For a successful app launch, it's not just about pressing one button and crossing your fingers that people download it. There is a lot that goes into ensuring an app is successful in market, both pre, during and post launch.
In this presentation, I will take you through the steps you need to take to ensure you have a successful launch once your product is ready for market. From what tools to use, what marketing and communications need to be aware of, social media strategies, and analytics, I will arm you with essentials for any mobile app launch.
Mobile Product ManagerWork with many clients, from startups to Fortune500 companies, to design, build and launch theirmobile productsLaunch a new mobile product about every 2-3monthsApp Store Featured clientsBig user bases
What do I want you to know?The essentials on how to successfully launch amobile app, and the tools to help you along theway.
Approval Timing * 10 Days (first launch) iTunes App Store 5 Days (update) Google Play Minutes!Windows Phone Store 7 Days BlackBerry World 10 Days Mobile Web INSTANTLY! * Approval timing will vary depending on queue, and connections
Free vs. Freemium vs. Paid Free - what is your revenue model? In-app advertising? Purchasing of hard goods? Freemium - in-app purchases has seen growth in 2012, from 53% to 69%. Less barrier to download. Paid - Games, Business and Navigation apps see the most success with paid. Customers are willing to pay higher prices for iPad apps.Source: http://www.distimo.com/publications/archive/Distimo%20Publication%20-%20Full%20Year%202012.pdf
Set Goals. App Goals.Launch Goals.Launch Goals.Launch Goals.
SampleInstallsUser Base and # of Launch Goals Sign up 30% of mobile users in first monthRevenue Drive 5% of total revenue through appReviews Receive 30 positive reviews in first monthPress Coverage Featured on 2 tech outlets, and 5 App Review Sites
Most Popular for MobileGoogle Analytics (FREE)Flurry Analytics (FREE)Omniture ($$$ but powerful) Pssst... you can also use more than one!
Track EverythingWhat functionality are people not using?Where are they getting stuck (maybe in a goodway)?Where are they leaving?Time in app before they make a purchase?But most importantly, make sure you are tracking“conversions” - what is the goal of your app?Make sure you are tracking all the possible wayspeople can get there.
Tracking InstallsBeyond the traditional analytics for your app,there are also App Store analytics, and ways totrack where your app downloads are coming from.They are not 100% accurate, but it’s important totrack your marketing and advertising efforts.
Tracking InstallsDistimo (FREE!) http://www.distimo.com/http://yoz.io/ is free and great but.... Beta hasended, so we have to wait for them to goprimetime!
Internally or ExternallyMost popular tool to distribute pre-release builds:TestFlighthttps://testflightapp.com/(Free!!)Gather feedback, but use it more as a sanity testto make sure you didn’t miss anything big
Research Press, Bloggers (Build relationships if you can. Twitter can make it easier.)
Press ReleaseKey features - highlight what makes your appunique or differentiating elementsVisuals - choose screenshots that highlight the keyfeatures of your appPlatforms - make sure users know if they candownload it on their phoneHuman Quote - from someone on the project or acustomer that saw the pre-release
Bonus!This site has a huge list of App review sites: http://mytangibles.tumblr.com/
App Store PlanningApp Name - is yours unique, what currently comes up whenyou search for it?Description - make it compelling, explain your companybefore app featuresKeywords - these are extremely important, keep themfocusedCategory - Where are your competitors?Screenshots - use the most compelling features of your appCountries - what regions will your product be available in?
Just LaunchedApple just announced “Vanity URLs” to make iteasier for people to find your appused to be:https://itunes.apple.com/ca/app/shop-mec/id573282599?
RedirectYou can also skip the banners altogether, detect ifthe user has the app installed, and automaticallyredirectBest used when you don’t have a mobile weboptimized siteThis can be annoying for users that just want toread the article quickly and leave
Don’t Force ItIf you have the functionality onmobile web, don’t FORCE users todownload the app.People have their preferred waysof reading.
Tip! If you have an Android device, you can directlyinteract and see your ads live using this app:https://play.google.com/store/apps/details?id=com.google
Drive Happy Users to ReviewsMake it easy for them to leave a review, but onlywhen they are at a happy pointAfter a certain number of uses over a period oftimeIf they don’t want to, don’t bug them againDON’T BE ANNOYING
Appiraterhttp://www.cocoacontrols.com/controls/appiraterEasy to integrate and free!
How to get featured?No one really knows exactly, however, I have seena few tricksDrive the big bulk users to download in one shorttime frame, don’t spread it out too thinGetting to the top in your category increasesdownloads and gets you on Apple’s RadarBuild a relationship with Apple, Google if you can
Make it easy for users to contact supportSend a support email right fromthe app, and automatically attachdevice informationTap to call customer service,Tweet
Keep Engaging Your Users Keep talking to them on social networks, respond to support emails Ask them what their favourite feature is Ask them what features they would like to see in the future
Iterate!You will not get it all right in the first releasePlan at least one update within the first few weeksof release (and try to incorporate user feedback)Roadmap, roadmap, roadmap!