Launching an app is an art form. Now you know the secret to an uber successful app launch and how to get featured on major tech blogs. But the journey doesn’t end there, grasshopper. What you do after your app goes live is equally important in your marketing strategy – and your app’s success.
Interpret App Analytics
How is your app performing? How many downloads are you getting and how are users behaving? Are paying users getting the most out of your paid app? If your app is free, are people actually using it? Or did they just add it to their massive collection of I-love-free-things-so-I’m-going-to-download-this-just-because-I-can apps? These are the things you need to think about after your app hits the app store.
To get this info and some other really useful data on your app (and interpret what they actually mean), check out app analytics services such as Flurry and Crashlytics. (Sidenote: App analytics should be integrated before or during beta stages! The idea is to analyze pre- and post-launch data and see where you’ve improved and where you’re falling short now that your app is out in the real world)
Respond to Feedback
User feedback is a blessing and a curse. It’s an amazing feeling when people tell you they love your app, but it sucks when they don’t. The reality is that no app is perfect. No matter how hard you try, something for someone somewhere will always go wrong and they will NOT be afraid to say what’s on their mind. Whether it’s because the reviewer didn’t get enough attention as a child and gets off on putting others down on the internetz just to feel better about themselves – or something truly went awry with your app – what’s important is that you correct the issue and let users know you’re actually listening.
As much as possible, try to steer complaints away from app stores to avoid potentially airing out any dirty laundry. Get your Twitter account ready and encourage people to contact you with any problems there or via email. You might also want to check out tools like Apptentive, a customer feedback platform that makes it easy to connect with users, converse with them, and get feedback straight to you and out of the app store.
Don’t leave users out in the cold. After you respond to feedback, don’t forget to listen either. Nothing’s worse than having users give you so much love, then eventually losing them because you neglected the app and failed to implement features they requested or improve glaring bugs. App development doesn’t stop at the app store – you have to keep improving, updating, and marketing your app to maintain and grow your user base.
Last, but certainly not least, be sure to thank everyone involved for helping you get to where you are, especially your team, bloggers/press people, and your users. And don’t forget to take a second to grab a glass or ten and celebrate your success.
Do you have any questions or advice on managing apps post-launch? Let us know below!