fragments of code. While fixing apps that crash at the same stage is more straightforward and intuitive, it takes longer to recognize patterns and relations or architecture deficiencies that lead to random crashes. 

Crash inconsistency can also result from memory issues, especially with apps that lack proper memory management. For example, when you keep scrolling through a list of items, the application might not free the memory when you do not see the previous page, and at some point, it will run out of memory and crash.

5. App Support Is Subpar

Another issue that users are likely to complain about is unprofessional support and customer service. You do not usually communicate with customer support if the application works smoothly and code quality is superb, do you? Nevertheless, it is essential to have adequate maintenance services in case of customer complaints and polite support agents who react immediately with updates to the next version. 

You also need to avoid login and payment issues as they are among the experiences customers typically describe as frustrating. Luckily, both Apple and Google work with SDK libraries that facilitate in-app purchases.

Scalefocus offers world-class support, including systematic mobile application development and know-how that guarantees software applications’ exceptional productivity, scalability, and security.

Our AppCare 360 service utilizes the Swarm support model to ensure all systems’ operational stability.

6. App Needs Constant Evolution

Users like seeing positive trends and evolution. This means that launching new versions that resolve issues regularly and taking less time between versions is preferable. A minor fix every 3 weeks is always better than a massive update of multiple features that takes six months. App stores also encourage constant improvements, regular upgrades, and new versions with a positive reception by boosting the app.

7. Low Ratings Weigh the Most

Last but not least, users are always more likely to leave feedback and rate an app when they are unsatisfied. From a psychological point of view, the motivation to comment or rate a product is lower when the customer is happy with it. 

That is why negative feedback carries a lot more weight, and companies need to make sure they do not give too many reasons for disapproval. This also makes it more challenging to improve the rating of an application that has started on a low note, as the app may need to exceed expectations and truly impress users to rate it up.

About Scalefocus: A Conclusion

Scalefocus is a technology provider with a proven track record in iOS/Android native app development. Our comprehensive services include mobile app development from scratch and upgrades to applications developed by other vendors. When our mobile team takes over from another software company for mobile apps, we analyze the code and architecture, detect the problems recorded in the error console, create an action plan, and address them.

Read our blog to learn more about our full implementation capabilities in native app development, or contact us to discuss your apps and how we can optimize them.

About the Author:

Krasimir Kunchev

Krasimir Kunchev

Senior Content Writer

Kras is a true musical force-turned-copywriter. What can we say? Multitalented people do exist, and we got them! He’s been on stage since the mid-nineties when punk rock was alive and kicking. Fittingly, he started his writing career as a rock journalist and later learned his chops in advertising.

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