It is quite easy to get caught up in the momentum of a growing trend and not put a structured plan in place. It’s hard to slow down and ask yourself, “What’s next?”
The need for businesses of all sizes to at least investigate the feasibility of launching their own mobile app is a good example of this, with many business owners not realizing that the work on the app continues even after you have launched it through the app stores.
What should you do after my app is live?
In this article we will explore 4 tasks that continue after launch to make sure your app sees not only initial success, but ongoing success as well:
- Revisit your app launch checklist
- Implement an app promotion checklist
- Plan for maintenance
Revisit Your App Launch Checklist
Both Apple and Google have published comprehensive guidelines that cover all the requirements that must be met before an app is submitted to their respective app stores. It goes without saying that the app must be fully functional, and Shaun Quarton covers a few of the more common points to consider, but have you also looked at:
- Is your app applicable to users worldwide, or only those in a certain country? Consider adding your app only to app stores relevant to your market.
- Is any of your content suitable only for mature audiences? If so, make sure you apply the correct content rating.
- Does your app meet all the legal requirements of the markets in which it is being made available? Apple is quite clear that it is the developer’s responsibility to ensure that no part of their app violates local laws.
Although these guidelines need to be followed throughout the development of your app, we have included it as a “What’s next?” point because it should be checked once again immediately prior to the launch of your app.
Implement an App Promotion Checklist
Umar Khan recently covered the essentials of an App Promotion Checklist, and we recommend you read the article if you haven’t already done so. Taking a deeper look at some of the points he raised, you should remember the following:
Make sure your app’s landing page is clear
Your landing page can be published before your app even launches, but after it has launched it should be updated to reflect that the app is now available, and include the relevant app store badges with links to the app itself.
Hint: If you’ve got a super awesome custom promo page, you can change your share settings to redirect to it. Just go to Settings >> Share Settings
Promote your app through traditional marketing
Associating your app with your identity is not limited only to online collateral. You can promote your app in almost any marketing material you put out, from traditional print advertisements, to catalogs, brochures, and even your email signature.
Use social media but don’t rely on it
While it is true that social media can bring in great results, the amount of variables that influence this mean that not all businesses will reap the same benefits. Remembering that the average half-life of a tweet is only 24 minutes (versus 90 minutes for a Facebook post), and that Facebook posts that aren’t boosted only reach between one and two percent of your audience, it is important not to rely exclusively on social media to boost the visibility of your app.
Image Source: Wisemetrics
Keep promoting, even after launch
Any marketing you employ in promoting your app should not be limited to immediately following the launch. Write about it periodically on your blog, ensure that the app store badges are prominently displayed on your website, and mention it every few weeks on your social media accounts.
Plan for Maintenance
One huge benefit of using our system is that we work hard behind the scenes on system maintenance. However, it’s important to know what kinds of events can trigger the need for updating your app and your users. Maintenance of your mobile app is influenced by several factors, including:
- Major software updates
- Feature requests
- Bug fixes
Software updates are easier to plan for since both Apple and Google are known to release one major update to their operating system each year, followed by several smaller updates that are mostly bug fixes. Each new release, however, takes back end maintenance to ensure compatibility. Most of this maintenance can happen before the operating systems are launched, but sometimes this maintenance must take place after the fact once it’s in a live environment.
In addition to this you should expect, and plan for, feature requests from your users, and minor bugs that may have been missed during development. Since your audience will be using the app more frequently than you, you should make it easy for them to alert you to any bugs they find, and to submit feature requests.
What is important with all of the above is that you don’t ignore the feedback, and you don’t take your time in correcting any issues. Having a maintenance plan or schedule in place will prevent you from neglecting your app due to time constraints.
Use App Analytics
App analytics are not vanity metrics. They are not there to only tell you how popular your app is. App analytics can also tell you a bit about your audience, while also guiding you in terms of making improvements to your mobile app.
We’ve built some key analytics into our system under the “Analytics” tab.
But you can also integrate directly with Segment to get a deeper understanding and evaluation of your analytics.
Promote, Maintain, Analyze, Repeat
There is no denying that developing an app requires effort, but what comes next demands an almost equal amount of effort. Your app cannot succeed, nor benefit your business, if you do not promote it, maintain it, and analyze how it is being used. And none of these are one-off tasks; they continue in cycles for as long as your app is part of your business plan.
Neglect one of them and you may well end up having to start your mobile app strategy all over again. And asking, “What’s next?”.
What are some related articles?
In addition to this article, we recommend checking out the following related articles so that you have a better insight into how to use the system to its fullest advantage:
Still have questions? No problem! Reach out to us and we’d be happy to help :)