According to Alex Ahlund , former Managing Director of AppVee and AndroidApps, the average cost to develop a mobile app is $ 6,453. The cost can go up to $ 150,000 depending on the complexity of the application. Regardless of the final price, the money and resources you devote to conceptualizing and building a mobile app may be worthless in the end if you do not have an appropriate launch for your mobile application.
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In fact, in December 2011, the millionth application was launched . To give you an idea of how quickly these mobile apps are released, by the end of 2010 there were 300,000 mobile apps . An increase of 233% in just 12 months. In other words, it makes a lot of people on the portals that offer applications (and we will not even say that one application out of 4, once downloaded, is never used again).
For the purposes of this article, we assume that you have already created anotable mobile application that will bring you active users.
You also want to be sure that these users will be notified when you release your new application. Fortunately, by using inbound marketing, you can avoid a launch that costs more time and organization than your budget allows. Just make sure your audience is aware of your new application and encourage them to download it.
STEP 1: DEFINE SUCCESS
If you’re targeting a successful launch of your mobile app, you need to define what you mean by success.
Set measurable goals for your launch. I recommend measuring success around the active installation 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 will also have a look at your average rating in the app market and, if you sell your app, on the revenue generated.
To help you set benchmarks, most free mobile apps have a higher rate of active setup during the first month, usually around 50%, after it stabilizes around 30%. The average score is 3/5, but you should aim for a higher score to have a healthy active installation rate.
STEP 2: USE SOCIAL NETWORKS TO PROMOTE YOURSELF
Before launching, talk about the accounts you have on social networks and use them actively to generate interest as Android Photobooth does it on Twitter. You can use your accounts on social networks to highlight the application while it is still in development. This will be a good way for you to solicit comments and ideas from your future users. When launching your app, be sure to change the link in your Twitter bio to direct it to the download link of the app. Remember, your goal is not to have website traffic but just downloads.
Do not neglect new social networks like Pinterest for launching your mobile app. Pinterest is a very visual social network . It’s the perfect place to show other mobile app developers the status of your product in the final stages. You may be able to receive excellent suggestions from them for UI / UX enhancements. A strategy to avoid of course if you try to beat a competitor in the market!
Generate buzz by customizing a page that allows people to sign up to receive an alert when the app is launched. You can opt for original operations before launch to create the buzz.
STEP 3: CREATE CONTENT
Spend time creating content to clearly explain how to use your mobile app. This content should include blog posts, press releases, social media content, website content and email marketing content. You can use Redacteur.com to outsource the creation of your content.
You can plan all this to be responsive during the launch day. You should periodically check social media during the launch week to see if you are providing real-time updates to answer questions, opinions, and recommendations from users.
STEP 4: SAVE A DEMO
Create a video that shows how to use your mobile app.
You can easily do this with a program like Camtasia that lets you take screenshots and record a voiceover. Explain clearly what the app does and why it is useful in real life.
Once again, there are so many applications that you have to stand out. A short demo video is one of the easiest ways to display the value of your mobile app. A good example is the video of Salesforce1 .
STEP 5: LAUNCH A DEDICATED SITE OR A DEDICATED PAGE
For your application, you can launch a dedicated website , more appropriate if your mobile application is a full-fledged company, or create a page on your website.
The latter is the solution that most companies choose to do. To complete your efforts on social networks , you must launch this page even if your application has not yet been launched. Direct users to this page on your site to see your demo video and encourage them to sign up to receive an email when the app is ready.
STEP 6: CHOOSE WHERE YOU WILL SELL YOUR APP
Mashable recommends choosing a single app store at first to launch your mobile app.
This should help you get the highest possible concentration of users and ratings. In addition, you will have many changes and improvements to make during the first few weeks after launch. Having your app in one place will help you become more efficient. Once your application is properly installed, you can incorporate it into other application stores.
The most common app stores are Android Market and the Apple App Store , but there are many more .