The whole process of launching an app may seem like a roller coaster ride. There are several things you need to look into before the app goes live. You may be running short of budgets or already in the verge of burning a hole in your pocket. According to InMobi survey, the biggest challenge faced by app developers is marketing as opposed to designing and development is marketing. Along with these challenges are the aspect of testing or support which also plays a significant role in the whole process. But before we jump into the checklist, let’s have a glimpse of the various challenging aspects that the developers face while creating an App.
To avoid that gut feeling like “am I missing out on something”, we have jotted down the most crucial aspects that you need to look into before your app hits the store.
1. Identity
The name and the keywords used to describe the app should be unambiguous and simple. The name should relate to the description of the functions of the application. It’s advisable to pick a catchy name that’s easy to recollect. While choosing a title, a brand name usually comprises 1-3 major keywords describing it. Some people use native language name for each local store. Prior to deciding your app name ensure that ample homework is done on your app store optimization strategies (customer and competitive landscape, including videos and screenshots, stand out with a unique icon, etc).
2. Keywords
While selecting the keywords, make sure you apply logic and use appropriate keywords to describe an app. Most people use third-party tools such as ASO Builder, Sensor Tower, etc to analyze the traffic generation potential of the keywords used. One can also identify new keywords by analyzing the competitor’s app’s reviews. Filling up the 100-symbol limit of keywords can be beneficial for attracting traffic.
When choosing the screenshot to decide the format (horizontal or vertical) to provide a visual story. The first two screenshots ideally should provide the purpose of the app in a crisp and brief manner. It’s advisable to consider a video demo stop frame for the first screenshot.
3. Ratings
Just like reviews and rating of movies, it’s crucial for the apps to have high ratings to compete with other apps in the chart. 4 and 5 Star ratings influence the popularity of the app. But in case you’re not lucky with the stars in the initial phase, each app has an app version which has its own average rating figure and an update release to help fix a low rating issue. When making update notifications clearly identify what’s new with each update and keep it brief and to the point.
4. Reviews
Just like the influence of testimonials, positive reviews impact the user’s decision making to install the application. To avoid negative reviews by the app users communicate with them via social media and immediately resolve the complaints or concerns of users in the app stores. Reviews within the app store or outside shouldn’t be left unattended.
The more reference you get published from your users the more the chances that the potential users will be attracted to your app and understand that your app can provide what they are looking for. One way you magnify such traffic is by approaching app review sites.
5. Video Preview
In Order to shoot a video demo, write a script by highlighting the best features in the app. One can wrap up the video by using a call to action with an encouraging message. For a universal app, shoot separate videos for iPad and iPhone. Some of the specification that one needs to look into are:
- Length: 15-30 seconds
- Compression: H.264 MPEG codecs
- Rate 60+ frames / sec
- Size: Under 500 MB
6. Pitch
The pitch you give should ideally be 2-3 paragraphs text which puts your best features in the spotlight. The same content can be used as a template that can be added to the website or the blog. Your pitch should also be inclusive of information which justifies how the app review will benefit its audience. To get the attention of the bloggers and journalists including a link to a short video demo (up to 30 seconds) that will showcase your app’s distinctive and most efficient features.
7. Media List
Access to a large database of the contact information of bloggers and journalists can be obtained utilizing various startup resources in the internet. It’s essential to make sure your list consists of 15-25 media outlets comprising of both high and less popular yet significantly relative to your app’s theme.
8. Social networks
If you have adequate time to spare then an ideal way to tap your potential audience is through social media accounts. Social Networks like Facebook, Twitter, Google+, and LinkedIn which require daily support, feedback monitoring, posting and scheduling your posting activity depending on the apt response. Experimenting with a different type of content can enable you to find what works best for you. The posts you make should mention about the app updates, any media coverage received over a period of time, and give an insight on articles/videos/photos/GIF/infographics related to your app.
9. Schedule
While pitching an app may seem like a long term process. Scheduling at-least 2 follow ups to the bloggers and journalists will break the clutter of requests from other developers and increase the scope of being responded to.
10. Plan for simultaneous releases
The number of installs and the promotional activities can be increased significantly by releasing your app on multiple platforms and devices. And in any scenario that you can’t launch your app on all available platforms at once, capture the user’s contact information and let them know when your application is ready.
10-Point Mobile App Launch Checklist: Closing Remarks
The app ecosystem is consistently having tremendous transformation world wide and constant research and updating is required to keep your app on top of the charts. Considering the discussed aspects of the checklist can ensure a streamlined and progressive process. Once you have crystal clear clarity on what the audience expects and be responsive to their feedback then the app will fetch more popularity and installations. In the midst of all the competition, prompt response and efficient grievance handling will enable you to retain customers and build trust among customers.
Armia’s 10-Point Mobile App Launch Checklist should be used as a guide to ensure that your mobile app is thoroughly prepared for launch and that all necessary steps have been taken to ensure a successful launch. This will help you to avoid common pitfalls and ensure that your app is well-received by users.
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