6 Steps to a Successful Mobile App Launch

Mobile app development aims to launch or relaunch a mobile product that drives downloads and maintains high retention and user engagement rates. Attracting attention and standing out in the app marketplace is becoming increasingly challenging.

6 Steps to a Successful Mobile App Launch

Mobile app development aims to launch or relaunch a mobile product that drives downloads and maintains high retention and user engagement rates. Attracting attention and standing out in the app marketplace is becoming increasingly challenging. 

This is due to the highly competitive market. Businesses looking to be competitive in the mobile app market must have a solid strategy for launching mobile apps.

Mobile app launches have a significant effect on user acquisition and retention. This is why it's a long-term marketing effort that requires extensive research. We have compiled a list of six steps you should follow at each stage. This will increase your chances of success. 

These guidelines will assist you in creating an approach that maximises consumer retention, drives daily usage, and reduces abandonment prices following launch. You'll want to be flexible and ready to adapt as your plan changes.


Step 1: Get to know your audience

Market research is the first step to preparing your mobile application launch strategy. Start by getting to know your audience. Knowing your audience's demographics and pain points will help you save time and money. Understanding your target market will let you recognize their needs and how your product fits into their lives. 

This research can also reveal what your audience dislikes about the current apps on the market. This allows you to make sure your product is not like the rest. 

Examining the user's behaviour and attitudes is a great way to discover the root causes of their frustrations.

Market research is critical for developing an app that meets a specific need. Creating messaging that will draw users to the product is also necessary. A successful launch of a mobile app requires that user research be done. All components of the product's branding, from its app, keep listing, and website messaging to its social presence, content material advertising and marketing tasks and press kit collateral, should be in keeping with its goal users.

An app can have multiple users. Therefore, it is important to identify the product's core demographics and create user personas during your project's discovery and planning stages. A user persona can be described as a semi-fictional representation or the ideal user of the product. 

Your user personas should be more detailed. A user persona should include demographics, behaviour patterns and motivations.


What is the importance of user personas in a mobile app launch strategy?

User personas are one of the most important UX (user experience) layout tools. User personas benefit from retaining the team focused on a validated product outcome.

This allows them to prioritise how the user will experience that outcome. User personas can also reduce scope creep and self-referential design decisions.

User personas answer vital questions. These will help you plan your launch and provide the foundation for your entire mobile application launch strategy.

  • Who is this product for?
  • What problem do users require a solution to?
  • Why is this important?
  • What is the value of your app?
  • What content is this audience interested in?
  • Which tone, voice, or content style will resonate with this audience?
  • Do you see any visual branding patterns in this audience's online activity?
  • Are these users following any influential people in the product's vertical on Social Media?
  • Which platforms can you use for paid advertising?


A user persona must:

  • Research findings can be interpreted intelligently
  • Don't make unrealistic behaviour assumptions.
  • Make sure the UX is solid.
  • Please indicate the context in which you intend to use the app.
  • Identify any goals the user may have.
  • Clarify the problems that the user is trying to overcome in their current situation.

If your target audience isn't known, your launch strategy will not be effective. Market research is a significant investment to ensure a solid foundation for your mobile app launch.


Step Two: Define Your Positioning Statement

Once your marketplace studies are completed, it is time to transform your findings into deliverables. This entails identifying the strengths and weaknesses of your product and communicating your message to your team and key stakeholders.

There are almost 5 million apps in the Apple and Google Stores. It would help if you offered something valuable and unique to encourage potential users to download your application. Once you have identified your target user, it is time to identify what makes your app different from other apps. 

This is referred to as a Unique Value Proposition and is why your product is valuable to your customers. Your message will drown out if it's far from what your app does. Instead, please pay attention to what makes it different from other products.

You must ensure your team understands your product's purpose. A mobile app launch is only possible with strong internal communication. If your internal communication skills are poor, your ability to communicate with your stakeholders will be limited. You won't get the buy-ins you expect.


Step 3: Define your Success Criteria

You need to set goals and determine how to measure them to give stakeholders the key information about your success. To determine if your launch was successful, your success criteria will outline the benchmarks against which your app will be measured. Your goals should be based on, for instance, average rating scores, active instals, reviews and number of reviews. It would help if you defined success for your project to make it a success.


Step 4: Prepare to Launch Activities

Now that you have achieved your marketplace research, it's time to begin planning your mobile app launch. A marketing plan is essential for a successful launch. This will ensure that each step is completed correctly and on time.

Promotion of your Content

It is a great time to create a list for marketing campaigns. You might consider including social media advertising, early access to bloggers, traditional advertising and website design. You can create a timeline for your app's launch and schedule your launch date in advance.

Identify key influencers

It is important to find industry influencers that are active in discussions related to your industry or who talk about apps relevant to your industry and target customers. These individuals can be connected via social media or networking events. Create a compelling pitch to convince influencers that your app is worth promoting. Make sure to highlight how your app solves a particular problem and offers value in areas others don't.


Make a Press Kit 

Make it easy for influencers and bloggers to feature your app to maximize your chances of having press coverage. Make sure to compile all your assets in an online directory to make it easy for them to find the information they need to promote your app. These are just a few things you can include in your media kit.

  • Graphics & Creatives: Your app's logo and icon, screenshots, promo video, and screenshots.
  • Description of your app
  • These links can be to your website or social media accounts.
  • Contact information
  • Sites for Product Curation

Many sites allow you to curate startups and new products. Product Hunt is one of the many sites that offer a review or upvote section. Make positive you choose a product curation website suitable to your goal market.


Optimise your Product Page Description

To convince users to download your app, you must carefully consider how to write your product description. The App Store only shows the first five lines of your description. To read the full description, users must click through. It would help if you grabbed their interest in the first few lines.

Treat your app store description like advertising copy. Your users should be excited about downloading the app and then using it. You must usually follow ASO best practices to assist your app rank higher in the app store. Potential users will see your app more often if it ranks higher in the app store. This increases the chance that app store editors will notice your app and the likelihood of it being featured in any store you submit.

 This is an excellent way to increase your app marketing and promotion efforts.

Place keywords strategically throughout your listing and description to ensure you appear when people search for them.

Every successful app solves a user problem. This is why you must ensure that your product description clearly explains what it does. Also, make sure to mention some key features in your description. After users have downloaded the app, let them explore the rest.

Once you have planned your launch campaigns, you can assess your needed resources. These resources could include product images, demo decks, design materials, or other design resources. 

You will get information from many sources, so you need to adapt your messaging to maximise the effectiveness of each source. It is essential to devise your advertising and marketing approach and be proactive as you get the product ready.


Step Five: Launch your mobile app!

It's time to submit your app(s) to the app store(s). Before submitting your app to any app store, it's critical to be familiar with the submission guidelines. You can find the guidelines for Android here and Apple's here.


Notify Your Email List About Your App's Launch

After you submit your app, it is time to spread the word. Send the news to your influencers and press. Please encourage them to try it.


Spread the word

Promote your app on social media platforms like Facebook, Twitter and Instagram.


Step Six: Follow-up after Launch

AppsFlyer reports that half of all applications are not installed within 30 days. It is crucial to drive downloads and acquire users, but retaining those users is just as important for long-term success. 

Your app must create a positive first impression. This is the time to highlight the app's value to optimise the onboarding process. You'll lose your users' interest if you don't impress them quickly.


You need to evaluate the success of your mobile app launch and determine how to measure it. Follow-up should focus on customer satisfaction, engagement, retention rates, and other metrics. Reviewing customer feedback and reviews can gauge whether you have met your success criteria. Poor user experience, lack of interest and changes in user requirements are some reasons users may abandon an app. It is important to keep up with the changing market and to adapt to changes in user expectations.

Listen To Your Users

Apps can be iterative regardless of whether they are fully functional, mature and polished MVPs. Keep users engaged and interested by constantly updating the app experience, adding new features and personalised content, and keeping them informed. Analytics, user behaviour tracking, and feedback can help you determine what users are looking for and which features drive the most usage. 

This data can guide product roadmap mapping and ensure that all updates are helpful for your users. While your app can be updated based on user feedback and other information, remember that each feature must still serve your business objectives.

Encourage Continued Use

You have many options to increase user engagement and retention. An effective way to increase user engagement is to offer incentives to users to use your app. These could be mobile-specific rewards or special content access. Coupons, special promotions, or other incentives. These will all give users an incentive to use your app. This encourages engagement and drives conversions.

The nature of your app will determine the incentives you offer. Apps that use in-app purchases as a monetization method will be able to benefit from time-sensitive discounts. However, freemium apps can incentivize users with usage-based rewards.

Engage Your Users

Users who have dropped off the conversion funnel can be re-engaged using push notifications. Users don't like being bombarded with irrelevant messages. Be strategic and thoughtful in your communication. Be sure that the message is relevant. Appsflyer reports that the average 30-day app retention rate for mobile apps is between 15 to 20%. However, Apptentive data shows that the average 30-day retention rate increases to 67% when proactive user engagement strategies are used. This is a three-fold increase in average retention rates!

Maintain high ratings

Ratings and reviews are used as ranking factors because they reflect user experience. Ratings and reviews are the most important thing people look at when downloading an app. It's important to keep the rating at 4.5 or higher. High ratings and positive reviews will result from a user-friendly app and good customer service.

Developers should encourage users to leave reviews and resolve negative reviews diligently. They should also keep communication channels open for user feedback.

Closing Thoughts.

Mobile app launches are not a one-off event. Launching a mobile app is a continuous process. Market demands constantly change, so there will always be an improvement. Mobile apps that have recently been launched should be regularly updated and relaunched to maintain user engagement through new features and updates. 

Mobile app launches should be conducted long before the product is released. A mobile app launch strategy should provide multiple opportunities for potential users to explore the app before it is downloaded. This will ensure the best results. 

The app's purpose and benefits can be communicated to users before the launch. Your product will make a solid first impression when users arrive at the app store listing.

Author Bio:
ManMohan is the founder and CEO of NogaTech IT Solutions LLC, one of the leading app development companies in the USA, having a team of the best app developers who deliver the best mobile solutions mainly on Android and iOS platforms. He regularly contributes his knowledge on leading blogging sites like top app development companies.