4. Boost campaign
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Summary
- Pre-launch preparation should include market research, App Store Optimization with 3-4 long-tail keywords, pitching media and bloggers at least a month in advance, and running a boost campaign to increase app rankings and discoverability.
- Avoid launching without a set release date and plan, as a determined date helps coordinate UA campaigns, PR outreach, and content preparation effectively.
- Don't show rating prompts immediately after install — according to Apptentive, prompts during app launch are 50% more likely to cause users to close the app, leading to abandonment or negative reviews.
- Track key performance indicators including DAU/MAU, retention rates at 1, 7, and 30 days, ARPU, and LTV to identify issues and guide improvements.
Although you are not Elon Musk, sending the first reusable Falcon 9 rocket to space, launching a mobile app could be just as exciting! You’ve spent time and money developing a good product and it’s now ready for the world.
Launching is a critical moment for every mobile app and it requires lots of preparation, researching, pitching and analysis. We’ve all heard the stories of overnight success and your app might be the next big thing — though it wouldn’t hurt to have a detailed launch plan.
After helping lots of app developers get their app(s) discovered, GoWide gathered the most important do’s and don’ts for a mobile app launch.
Do’s
1. Pre-launch market research
Make sure your app can offer unique functionality and can compete in terms of pricing and avoid typical mistakes. Pay attention to:
- Choosing the best app category in the app stores. Are there alternatives with higher revenues and less competitors?
- Consider localization. Find top countries by number of downloads and revenue for your app category.
- Analyzing direct competitors. Define their key features and monetization models. App store reviews are a direct source of information on competitor apps’ strengths and weaknesses.
2. App Store Optimization
As much as 40% of smartphone users find apps to download by browsing app stores. That’s why you can’t ignore ASO, especially before the launch of the app. Here is the minimum you should do:
- Find the best matching keywords
- Create the app’s title and description
- Make screenshots that will show the best app features
- Optimize in-app content
Remember not to stuff too many keywords into an app’s title and description. Three or four long-tail keywords is the optimal choice.
3. Pitching media and bloggers
This part of app promotion is often overlooked by app developers. Creating press coverage for an app is time-consuming, but it helps to attract and retain the target audience. A very detailed content guide for an app launch from Comboapp explains how to pitch media and bloggers effectively. Launch is the perfect time for media buzz and it’s better to start pitching at least a month in advance.
4. Boost campaign
Launch is the critical peak in app marketing that should be supported with boost campaign. This campaign provides a large number of installs at once and allows to reach a higher app ranking and thus increases app discoverability. After reaching higher ranking positions, the app will see an organic uplift in traffic.
Even with a limited marketing budget, it is possible to set up an effective campaign with self-service platforms like AppBooster.
Don’ts
1. Launch an app without a date and plan
Many developers do not plan a release date for an app. They just submit an app to the app store and wait for it to be launched. A determined release date allows you to coordinate all promotional methods, including UA campaign and PR outreach, to make them more effective. Having a detailed plan for app launch means that you’ll be able to prepare content, pitch media in advance, and set up a marketing campaign just in time.
2. Rush with rating prompts
We all know that positive ratings and reviews can significantly improve an app ranking. Very often app developers ask users to review their app immediately after the install. This results in users abandoning the app, which is bad, or the app getting negative ratings on the app store, which is even worse. According to Apptentive data, rating prompts that appear during an app launch is 50% more likely to result in the app being closed than if it’s shown at any other point. Don’t use prompts on new users, let them get their positive experience first.
The number of stars directly impact the number of downloads:
3. Neglect data analysis
Having analytics in place help to locate issues, improve app functionality, and keep users engaged. These are the main performance indicators you should measure:
- Number of daily and monthly active users (DAU, MAU)
- 1, 7 and 30 days retention rate
- Average revenue per user (APRU)
- Lifetime value (LTV), the value of each user over the lifetime in the app
You can then compare metrics with benchmarks or targets and develop improvement plans.
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(Article by ComboApp)
FAQ
What should be included in pre-launch market research for a mobile app?
Pre-launch market research should include choosing the best app category in the app stores, considering localization by finding top countries by number of downloads and revenue for your app category, and analyzing direct competitors by defining their key features and monetization models. App store reviews are a direct source of information on competitor apps' strengths and weaknesses.
What are the basics of App Store Optimization (ASO) before launch?
At minimum, you should find the best matching keywords, create the app's title and description, make screenshots that show the best app features, and optimize in-app content. Avoid stuffing too many keywords into the title and description — three or four long-tail keywords is the optimal choice. As much as 40% of smartphone users find apps to download by browsing app stores.
Why is pitching media and bloggers important for an app launch?
Creating press coverage for an app is time-consuming, but it helps to attract and retain the target audience. Launch is the perfect time for media buzz, and it's better to start pitching at least a month in advance.
Why shouldn't developers rush with rating prompts?
According to Apptentive data, rating prompts that appear during an app launch are 50% more likely to result in the app being closed than if shown at any other point. Asking users to review the app immediately after install can lead to users abandoning the app or leaving negative ratings. It's better to let new users have a positive experience first.
What key performance indicators should be measured after launch?
The main performance indicators to measure are the number of daily and monthly active users (DAU, MAU), 1, 7 and 30 days retention rate, average revenue per user (ARPU), and lifetime value (LTV). These metrics can then be compared with benchmarks or targets to develop improvement plans.
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