It’s not unusual for companies to have their own apps; in fact, 42% of millennial-owned companies do so in order to boost sales or give customers another platform to use their products. Therefore, it makes sense if you’re thinking of developing a mobile app for your own business.
So, no matter if you’re running a multi-million business or you have just started your own small venture, you must have an app to reach the maximum number of people and get them hooked to your business. Nowadays, having a mobile app is one of the basic expectations that people have from a business, and if you shy away from having one then it might affect your business adversely.
Before you go about building and launching your app, the first step is to have an idea about the kind of app you want to build, which would benefit your business the most. You need to study your audience and observe the kind of app that would help them interact with your business and makes their lives easier. Once you have your idea, the next step is to build an app from scratch.
In this article, we’re going to discuss the launch part of your mobile app journey. Although a mobile app can be a very valuable source of income, the low entry barrier makes a successful launch all the more difficult. So, if you don’t plan a successful mobile app launch, the time, money, and resources you invested in designing and creating a truly excellent mobile app could all be for nothing. And it doesn’t just end there, once you’ve taken off, your task has only just started. The next step is to consider how to make your software “sticky” so that users will keep using it.
Go-To Guide for Launching a Mobile App
1. Do your market research.
When you go out and check the number of apps already available on the multiple app stores, you’ll be astonished to see that the number is huge. So, we recommend that the first step in your to-do list should be to conduct thorough market research to check what kinds of apps already exist in the market, what kinds of apps your competitors are developing and the kind of app that can most benefit your target audience.
Moreover, studying the competitors in your niche comes with the added benefit that it shows you what not to do, what mistakes not to repeat, and how to set yourself apart from the competition.
As a business owner, it’s your foremost responsibility to figure out what your audience needs from your business, and then deliver it. Giving a good experience to your users should be your main aim and everything else comes after that. So, make sure to base your research around wanting to create something unique and useful for your audience.
To perform this research, you can check the reviews on your competitor’s app pages on the leading App stores, and also check the comments on various YouTube pages and blogs to see what the consensus and what people are saying about the existing apps related to your business.
2. Define what success means for your business.
If you aim to launch a mobile app successfully, then you first need to define what success means for you. If you’re in the business industry then we’re sure you’d want to primarily focus on revenue, however, there’s more to the business than just earning money from your app. If you’re launching an app then you need to be practical about what you expect in return and then work backward towards that goal. Here are a few measurable parameters that define the success of an app, let’s see which ones fit right with your definition of success-
- Active Install Rate- One way to measure the success of an app is to check its active install rate. This means keeping a check on your retention. To check how many people are installing your app and then are not uninstalling it. This is one of the most crucial steps for an app’s success.
- Number of Ratings- The next thing that you can do to check if an app is a hit amongst your audience or not is to check the number of ratings your app is receiving. It means keeping track of your average app ratings in the market by seeing what people are saying about your app on different App stores. It’s likely that if people do have an issue with your app, then they’ll give a bad rating or post a bad comment which would allow you to access the problem and make changes accordingly.
- Revenue Generated- Now comes the part of the revenue that helps you gauge how successful your app is by checking how many people have purchased it through the App store (applies to apps that have a purchasing option).
To provide you with some benchmarks, the majority of free mobile apps have an active install rate that is higher during the first month, often about 50%, before leveling off at approximately 30%. To sustain a good active install rate, you should undoubtedly aim considerably higher than the average app store rating of 3 to 4 (out of 5).
We’ll discuss ways to guarantee that your software has high app store ratings after launch later in this article.
3. Give thought to cross-platform and browser versions of the app.
Given the extensive competition and how there’s no shortage of options in the market, you need to make an extra effort and go out of your way to give your users some extra benefits. Having an app available on just one platform is no longer enough so you must have your app exist on multiple platforms. You can also create a browser version of the app which gives the user additional options to choose from.
In terms of market share among mobile operating systems, as of January 2020, iOS had a 24.76% share, Android had 74.3%, with the remaining 2% went to other operating systems. Cross-platform development is the way to go if you want to expand your audience, and it will also end up being more affordable in the long run, especially if you utilize top-notch IDE software to hasten the development of your apps. To provide users with more methods to utilize your app across all devices, the majority of IDE software also enables you to create web browser versions of your mobile apps.
4. Get your social media accounts into the picture.
One way to create buzz about your mobile application even before it’s developed is to promote it across all official social media platforms of the company. It’s an easy and cheap method to get some marketing out of the way in the earlier stages of app development. Getting your social media into the picture can help a great deal. You can promote the app on social media while it’s still in development and ask potential users for suggestions and feedback. Be careful to update the link in your social media bios to point to the app store download once your app releases, though. You want to encourage downloads, not site traffic, so keep that in mind.
Don’t overlook more recent social media platforms like Pinterest when launching your mobile app; this highly visual platform is perfect for showcasing your finished product to other mobile app developers, who might have some wonderful suggestions for UI/UX enhancements. Except if you’re trying to outdo a rival in the market, of course!
Finally, if you use HubSpot, you may use the Facebook Welcome app from HubSpot’s app store to support the launch of your mobile app on Facebook.
By modifying a page where people can sign up for an alert when the app releases, you can create some pre-release hype. In the next steps, we’ll discuss some entertaining pre-launch promotions that will create discussion about your app. You can also send emails to your customers to inform them of the launch and get them excited about your app.
5. Create exciting content around your launch.
The kind of content you’re putting out around the launch of your app plays a very important role in its success. A lot of users look towards your social media and App store content to get some idea on how to use your app for optimum results. So, make sure to put out some screenshots, blog posts, and social media posts about how to use your app and explain the many benefits of using your app. Create an exciting content marketing strategy around the launch and keep it going a week before and after the launch for positive results. Your strategy could include things like-
- Post compelling app screenshots
The screenshots that you put up on the App store make the most of your landing page experience. It is observed that in more than 90% of the app store page session people do not go beyond 10% of the page. That 10% of the page holds your app screenshots. Thus, it becomes essential to put it all in your app screenshots. The screenshots that you post on your App Store’s landing page should tell a unique story in a compelling, engaging, and persuasive way.
Put yourself in the shoes of your audience and observe what viewpoint of your app would compel them the most to download it. Take screenshots of the most exciting features of your app that set you apart from the competition and would make the user want to invest in purchasing or downloading your app.
- Create a high-converting app description
Although very few people go past screenshots and invest time in reading the app description, it is an essential part of your App Store landing page that tells the user everything they need to know about your app and would eventually compel them to download the app for themselves.
If you want to write a high-converting mobile app description, then you need to follow certain rules. Make sure it mentions all the unique selling points (USPs) of your app and follows a compelling tone. You can make use of AIDA i.e., Attention, Interested, Desire, and Act. The first 200 characters of your description should grab the attention of the users, next step is to keep them interested by explaining all the problems your app is solving, then create a desire in the audience to download the app by mentioning how it might benefit them (mention all the technical features of the app), and lastly, insert a call-to-action or CTA that would encourage them to act.
6. Record a demo.
One of the easiest ways to get people interested in your product is to create a video around it. Studies have shown that people are twice as likely to click on a video than to read some text. So, creating a demo video for your app launch is the best way to get people interested and explain how your app works.
This can be accomplished easily with a simple, user-friendly tool like Camtasia that would allow you to screen record your app and attach a voiceover recording. Make sure to include the following things in your demo video a clear explanation of how the app works along with screen grabs that would give users a visual demonstration, include the many USPs and how it can benefit the users in real life, and mention any points that make your app different from the competitors.
However, we recommend that you do not stop yourself by just creating a demo video for your App Store landing page. You can also create videos using exciting graphics to post on your social media pages to get the users excited about the launch and make them understand how your app is useful in real time.
7. Launch a dedicated page or site before launching your app.
Even before the launch of the app, you can create a dedicated website for your app that would help spread the word about your upcoming launch and give your customers all the information they need about the upcoming app. However, doing this could be a little costly, thus, a lot of businesses who already have a website choose to just create a dedicated page on their website about the impending launch.
Doing so allows the business to let its customers know about all the features of the app and get them excited about how the app could simplify their lives. Having a dedicated page about the launch on your website ensures that all the people who’ll be visiting your website will get to know about the launch. You can also embellish this page with all the information that one might need about the app. Post interesting demo videos, graphics, screenshots, etc. that would help people understand your app better. Post all the benefits of the app and how it’s going to work in real-time and mention what features you’re going to introduce that might set you apart from the competition.
You should launch these pages in addition to your social media campaigns even if your app hasn’t yet gone live, as PandaDoc did with their pre-launch. Send customers to this page of your website, let them watch the demo video there, and ask them to sign up for an email that will notify them when your mobile app is available for download.
8. Make your selection of an App Store.
Before you get started with the launch process you need to select an App store to launch your app on. This is a very crucial decision as which App store you choose might determine how successful your app is going to be. Now, we’re not saying that choosing the right App store will make your mobile application a success, however, choosing the wrong one might just lead to its doom. Thus, choosing the right App store becomes an important decision.
In the beginning, limit the number of app stores that you distribute your app to as it allows you to focus on launching your app in the right way, and later you can go and make changes and choose additional app stores for the launch. You should benefit from the highest user and rating concentration possible as a result of this. Additionally, during the initial weeks following launch, you’ll be making a lot of adjustments and enhancements to your app. By having your app available in only one store, you can speed up the release of these updates.
The Android store and the Apple App Store are the two most popular app stores, but there are numerous others as well. If you’re still hesitant, conduct some audience testing to find out which Store your target audience prefers to use.
9. Employ App Store Optimization (ASO)
A lot of people often confuse ASO with SEO- and while both are equally important, there’s a slight difference between the two. Search Engine Optimization or SEO helps a blog or article feature on the first page of a search engine, however, ASO or App Store Optimization focuses specifically on helping an app get discovered by the right audience. So, if you want people to know about your app and then download or purchase it then you need to employ ASO in the App Store of your choosing. A lot of people often feature their app in multiple App Stores (such as Apple, Android, and others) to increase the chances of being discovered and also give users the freedom to choose.
The foundation of ASO depends highly on keyword research. What keyword you select for your mobile app determines the overall app store ranking you’re doing to get, which plays a crucial role in the number of organic App Store downloads your app is going to receive.
Contrary to what a lot of people believe, keyword research isn’t simple. Choosing the right keyword for your App Store landing page is one of the most crucial decisions you can make, and it does not just mean choosing any random keyword and putting it there. It involves a lot of research and effort.
The keyword research involves you analyzing the natural search trends. Utilize analytical tools to learn precisely how people reach the mobile apps of your competitors based on their corresponding interests. You can find various keyword chances to capitalize on by evaluating the number of mobile apps ranking on each popular search term. And do not limit yourself to just one keyword. The App Store allows up to 100 keyword characters, so implement a dynamic keyword structure for the best results.
Additionally, as already discussed above, you can add screenshots of your app on the App Store landing page. This allows the users to see the interface of your app and also guides them on how your app works. Make sure to include screenshots of features that would benefit the users in real-time and also set your app apart from your competitors. This will help users understand your app and compel them to download it.
10. Collaborate with other app developers.
When you’re done building your app, you can reach out to other app developers who have apps similar to yours in the market. You can collaborate with them to market your app even before its launch. Consider contacting other app creators whose work might complement yours and whose users might be interested in using your app. You may put up a co-marketing opportunity that benefits both parties and improves your installation rates.
Also, make sure to choose app developers that have excellent reviews across different platforms and app stores. Do your research and make sure to collaborate with only the best. You wouldn’t want to associate your app with a company that has a questionable reputation.
11. Present Your App for promotion
Contact bloggers and journalists covering the tech, mobile, and business industries. Bring the recorded video demo with you and be ready to offer them a free download of your software so they can familiarize themselves with the user interface and features. Consider them another test group that can identify flaws and offer UX/UI suggestions and be available to respond to any of their inquiries.
Pitching should begin at least a few weeks beforehand to give them enough time to test out your product and come up with a compelling tale without feeling pressured. Additionally, they are more inclined to include you in their editorial schedule the more time they have.
12. Use your network to create buzz about your app.
Ask your business network to post your information about the upcoming release of the app on their social media platforms. Send a sneak peek email to your network with a link to your sample video so they can see how your software operates. Include social sharing buttons to make it simple for others to share your material.
Asking bloggers and journalists you’ve contacted whether they’d be prepared to tweet a blog post you’ve written about your app instead is a terrific alternative if they’re not interested in publishing long-form content about your app.
13. Establish Paid Advertising.
You can gain some organic search traction while launching your mobile app as a result of the Google algorithm’s freshness change. During launch week, supplement that search presence with some sponsored advertising.
Additionally, you can take advantage of social media platforms such as Facebook and use their paid advertising feature to direct customers to your fan page, where they will be met with a welcome screen urging them to download your mobile app. As already discussed above, you need to embellish your website page (curated especially for app launch) with all the information about the app, its benefits, and how to use it- in the form of demo videos, or innovative graphics. You can also provide a download link on the page that would redirect people to the App Store where they download the app.
Facebook ads are one of the best ways to get some organic downloads where people are choosing to download your app based on its merit after analyzing the App store landing page. These people are more likely to stick to your brand and not uninstall the app.
As an alternative, you may lead users directly to your app downloads page so they can download it and use it right away. Which approach you may choose depends entirely on your app. For instance, you can point people to a specific landing page if your software needs some explanation or is fairly novel in its approach. Ads that direct users to the app download page might be found on apps that users are already familiar with, like gaming apps.
14. Start a beta test that is invite-only.
Before you launch your app for the generic public, make sure you host an invite-only test launch for your app. You can consider this as a support group activity where only a few people will test use your app and provide their feedback. This would give you an idea of how the general audience would react to your product, and at the same time, give you a heads-up and a chance to rectify any errors based on the feedback of the beta group.
Websites like Spotify, Google+, and Pinterest have all had significant success with this strategy. It not only gives your product a feeling of exclusivity that increases buzz, but it also enables you to receive feedback from a reliable network based on which you can make changes to the UI/UX or fix any bugs before actually releasing your app widely.
As your pre-launch beta test group, you can utilize the email list that you have of the people who are your existing or potential customers. Send a marketing email to these people and let them know of the coming launch of your app and how they can benefit from it. You can advertise the launch as a chance for free, exclusive access to your mobile app before it goes live and even requests reviews in return for that free, special access.
As an alternative, you could utilize tools like TestFlight to release a beta version of your app and ask users to try it out before the full release.
15. Gets influencers involved for promotion.
Over the last few years, influencer marketing has become quite popular. Now every brand, no matter how small or big, uses social media influencers to promote their products. So, why should you stay behind? Reach out to the influencers that have a certain number of followers on certain social media platforms to promote the launch of your app. Some of the hot platforms nowadays are Instagram, Twitter, and TikTok.
You can use features such as direct messaging on Insta and Twitter or send direct emails to these influencers listing the reasons why promoting your app launch would be beneficial for both parties. These content creators can range from bloggers to social media celebrities, and even YouTubers who have a certain reach. However, make sure that the influencer who’s promoting your app is at least remotely related to your business field. For instance, if you are launching an exercise or nutrition app, then reach out to influencers who promote things like a healthy lifestyle, body positivity, exercising, yoga, etc. Doing so makes the promotional activity look more authentic and only benefits your business.
Also, make sure to collaborate with influencers who do not have a problematic social media image and aren’t going to be called out for being politically incorrect. Associating your business app with a problematic figure would only hurt your brand image in the long run.
16. Embed Download Links everywhere.
Now that your app is officially ready to go live, you need to double your promotional efforts. You need to place links to download your app on every platform where your business has an existence.
Place download links on your company’s various social media handles across all platforms such as Instagram, Twitter, Facebook, LinkedIn, etc. Make sure to include a downloadable link in the bio, and also publish various social media posts announcing the launch- with a downloadable link in the caption. You need to leave no stone unturned and make sure the audience can see the download link everywhere such as on your website’s homepage, your blogs, your marketing emails, and all social media platforms.
Remember to keep it interesting and present the download link in a manner that people would be intrigued to check out your app. Mention your app’s USPs and various benefits.
17. Organize a launch party.
Finally, hosting a launch party is your way of telling the world that your app is ready to go live. For months you’ve kept people intrigued about the launch and now this launch party is the final promotional tactic.
However, hosting a launch party doesn’t mean you have to organize a lavish event or spend thousands on the affair. A simple and effective way to arrange a digital launch party is to connect people through a webinar. For this webinar, you can invite early developers, tech journalists, and influencers who might be interested in your business and can promote your app.
As we’ve already discussed above, one way to approach the influencers or existing customers is by sending them promotional emails where you explain how using your app would benefit them in real time.
In these lives or webinars, you can give people discounts or other perks as an incentive to use and promote your app. Moving forward, they can ask other people their audience to download the app.
18. Keep an eye out for feedback and reviews.
Now that your app is live, keep your doors open for feedback and reviews. Your audience’s honest feedback is the best way for you to know any mistakes, bugs, or inconsistencies in your app and fix them promptly. Also, encourage your users to leave reviews whenever possible as it helps your app get discovered on the App Store and also let other people know what the general opinion about your app is.
Getting good reviews most definitely helps you with visibility and getting more downloads, but there are other benefits to it as well- it also helps you figure out what the general audience is thinking about your app and your brand. You can choose to make changes or fix bugs based on their reviews. Doing so allows you to work towards building a better brand image and make your app stickier.
We recommend you keep the users updated about the entire process of how you’re working on their feedback and trying to improve their experience. This can be done by keeping an update log where you mention all the updates that the app has gone through or might go through in the future.
Also, it helps to mention all the ‘coming soon’ or ‘Wishlist’ features to keep the audience hooked.
Conclusion
It’s a common belief that the launch of an app is equally or more important than how you build the website- and it’s not entirely false. So, we recommend you pay special attention to the launch of your app. Follow the aforementioned steps to have an exciting and successful launch.
However, your work doesn’t end with the launch itself. Once you’re done with the launch, you need to focus on making changes to your app according to the constant feedback you get from the users. Also, keep your eyes open for any integration opportunities as it would only help you grow your app’s reach.
