What really determines an app’s long-term success is how well it’s been maintained after launch. That means deciding whether to handle app maintenance in-house or outsource it to a software development agency. Each option has its pros and tradeoffs, and the right choice depends on your product stage, budget, and internal resources. From fixing bugs and improving performance to rolling out new features, app maintenance is critical for user retention, stability, and growth.
Below, we break down a practical, common-sense approach to app maintenance that helps teams make smarter decisions and keep their applications running smoothly.
In-House vs. Outsourced App Maintenance
So which one is right for you?
If you have a mature product with stable revenue and ongoing support needs, handling everything in-house is probably the best option. However, not every business has a free developer or can afford a fully-staffed team to do so. Keep in mind that to maintain an app correctly, you’ll need a team of:
- Frontend and backend developers
- Cloud and database engineers
- Quality assurance specialists
- UI/UX designers
- Product and project managers
- Data scientists
- Project manager
This team can easily cost over a million dollars annually in payroll. If that budget doesn’t align with your current growth stage, outsourcing to a software development agency is a smart, scalable option.
Whichever option you choose, follow these six common sense tips for better app maintenance:
1. Open Your Ears and Listen!
The first step in maintaining your app is to simply listen. Your job as a product owner is to create a system that consistently collects this feedback. Consider using the following in your app:
- In-app feedback tools
- Customer support inboxes
- Internal user testing
- Monitoring platforms like Sentry, Datadog, or New Relic
Most importantly, maintain a direct line of communication with your users to understand how to better support your application.
2. Attach ROI for Each Enhancement
This is where the rubber hits the road. The goal here is to determine and attach ROI to each enhancement. Ask yourself:
- Will this enhancement improve the lifetime value (LTV) of our users?
- Will it boost acquisition or retention?
- Does it reduce operational costs or support volume?
Use data when available. When not, lean on your intuition and always tie decisions back to measurable outcomes. If you’re working with a software development agency, they can help you model the return on investment (ROI) of proposed changes.
3. Prioritize What You Hear – Not Everything Is Important
Once you’ve gathered feedback from your end users, your next step is to determine whether it’s worth noting. Some issues might be simple UX tweaks, while others are core bugs that impact major functionality.
A good rule of thumb: evaluate each item’s impact on functionality, user experience, and business value. Early in your app’s lifecycle, this can feel like guesswork. But over time, you’ll record plenty of data to quantify effort based on retention, usage, and revenue metrics.
4. Plan Out Your App Maintenance Roadmap
Once your priorities are aligned, it’s time for some planning! That means:
- Defining the project scope and breaking the work down into sprints
- Setting timelines and QA benchmarks
- Collaborating with marketing for announcements or user onboarding
- Creating internal documentation or training – this is a nice-to-have for early-stage companies
Don’t overlook the marketing component. Promoting app updates can help re-engage users and build momentum, particularly when power users or early adopters request new features. Keep those evangelists in the loop and leverage them to expand your reach.
5. Assign Tasks to Developer Resources
Before approving changes or scheduling releases, you must evaluate:
- Budget – What’s available at this moment in time?
- Team capacity – Who’s available to work on this?
- Tooling and infrastructure – Will changes impact your hosting, third-party services, or licensing fees?
Many updates come with hidden costs, especially if you’re adding features that require more cloud usage or enterprise-level integrations. Unfortunately, app enhancements may (and usually do) take longer than anticipated. A good app development team can help reduce these uncertainties and provide a more accurate release schedule for your app.
6. Rinse and Repeat to Maintain an Optimal App
App maintenance must be viewed as a cycle: listening, prioritizing, planning, and releasing, in a constant loop. And the more you commit to this process, the more resilient and competitive your app becomes.
Bugs will happen, third-party tools will fail, and users will do things you didn’t anticipate. That’s why having a team (either internal or on retainer) for proactive monitoring, quick fixes, and performance optimization is crucial. They’ll notify you of upcoming API changes, system deprecations, or security patches.
TL;DR: Your App’s Success Depends on Maintenance
The best-performing apps are the ones that evolve. Whether you’re running your product through an internal team or collaborating with a full-service software development agency, staying proactive with app maintenance is a must. Therefore:
- Build a strong feedback loop from users and stakeholders
- Make data-driven decisions about what to update next
- Plan releases with a clear view of cost and impact
- Keep an experienced development team on-call
- Treat maintenance as a continuous and ongoing growth
Looking for a reliable app developer to help with ongoing support? We can help! From custom app development and post-launch strategy to bug fixes and feature rollouts, we can take the lead on your development initiatives or support your current ones.
Contact us today to get started with your free 30-min consultation!
