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Launching a Mobile App

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Tips and tricks for launching a mobile app: …

Tips and tricks for launching a mobile app:
- Which platform to choose
- Marketing and promotion
- Driving downloads

Published in: Mobile, Technology, Design

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  • 1. Launching a Mobile App Tips, Tricks, and Tools for a Successful Launch
  • 2. PRE-DEVELOPMENT DECISIONS Determine your platform on user demand and what devices are currently accessing your website. PLATFORM 700,000 700,000 120,000 105,000 Uncountable
  • 3. PRE-DEVELOPMENT DECISIONS These are general; timing depends on how many apps are in the queue and your connections with the store. APPROVAL TIMING Days FIRST LAUNCH Days UPDATE Minutes Days Days
  • 4. FREE Usually requires an alternative revenue model such as in-app advertising or purchase of hard goods FREEMIUM Free to download and supported by in-app purchasing PAID Most successful with games, business, and navigation apps; customers are willing to pay higher prices for iPad apps PRE-DEVELOPMENT DECISIONS What are the benefits and drawbacks of the various app pricing models? COST TO DOWNLOAD
  • 5. PRE-DEVELOPMENT DECISIONS App Goals Conversions: What ways can they get there? •  Buying Something •  Filling out a form •  Downloading something SETTING GOALS Launch Goals •  Number of installs •  Number of users •  Revenue •  Positive reviews •  Press coverage
  • 6. PRE-DEVELOPMENT DECISIONS Measuring Goals 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 purchase? How many convert? Flurry Analytics (free) http://www.flurry.com/flurry-analytics.html Omniture (costly but powerful) http://www.omniture.com Heatma.ps https://heatma.ps Where is their time and attention focused? What are users trying to do? Distimo http://www.distimo.com Installs Yoz.io http://yoz.io App store analytics Where are downloads coming from? Crittercism https://www.crittercism.com Crashes BugSense http://www.bugsense.com Crashlytics http://crashlytics.com
  • 7. PRE-LAUNCH Best Test •  TestFlight is the most popular tool to distribute pre-release builds and is free •  http://www.testflight.com/ •  Gather feedback to make sure you didn’t miss anything critical Build Relationships •  Research press and bloggers •  Use Twitter as a resource
  • 8. PRE-LAUNCH Create Content Have all content prepared ahead of launch. Everything needs to convey the same message. •  Press Release •  Key/unique/differentiating features •  Screenshots •  Platform •  Quote from someone on project or customer who saw pre-release •  Video •  Email Blasts •  Tweets •  Facebook Posts
  • 9. PRE-LAUNCH 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 app features •  Keywords: Keep them focused •  Category: Where are your competitors •  Screenshots: Use the most compelling features •  Countries: Which regions will it be available in?
  • 10. LAUNCH Soft Launch 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
  • 11. LAUNCH Messaging 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
  • 12. LAUNCH Advertising •  Search ads •  Web display ads (Google, Facebook) •  App display ads
  • 13. LAUNCH Reviews •  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 media posts •  Ask questions about favorite/ desired features Hint: Appirater can be built into iPhone apps to remind users to write reviews. It is easy to integrate and free. http://www.cocoacontrols.com/controls/appirater
  • 14. LAUNCH Get Featured Not exactly known how apps get featured, but there are some tactics that help •  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/ Google Iterate You will not get it all right in the first release, so be prepared to fix some bugs •  Plan an update within a few weeks of launch (try to incorporate user feedback) •  Follow your feature roadmap
  • 15. CONCLUSION 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