10 Steps to Release Your Mobile App

Last week I had a chance to attend and speak on behalf of ComboApp at ProductCamp Minsk 2014, a BarCamp event dedicated to software product management and marketing. The meet-up was organized by Yandex and hosted by Wargaming, an award-winning online game developer and publisher and one of the leaders in the free-to-play MMO market. I thought it might be worthwhile to share with you what I actually spoke about at ProductCamp Minsk, so below is my round-up of the key highlights for those in search of a perfect mobile app launch strategy.

mobile app release

First of all, let's see what key challenges are facing mobile product marketing these days:

Now, how do we resolve the above and succeed with our app in a relevant app store?

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1. Strategize your entry to the mobile market

2. Set goals and budget

3. Test your app's prototype within your focus group

Did you know that around 80% of mobile product maintenance costs are normally spent on fixing app usability issues? In order to reduce this expenditure it's business critical to test your future app within a focus group (i.e. a group of potential app users). Testing within a focus group will eventually allow you to improve app's quality before investing in its promotion, create a consumer facing, not a developer facing app, and cut down costs spent on apps development and post-release change implementation.

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Unlike internal QA that aims to eliminate bugs / errors, perform crash / load testing and make sure the app is flawless and technologically ready to meet with its users in the app store, focus group, or external testing, aims to get user feedback and identify app's weaknesses before the public release, improve usability, check potential users' reaction to the app (is it really useful for them?), and create a roadmap for future upgrades.

4. Analyze your app

Imagine your app has already been developed and launched and now you want to analyze it in terms of app store performance, user acquisition, usability, etc. What key factors should you analyze to see if it functions the way you want it to?

A perfect app analytics system should be able to:

I suggest your to-be-chosen analytics tool has the following basic features:

Unfortunately, none of the apps analytics tools available on the market these days can do all of the above equally effectively, which significantly impedes comprehensive app analysis.

 5. Optimize your app for each relevant app store

In its broadest sense, app store optimization (ASO) is a combination of communication elements that enable your app's organic traffic growth. ASO aims to:

What elements are usually optimized for Apple App Store and Google Play?

6. Acquire users

7. PR your app

Note that around 60% of all installs are initiated by online / mobile search, so getting your app featured in external and high Goolge-PR blogs and directories is as important as testing or updating it on a regular basis!

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8. Manage your app community

9. Learn, update, iterate

10. Make sure your app ranks well in Apple App Store and Google Play

App Store:

apple app store rank


Google Play ranks your app based on the following criteria:

I'm always open to your questions, so please feel free to ask them using the comments area below! Thanks!

Sergiy is a strategic marketing professional who builds businesses by leading marketing strategies and actionable plans for optimum growth and profitability. Currently, he's Marketing Director at the apps marketing agency ComboApp.

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