The App Store and Google Play store have more than 1 million apps. If you are planning to launch a mobile app, then you would be competing with several thousand apps in your category.
According to mobile app development experts, you must have a right mobile app marketing strategy to attract users. The most important pitfalls to avoid are:
- Pre-launch pitfalls
- Post launch pitfalls
1. Not Focusing on Market Research
Research gives you insights on what your target audience expects from your app. The research will tell you how your competitors are named, what categories are they targeting, and the keywords or rankings they aim for.
2. Not Having Feedback Loop
You might have developed great features in your app but do you know what your target users actually think about it? Beta testing is a great way to test features and gain feedback.
You must identify your target customers and find channels to reach them. After that, hire a few beta testers to get unbiased first-hand feedback from real customers.
3. Not Starting Marketing Early
App discovery can only happen with the right marketing at the right time. You must create a buzz about your app before its final release.
Think about preview trailer, shortlist forums, and a beta testing blog that informs about different developmental phases at an early product development phase.
4. Not Planning App Release Date in Advance
Finalizing app release date in advance set the ball rolling and builds anticipation around the app. It is necessary the app gets attention before it is launched.
Post launch pitfalls
5. Ignoring User Engagement
You must never opt for paid user acquisition as it will require you to pump in a significant amount of money. If you don’t focus on user engagement, you will see people discarding your app after initial use.
6. Not Measuring Important Metrics
The number of downloads is not the only true measure of success. There are several other important metrics such as DAU (Daily active users), MAU (monthly active users), retention rate, ARPU (average revenue per user) and LTV (lifetime value).
These metrics are important for the long-term success of your app.
7. Not Using App Update Description Space for Advertising
Mobile app updates are not just for mentioning the bug fixes. You must use app update description space to convey your new offerings in an interesting manner. It allows you to connect with the user who has not used the app for a while.
It is a great opportunity to tell interesting things about the app.
8. Ignoring Customer support
You might have thousands or million users, but you need to treat every user with care. Word of mouth marketing is a powerful marketing tool and it can be harmful if you don’t pay attention to user’s complaints or concerns.
You must understand that the user reviews are directly posted on App Store and Google Play and one negative review can turn away hundreds of potential users.
9. Not Giving Freedom to Customize Push Notifications
Push notifications are great to provide useful information and offer to users. But this notification can be annoying as well. If you don’t provide a way to customize push notifications from your app, the user might get frustrated and uninstall your app.
Users don’t like to share their game progress for the heck of it. According to mobile app development experts, you must provide some rewards for sharing or liking the game and post reviews on social media. For example, you can offer to unlock new levels when they share their game progress on Facebook or other social media page.
By avoiding these Pre-launch and Post launch pitfalls, you can ensure to gain and retain users and create a success story for your app.