Lessons to Learn from App Launch Mistakes by Most Businesses

Mobile app development has been proved as universally strategic business branding and is for all the businesses. We are already seeing a continuous growth in companies investing in mobile app development. However many companies fail to plan and execute a successful mobile app launch.

The launch of your mobile app can be incredibly exciting and also incredibly scary. A successful app launch is one that converts buzz into real results, like installs and increased store ranking. However failing to achieve critical mass during the launch can be extremely damaging to the business expecting a ROI (return on investments).

Let’s learn from these mistakes that many app publishers make, so you don’t have to repeat them.

Ignoring or missing the “Pre-launch Opportunities”

Case1.1It’s easy to focus on your resources, app development and testing prior to app launch. While it’s equally important to focus on marketing efforts during the development phase only. This ensures that when your app hits the market it has enormous mass to use.

This is the most common mistake majority of app publishers make, beginning of marketing too late which amounts to less momentum during the release. Identifying the right time to start pre-launch marketing activities is the wisest decision. Yes, your app needs a landing page or microsite.

You can:
Create a landing page for your upcoming app.
Generate buzz and promote your app’s information on variety of social media channels, run ads on social media and websites.
Spread the word as much as you can to gain the momentum when you app hits the app stores.
Reach out bloggers or influencers to talk about your app.

Not knowing your “Audience”

Case2Understanding the core users of your app is a paramount for a successful mobile app launch. Although it can be a lot easier to market the app broadly, but a well-defined audience or niche market will give your app a higher conversion and retention rates.

If you don’t learn about the audience and what they actually look for in your app, it will lead to a terribly wrong way of marketing.

You can:
Ask yourself a few questions below and plan marketing strategies around these;
Who is your app built for?
How does your app stand different from other competitor (if any)? i.e. identifying Unique Selling Proposition
How your app delivers value to users?

SEE ALSO: Building A Startup? You Need A Market More Than An Idea

Not investing time or money into “App Store Optimization (ASO)”

Case3.2ASO is something “set it once and forget.” – This is one of the biggest misconception. However ASO is a process that requires continuous optimizing of keywords and content using certain competitive insights that not only matches your app’s functionality but also helps in responding to store ranking in a timely and very productive manner. This increases your apps’ visibility in the stores, otherwise your app can get lost amongst millions of other apps.

With properly optimized app and with organic traffic getting you enough downloads, why anyone would want to jeopardize app for not choosing ASO?

You can:
Choose the right app name (an easier to remember and search for)
Make an enticing app icon
Understand your customer and competitors
Maximize your keywords
Create a compelling description
Generate traffic
Update frequently with proper ASO insights

Disregarding your “App Store Creativity”

Case4.2You app’s icon can give first impression in the search list, but it’s your screenshots, videos or banner image that makes majority of the work in getting it downloaded once users jumps into your app page. The screenshots compels visitors to try your app once and thereby improving your respective store’s conversion rate.

So it’s always advisable to take some time to design the app store screenshots. Upload them, change them if required. Mostly the first 2 screenshots or video play a vital role in attracting the users and converting them.

An example of app store screenshots design by Twitchtime.

“A better version of your first 2 screenshots will increase your app’s conversions by 25%.”

You can:
Make appealing screenshots of the original app screen
Mention the most important functionalities as first two screens
Run them, test them and change them if required.

Underestimating the power of “Reviews & Ratings”

Case5Everyone has a very common belief that reviews and rating will appear organically once we get large number of users of the app. So we think that it’s a sit and wait activity. But the fact is we are bound to get the app reviewed. Both positive and negative reviews play an important role in app store ranking algorithms as they give the users a social proof. They also help to identify some features that users might be looking for in your app.

So why wait for the fate to get your app getting reviews?

You can:
Get your first reviews by reaching the beta testers
Implement strategies to get reviews from the active app users (via push notification or email)
Use a giveaway offer (such as discount, features unlocked, etc.) to encourage users to review your app

Not Releasing “App Updates”

Case6Frequent updates are the most ignored factor by most app publishers. Apps that looks same and has the same functionality like it had at the launch are likely to be abandoned. It might leave the app publishers with low retention rate and negative brand perceptions. Not only with the upgrading features, bugs and lacking core functionality have to be rectified immediately.

Even an app that drains battery motivates the users to delete the app irrespective of the rich features.

You can:
Make sure you provide regular updates for your app
Address user concerns with proper solution
Improve user experience with every upgrade
At certain interval change the UI of the app for a fresh new look

Not “Budgeting for Paid Acquisition”

Case7“We’ve already spent a lot for the app’s development, so the paid advertising will have to wait until we start to see some returns from the app.” Statement sounds familiar?

It’s almost every app publishers’ thought. Definitely you can get a good chunk of organic traffic to your app store, but it takes time. Paid acquisition or advertising helps you scale your marketing efforts and helps reach your ROI or business goals much faster. Paid advertising gets your app in front of your targeted audiences and right in front on their mobile screen.

It will give you a burst of traffic to your app’s store and increased downloads ultimately resulting into better store ranking. There are various paid advertising options available by social media and Google partner sites.

You can:
Identify the platform that gets your app’s audience and choose the paid campaigns wisely
Run Facebook app install campaigns to engage mobile audience and encourage them to download
Run Google’s Universal App Campaign (a combination of search and display ads for apps)
Run Instagram & Twitter ads featuring your app details with your store’s landing page

Ignoring Your “Web Presence”

Case8You’re much focused on driving traffic to your app’s store with many activities, then why do need to give attention to your app’s web presence? While we already mentioned the importance of app’s landing page in pre-launch marketing, once your app goes live the landing page will have a Call To Actions (CTAs) or a smart redirecting banner. It will redirect your web page’s visitors to the store.

Your app’s promotion should also include other content marketing strategy. It will not only boost your SEO but it will also continue to send engaged traffic to your app’s store.

You can:
Start blogging on your app’s landing page
Promote blogs/website on various social media channel
Contribute to a guest blogging sites, Quora and other similar story sharing sites

Not “bridging offline marketing activities”

Case9It’s often good to promote the app through non-digital means depending on the target demographic. We know that potential mobile users are everywhere, even offline. Integrating your traditional marketing activities with a mobile call to action can make transition to mobile much easier.

So it’s beneficial to consider all relevant communication channels not just digital.

You can:
Brochure or billboard advertising with a short URL or QR code redirecting directly to your app’s store or landing page
TV & Radio spots
Banners in events


Takeaway…


In conclusion, avoiding these common mistakes while launching your app can make all the major differences allowing you to focus on user acquisition efforts. So be prepared when it’s time to take your app into the marketing, building awareness and leveraging momentum in get more downloads. Don’t just jump; plan and fly.

Do you have any app? Need a launch strategy for your app? Talk to our experts for a app launch strategy discussion.

  • By Twitchtime
  • August 30, 2017
  • 17

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