Launching an app is much more than submitting applications, and Just like everything else, there’s a right way and a wrong way to launch an app. With over 2 million apps on both Google Play store and iOS app store, we can be safe to say the competition level is high. And launching your app without adequate preparation might be catastrophic to the life span of your app.
You do not need to wait until you have fully developed your app before you think of the launch process, that is the mistake many mobile app owners make. Planning for your app launch is a crucial part of your app’s life span in the market and must be included in your plans during the development of your app.
Here are some critical mistakes mobile app owners make before and after their app launch that you must avoid.
PITFALLS YOU MUST AVOID IN THE PRE-LAUNCH STAGE
1. Not knowing the best store practices to publish your app
Many app owners, are not aware of the best practices to use when publishing their app to either App or Play Store, and with over 2 million apps, launching your app in app store, is like putting a needle in a haystack, and many apps die at an early stage because the app owners are not aware of the best practices of the store in launching your app.
It is important to note that after your idea on the app to build, the next major thing that you should consider is if it will be built for Android or iOS users, or if it’s for both.
Don’t just guess based on the attractiveness of the name or what looks like a good catch, but there are factors to consider between both stores and also the technicality and the potential users of your app should be put into consideration.
2. Not identifying your strength and weaknesses
Without conducting an adequate SWOT analysis on your app, you might not fully understand the advantages and the threat for your app. Adequate research on the strength and weakness of your app will help you know how to set strategies and plan for the release of your app.
It will also help you identify the USP (Unique Selling Point) and how to position your app in the mind of your users.
3. Not Carrying out testing for your app
First impressions are always important. Once you give out a wrong first impression with your app’s functionality and user experience, it can cause users to uninstall your app, and damage the image of your app in the mind of your users.
Getting it right the first time, will save you headaches and keep you from having to go through a hectic process of carrying out re-branding strategy to repair the image of your app and to get users to re-use your app, even after proper correction have been made.
So make sure you have carried out proper testing for your app, with different users similar to your app persona, before officially launching your app
4. Not investing in market research
For your app to be successful commercially, you must first know your target market. With the high level of competition in the app market, conducting market research should not be underestimated for the success of your app in the market.
It has to do with checking out your competitors, understanding the behaviour of your potential users, their needs and their pain point and their challenges.
5. Not carrying out marketing sooner
Marketing is the life of any business. No matter how awesome the functionality and the design of your app is, if it is not known by users, it will all be a waste of time and investment. Just like a lot of effort go into planning and developing your app, the same efforts should be put into marketing.
Marketing your app early will create a high level of customer expectation for your app, which when done right, can create an excitement in the mind of your potential users before they use the app. Don’t wait till the app has been launch in the app store before you plan and executing your marketing strategy.
6. Lack of precise goals for your app
Your app going viral is not an effective goal for your app. In setting up your app goals, you need to implore the S.M.A.R.T principles in setting a goal for your app. Your goal must be Smart, Measurable, Attainable, realistic and time-bound.
Set goals you can measure, for example having 2000 downloads for your app in the first 3 months of launch. setting SMART goals will aid you in measuring your app’s success, it will help you in drafting out strategies for your app’s launch.
PITFALLS MADE DURING POST LAUNCH STAGE
1. Not having a feedback portal for users to interact with you
Always pay attention to customers feedback, especially when launching your app for the first time. You might get a lot of negative reviews, don’t be discouraged, it means there is room for improvement. In fact, most app owners desire and also request for reviews from their users because it helps them know the key areas to upgrade that will delight their users. Don’t neglect reviews, respond to negative reviews proactively in a way that will not downgrade your app’s image.
2. Not releasing updates
Updates for an app is essential, improving on old functionality, adding advanced functionality, improving the UX of your app. Apps with lots of bugs, errors that cause inconvenience and annoyance will not be able to retain customers, thereby reducing your customer retention rate, and leaving your app with a negative image. After launching your app, put more efforts in updating your app, to improve the visibility of your app in the app store.
3. Not carrying out beta testing for your app
Beta testing is the second phase of testing just before or after you have launched your app. Beta testing is selecting a sample of your user’s population to try out your product, and experience while using the product are documented and used for further upgrade. It is real users who are not part of the development process trying out your product under a real condition, this is done to see if users will accept your product or not. It is also called user acceptance testing. Most app developers majorly carry out alpha testing which is the first testing of your app and forget about carrying out beta testing.
During the launch stage, you need to make sure you carry out beta testing for your app, and allow the users to test various aspects and functionality of the app, as this result will help you identify bugs and defects in the performance of your app
4. Excessive push notification and ads
I know most app owners want to make money from ads, but too much pop-up ads, can get your user to uninstall your app. It is better to give your users a place to disable ads in other not to ruin your users’ experience and cause them to uninstall your app.
5. Not providing incentives for social shares and rating
An app builds popularity when it shared by users, especially on social media. Providing incentives for social shares can boost the visibility of your app. Most game app, provide added life span or virtual coins for shares, or reviews on the app store. User writing reviews can help increase visibility on the app store.
6. Not carrying out App Store Optimization (ASO) on your site
With the millions of app in the app store, it is important that you carry out app store optimization. And for your app to have a high number of download, it has to stand out from the millions of app in the app store. It will be very tragic if after spending a lot of time and money in your app, it ends up being invisible to users in the app store. App store optimization (ASO) is an amazing way to boost your app visibility in the app store. It makes your app easy for users to find. Always use ASO’s best practices, as it can act as an added advantage for your app.