In the previous post, I described steps you should take before publishing your app in app stores to make sure that you hit the ground running and get started on the right footing.
Does that mean that, after you publish your app, you can sit back and relax and watch downloads rates and revenue increase on their own? Of course not. This is just the beginning and you have to do your best to avoid the worst in the hostile environment of the mobile app industry, where many a good title have met their demise because of the lack of sound marketing strategies.
In this post, I will describe several measures you should take after you publish your app in order to improve your chances of success.
focus on user engagement and retention
Even if you have a handsome budget to spend on paid user acquisition, it should not be your sole marketing strategy. Not paying attention to user engagement and retention can result in users dropping off and uninstalling your app, as their attention becomes diverted towards other new apps.
There are many tricks to improving user engagement and retention in your app. There’s no one-size-fits-all recipe to it, but there are general principles that can help you get your bearings and start off in the right direction.
Also, paid acquisition should be done in a calculated manner, and you need to find the channels that can provide the best value to your app.
Don’t lose ’em: 4 Tips To Improve User Retention For Your App
make the right measurements
Revenue is a great indicator for measuring the success of your app, but ‘per se’, it won’t help you find points where you can improve your app, or identify icebergs and pitfalls ahead. You need to know the strengths of your app, and which features are generating the most positive feedback from users and drawing people to your app. You also need to know your app’s shortcomings, the sections where users are dropping off, where the app fails to meet their needs. Other statistics such as the frequency of app usage and its alterations over time can help make precise forecasts of your app revenue changes.
These metrics help you measure user satisfaction and engagement and plan future improvements to your app. You can find information about major metrics to look for here.
deliver updates with good descriptions
When users receive notifications about new app updates, they won’t be very excited about downloading them if they have bland descriptions such as “bug fixes,” especially since users download an average of 25 to 40 apps on their phone, according to Google.
You should perceive your updates as a marketing opportunity that will enable you to inform your users and get them excited about the new features you’ve added, in addition to the problems you’ve fixed. This is a strategy that can help you improve user engagement levels and re-engage users that have been passive for a while.