When mobile apps crash or freeze, it can be frustrating for users and costly for developers. A recent study examines how app crashes affect consumer engagement and provides insights for developers to improve user experience.
High-profile app crashes have become increasingly common, with companies like Sonos experiencing significant losses due to prolonged outages. In response, researchers at the University of Maryland's Robert H. Smith School of Business conducted a study to determine how app crashes impact user behavior and engagement. Led by marketing professor Michel Wedel, the team found that when an app crashes, it shortens the user's session and reduces content consumption.
However, after a single crash, page views actually increase as users attempt to complete their interrupted goals. This phenomenon is known as the Zeigarnik Effect, where psychological tension builds up due to uncompleted tasks. On the other hand, frequent or clustered crashes can lead to decreased engagement, as users become discouraged and use the app less.
App developers should exercise caution when releasing new features or updates to minimize the risk of crashes. Instead of targeting all users, they may benefit from identifying resilient users who are less affected by crashes and rolling out updates to this group first.
Post-crash messages can also play a crucial role in mitigating the impact on user engagement. Developers should take ownership of the problem and apologize for any inconvenience caused, rather than blaming the user. This approach can help maintain customer loyalty and trust in the company.
The study, "The Impact of App Crashes on Consumer Engagement," was published in the Journal of Marketing. The findings provide valuable insights for developers to improve app user experience and minimize the negative impact of crashes on consumer engagement.
Targeting Resilient Users
To ensure a smoother rollout of new features or updates, developers may benefit from targeting users who are more resilient to app crashes. This approach can help identify issues early on and reduce the risk of widespread disruptions.
Effective Post-Crash Messages
When an app does crash, a well-crafted post-crash message can make all the difference in maintaining customer loyalty and trust. By apologizing for any inconvenience caused and taking ownership of the problem, developers can mitigate the negative impact on user engagement.
Conclusion
App crashes can have significant consequences for both users and developers. By understanding how app crashes affect consumer engagement and implementing strategies to minimize their impact, developers can improve the overall user experience and maintain customer loyalty.