We think that all app developers are dreaming up launch day of their app. They may believe that their app is fantastic and it will get huge number of downloads. However, there is an important thing that all of the app developers should remember especially at the starting point: Completing app development process is not the last step! After you launch your app, you should follow some steps to achieve success and sustain your success more importantly.
Paid Advertising
Just after your app launch; most probably you will need paid promotion campaigns. These campaigns will keep your app visible and hot. It’s the best way to use paid advertising intense bursts. You can create Incentivized, non-incentivized traffic or effective burst campaigns by mixing both of them according to your needs and strategies.
Customer Supporting
Taking care of customers’ ideas, complaints or satisfactions may be the most important part of all marketing activities. In mobile app marketing this is the same. Your app may target thousands or even millions of users. However, in a competitive market, every user must be paid attention. We previously said that Word of Mouth is a powerful tool for any marketer that thousand times more effective than other traditional marketing implementations, but one that can be harmful if you don’t pay attention to your users as well. Consequently, getting feedbacks and respond to them is your great weapon, especially right after your app launch. Reviews are the great areas for analyzing user’s thoughts. Don’t forget to check and respond them.
Measuring The Correct Things
You shouldn’t measure everything or anything. You should find the correct things to measure according to your goals. However, there is a fundamental advice. Don’t take your revenue as a key indicator. It may be great indicator for your app success… But, do you think that it completely indicates a sustained acquisition? There are more important points to measure for long term success. Which features are drawing people in, which channels people come from to your app, the particular sections where people are dropping off, frequencies which people using your app everyday, the times that they are most active are some important examples. After analyzing them, your revenue will become clear anyway. To continuously improve your app and keep users engaged, looking at these parameters is significant. There are some KPIs (Key Performance Indicators) that you should measure:
- Daily Average Users (DAU)/Monthly Average Users (MAU): Your daily and monthly active users.
- Retention Rate: It indicates how often users visit your app after the initial download.
- Average Revenue Per Use (ARPU): It indicates the value of an individual to your app business.
- Lifetime Value: LTV is defined as the measure of value that a single customer generates over the lifetime of using your app.
- Customer Acquisition Cost (CAC): With this metric, you can see where users came from, and in additional, learn how they behave once they start using with your app.
You can check our 7 App Marketing Metrics You Need to Track for App Success post to see more and their calculating as well.
Optimizing Your App
After these measuring, you should choose or update keywords to your target market. Besides, you can discover and use new marketing channels, or find ways to expand the Life Time Value. Don’t be afraid to update in right time. It will provide benefit to leverage your app. After launched your app, it is also time to interact with users via your app features. This is a big chance! Because, you will have a better insight than before. You can analyze screen flows; make UX or UI changes based on user behaviors which you didn’t anticipated previously. Your ultimate goal should be providing value as high as possible.
