Launching an app is a major achievement for any company. However, getting to this point and making the most of your app takes immense planning and resources, especially if you want to see all your hard work pay off. Find out how to launch an app successfully and what to do before and after the launch.<\/p>\n\n\n\n
If you\u2019re preparing for your first major app launch, you might be tempted to focus solely on software development and technology issues. After all, when you\u2019re developing the best app in your industry, you want to get it right and wow your audience. Any startup founder who\u2019s developed an app before knows that much more goes into a launch than unique vision and immaculate coding, though.<\/p>\n\n\n\n
When you debut an amazing app, you need to make sure it\u2019s going to generate the results you want. Sit down with your team as early in the process as possible to think about these essential aspects:<\/p>\n\n\n\n
Whether this is your first or your fifth app launch, you don\u2019t want to waste time or money on missteps. Make note of these dos and don\u2019ts as you devise a plan for an app launch that gets attention and generates conversions.<\/p>\n\n\n\n
If you\u2019ve worked in your industry for long, you might think that you know your target audience well. But how much do you really know, aside from generalizations? To ensure that your app makes the conversions you expect, you need reliable data about your target audience.<\/p>\n\n\n\n
Market research is essential before launching or even developing an app, so start early. Know who will use your app, how they will benefit, and how you can reach these users. Understand which mobile platform your target users prefer, and make sure you\u2019re planning to launch in the right place.<\/p>\n\n\n\n
Your IP could be worth millions, but it becomes harder and harder to protect this investment the longer you wait. Consider talking with an IP attorney early in your app development process to understand what your options are.<\/p>\n\n\n\n
For instance, a copyright can protect your rights to your app\u2019s source code and images, but it won\u2019t protect the ideas behind them. A trademark covers your rights to your branding and could be a worthwhile pursuit if you\u2019re planning to build your image and profit from your brand. A patent gives you exclusive rights to the app\u2019s functions and can help you turn your app into an empire. A patent is time consuming and expensive, so make sure it\u2019s the right choice before moving forward.<\/p>\n\n\n\n
When it comes to developing flagship products for your startup, marketing should never be an afterthought. Work with your marketing team to develop a coherent plan months in advance, and don\u2019t leave out any of the platforms that your target audience uses.<\/p>\n\n\n\n
Start by securing your handle of choice on each social platform and using them to create buzz. You may not have rave reviews to share on your social profiles yet, but you can use them to share graphics, screenshots, and exclusive video content. Build up a social following now, and you can rely on these channels to generate installs and buzz after your launch.<\/p>\n\n\n\n
Take the time to create a landing page or a microsite, too. Not only will this serve as the primary online space for users to get official information about your app, but you can also use a landing page to build your mailing list. Even if you\u2019re months away from launch, you can collect email addresses for interested users and keep them up to date on the latest developments with your app.<\/p>\n\n\n\n
Some of the most successful apps begin their first stages of marketing a year out from the anticipated launch date. If you start early, you can use your team\u2019s marketing skills to attract app evangelists, even if you don\u2019t have a beta tester ready to share.<\/p>\n\n\n\n
When you do have exclusive content, exciting news, or a beta version to share, make sure that the people who have signed up for your mailing list or engage regularly with your social profiles get the information first. These app evangelists can do some of your marketing for you, so don\u2019t underestimate their excitement or their reach.<\/p>\n\n\n\n
Even a great marketing plan can\u2019t overcome a bad app store listing. After all, users need to be able to find your app after a basic search, otherwise you may lose the chance to convert them.<\/p>\n\n\n\n
App store optimization (ASO), much like search engine optimization (SEO), relies on a combination of keywords, titles, and traffic in its ranking algorithm. You\u2019ll need to choose the right title, include appropriate keywords, choose the correct app category, and generate tons of traffic to rank at the top.<\/p>\n\n\n\n
Both Google Play and the Apple app store have their fair share of limitations, and you need to know what you\u2019re up against. For instance, both app stores can take several days to review and approve your app, so you should factor this into your launch timeline.<\/p>\n\n\n\n
In addition, if you\u2019re planning to convert your free app to a paid app down the road, make sure that the app store you\u2019ve chosen allows for that. Otherwise you may have to build your user base from scratch.<\/p>\n\n\n\n
When you launch your app, you know that you want to get a ton of installs and lots of daily users. But what kinds of numbers and conversion rates are you really targeting?<\/p>\n\n\n\n
Success looks different for each startup, so make sure you know what you\u2019re aiming for. If your business plan calls for you to achieve 100,000 users within the first week of launch and retain 50 percent daily users over the first month, you\u2019ll know whether it\u2019s time to celebrate or if you need to work harder to reach your goal.<\/p>\n\n\n\n
It isn\u2019t unusual to want to convert users for free, but that doesn\u2019t mean you should ignore paid advertising opportunities. To determine whether social or online ads are worth your while, calculate the value of each user and know what you\u2019re willing to pay for each conversion. Know where your target users spend their time so you can place paid ads in the spots that will generate the highest conversion rates.<\/p>\n\n\n\n
App evangelists and casual users alike can become frustrated quickly if your app doesn\u2019t work the way they think it should or if it doesn\u2019t make good on its promises. You may be working on bug fixes and new features behind the scenes, but users won\u2019t know if you don\u2019t announce your plans.<\/p>\n\n\n\n
Work with your team to devise a plan and a timeline for introducing updates and features, and keep your users in the loop. You\u2019ll build trust and generate excitement, both of which can help your app.<\/p>\n\n\n\n