If you own business, you'd probably know the tricks of the trade to enhance customer retention. And, you'd certainly be aware of how mobile app development is being leveraged as a strategic branding tool for a number businesses today. A lot of mobile application development companies are seen investing in iOS, Hybrid, and Cross-platform application development. They hire mobile app developers to build custom mobile apps for Android and enterprise mobility services. Consequently, the companies see continuous growth regarding sales, ROI, customer base, and overall market standing. However, despite investing large capital in this area, they fail to plan and execute an effective mobile app launch. Recognizing, and alleviating the risks of mobile app launch mistakes is imperative to build an extensive customer base and retain the same post the mobile app launch.
We've compiled five common mobile app launch snags that often go unnoticed and how you should avoid them to make your app turn heads at the launch.
1. Skipped pre-launch marketing opportunities
Focusing wholly on developing a high-performance app before the launch is essential and obvious. But, we frequently miss out on marketing it. It is equally essential to start promoting your app ahead of the launch to create the desired impetus for a successful release. Doing this assures a successful reception of your app by the users once it hits the app stores. Also, the timing is important. You ought to start making efforts to promote your app early enough- as early as you begin building the app.
How to go? Reach out to the users on diverse mediums- social media, newspapers, ads, websites, industry verticals, or even reporters for that matter. Get them going on your app. Draw out an execution timeline stating the day you commence marketing your app while heading toward the app launch. Schedule the launch date in advance to let you anticipate any odds that may occur.
2. Incognizant of the audience
Before you begin building an app, being aware of the clique of users who will be using your app is important for a successful app launch. Albeit, you can publicize your app, by and large, targeting a specific user group results in higher conversion rate and customer retention. If you don't identify the needs of the users, you won't understand their woes against the existing apps in the market. As a result, you'd end up building an app similar to the existing ones in the market. Besides, you can also set the stage for your app through discovery platforms like AppGratis, PreApps, and AppPicker for a focused user group to share their reviews and ratings. Additionally, you can also market your app on non-digital mediums based on your app type and demographics.
How to go? Consider a few key points while devising a marketing plan for your app: The users of your app, problems solved, and the kind of value addition delivered to the users. Also, the discovery platforms already hold a large number of subscribed viewers. Such channels aid in improving the conversion rate through shares, reviews, and features of your app amongst the users. Thereby, you can connect to these audiences and attain an increased conversion rate.
3. Forgetting the ASO
For your app to be well-received by the users and downloaded across diverse app stores, your app must be exceptional in all aspects. Since you've invested much of your money, time, and resources for developing an app, you'd surely want people to notice it. App Store Optimization (ASO) is a great way to increase the visibility of your app across standard app stores.
How to go? There're a few pre-requisites you must fulfill-
- The name of your app must be easy to memorize. Name the app in a way that reflects the purpose of your app, making it easier for the users to search your app in the app store.
- An optimized description of the app is a must to attract the users to download your app. The description should also include important keywords either extracted or inserted for effortless searching. If the description contains your brand name and app functionalities, you can achieve great click-through and app retention.
- The icon or logo of your app must be as interesting as your app. If it represents your brand and app features, you're likely to create an apt first impression for the customers.
4. Inconsistent on update releases
The users are likely to delete, abandon, or uninstall your app if they face any annoyance or difficulties using your app. It not only lowers the retention rates but also creates a negative brand personification. A few of the pain points of the customers include bugs, high battery consumption, and a dearth of primary functionalities among others. These issues persuade them to delete your app that ultimately goes in favor of your rivals.
How to go? Address the user concerns immediately in the next update you release. For your app to be present in the users' devices and hold on to the market standing, release the enhanced versions of your app regularly with added features minus the faults.
5. Launching a recreated version of an existing app
An elaborate survey in the market is indispensable before you set out on developing an app. It helps you gain knowledge on various apps already existing in the market to ensure your app is unique. Building an app alike the ones already available does no good for your brand. Rather, understand the requirements of your users and ensure a solution to their pain areas through your app. Moreover, study the copyright policies and patent related to your dominion and product line. Assessing your app's abilities and debilities are vital to a successful market launch and widespread acceptance of your app.
How to go? Identifying, and stating a unique value plan of your app is viable to make your company stand as one of its kind in the market. Observing your competitors' strengths and weaknesses will gain you an insight into what they are onto and what you can do to set your company stand apart from them. It gains you an optimistic response from the potential customers and an overall, positive brand perception.
The Final Word
The way you build an app and how your customers receive it can either make or break your brand image. Your app should be able to create an exquisite user experience to spur a successful launch into the marketplace. You can retain your brand loyalty by creating an app that interacts well with the users, solves their problems, and satisfies your purpose. Foreknowing the looming downsides and taking appropriate measures to avoid them takes you toward successful mobile app launch, and boost customer retention & acquisition.
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