App development can be compared to the launch of a new model of car: you
first develop a concept car, which is then presented to the public and taken through several
improvement stages before the release of a car with a basic set of functions; these are then added
to and redesigned throughout the entire lifecycle of the model.
The process is no different
for software development: after the launch of the initial version of the app, you have to be ready
for continuous optimisation and improvement. (If you are interested in the initial app development
process - read about it here).
01.Real visitors feedback
Collect user feedback, analyse the wishes of the owners, and improve the
user interface to eliminate any glitches and bugs, as well as introducing hints and tooltips to make
interaction with the app easier. If the app has been developed for one of the leading platforms, for
example IOS, we would usually create a similar version
for Android and vice versa.
02.New features
Introduce additional features and improvements that are listed as
secondary priorities on the backlog of the initial version of the app. Make a new chart of features
and improvements, based on the preferences of the different user segments.
03.User tests
Run a market test with real users before enhancing the app’s functionality
for different user categories, in accordance with the pricing strategy and user’s behaviour.
04.Market reviews
Conduct surveys and introduce new functions that are relevant to the
target audience in view of the results of the surveys and user feedback. The more feedback you
receive on the initial version of the app, the more effectively you will be able to improve the
app’s functionality for the launch of the second version.
05.Search Engine Optimization
Optimise the application description with relevant keywords, promote your
brand name in app stores. Provide a QR link to download the app from your website. Do cross promo of
your app and site on the mobile and desktop devices.
07.Launch new app versions
Keep your app up-to-date: continuously gather feedback from new users,
analyse any new offerings that have appeared on the market, and design new features to be
implemented, in order to expand the audience and increase profit.
Frequently asked questions
Why are there bugs appearing in the application? Does it mean that the
developers did their job poorly?
The truth is that most minor bugs (small issues in the software) appear
because the actions of real users do not 100% comply with the pre-developed user scenarios; when
a user clicks in the wrong place or makes an unexpected action the app might not be able to
provide for a simple and clear solution. To eliminate any problems that users may face, we make
further improvements to the app’s interface and functionality. In some cases, you can simply
supply the user with an extra tip, while in others you need to redesign the interface to make it
more intuitive.
Why is feedback so important? Is it not possible to make everything
work well and look good from the beginning?
It is; there are as many opinions as there are tastes. At this stage of
the development, we focus on a certain target audience defined by the app’s initial business
model. However, in addition to the potential changing tastes of existing users, entirely new
users may become interested in the product. By improving usability, optimising the design and
expanding the app’s functionality, we manage the needs of as wide a target audience as possible.
Moreover, the release of the new version of the app provides a great opportunity to
remind existing users about your application while introducing it to new ones.
Can I develop an app and leave it as it is, without introducing any
changes?
No problem. There are specific business cases when a company requires a
particular solution; for instance, an automated report system. The reports have to be generated
on the basis of a predefined algorithm that does not change for years: there are no additional
categories introduced to the system, no changes to the corporate structure or any other global
changes. For example, no new affiliate enterprises. Such a solution does not require any
optimisation.
However, if your business requires continuous modernisation to stand out
from a huge amount of competition in the ever-changing market environment, functional
improvements and the introduction of new features expected by the users are a must for the
project’s success.
Can you recommend an efficient method to prepare for a large-scale
promotional campaign that will make the app popular worldwide?
We recommend the following strategy for launching a new app: Soft Launch
(a preview release of a product or service to a limited audience prior to release to the general
public).
Why Do You Need a Soft Launch?
Even the masters of their craft make mistakes and sometimes cannot properly
adjust the mechanics of the app and its monetisation model without seeing it in action. That is why
any mistakes made at the initial stage of an early launch may cost you dear, or even lead to
complete failure of the product. On the other hand, a soft launch allows you to test your
application with a small but real audience: tests conducted in laboratory-like environments that
involve a specifically selected group of people, often friends or relatives, cannot guarantee you
that all errors and flaws will be detected.
A soft launch helps you to:
- detect and fix bugs;
- refine the app’s mechanics;
- fine-tune the monetisation model;
- improve the interface and usability;
- receive feedback from actual users;
- collect necessary analytical data.
Time for the Test Drive
The soft launch approach does not require you to go all out on promotion
after the app has been published in the app stores. Quite the opposite, you will need to buy only a
small amount of ad space; it will require a fixed sum of money that is enough to attract a
sufficient number of users and ensure the relevancy of the sample. The average cost for an app
targeted at a wide range of users amounts to 3000-5000 GBP.
The sample must ensure reliable data that will enable you to forecast
the results of a fully-fledged launch. After the soft launch you need to calculate the loan-to-value
ratio (LTV helps you estimate how much you spent on app development compared to your app’s current
market value), the average revenue per user (ARPU is a measure of the revenue generated by one
customer device per a unit of time, typically per year or month), an average purchase size and the
retention rates (the ratio of the number of retained customers to the number at risk). Moreover, in
certain circumstances, it is possible to calculate the virial coefficient.
The next thing you should do is analyse user behaviour. You should pay close
attention to the features that make the users spend more time in the app, pose difficulties and
engage with users the most. For instance, it might turn out that you need an instructional level
within a game, or a more clearly organised catalogue of goods within an e-commerce app. Make sure
that you check the monetisation mechanics, as you might require some changes; for example, in games
it is often hard to find the right moment to offer an in-app-purchase (IAP: a way of purchasing
virtual goods in mobile applications).
A soft launch gives you the best opportunity to improve your app’s
interface and design; user behaviour will tell you which buttons need to be enlarged or re-coloured.
If you want to conduct an A/B testing (an A/B split test is an easy, cost effective and successful
technique to improve your application, which you can run using Google Analytics), this is the
perfect time to run it.
Bugs are another issue that require attention; the bugs that were not
detected during the pre-launch testing must be found and fixed during the soft launch. This is
particularly significant for Android, as the range of Android devices that can run the app is much
wider.
Promotional Campaign Test
A soft launch is extremely useful, not only for the trial of the
app itself, but also for testing its marketing campaign
Choosing Your Testing Ground
There are two ways to make a soft launch: through a soft marketing
campaign or a local launch. In the first option you need to buy ad space on a small budget,
which we have already mentioned; this will generate enough traffic to try the app out. The
second approach is preferable for those who plan to launch the app in a number of countries
worldwide.
According to this method, you first launch the app in one country
before going ahead with a worldwide release. For example, Supercell (a Finnish mobile game
development company), one of the biggest players on the market, launched their new projects in
Canada prior to releasing them to a worldwide audience.
So how do you choose the right testing ground before the full-fledged
launch?
Before releasing the app countrywide, you can present it to a big city, like
Manchester. If you are aiming at an international release, then you should base your choice on the
market that is the most important for your project. The British audience is much like the American,
which is the biggest market in the world; thereby, a successful launch in these two countries,
supplemented by a launch in one of the Asian countries, is an excellent warm-up before the global
launch.
Summary
Careful and purposeful first steps will lead you in the right
direction. New features and functionality, the expectation and anticipation of users, and the
implementation of your app monetisation strategy will help progress your application development.
So, launching your app onto the market is just the first step on the long road to growth and
prosperity.
