Launching a mobile application is, in so many ways, like launching a space craft. There is a good amount of research, planning, experimentation and test runs involved in its successful execution. Although, the steps before the launch are absolutely crucial too, however, the real story of work and effort begins once the space craft is launched and reaches the cosmic space.
Similarly an app is planned and developed with months of brainstorming, creative to and fro, beta testing and systemizing. Especially when you develop your first app, things get even more complicated.
However, this is just half the work. If you think that the heavy lifting is done once your mobile app is published on the app store, and post app launch period means you can sit back and watch it rise to the top, then you can never be more wrong.
According to a statistics portal, there are over 1.5 million apps in both Apple and Android’s app stores, and the number is increasing every single day. So, you can either expect your app to elbow its way to success on its own, or you can take a look at the following things to do after an app is launched.
The very first thing to do after launching an app is the birth announcement of your brainchild. There are many options of promoting your app some of which include; creating a Facebook page, promotional blog posts, banner ads, and (if needed) a website. Choosing which medium will suit you basically depends on your budget and the type of your app.
No promotion tactic will work unless you show the world that your app is one-of-a-kind. Even if it is inspired by an already existing app, find something that makes it unique despite the similarity. Tell a story as how you came up with its idea or what inspired you to make it. This will give a personality to your app and will make it easy for users to remember it. Also, simultaneous exposure on different mediums has amplifying effect, so your promotion campaign should start on all platforms at the same time.
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For an app the User Interface is its face and I can bet that there is not a single app which had just the perfect UI at the time of its launch that needed no improvement afterwards. Likewise if your app’s design is very creative but the navigation or any other aspect of user experience causes problems, then consider it a failure.
Users these days are more customary to highly personalize and apps that actively cater to their needs. They like the app to remember their user history, save preferences and provide them cross-channel integration. Doesn’t matter if your app lacks these elements in its initial days, the important thing is to learn from analytics and user behavior, and better your app accordingly.
Moreover, no matter how much you test your app in pre-launch, there are always some bugs that slip through and affect the post app launch stage. It is highly important that you handle debugging seriously as a part of your app’s improvement cycle.
The coolest thing about regularly improving your app is that your get a chance to post an update to your users every other week which gives them a sense of satisfaction that someone out there is constantly trying to make their experience better.
So you have promoted your app on multiple platforms that resulted in an initial boost in your user base, but don’t think that this number will always remain the same unless you do something to engage your users. App users are restless and can easily get bored if not offered new engaging opportunities.
Sign-ups, for instance are a useful onboarding process and good user-retention strategy of post app launch stage. Try to persuade sign-up on your app that can open the users to a lot of options, however, be very subtle in asking for it and make it as simple as possible because no matter how important it is for the app, for the user it is always going to be a turn off.
Push notifications is another way of engaging and interacting with the users and a good number of users do subscribe for app notifications too. However, only a balanced amount of notifications can let you retain your users effectively. Too little notifications can easily wash from user’s memory, too many can leave him frustrated.
Nothing keeps the users glued to your app more than winning opportunities and special offers. It is one of the oldest trick in the book of marketing and advertising that attracts even the most passive of the users. Sending discount offers or winning chance notifications works to users who have not used your app in some time has very positive effects.
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You can develop an app on your own, but to maintain it and to make its mark in the market one definitely needs the help of real time analytics. Data insights and statistics of the first few weeks following your app’s launch are invaluable and can set the direction for you to follow as you improve and optimize it.
Investing in an efficient app analytic tool is always a wise decision because only a good one can tell you most important factors like revenue picture, new users, engagement rates, retention rates, most and least used features, as well as app views and app store ratings. It can also tell you the right niche of your app by identifying users on the basis of regions. You can built on these statistics to make a stronger case of success of your app.
However, don’t get too obsessed with numbers and statistics, rather filter out only the metrics that are important for the success of your business and built on them to define the success of your app on the long run.
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The importance of feedback for the success of a business is nothing but inevitable. Where statistics and analytics can only give you numbers (which itself is a really helpful thing), feedback gives you actual insight into what the users want from your app.
Once your app is launched, you need to closely monitor feedback from the early adopters to understand the pits and peaks of your app’s functionality and user experience. Also, no matter how much you test your app in the pre-launch stage, there are always a few bugs that slip through and appear in the newly launched app. Here too, the feedback from users can help you debug your app, prioritize the updates and improve on design and usability features.
Although it seems like you need a well-deserved break after working hard on the development of your app, however, the post app launch days are of utmost importance. This does not mean that you will have to stick to your computer for the rest of your life or your app’s life. There will come a time when your app would almost run on auto-pilot and you could enjoy the financial gains of your hard work.