In today’s hyper-competitive app environment, apps need effective marketing to attract and retain users and position themselves for long-term success. Whether you have a dedicated marketing team or are a dev/marketer jack-of-all-trades, we’ve put together 30 critical steps that will help you master the app launch and set your app up for success for years to come.
Careful preparation, also known as project discovery, is essential for successful app launches. It helps clarify product requirements, minimize development risks and stay within budget and timeframes.
App discovery begins with identifying your audience’s needs, pain points and challenges. This can be done through analyzing similar apps, industry reports and surveys or by talking directly to prospective users through interviews or social listening.
User acquisition strategies, including app store optimization, app ads, influencer marketing and referral programs, are crucial for acquiring a sizable user base and driving initial downloads. Careful attention to metrics and analytics, including KPIs like install sources, crashes, retention, in-app purchases and reviews is important to monitor and respond to early signals.
The weeks following your app’s launch are an opportunity to generate a large volume of downloads. A well-executed prelaunch campaign and strong launch day will give you the best chance to capitalize on this opportunity. After launch, a thoughtful app retention strategy that includes push notifications, special deals, loyalty programs and regular updates will keep users engaged and encourage them to return. AppsFlyer Top Tip: Always set realistic goals and benchmarks based on thorough market research, including app performance in the relevant app stores/platforms. Also, consider using a feature flag management tool to roll out features gradually so that you can experiment and measure their impact on your key launch KPIs without affecting all users at once.