5 Things to Know When Launching an App
There’s a lot to do when it comes to launching an app in any of the app stores. As you may know there are 1000+ apps launched every day and, since the app store is overdue for a facelift, it’s harder than ever to get your app noticed. With my recent relaunch of Shopdrop and building apps on apps with Blue Label Labs, this is all very fresh on my mind. Let’s go over five things you should know when launching an app:
1. Have a strong pre-launch strategy
Having a strong pre-launch strategy to build buzz is equally as important as your launch and post-launch strategy. You don’t want to launch your app to crickets. Plan and execute on a robust pre-launch strategy months before launch. Create a pre-launch plan tailored to your product and its intended users. It could include an influencer or ambassador program, PR outreach, a fun landing page (capturing emails is a must!) , or blogging about the journey. People want to know the story behind it. Building this initial buzz will give you the launch pad you need when it’s go time.
2. Test early and frequently
Don’t wait until two weeks before launch to start sending out beta invites. Make sure to have a subset of users testing well before launch. I always suggest to test frequently and test early. The moment you have something tangible, get it in front of your potential user.. Then you use these new insights to tweak and optimize your app accordingly. And don’t just test/analyze functionality, you should also do UX and creative testing to understand if your app’s flow, icon, action buttons, color, theme and overall aesthetic is in line with your target user. Don’t just assume — you must test, validate, and make adjustments when needed.
3. Timing is everything
I can’t stress #3 enough. When it comes to having a successful launch, you need to focus on the details. Timing is everything. You must have a set launch date to tell press, your users, and any partners. All your work thus far is in vain if you don’t plan and execute on your launch. Always make sure to submit your app early so you can hit this launch date. You don’t want to get caught requesting Apple for a expedited review because you weren’t ready.
It’s also easy to forget the importance of picking an opportune day and time. There could also be a relevant event you can tie your launch to that’s in line with your audience. In saying that, I’m hesitant of recommending events like a NY Tech Day for your initial app launch. Especially if you’re bootstrapped or raised a bit of seed capital, you should be using your time and money on initiatives where you can grow YOUR user base. Meaning you need to go places where your users go, both online and in the physical world.
4. Make your post launch plan awesome
Build it and they’ll come, right? WRONG.
Just like creating a strong pre-launch and launch plan, you must also have an awesome roll out strategy for the days, weeks, and months to follow. It’s hard for me to say specifically what you must do with your post-launch plan since this plan is dependent entirely on the users for whom you made your product. But know you must study your potential user base to figure out where they reside and how to convince them to download your app. You don’t want to have a strong first couple weeks after launch and then a drop off. Collect the needed user feedback. Analyze in-app activity. Engage with your user. Roll out frequent updates. You want to sustain growth for months to come. Make your early adopters feel special and they’ll come back, hopefully with their friends.
5. Your app will change
While you still try to figure out market fit, your app will experience changes. Be prepared to remove features, add new ones, make adjustments based on new data and user insight.
Integrate a strong analytics tool like Mixpanel or Localytics to study your user like it’s your job. Especially if it’s your job.
“Vanity metrics are dangerous.” — Eric Reiss, Author of Lean Startup
When analyzing, it’s important not to get fooled by vanity metrics — stats like daily installs or registered users. It’s great to have a large user base, but do you have a strong number of monthly active users? Pay close attention to actionable metrics. Actionable metrics are metrics that tie specific and repeatable actions to measurable results or goals. Focus on optimizing your app using these metrics to help you reach your product and business goals.
