Mistakes to avoid as you plan your app launch

Taking steps towards new endeavors in mobile app development is always an exciting thing to do and you want the world to know about your accomplishments and see them prosper. However, no matter how well you have planned, marketing your new app is always crucial, as God forbid no one aspires to blow the big launch they have been so sincerely planning for.

As a campaign is launched, you aim it to build awareness, drive downloads and push your app up the app store rankings. However, no matter how good your intentions are, mistakes can still happen and unexpectedly it could badly affect your app launch.

However, ascertaining few parameters you can ensure the success. This will help in creating the most successful launch strategy.

1. Don’t miss out on opportunities pre-launch

You might have views that your launch campaign begins when your app is live on the stores, however the reality is way different, as promotion your app before it is available helps in various ways. Start it out by building your app to put out teasers on social media or email and then build a mailing list of people who are keen to know when your app is going live. Creating buzz is extremely helpful thus you can reach out to journalists, bloggers or social media influencers who can publicize as well as review your app.

2. Invest time and money on App Store Optimization (ASO)

Though many believe that ASO just comprise of tweaking, however the reality is way different. A number of successful apps have keyword optimization that ably manages all details of the arena, easily allocating budget to get valuable competitive insights. App store traffic is easily generated through organic traffic while greater results are attained through keyword optimization. Thus make time out for keyword research, write optimized descriptions and benchmark your competitors as this helps in attuning your expectations as you launch your app.

3. Never neglect the power of your app store creative

What often happens is that you devote your time to app icon but neglect app store creative, which proves to be a huge mistake. After all, convincing screenshots and video previews are helpful in selling your app and improve store conversion rates. As previewed in search results, app screenshots prove to be influential. For instance, if you fail to appeal your audience through your first screenshot then a user is likely scroll to the next search result to find something better.

4. Better not underestimate the value of reviews & ratings

Often people assume that there is no use of gathering reviews and ratings if they don’t have a number of people using the app. However that doesn’t hold to be true. You must know that both reviews and ratings are crucial for ranking algorithm and additionally this offers users social proof.

Reviews are important and you can ask app users to review your app with push or in-app messaging, however you still require time to build up an active user base, while reviews are needed immediately. So, you can do it easily by reaching out to your beta testers, friends and customers via email or even offer an incentive (discounts, credits, extended trials, etc) boosting users rate your app.

5. Budgeting is required for paid acquisition

Yes, it’s advised to spend money to get downloads. After all, it’s paid acquisition that fuels quicker growth and just a small budget is helpful in getting your app in front a large number of people. This way you can acquire quality users and boost your ranking.

You might be interested in knowing that by targeting app install ads you can get quality traffic, either in short sprints or sustainable marathons. However, paying for app installs can prove to be an expensive deal if you’re reining the campaign management. Facebook, Twitter, YouTube, Google and others offer app ad products to target mobile users, thus opt for the right channel by 1) understanding where your audience is and 2) deciding how much you’re willing to spend on cost per installs (CPI). Then, set up multiple campaigns, segments, A/B tests, and optimize for lifetime value (LTV) not just click through rates (CTR) to ensure you’re getting the best ROI bang for your buck.