Got Apps? A Mobile Device Testing Lab Helps Ensure Optimal Functionality
To compete in a complex, ever-broadening retail landscape, retailers must get the omnichannel experience right. Since more consumers than ever connect with a brand without ever setting foot inside a store, the website and mobile app must deliver a flawless customer experience.
Retailers should think of their app as a core product; it essentially serves as their virtual store front. Yet in a hurry to get a branded app to market, many companies either rush the critical app testing process or forego it altogether. The results can be disastrous: customer dissatisfaction, loss of business, and damage to brand reputation.
But with the right technology — a mobile device testing lab — retailers can ensure they won’t fall victim to the top app testing challenges, which could drive away mobile traffic, customers and profits.
Conquer App Testing Challenges
The three most common challenges with mobile app testing are too many mobile device types and operating systems to test, not enough people to test, and not enough time to test.
A cloud-based mobile device testing lab provides a comprehensive solution that solves these issues and others that arise during development, debuggingmo, manual testing and automated testing. A testing lab offers simple, instant access to real devices for all mobile testing needs, resulting in higher quality apps and increased customer satisfaction. Furthermore, running automated tests frees up app testers to perform other critical jobs such as testing for user acceptance and user experience.
Bad Apps Give Your Brand a Bad Rap
The importance of ensuring your app works as well as customers expect can’t be emphasized enough. A 2019 eMarketer study found that the average U.S. adult spends 3.75 hours on mobile devices per day, with nearly three of those hours using apps.
A separate WillowTree report found that 68 percent of users would delete an app after a negative brand experience. And the same study reveals that 25 percent of respondents are less loyal to a brand after a bad app experience.
At the same time, developers understand time is of the essence when it comes to releasing an app in a marketplace crowded with 5 million other apps. If your app causes customer friction, consumers will likely shop from a retailer whose app experience is both simple and seamless.
A mobile device testing lab allows apps to be tested in real time. Therefore, if there’s a crash, analytics provide useful information on which types of devices are most affected. It also measures and monitors the parts of the app used most often, so the most important parts can be prioritized in the testing process.
Ready, Test and Go
Consumers rely on apps for an increasing number of tasks that includes shopping for groceries, clothing, electronics and back-to-school supplies. And if your app is buggy, takes too long to load, or lacks ease of use, consumers will find another retail app that better meets their needs.
The race for the ultimate app in a sea of apps is on, and your brand can’t afford to lag. Investing in a mobile device testing lab helps you conquer the challenges that arise during app development so you can release a higher-quality app that ultimately extends your brand and increases customer satisfaction.
Steve Orlando is the senior director of product marketing at Mobile Labs, a company that improves device and app testing quality and speed to delivery with robust device and testing tools.
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