A Fail-proof Mobile App Launching Strategy

May 15, 2023

With over 1.64 million apps on Apple App Store and 3 million apps on Google Play as per the latest Statista reports, the competition is fierce, and making your app stand out is becoming increasingly tough.

Amidst these promising statistics, mobile apps have become an essential business model for an entrepreneur looking to enter the digital space. When you get into the space of mobile application development, however, there are a number of questions that emerge – how to find the perfect app idea, how to choose the right app development team, the application development cost, etc. Assuming that you have got the answers to these questions already, let us look into the answers to another critical question – What approach to follow to launch your app?

We hope to answer that in this blog which can be the ultimate app launch checklist you can follow as a business to catapult your app to the top of the charts and ensure success.

But before we delve into what goes into a successful app launch, let us first know why a good mobile app launch strategy is important.

Why is a Mobile App Launch Strategy Important

A mobile app launch strategy is crucial for your business as it can make or break your application’s short or long-term success. If you wait too long to launch an app, you might miss time-oriented opportunities directly impacting app usage and downloads. On the contrary, if you rush through development and put out a sub-par product, it can lead to people not using your app altogether because of bad experiences.

A smooth app launch that is bug-free and offers a seamless user experience goes a long way in ensuring that your app is successful for years to come, however, that doesn’t happen overnight.

Apps cannot be built in weeks or months, and no one approach fits the development timeline. Launching a new app in weeks instead of months can only be detrimental and a quality compromise. If you are trying to create the next Uber, Instagram or Spotify-it is unrealistic to plan for a three-month development timeline. Therefore, finding the right balance and planning is essential for creating a long-standing, high-quality app.

Also, if you plan to launch the app in multiple locations across the globe, you must adhere to stricter regulatory guidelines. Uber learned the hard way, facing legal issues in various markets across the USA, Germany, France, Mexico, Brazil, and Colombia. The critical challenge was addressing the complexities and nuances of bureaucratic processes in each region. Localization is complex, and it needs in-depth research and planning.

You might have seen many companies launching a new app quickly and biting the dust, whereas some become successful owing to a good approach, the right technology, and a proven blueprint for success. Along with a robust mobile app launch strategy, the following steps to launch an app successfully can help put you on the right path.

How to Launch a Mobile App Successfully in 2023

Today, we are here with a mobile app launch guide to encourage you towards the path of success and attain your desired goals. So, let’s begin.

app launching strategy

1. Conduct Market Research

With so many apps available in app stores, competition is bound to be tough. Therefore, proper market research is essential to differentiate your app. Research in detail the apps ruling the market in your niche, look out for what they are losing, and use that outlook to improve your app.

2. Identify Target Audience and Value Proposition

Retaining users is tricky; you must deeply understand your target audience and how your app will meet their needs. Therefore, create the app keeping the end user in mind with unmatched design and user-driven features.

Conduct thorough user surveys, test the product, and get feedback from the target audience, users, focus groups, and other methods that define the app’s USP and shape the app internally and externally.

3. Choose a Strategic Pricing Approach

The app’s pricing strategy can determine the popularity of the app and help monetize its value. A suitable monetization model must be identified early as it impacts functionality, marketing strategy, and design. The choice, however, may depend on industry trends, competitors, target market, etc. A few monetization models that you can include are as follows.

Free: the app can be downloaded from the app store for free and monetized through other monetization strategies or advertising.

Paid: Users may need to sign-up and pay a fee to use the app.

Freemium: The app can be downloaded for free initially but has limited functionality. Users must pay to enjoy the app’s functionality in full.

4. Define Success Criteria

Before launching an app, you should define the success criteria and set measurable goals surrounding the launch. The following are typical metrics to evaluate app performance at early stages.

  • Acquisition – The number of downloads within a period from launch.
  • Retention – The number of users who use the app for a particular period after launch.
  • Activation – The number of users who have begun free trials and used the app and/or any milestone that allows users to get value from the app.
  • Uninstall/Churn Rate – The number of users who deleted or uninstalled the app.

5. Cross-Platform & Browser Versions of the App

You can stick to just one platform based on where your target audience is or target more than one platform and make your app available on various platforms to enhance reach. Typically, opting for cross-platform development is cost-effective as it accelerates app development, and the app is compatible with multiple mobile devices, browsers, and operating systems using a common language. Some of the best cross-platform app examples include Instagram, Facebook, Walmart, etc.

Recommended: Native vs. Cross-platform app development: 12 key differences

6. Create & Promote Content

Now is the time to target actual content execution that goes on your app and towards app launch. First, take time and create content around the process of using the app and how it differs from competitors.

The content can be social media, press releases, blog posts, website copy, email marketing, etc. Then, on the launch day, you can schedule the content and list marketing campaigns you can go for before and after the launch.

7. Reach out to Influencers or Industry Thought Leaders

Identify crucial thought leaders and influencers in your niche who actively engage in conversations about your industry and with your target audience. Connect with them through a compelling pitch that includes a media kit and specifics of the marketing campaign on networking and social networks to promote your app.

8. Record A Promo/Demo Video of Your App

You can showcase your app in a promo or demo video that clearly explains what it does and how it can help in real-life scenarios. With the growing number of mobile apps in the market, an attractive and competing demo/promo video demonstrating your app’s features and advantages is a valuable way to showcase your mobile app.

9. Build a Social Media Presence

Social networks are essential in spreading the word about your app. Your brand gets exposed to a broader audience base. It helps you gather feedback in the initial stages about design elements and upcoming features while generating interest to gain early sign-ups. A good starting point here can be a bio to make an excellent first impression, which can direct traffic to your app. Also, once your app is launched, you can update the link in the bio to promote more downloads on the app store.

10. Launch a Dedicated Site or Landing Page

Creating a dedicated web presence with a website and landing page can complement the launch initiative of your app and the social media efforts. A website or a landing page must be rolled out before the app arrives on the market. The landing page or website can include a brief description of your app, screenshots, app promo video, and testimonials.

11. Research App Submission Guidelines

An indispensable part of a mobile app launch is publishing the app on the respective stores. Each app store reviews the app per guidelines, including design standards, legal requirements, and other aspects. Before submitting the app for review, make sure your app meets all the latest App Store publishing requirements and Google Play Store criteria.

12. Create a Press Kit Including Assets for App Promotion

You must make your app newsworthy and ensure all information regarding your app is available for media, influencers, and industry thought leaders. This is where building a press kit comes into the picture. The folder must include visuals, app details, social media links, and information to promote your application.

13. Use ASO (App Store Optimization) to get Discovered

App Store Optimization(ASO) helps your app to score a good rank in its respective category, thus getting more downloads and visibility to potential target users. Like traditional SEO practices, ASO thrives on relevant keywords in the app title and description, filling proper categories, etc, so when users browse through the app store listing using keywords or classes, they are more likely to find the app.

14. Explore Paid Advertising and Affiliate Marketing

To generate organic traction for your mobile app at launch, consider leveraging Google’s latest update and optimizing your search presence through paid advertising to get more downloads. Additionally, targeted ads on popular social media channels like Facebook, LinkedIn, TikTok, and others can help redirect users to your app download page and encourage sign-ups.

Another effective strategy to boost app installs and purchases is to implement an affiliate program. By recruiting bloggers, influencers, and industry leaders to promote your app through unique tracking links, you can monitor downloads and purchases and incentivize affiliates to promote your app to their followers.

 15. Launch a Beta Version of Your App to Get Feedback

Before launching the app to the public, you can have an exclusive beta launch which helps you test the application in the real world and collect feedback before rolling it out to the target audience. In addition, you can fix any bugs or discrepancies and UI/UX issues that may arise. It would help to know that industry giants such as Pinterest, Instagram, and Google+ had their initial release as closed betas.

How Ailoitte Can Help You Launch an App Successfully

We hope the above checklist helps you find success whether you’re ready to go all-in for a successful app launch or want to test the waters alone. If you are looking for a trusted partner who provides good mobile app development and launch services, Ailoitte can help. We are a 360° mobile app development company that can positively impact your businesses, outshine competitors and engage your users with high-impact smart mobile apps.

Our philosophy at Ailoitte is to use our expertise to the fullest through collaboration, communication, and the latest trends to make top-notch apps of the highest quality tailored to business needs. We are ready to do everything to achieve your goal.

Our team has successfully launched many other apps in various domains within budget and time frame, and we know what it takes to succeed in this space. From ideation to application development and delivery, our digital solutions help companies navigate every facet of the digital landscape.

At Ailoitte, we have developed over 100+ Android and iOS-based applications and published them successfully on respective app stores. With over 4.4 ratings and 1 million downloads, Apna, Medguru, and BankSathi are some of our apps developed by an expert team of top-class UI/UX Designers, experienced app developers, and testers who ensured fast-paced execution and speedy time to market without compromising on quality standards. If you have any doubts about your app launch, we are happy to help you with your inquiries and become the right partner for your needs.


Why is it necessary to test an app before launching?

Testing the app before launching is essential to ensure it performs flawlessly on various devices and functions as intended.

What do I need to know before launching an app?

You must do the following essential things before launching the app. First, define the target audience and competitor analysis, decide on pricing, and test the app. Next, do app store optimization and develop branded visuals and screenshots for marketing. Then create a media outreach strategy and alert potential customers and influencers about the launch. Finally, ensure the app adheres to the submission guidelines of the app sites and then submit the app for review. Once you receive approval, choose a suitable launch date for the app.

What are the steps to successfully launch an app?

The steps to launching an app successfully are as follows:
Conduct Market Research
Identify Target Audience and Value Proposition
Choose a Strategic Pricing Approach
Define Success Criteria
Cross-Platform & Browser Versions of The App
Create & Promote Content
Reach out to Influencers or Industry Thought Leaders
Record A Promo/Demo Video of Your App
Build a Social Media Presence
Launch a Dedicated Site or Landing Page
Research App Submission Guidelines
Create a Press Kit Including Assets for App Promotion
Use ASO (App Store Optimization) to get Discovered
Explore Paid Advertising and Affiliate Marketing
Launch a Beta Version of Your App to Get Feedback
Time to Launch Your Mobile App

How to launch an app on the Android Play Store?

The steps to launching the app on Google Play Store are as follows. First, create an Android Developer account on Google Play Developer Console and then link the account with a Google Wallet merchant account. Next, you must upload the application to the Play Store and fill in the listing details.
To publish the app on Google Play Store, you must pay $25 as a one-time cost of launching an app. Once the details are filled in, set the pricing and distribution of the app and upload the app for release.

How to launch an app on the iOS App Store?

To launch an app on Apple App Store, gather all essential app data such as screenshots, apk, name, etc. Then set up a development program account which costs about $99. Next, create a bundle identifier, distribution provisioning profile, certificate signing request, and App Store Connect listing. Create a product page that gives general details of the app, tests your app, and fixes bugs if it arises.
Finally, upload the app build and submit the app for review. Monitor the review status and check for approval or rejection of the app.

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