Successfully launching an app

Launching an app can be a tricky exercise, so we thought we'd compile a list of things you should consider. From scoping the app, to approaching the app stores, we've got (almost) everything covered. So if you are to embark on this journey just read on, and let us knows about your experiences too.

Wondering if you should develop an app? Well like anything else, there’s a list to be ticked off before moving ahead:

  • Can you offer people something fun and useful which will make them feel better about your brand and more likely to buy from you in the future?
  • You must offer a superior user experience! Keep it simple and playful. An app like RoamBi does exactly this: it presents dry data in a new way.
  • Be original or innovative, and do something people will willingly associate with you. A great example is an app developed by Which? This helps people looking for products compare quickly and easily.

Being bitten by Apple

Apps generally mean working up a version for iPhone, iPod and iPad. You’ve probably read about brands having issues getting their app refused by Apple. Fortunately there are ways to limit the risk by working with reputable agencies who know the ins and outs of Apple’s rules on coding and content.
Setting the right price

One of the great aspects of an app is that they are relatively very cheap compared to traditional computer software, however price is obviously still key. Sometime brands such as National Rail can charge a real premium, but unless you have a captive market like they do, you need to be more competitive – and almost certainly sub £1. It is useful to consider a ‘lite’ version for the user to try, which gives enough to get people engaged but not enough to make buying the app pointless. The dark arts of pricing and content make or break success!

Launching well

Another critical factor of the app success will be its launch strategy. Ideally, you will want to reach the holy grail of apps: to be in the ‘most downloaded’ lists to ensure very high visibility. This means careful planning BEFORE the app is even launched and continuing with its promotion thereafter, using all possible means:

  • Create buzz on social media before launch, to build up expectation. Seed blogs, offer price promotions, identify opinion leaders, leak screenshots.
  • Advertise with networks such as AdMob. Google Adwords allows advertisers to selectively display ads on mobiles (and even smartphone: iPhone / Android), which comes in quite handy if a link to the app is displayed.
  • Think of smart spaces to use for promotion: the back of couriers bike helmets, till receipts, menus... can you offer free Wifi for download?
  • Create frequent functionality updates to ensure current users download the new version and in doing so, entice new users to download the app too! Smart and useful!

Monitoring how the app is performing

If you need to monitor how certain apps perform internationally, it may be useful to download Position App – or ask your agency to do it for you.

Don’t hesitate to call us if you need a hand, we’d be happy to help.