Launching a Mobile App
Tips, Tricks, and Tools for a
Determine your platform on user demand and what
devices are currently accessing your website.
700,000 700,000 120,000 105,000 Uncountable
These are general; timing depends on how many apps
are in the queue and your connections with the store.
Minutes Days Days
Usually requires an alternative revenue model such as
in-app advertising or purchase of hard goods
Free to download and supported by in-app purchasing
Most successful with games, business, and navigation apps;
customers are willing to pay higher prices for iPad apps
What are the benefits and drawbacks of the various app pricing models?
COST TO DOWNLOAD
What ways can they get there?
• Buying Something
• Filling out a form
• Downloading something
• Number of installs
• Number of users
• Positive reviews
• Press coverage
Tools Where to find them What to measure
Google Analytics (free) http://www.google.com/analytics What functionality are people not using?
Where are users getting stuck?
Where are they leaving?
How much time do they use the app before making a
How many convert?
Flurry Analytics (free) http://www.flurry.com/flurry-analytics.html
Omniture (costly but
Heatma.ps https://heatma.ps Where is their time and attention focused?
What are users trying to do?
Distimo http://www.distimo.com Installs
App store analytics Where are downloads coming from?
Crittercism https://www.crittercism.com Crashes
• TestFlight is the most popular
tool to distribute pre-release
builds and is free
• Gather feedback to make
sure you didn’t miss anything
• Research press and
• Use Twitter as a resource
Have all content prepared ahead of launch.
Everything needs to convey the same message.
• Press Release
• Key/unique/differentiating features
• Quote from someone on project or
customer who saw pre-release
• Email Blasts
• Facebook Posts
App Store Optimization
First impressions count, so think carefully about how you want your app
to appear in the app store
• App Name: Is it unique? What comes up when you search for it?
• Description: Make it compelling; explain your company before describing
• Keywords: Keep them focused
• Category: Where are your competitors
• Screenshots: Use the most compelling features
• Countries: Which regions will it be available in?
Release the app without announcing/advertising it in order to have
some testing time. This decreases the likelihood of a failed launch,
major bugs, or bad reviews.
• See how it does for a few days
• Iron out any bugs that only the few initial users detect
• Show to key stakeholders
When you are satisfied that the major bugs have been ironed out,
proceed with a full-scale marketing campaign.
• “Download now!” should be your main message
• Use all available channels (Facebook, Twitter, Instagram, Google+, etc)
• Incentives help (discount codes on checkout, referral bonus)
• App banners
• Full: used most often when there is no mobile web solution
• Smart: for deep linking
• Redirect: automatically redirects user from site to app
• Make it easy for users to leave
a review, but only when they are
consistent (i.e., happy)
• Prompt them after a certain
number of uses
• If they don’t want to, don’t ask
again – don’t be annoying
Engage Your Users
• Make it easy for them to contact
support (email from app, tap to call)
• Respond to emails and social
• Ask questions about favorite/
Hint: Appirater can be built into iPhone apps to remind users to write reviews. It is easy to integrate and free.
Not exactly known how apps get
featured, but there are some tactics
• Getting to top of category gets
you on Apple’s radar, so drive
majority or users to download in
a short time frame
• Build a relationship with Apple/
You will not get it all right in the first
release, so be prepared to fix some
• Plan an update within a few weeks
of launch (try to incorporate user
• Follow your feature roadmap
Though it is a lot of work to launch a mobile app, it is worth the effort in order to
have a successful product. Following these critical guidelines using the tools
suggested is more likely to result in a successful mobile app launch:
• Engage in careful planning based on informed decisions
• Clearly define goals, and implement the tools to measure them
• Thoroughly test before and during a “soft launch” period
• Create strong, consistent messaging and compelling advertising
• Engage your customers before and after launch so you know what they want