The forgotten test account
Apple asks for a test account. The team says "no problem". Then at review time: wrong password, no 2FA access. Rejected.
There's a very common mistake in mobile projects : believing marketing will fix a bad user experience.
The app crashes. Screens are slow. The flow is confusing. Payment glitches. Signup is frustrating.
And yet the ad budget keeps growing. Facebook Ads. Influencers. Campaigns. Massive acquisition. As if pulling in more people would solve the problem.
Advertising amplifies flaws too
Spoiler : advertising amplifies flaws too.
Because a marketing campaign can generate huge downloads. But if the experience behind it is bad, users leave, bad reviews explode, reputation collapses, acquisition cost becomes absurd.
According to Statista (2024), average cost per install has tripled in 4 years. If you're paying for installs that uninstall within a week, the math turns brutal.
The real problem isn't visibility
Yet many projects keep investing in acquisition too early. Because they think : "The problem is visibility."
When the real problem is often :
- stability,
- onboarding,
- product understanding,
- or simply overall experience quality.
The leaky bucket
Because an unstable app with lots of traffic… looks a lot like a leaky bucket. The more you pour in, the more you lose.
Before throwing big money at advertising, you usually need to check where users leave, what frustrates them, what breaks trust, why they don't come back.
Often, a few simple product improvements pay off much more than a giant ad budget.
Marketing attracts. Experience decides.
Marketing attracts. Experience decides whether users stay. And that difference changes everything.
Is your ad budget funding a leaky bucket ? Book a 15-minute call to find the holes before the next campaign.
