Optimizing Performance for Native Mobile Apps

According to a recent survey conducted by Compuware, global consumers prefer native mobile apps over mobile websites, primarily because native apps are perceived as being more convenient, faster and easier to navigate. However, if a mobile app fails to work fast and reliably the first time, up to 79 percent of end users will retry it only once or twice before giving up on the app. It's quite clear that users won't tolerate problematic mobile apps.

In spite of this knowledge, native app performance snafus — e.g., crashes, freezes, errors, slow launch times, apps that never properly launch — are common. With consumers expecting fast, reliable app experiences now more than ever, they're often left with unfulfilled expectations. Overcoming performance issues and delivering fast, reliable apps requires a conscious effort throughout every stage of the design and development process. With the stakes so high, what are some techniques for optimizing performance for native apps? Consider the following five tips:

1. Recognize that wireless networks aren't always conducive to excellent performance. Native apps may be pre-installed on a device, but ultimately these apps can only run as fast as the network allows. So, retailers can't just test native app performance over WiFi and assume their end users are having an excellent experience. Rather, retailers need to assume the lowest common denominator of wireless network capabilities and measure the true end-user experience at the most likely connection speeds.

2. Proactively monitor performance for all native app downloads, 24x7. Retailers need to know what's going on with their native apps at all times, especially when performance is going awry. You don't want to find out that something is wrong by seeing a one-star rating in an app store. By then, the damage to your reputation is likely done.

3. Use common monitoring practices for native apps and mobile web apps, even though one is native and the other is a standardized web technology. Specifically, this means that companies must combine end-user experience monitoring with deep-dive diagnostics. Mobile web applications depend on a wide range of web and network technologies performing well, including carriers, ISPs and CDNs. Native apps depend on these same factors, as well as an additional set of factors including signal strength, battery level, device memory and other running applications. Regardless of the type of app, there needs to be an end-to-end view of performance from the end-user perspective so that teams are able to quickly see, understand and address the source of performance problems.

4. Take end-user performance information to the next level. As with mobile web apps, there are free tools available to help monitor real end users’ native mobile app experiences. But going beyond end-user performance monitoring, these tools reveal valuable performance trend information and patterns over time, such as which version of an app performs the best and which geographic regions are the strongest (and weakest) adopters of an app. This type of information can be used to guide smarter business decisions.

For example, retailers can note if the latest version of their app represents a significant performance upgrade, or if it's zapping battery and memory too quickly to result in any performance advantages. By having this information, retailers can then adjust their marketing strategies accordingly — e.g., prioritize marketing one version of an app over another.

As another example, retailers may notice application usage trends in particular regions and countries. This information helps them understand where they may need to prioritize their application marketing and visibility efforts.

5. Even though you have a native app, recognize that people might not use it. It can be wrong to assume people are going to download your native app just because you have one. Consumers routinely use both forms of mobile native apps and mobile web apps. If they're rushed, they might go straight for the mobile site vs. taking the time to download a native app. Delivering a superior mobile experience all-around presents a tremendous business opportunity. To succeed in today's mobile world and comprehensively reach engaged end users at or near the point of sale, retailers can't put all their eggs in one basket. Instead, they need to focus on performance excellence in both areas.

In summary, native mobile applications are booming, with consumers using them in record numbers. Native app usage is also on the rise in the business world due to the BYOD movement and the industrialization of mobile apps. As a result, retailers face tremendous mobile performance pressures. Fortunately, by leveraging performance management techniques carried over from the realm of desktop and mobile web apps, retailers can more effectively ensure highly satisfying native app experiences, which can ultimately help bolster adoption, end-user satisfaction and favorability, and business impact.

Stephen Pierzchala is a technology strategist for Compuware APM, a provider of a new generation of application performance management.