After spending sleepless and stressful nights developing an app, it is finally ready. Ready to be used and to be launched. You are well aware that a mobile app can either be a failure or a success and you know that you cannot simply place your app on the application stores and hope for a flood of downloads. There are approximately 1.6 and 1.5 million apps respectively in the google play store and the app store so the chance that consumers will magically discover your app are unlikely. Your app needs to be visible in order for consumers to embrace and adopt it.
Before launching the app, you must look at the following:
1. Polish your in-store presence
Ever heard of App Store Optimisation (ASO)? ASO is the process of optimising the visibility of your app in the app store results.
According to Forrester, 65% of app are discovered through app store searches.
If you don’t try to optimise your in-store visibility, you’ll miss out on your biggest discovery channel. All stores work differently but most of them rely mainly on the following factors:
- Content (Quality & Relevance): Make sure to write an engaging description, use keywords, upload rich medias (videos and images),…
- Downloads: Your app downloads will boost your app ranking but beware of early uninstalls. If your users uninstall your app immediately after downloading it, this will affect negatively your app ranking.
- Reviews: Drive positive reviews to improve your ranking and don’t let negative reviews stay unanswered for too long.
2. Get the pricing right
Users are reluctant to spend money on an unknown app. When launching your app, it is advisable to make it free at least for the first months. This will allow users to familiarise themselves with your app and talk about it. You’ll get your first few thousands downloads to boost your store ranking and free word-of-month advertising.
3. Make sure you’ve got a marketing strategy for your launch
An app is like any other product, you cannot launch it without preparing a marketing plan! Define the perfect marketing mix for your launch and make sure that you have anticipated a budget. Depending on your industry and target market, you can expect to spend as much in marketing as for the development of your app.
4. Get early feedback
It might be a good idea to launch your app in beta first to get early feedback on your product. They will help you identify remaining bugs or usability issues that you did not anticipate. Beta users can be members of your network and can be reached via beta list services or via the press.
5. Monitor results
Now that you know what to do with your app and how you can launch it into the market, you must always monitor usage and user feedback. Follow the crash reports and user reviews available from your app store console and use additional analytics services like Google Analytics or Flurry.