When mobile apps crash, it can be a game-changer for users and developers alike. A recent study by Michel Wedel, Distinguished University Professor and PepsiCo Chair in Consumer Science at the University of Maryland Robert H. Smith School of Business, reveals that app crashes have a significant impact on user behavior. But what exactly happens when an app freezes or shuts down?
High-profile mobile app crashes often make headlines, leaving users frustrated and developers scrambling to fix the issue. The Sonos app crash in May of last year is a prime example, with users unable to edit playlists or play music at all. The subsequent release of a new app with critical features missing only added insult to injury, costing the company hundreds of millions of dollars and even leading to the departure of the CEO.
But why do app crashes have such a profound impact on user behavior? According to Wedel, it's because when an app crashes, it interrupts users' goals and desires. "People want to maybe see the weather forecast, finish a mobile game, watch the rest of a video, or interact with friends on social media," he explains. "So, they have a particular goal, and when that goal is interrupted, there's a psychological tension that builds up, and people have a bigger desire to complete that goal." This phenomenon is known as the Zeigarnik Effect.
When an app crashes frequently, however, the reaction is different. Wedel notes that clustered crashes are becoming increasingly common in the industry. The recent conversion from HBO Max to Max, for instance, was plagued by frequent app crashes, leading to user frustration and eventual disengagement. When crashes occur repeatedly, users tend to become discouraged and use the app less, with some even abandoning it altogether.
New feature releases can also be a major culprit when it comes to app crashes. "If an application continually crashes, even if people are still using it, we see that the engagement goes down," says Wedel. "So, people don't look at as many pages. They're more careful in looking at the app, which means that if it relies on advertising revenue, which is based on page views, revenue can go down dramatically." The same holds true for in-app purchases.
To mitigate these issues, developers should exercise caution when releasing new features or updates, ensuring that they are thoroughly tested before going live. Responding quickly to widespread crashes is also crucial, as it prevents users from experiencing repeated interruptions in a short period of time. "Often an app will crash several times following a new release before the developer notices," Wedel notes.
Interestingly, targeting users who are more resilient to app crashes can be an effective strategy. "Identify the customers that respond least negatively to these stoppages—the ones who try to open the app again and again after it crashes—and target them," says Wedel. If it turns out that the app works well with this group, then the app publisher should move forward with rolling it out across the entire customer base.
Finally, sending post-crash messages to users can be an effective way to mitigate the impact of a crash. "The developer can send a pop-up message on the app or to customers' devices that says, 'We apologize, something went wrong, please come back to us,' as opposed to, 'There is a problem, try updating your operating system,'" recommends Wedel. The key is for companies to take ownership of the problem rather than blaming the user.
The research, titled "The Impact of App Crashes on Consumer Engagement," was published in the Journal of Marketing and highlights the importance of prioritizing app user experience (UX) to maintain customer loyalty and trust. By understanding how users react when apps crash, developers can take steps to minimize the negative impact and ensure a smoother, more engaging experience for their users.