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With over 3.2 billion smartphone users, it's no surprise that the mobile application market is thriving. Whenever you see people on the street, on the train, at work, or even hanging out with friends, you'll notice that they're always glued to their phones. You may be surprised to hear that nearly 88% of this time is spent on apps.
Today, a mobile presence is a valuable asset for businesses of all sizes. In addition to expanded user reach and endless branding possibilities, mobile applications also bring commercial benefits. Consumer in-app spending in 2023 will reach a new high of $171 billion, up 3% year-over-year. The ever-growing number of smartphone users suggests this number will continue to grow. It's no wonder the importance of mobile is top of mind for established businesses and startups alike.
Doesn't it seem like a good idea to get into the mobile app industry? Of course, but usually, the focus is on developing a mobile app, but not enough attention is paid to launching the app successfully.
Today, we will learn how to launch your app successfully and prepare it for a soft landing in the leading app market.
Let's find out.
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To successfully develop and publish an app, you must first thoroughly research the market. Search the Google and Apple stores, browse the statistics, see which applications are the most popular and where they are most downloaded. Then analyze how people use these products.
Most of us have around 40+ apps on our devices, but we only use 9 mobile apps a day and 30 a month. You don't want to be the only app hanging around. Instead, focus on what gets you the most clicks every day. Through thorough market research, you can determine the needs of your target group, your competitors' offers and the market situation.
According to Statista, there are more than 5 million applications in Google Play Store and Apple App Store combined. With so many mobile apps on the market, you can imagine how difficult it is to use a mobile app to stand out from the competition.
Surprisingly, your mobile app launch strategy should be considered even before your application is ready to be released.
Here's how to give your app a head start right away:
Step 1: Conduct Market Research
To stay ahead of your competitors, you need to know their product’s specialized features. Through a complete competitor analysis, you can evaluate your competition, including key features, and gain actionable insights into potential differentiators.
Additionally, a competitor analysis will reveal your competitors’ current market share, pricing and market gaps, and the strengths and weaknesses of their competing products.
To get a comprehensive overview, your competitor analysis should be centered around a more comprehensive industry analysis. An industry analysis will show how your app idea relates to general market trends and reveal current and past industry trends.
To better assess your market potential, here is an example to compare and track the differences between competing apps.
By using our designed algorithm, it will allow you to explore and compare factors such as cost difference, customer satisfaction, and whether your competitors keep their apps up to date for better engagament. These are key insights to determine whether it's worth taking a chance and, if so, how to monetize your app.
Step 2: Develop a Strategic Pricing Approach
Monetization on the App Store can be done in a variety of purchase formats, and each pricing model has different advantages and disadvantages. Apps can follow one or more of the following formats:
Which business revenue model is right for your app?
It's no complex theory about this as it all depends on your goals related to your app idea.
The free or "freemium" strategy is the most popular one in the market. It is very effective in building consumer awareness and increasing the likelihood of adoption, as it allows you to build an audience before any sales are made. Okay, let's be honest here, people love free products. This approach also rewards value-oriented apps and scalability.
Consider Spotify's premium tier as an example. It offers a more personalized, ad-free music experience, but users can also benefit from the free version.
Paid or subscription models are best when you're trying to reach a niche audience to solve a specific problem. It's important that the market research above backs up the pricing of your service. This may not be the ideal model if you're looking to drive mass downloads of your new app, but if your app's features meet or exceed user expectations, you're likely to build a very loyal user base. In-app purchases have proven to be another great option, as demonstrated by Roblox's success, which has become a major revenue driver by allowing users to buy virtual items, boosting its status as a leading platform in consumer spending. Users can access the app's core features for free, but they have the option to purchase in-app items, like virtual accessories and game passes, to enhance their experience and support creators.
However, before you set a price for your app, consider the market and find a more strategic approach by asking these questions:
Step 3: App Development
App development involves writing the necessary code to create a live solution that can run on the desired operating system.
App development involves designing, coding, quality assurance, beta testing, as well as delivering the software application for the desired platforms, with iOS, Android, and Windows being the most popular.
Here, you will need to hire application developers, UI/UX designers, testers, and other technical team members.
App User Interface Design
This involves designing the user interface of a software application or website to improve the user experience.
To do this, UI designers use various design techniques and principles, including color theory, typography, layout, and visual hierarchy.
UI designers start by studying their target users and identifying their needs, behaviors, and preferences. Next, they develop wireframes and prototypes that represent the structure and functionality of the interface.
UI design also involves testing and refining the interface based on user feedback.
By observing how users interact with the interface, UI designers can identify usability issues and make necessary adjustments to improve the user experience.
Developing App Functionality
This is where app developers write the code required for the application’s functionality.
Functionality refers to the specific features and functions of the software. The functionality of an app depends on how specific your app idea is.
For example, a finance app should have features like budgeting, account management, payments, loans, credits, etc.
But for a gaming app, the functionality will be different.
Test for Bugs and Errors
Testing for errors and bugs is an important aspect of any type of software development.
During this phase, QA testers and experienced developers check the source code for any errors. The QA testers also perform several QA testing steps. Here, below we have included a table which will give you a better understanding of how testing process works:
Optimize App Performance
For best-in-class performance, perform a comparative analysis of your mobile app's effectiveness and loading time against alternative apps.
If there is any delay, identify the bottleneck.
Use profiling tools to identify the slowest parts of your application.
Other ways to optimize app performance include efficient algorithms, optimizing data storage, minimizing network usage, optimizing user interface, using background processes, etc.
Once your application is properly optimized and meets stakeholder expectations, the next step to launch your application is to prepare it for Apple Store and Google Play Store. For more information on the application development process, see this article.
Note: This step is highly technical, so you will need experience and technical knowledge to effectively lead a team of programmers.
To optimize cost-efficiency, consider outsourcing your mobile app development project to a reliable mobile app development service provider company.
Step 4: Create Branded Screenshots and Visuals for Marketing Purposes
65% of people in this world are visual learners. So show them why your developed app is worth their time and provides them an unique value. Users are attracted to apps that are functional and beautiful to look at, so you need to create great screenshots and branded visuals for promotional purposes.
These visual elements are important in telling your app's story. Potential app store users look at these materials to learn about your service and decide whether to download your app. It also plays a big role in other marketing efforts, such as press releases, social media content, and uploads to Product Hunt.
To share these materials, we recommend uploading them to a Dropbox folder. This file-sharing platform is user-friendly, reliable, and widely used. It makes it easy to share information and encourage others to write about you.
Step 5: Calculate the Budget and Delivery Time
what is the cost of launching an app? The cost depends on:
As of 2022, the average market price is as follows:
In terms of time, creating a mobile app takes at least 3 months. This is the minimum estimate. Here is the approximate development timeline of the project:
Total development timeline: 3 months and 1 week.
Additionally, publishing an app on Google Play costs $25 and on the Apple App Store it costs $99 per year.
You can also save on development costs without sacrificing quality by:
Don't add extra features
Apps often come with features that look cool at first glance but you don't actually need. To keep your budget to a minimum, only essential features that fulfill the app's main task should be present from the start.
For example, a food delivery app needs integration with a payment system and an online store.
But you can definitely do that without creating reviews or displaying courier symbols on a map first.
Streamline complex solutions with simple alternatives
Some features don't require development and can use simple off-the-shelf solutions. For example, you might need to chat within the app. It seems easy, but in reality, developing a truly working chat is time-consuming, difficult and expensive.
It's much better to leave a link to your chat app or integrate a pre-built functionality. Another example: payments directly in the app. When making a payment through your website, a confirmation window opens in the app, simplifying the payment experience.
It's fast, user-friendly and much cheaper than integrating with a payment system. There are some project phases where you might think you could save money, but we recommend not doing this:
Design
Even perfect functionality won't work if the app is difficult to use. When designing, you can't ignore the principles of interface development. The app will look cheap and users will not like it.
Testing
It's tempting to skip this stage to save money. Everything seems to work, everything is fine, and the app is ready to be released. But this is not possible in practice.
Critical errors or security vulnerabilities may come to light during the work, which could result in huge losses for the company. And no one will want to use an app that keeps crashing.
Testing is a very important task that must be performed at every stage of development. After all, the quality of the final product depends on testing, as well as full compliance with the concept and functional requirements.
Deadlines also depend on the detection of errors and inconsistencies. If this is not performed regularly, it can take a long time.
Step 6: App Store Preparation
The app store serves as a marketplace where users can discover, download, and install mobile apps on their devices. Preparing your app for the store is a critical step for a successful launch. Here’s what you need to do:
Choosing the Right App Store
Selecting the right app store is crucial for maximizing the success of your app. Key factors to consider include your target audience, app type, store policies, in-app purchase options, geographical reach, and competition.
For example, If your target market is in regions like Asia, Africa, or the Middle East, launching your app on Google Play Store is ideal, as Android is the dominant operating system in these areas.
Meeting App Store Requirements
Both iOS App Store and Google Play have specific guidelines for apps on their platforms. While some requirements are similar, there are also significant differences:
Common Requirements for Both Stores:
Key Differences in Requirements:
Creating an App Store Listing
Your app store listing is vital for marketing your app and encouraging downloads. A well-crafted listing can greatly influence potential users.
Key elements of an app store listing:
Optimizing Keywords for App Store Search
To ensure your app is discoverable, optimizing your app store listing with the right keywords is essential.
Tips for Keyword Optimization:
After completing these preparations, you're ready for the final and most exciting step—launching your app on the app store, making it available for download to users worldwide.
Step 7: Submit Your App
After all the hard work of development, testing, and preparation, it's finally time to share your app with the world. However, the submission process can be a bit complex. Let’s break it down:
Understand the Submission Guidelines
Before submitting, thoroughly review the submission guidelines for your chosen app store—whether it's Apple’s App Store or Google Play Store. Each platform has its own set of requirements regarding app design, functionality, security, and content policies.
Meet All App Store Requirements
Once you're confident that your app meets all guidelines, make sure your app listing is complete. Double-check that you’ve optimized your keywords, provided all required images and videos, and included a clear and compelling app description. This is also your last chance to ensure the app is bug-free and functions smoothly.
Go Through the Review Process
Submit your app for review and keep track of the process. For Google Play, the automated review usually takes a few hours to a day. Apple’s manual review process can take anywhere from a few days to a week.
Promote Your App Launch
The submission is only half the battle—you need to make sure people know about your app! Building excitement and awareness before and after launch is essential to gaining traction.
Leverage PR and Media: Reach out to press, blogs, and tech influencers to spread the word. Send them press releases, invite them to review the app, or offer early access to generate buzz.
Utilize Social Media and Influencers: Engage with social media influencers or bloggers in your niche. Their recommendations can encourage their audience to try your app.
Targeted Communities: Participate in online communities and forums related to your app’s category. Share your app in relevant spaces where your target audience hangs out, like Reddit, Quora, or niche forums.
By creating buzz, you'll generate more interest, downloads, and user reviews, which can significantly boost your app's visibility.
Step 8: Monitor Reviews and Feedback
Once your app is live, it’s easy to get caught up in the excitement, but this is when the real work begins. Monitoring user feedback and reviews closely will give you critical insights into your app’s performance and user satisfaction.
Track App Performance Metrics
To maintain your app's success and relevance, keep an eye on key performance indicators (KPIs):
User Reviews and Ratings: Reviews give you a direct line to user satisfaction and issues. Respond to feedback, address complaints, and thank users for positive reviews. Apps with better support are more likely to see higher retention rates.
Retention Rate: This shows how many users continue using your app after installation. A low retention rate may indicate usability issues or unmet user expectations.
Download Numbers: Keep track of how many users are downloading your app over time. A steady increase means your promotion efforts are working, while a plateau or drop-off may suggest it's time for new marketing strategies.
Crash Reports: Stay informed about any crashes or major bugs users encounter through monitoring tools like Firebase or Crashlytics.
Use Feedback for Continuous Improvement
Feedback is the best tool for future updates. Users will point out issues, suggest features, and help you identify where your app can improve. By listening to your users and acting on their suggestions, you can build a loyal community around your app.
Step 9: Test and Release Your First Update
Even after the app is launched, testing should be ongoing. Despite all your pre-launch efforts, it’s nearly impossible to release a 100% bug-free app. End-users will often uncover minor issues that may have been missed during the initial testing phases.
Monitor Real-World Usage: Testing in the hands of real users exposes your app to diverse devices, environments, and usage patterns, which will reveal hidden bugs or performance issues.
Use Analytics Tools: Tools like Google Analytics, Flurry, or Mixpanel can provide deep insights into how users interact with your app, highlighting problem areas or underused features.
Identify Areas for Improvement
Based on the feedback and performance data, you can identify the necessary updates. Whether it’s fixing bugs, improving performance, or adding new features, your first update should address the most urgent user needs.
Release the First Update
Releasing regular updates is a sign that you’re actively improving and supporting your app. Make sure to:
Communicate Updates with Users
Be transparent with users about the changes in your updates. Whether it's a bug fix or new feature, use your app store listing, social media, or push notifications to inform users of the improvements. This increases trust and keeps your audience engaged with your app.
Even the most popular apps like Facebook, Instagram, or WhatsApp release frequent updates to fix bugs and introduce new features, ensuring they remain competitive. Your app should follow the same pattern of continuous improvement.
After thoroughly going through the steps of the mobile app development process, the next step is to go through the below checklist to understand the key points before launching your mobile app.
Let's see how to publish an Android app on Google Play Store.
You might be surprised to know that, but Google Play users downloaded 111.3 billion mobile apps in 2021, a significant increase from 76 billion in 2018. Google's success is certainly reflected in app downloads.
To publish an Android app on Google Play Store, you need to follow a number of steps. Once you have the final build ready, you need to upload it to the Google Play Developer Console and make sure that you follow all the guidelines provided by Google. Unlike iOS, it doesn't take long to publish an app on Google Play Store. Typically, it takes a few hours to 2-3 business days to publish an Android app.
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Now let's see how to launch an iOS applications on the Apple App Store.
According to Business of Apps, Apple's App Store has 1.81 million apps and 472,000 games, with these significant numbers steadily increasing everyday. One thing is clear: the market is competitive, so knowing the right way to upload your app is very important.
To launch an app on the App Store, you must first register as an Apple developer. Once that is done, you can join the Apple Developer Program and submit your app and follow all the steps carefully to get started.
If you still don't know how to upload your app to the App Store, check out our guide on how to do it. It is also important to note that the App Store has policies that must be strictly followed to publish an iOS app. Usually, it takes 2-4 business days for your iOS app to be published on the App Store. It depends on how well you followed the guidelines set by the App Store. After we explain how to launch a mobile app on Google Play Store and App Store, now this task has become easier for you.
It's not just about knowing how to launch an app.
You need to do a lot more to ensure your product is a success.
The most important thing for a successful launch is a reliable app developer.
Work with us to turn your ideas into scalable, high-demand applications that your customers will love. Orion InfoSolutions has a team of mobile application developers with decades of experience in creating solutions of various complexities.
Within a few months, we will help you create a real product.
Doubt our origins? Check out our Clutch reviews and case studies for an overview of the projects we have handled.
There are many different factors that go into the success of an application. From requirements gathering to a robust infrastructure, all stages of the app lifecycle need to be properly contextualized and mapped out. Launching an application shouldn’t be left to chance either, as a lot of preparatory work is required to get your product off to a good start.
If you still don’t know how to launch an app, contact us for expert help. Our app developers will help your product enter the top charts.
DC Kumawat is the CEO of Orion InfoSolutions, a leading provider of IT solutions to businesses of all sizes. He has over 14+ years of experience in the IT industry. He is a passionate advocate for the use of technology to improve business performance.