In Finding Nemo, the fish in the tank back in Australia have devised multiple plans to escape the tank and finally be free. After a while, the fish actually do it and with a lot of work they make it to the sea. Immediately after the victory, one of them says: Now what?
After a lot of time and effort (although not so much, if you worked with HelloGuru 😉), you have your mobile app. You've dreamed about it for years, your friends have heard the multi-million dollar idea every time you have a drink with them, and now, finally, it's here. Let's take some time to contemplate it and maybe even shed a tear of pride. You achieved what you set out to do!
Ok…Are we done? Did you have your moment of contemplation and pride? Excellent. Time to get to work. This is just beginning and there is a lot to do.
The first weeks of a newly launched app are crucial to its success. With the knowledge of how your first users behave in your application, you will be able to grow and keep your digital endeavor strong and steady.
In order to do the above, you must use some kind of analytics tools, with which you may be familiar. And although something like Google Analytics might do the job, it is important that you keep in mind that the relevant analytics of a mobile app —whose uniqueness comes from the possibility of providing ultra-personalized experiences to users— are not necessarily the same of something like a website or even a web app. Some recommended KPIs (Key Performance Indicator) that you might want to consider are:
● New users and their source of acquisition
● Most used features
● Less used features
● Number of active users per day and month
● Average number of daily and monthly sessions per user
● Monthly churn rate
Keep ASO updated
ASO , or App Store Optimization can help you a lot with user growth and without costing you a fortune. Both the changes you make to your app over time, as well as the changes in app store requirements, will affect ASO characteristics such as keywords or even the icon of your application. For this reason, it is very important that you frequently update your app and its status in the different app markets where it can be obtained. After all, ASO is responsible for driving most new discovered apps, so don't sleep on it!
Have an onboarding process
The first challenge, of course, is getting an application installed. The second, without a doubt, is retention. To achieve this, it is advisable to do a very brief and crystal clear onboarding process with new users. It is therefore essential that they know from the get go what value this application will bring to their lives, as well as show what the main functionalities are and how easy it is to use. Similarly, the registration step, which will be the main door to the app, should be as simple and less overwhelming as possible. This can translate, for example, into allowing registration and logins with accounts such as Google or other social networks.
Feedback and maintenance
It's important to read what users have to say about your app. It is important not to take comments personally and accept them for what they are: feedback (even when they are coming with words that you wouldn't want to read). This is the way to a successful app, as it will be one that listens and understands what its users want and don't want.
But this feedback is only valuable if it is really taken into account. As you know, an App (and software, in general) lives long after its launch, so you have to take into account issues like updates to new operating systems or changes in the design to keep up with trends. But these moments cannot be the only ones in which you go into your app to make modifications. It is advisable to have a "maintenance" calendar with certain periodicity. This will allow you to get rid of glitches and bugs, make the changes and implementations that YOU want, and add or remove those things that you read in the feedback phase. This will not only give your app some dynamism (which will make it 'feel' alive), but it will make it better with each iteration.
Finally, do not forget the material that is tangential to the app, and to keep it updated and fresh. By this we mean that you may have, for example, a website for your application. This one surely looked one way before the launch of the App. Did you make sure to update it, and have everything you need to take potential users to download it? Maybe you created a waiting list in the early stages of development. Don't forget to notify the people who signed up to your list! And even if all your additional material is up to date, don't miss the chance to use it to support your app and its performance.
As you may have realized, launching an application is exciting and you should celebrate (and at HelloGuru we can help you develop it! Just click here), But it is not the endgame. A successful mobile app is like a living being, and in the same way, ensuring its care in its first days and weeks is key to its survival.
And what have you done after launching your application?