According to Alex Ahlund, former CEO of App Vee and Android Apps, the average cost for creating and developing a mobile app is $10,000. The cost can go up to $150,000 depending on the complexity of the application. No matter the final price, the money and resources you spend on conceptualizing and building a mobile app may ultimately be wasted if you don’t orchestrate a proper launch for your mobile app.
A top design with advanced features will allow you to hook users, but you have to establish a strategy for the “launch” phase of your project. As we know, the success of using a mobile app is determined by its development of course, but also thanks to a real “test” part which lasts more or less long depending on the level and complexity of your project.
For the purposes of this article, we’re assuming that you’ve already created a notable mobile app that will bring you active users.
You also want to be sure that these users will be notified when your new app is released. Fortunately, by using inbound marketing, you can avoid a launch that costs more time and organization than your budget allows.
Tips for launching your app:
When you invest time, energy and money, you want to be successful. The launch of a mobile app does not necessarily meet it immediately. If you are new to the market in which you operate, it will take some time for your application to meet its audience. If the “Adidas” brand launches a mobile coaching application, there is every reason to think that it won’t take too long to make itself known.
It’s not the same experience that small businesses or start-ups have.
Launching successfully is a long process that goes through a multitude of tests, strategic decisions, doubts and moments of great hope.
Let’s take the example of Pinterest, which took time and had to make many readjustments before achieving success. On the other hand, WhatsApp or Instagram have experienced dazzling success but this remains relatively rare.
1) Define the success of your mobile app
The first step in the process is to define the success you are aiming for with your mobile app. Set measurable goals for your launch. I recommend measuring success around active install rate.
You will be able to know the retention rate, the number of people who install your application and then do not uninstall it or the number of notes you receive. You’ll also get a look at your average app market rating and, if you’re selling your app, the revenue generated.
To help you establish benchmarks, most free mobile apps have a higher active install rate for the first month, usually around 50%, after that it stabilizes around 30%. The average rating is 3/5, but you should aim for a higher rating to have a healthy active install rate.
2) Choose where you will sell your app
Mashable recommends choosing only one app store at first to launch your mobile app.
Also, you will have a lot of changes and improvements to make during the first weeks after launch. Having your application in one place will help you gain in efficiency. Once your app is successfully installed, you can embed it into other app stores.
The most common app stores are Android Market and Apple’s App Store, but there are many others.
3) Record a video tutorial of your app
You can easily do this with a program like Camtasia that allows you to take screenshots and record voiceover.
Again, there are so many apps to stand out. A short demo video is one of the easiest ways to show the value of your mobile app. A good example is the Salesforce1 overview video
4) Launch a dedicated site or page for your mobile app
Here are very important elements of your marketing communication, the creation of a site or a dedicated page must allow you to be known to Internet users by combining the quality of the content and SEO. For your app, you can launch a dedicated website, more appropriate if your mobile app is a full-fledged business, or create a page on your website.
The latter is the solution that most companies choose to do. To complement your social media efforts, you should launch this page even if your app hasn’t launched yet. Direct users to this page on your site to see your demo video and to encourage them to sign up to receive an email when the app is ready.
It is also a place where you can give more detailed information about your application and why not give the possibility to test it.
