The Do’s And Don’ts of Launching an App

Important points for developers to consider when entering the app marketplace

Over 2.2 million apps (and counting) are available on the Apple App Store, according to recent numbers, with the Google Play store boasting more than 3 million.

With those figures in mind, it’s easy to see how a new app can get lost in the ocean of available downloads. For a company’s smartphone app to succeed in the Android and iOS ecosystem it needs to be distinctive and easy-to-find.

“Five years ago, when there were fewer apps, you’d automatically get visibility,” said Harleen Kaur, CEO of Digital News Innovation Challenge (DNIC) participating company Ground, which launched its app in April 2018.

“Not now,” she added, “getting visibility is the toughest thing.”

Attaining a high level of visibility starts with the product page, Kaur says.

“It’s literally a shop window and you need to put your best foot forward.”

Careful attention should be paid to the headlines and keywords placed in the product page’s copy. If the app’s description isn’t searchable, users won’t be able to find it out of the millions of others available.

Screenshots should also be carefully chosen. The images need to be interesting, represent the functionality of the app, and have a colour scheme that is pleasing to the eye.

Kaur notes that Apple reviews each and every addition to the App Store and will even provide feedback to developers. Google Play doesn’t employ such a process, which makes uploading apps easier but removes a critical lens on a product page.

An effective social media marketing campaign can attract a base of users, too, a strategy employed by the Ground team.

Utilizing the advertising expertise of DNIC Entrepreneur-in-Residence (EIR) Uzair Chutani, Ground created Facebook ad campaigns targeting news-hungry users at the best cost-per-install.

Since launch, Ground has attracted about one hundred thousand users, according to Kaur. About ten thousand of those users open the app every day, for about ten minutes per session, on average.

But creating and managing an app isn’t a static process after launching. Developers need to monitor their product pages and monitor how users are reacting.

“You need to see the reviews people are giving you and respond” said Kaur, likening the process to a hotel manager making changes to day-to-day upkeep after viewing reviews on Yelp.

Admittedly, crafting an exceptional product page, choosing the right keywords, launching a marketing strategy, and monitoring reviews can be daunting for smaller companies and startups.

To alleviate some of the workload Kaur recommends several tools.

Mobile Action, described by Kaur as “expensive but worth the price” allows developers to boost app store search rankings, track user metrics, and monitor revenues in various categories.

Folks looking for a free tool can turn to App Annie, which can show developers app-rankings in stores from around the world, among other features.

Article written by Michael D’Alimonte