BusinessDigital Product Development Challenges in 2023
CEO & Head of Sales & Marketing
Table of contents
- #1 Increase traffic
- #2 Conversion (a visitor to an app user)
- #3 Digital Product development pivot
- #4 Velocity of IT development
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Nowadays each web or mobile product company struggles with some issues and faces digital product development challenges regarding IT development, user traffic, conversion, or other digital product development related topics. Each company constantly working on improving its results in particular areas in order to achieve a better market presence, generate more revenue, and increase the number of app users or customers. Keeping in mind the current global economy, the situation of high-interest rates, investment slowdown, and inflation the challenges are biggest than ever. Product and IT teams need to work harder and more to keep traction, keep users, and customers, and focus on generating revenue. The consistent and well-defined product development process of the mobile application or web application is crucial here.
#1 Increase traffic
Possible reasons for slow users traffic growth in your web app or the mobile app
We managed to complete the product design workshops and concept phase, and we invested in digital product management and product development process as mobile development or web development and digital product release. The web application or/and mobile app is the market. We have traffic on our marketing website, but it is too small to think about the break-even point, or proper traction and revenue generation. Why the traffic is so small? It can be caused by dozens of factors, for example:
not SEO-friendly marketing website,
lack proper keywords in page content, which impact on the organic search of your product,
lack of proper amount of quality content which could boost your website in organic search among your competitors,
lack of proper marketing activities,
a poor market presence.
Possible solutions to achieve higher user traffic
SEO topics and issues can be solved in the following ways:
it is good to check SEO quality with some 3rd party tools like SEranking, SEMrush, or free audit tools provided by Google. These tools allow you to scan your website and check all SEO metrics that need to be improved or fixed. The SEO audits are really helpful and are allowing you to improve your page a lot. Generated SEO reports include different aspects like proper headers, lacking page titles, or descriptions, and many more.
SEO services and external agency or freelancer:
on the other hand, is always good to consider hiring an SEO specialist or finding an agency that will provide you with SEO services and SEO expertise. Finding the proper ones is always the challenge, but what is not a challenge these days?
Regarding the content of your marketing website:
articles and blog posts:
the easiest way to start writing. If you are not willing to invest in a content marketing specialist, just start writing by yourself. At the beginning make your research with a keyword planner about what keywords and phrases are trending in your target groups, and what topics related to your product may be interesting for your target audience. When the topic is chosen start writing. When an article is done, make the content assessment with some external tools which may correct some aspects, and suggest some changes to boost the SEO of your blog post to be treated well by Google algorithms.
content marketing services and external agency or freelancer:
on the other hand, you can hire and writer that will be creating articles or blog posts on topics that will interest your audience and potential Clients. If not hiring full-time you can always outsource writing a single article or a couple of them to some freelancer for a marketing agency.
Lack of marketing activities and poor market presence are combined. We can not have a great market presence without marketing activities. By marketing activities I don't have in mind paid campaigns that cost a lot, but starting from a simple presence on all portals, websites that aggregate the digital products like web applications or mobile applications, that are providing a listing, rankings of such digital product based on categories, features, etc. We have plenty of such websites like G2.com or Clutch.co . As result we should achieve one consistent profile of our product on different sites, which could redirect traffic to our website, mobile page, or a site on an app marketplace (iOS App Store, Android Google Play, HUAWEI AppGallery). Later on, we should consider guest posting on different channels, which is connected to content marketing. Then next steps can be really various, but we do not have to spend thousands of dollars on marketing to increase traffic. Organic traffic requires work, and time and it is no easy to boost, but it is achiveable.
#2 Conversion (a visitor to an app user)
Possible reasons for the low conversion rate
The digital product development was completed, the product development strategies are in place, the marketing activities are running, we are achieving proper traffic on our website, and we see a satisfying number of visitors and user sessions on our marketing page, but the conversion rate from visitor to the app user is not good. Probably you haven't evaluated the user journey through your website, which may cause fast user resignation from your product proposal.
Possible solutions to increase conversion rate
First of all, let's check what users are telling about your web app or mobile application. The reviews and opinions are really great pieces of knowledge of what can be improved or changed to increase the satisfaction of your customers.
Secondly, let's think of data analysis. Start by installing Google Analytics events in your product that will be reporting about activities in your web application or mobile app. This knowledge should give us some awareness about the modules and features that are not used by our customers at all, and in consequence, we are losing them because of their frustration about the product.
Moreover, let's analyze video recordings that might be provided by such tools as
Hotjar. When we see how users behave in real, in different mobile devices and web browsers, we will be able to recognize the points where we are losing them.
As result, we might come to the point where the app development process will be required to continue on a bigger scale to reorganize the product and implement new features or modules, which should attract our application to potential users, keep them in the app and convert them to paying users. It might affect app development cost in long term as well.
#3 Digital Product development pivot
Possible reasons why pivot is necessary
Services that we sell through our mobile app or web platform are not finding a satisfying number of users. Customers ask us to implement our services in a way that we haven't thought of so far. Our analysis, customer reviews, and feedback clearly show us what additional features, modules, and changes need to implement to start generating the proper user traction. Usually, the MVP shows us if the pivot or reorganization has to be done.
Personal expeirence with the NFT Reality digital product development process
As a co-founder of NFT Reality together with my brother (co-founder), we are struggling with this case currently. After releasing the MVP, and weeks of consultations, demos, and chats with potential investors we realized that our product is not enough. We understood that we have to change it significantly, switch the strategy and implement features that will allow us to generate traffic, conversions from a visitor to app user to subscription, and revenue.
A possible way to deal with pivot
#4 Velocity of IT development
What causes this issue
As a tech specialist, is it familiar with your situation when the business team is making pressure on you and the rest of the tech team to speed up development and deliver a particular set of features ASAP? Yeah, tech guys, mobile developers, and web developers know that situation. It is even better when the business team requested an advanced mobile app or web application, which you estimated for a couple of weeks of work. You don't want to resign from the quality of the development process, you would like to be sure that user experience will be on the proper level.
Possible solutions to speed up the IT development process
we have started discussions about engaging artificial intelligence-related tools in our work to speed up app mobile development and web development process. According to different opinions and research, AI is able to generate over 40% of code, compared to the result from last year where the discussion was on the level where AI was able to support developers at 20%. Of course, everything depends on the projects, requirements, and particular tasks that a mobile developer or web developer has to do. Nevertheless, we cannot miss such an opportunity, like combining artificial intelligence with automated code generation and using tools like GitHub Copilot or Tabnine that can speed up your and your team's development process.
The second option is to extend your team temporarily. Hiring is not an option here, because this process takes time and requires additional effort. Let's consider hiring mobile developers, web developers, UX/UI designers, or QA specialists from software agencies like
These four digital product web & mobile development challenges are in my opinion the most frequent ones. Each of you can have your own problems regarding web development, mobile development, gaming apps, virtual reality, and many other IT project types. Each of you for sure has your own solutions. Personally, I hope that this article helps a little bit and gives you some inspiration for solving the problems. Feel free to comment and let me know what you think.
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