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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) 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) Omniture (costly but powerful) Where is their time and attention focused? What are users trying to do? Distimo Installs App store analytics Where are downloads coming from? Crittercism Crashes BugSense Crashlytics
  • 7. PRE-LAUNCH Best Test •  TestFlight is the most popular tool to distribute pre-release builds and is free • •  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.
  • 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