Mobile Development
13 min. read


How to Launch an App the Right Way

How to Launch an App the Right Way



By the beginning of 2023, an astonishing 3.5 million apps were hosted on Google Play and 2.2 million applications accessible in the Apple App Store - quite a hefty figure! However, a successful mobile app launch isn't as effortless as it appears at first glance. With some dedication and hard work, you can certainly achieve success.

At mDevelopers, we specialize in being a dependable mobile apps development firm that creates top-notch Android and iOS  applications. We possess the knowledge to ensure both the most popular app stores accept your app following its launch. Our team of experts ensures all steps are taken for a successful submission, ensuring it passes all quality tests with flying colors.

Before launching an app, let us guide you through the steps we take to ensure a successful release. This article will detail each step of our application launch process from start to finish.

What do You Need for a Mobile App Launch?

So, you build your mobile app from scratch. Are you able to launch an application on your own? Absolutely! If it is a simple, lightweight app, then yes. However, simply launching the app isn't enough - you have to be extraordinary and set yourself apart from millions of other mobile apps for success. You will need a well-crafted strategy covering each minute detail to progress toward reaching user acquisition goals. App launch strategies are sophisticated marketing tactics that require extensive research as well as ongoing effort so that results can be seen.

How to Launch a Mobile App

Before you take your first leap into launching a mobile app, it is highly advantageous to become acquainted with the essential steps and be aware of potential pitfalls. This article will give you all the knowledge necessary for a successful mobile app launch strategy.

  • Start With Market Research

Start With Market Research

As of March 2023, the Apple App Store alone is estimated to contain 2.184 million apps — not even counting those in Google Play Store or Windows App Store! It means you have a lot of competition out there, which makes market research more important than ever if your app stands any chance at standing out from the crowd of so many mobile apps.

You must become familiar with the top apps in your chosen field, assess their weak points, and use this information to launch an application that surpasses its competitors.

Depending on your financial situation, you may want to conduct primary research with prospective users. Still, secondary research can yield plenty of helpful information as well! Glance through evaluations found in the App stores for competitor apps and further analyze YouTube reviews and blog commentary written by genuine customers regarding the competition.

  • Define Your Goal

To ensure a successful mobile app launch, you must establish what success looks like for your endeavor.

Set realistic and achievable objectives for your launch. We suggest keeping track of the number of active installs, uninstallations, reviews, average ratings in the app store, and, if applicable, revenue from selling your product. It will help you measure success and app engagement during your launch.

Are you looking for benchmarks to help set expectations? Typically, free mobile apps have a higher active install rate during the initial month with an average of 50%, and then it stabilizes around 30%. Furthermore, many app store ratings hover at 3-4 (out of 5). Aim for a much higher than this score to ensure that your application has prolonged success.

  • Consider Cross-platform and Browser Versions of the App

Nowadays, it's essential to go beyond just one platform (Android or iOS) and become accessible across multiple platforms if you wish to broaden your customer base.

By March 2023, the market share for mobile operating systems was highly concentrated. Android had 74.3%, iOS 24.76%, and other operating systems accounted for a meager 2%.

Investing in cross-platform development is wise for greater reach and cost-efficient when you utilize high-ranking IDE software to speed up the app creation process. Most of these programs allow developers to transform their mobile apps into web browser versions, offering users more options and allowing them access on any device imaginable.

  • Invest in Social Media

Invest in social media

Before launch, it is essential that you claim and actively use your social media accounts to create hype or even acquire early subscribers. We will be delving deeper into this concept during the next steps.

While your app is under development, use social media to display it and invite feedback from those who will eventually use it. After your mobile app development, once you launch the app, make sure to change those links in your bios on all of these platforms so that they redirect users to download the application. The focus should not be just getting website visitors; what matters most here is driving downloads!

Unless, of course, you're in a rush! Don't forget to consider emerging social networks such as Pinterest when launching your mobile app. Its visually appealing format is the perfect avenue for exhibiting your product and receiving constructive feedback from fellow mobile app developers regarding UX/UI design enhancements.

Generate excitement for the impending launch of your app by creating a page that allows people to register for updates about when it will be available. Subsequently, you can introduce some alluring pre-launch offers and link them with this email alert in upcoming steps; thus allowing you to generate buzz around your application!

  • Create Content

As part of your mobile app launch, take the time to generate content that precisely explains how to use it. It could encompass blog posts, press releases, social media updates, website copy, and emails for marketing purposes. To make sure everything is ready on launch day, you can schedule these ahead of time. Although, don't forget to check in regularly throughout the week on various channels like Twitter or Facebook so you can address any questions related to support matters and review and answer user feedback.

  • Make a Preview

To illustrate how to use your mobile app effectively, consider creating a video that you can easily construct with the help of user-friendly software for capturing screens and recording voices.

Through your video, succinctly demonstrate the functionality of your app and how it applies to everyday situations.

Your messaging must be clear and concise to stand out from the hundreds of mobile apps in a competitive market. One of the most effective ways to demonstrate the value of your app is by creating a short video demo that showcases its features. It will help ensure you reach more potential users while amplifying engagement rates with those already familiar!

  • Launch a Dedicated Website

Whether your app idea is its own business or not, you can launch a dedicated website or develop a web app. You can also simply create a page on your existing website. Most companies elect to go with the latter approach.

Enhance your social media strategy by building and launching these pages even if you haven't officially released your app. Guide users to this page on your website, show them the demo video and urge them to sign up for a notification email once it hits the market. That way, they will be among the first ones downloading!

  • Choose an App Store

Choose an app store

At first, you should select a single app store to introduce your mobile application. In this way, you will garner the most significant number of users and reviews possible.

Taking advantage of the single app store during your app's initial weeks will help streamline updates and modifications you may want to make. As your application becomes more established, it's worth exploring other stores for greater reach.

The most recognized app stores are the Android Market and Apple App Store. Still, there is an extensive list of other options available. If you're uncertain about which store your target market primarily uses, then it's worthwhile to conduct audience testing for greater clarity.

  • Optimize an App

Do not mix up app store optimization (ASO) with SEO, as both are significant. Nevertheless, app store optimization is what you need to gain your mobile application visibility within the particular app stores.

To ensure your app is seen and discovered, optimize its title with pertinent keywords. When submitting to different stores, select appropriate categories to help users find your app quickly. Adhering to these best practices increases the likelihood of drawing in more customers!

As well it's essential to include vivid screenshots on your app download page that display the most popular ways people use your app.

  • Network With Other App Developers

Think about reaching out to other app creators who have developed an application that could be a great supplement to yours and perhaps of interest to their users. You can create a mutually beneficial co-marketing campaign to help both your install rates ascend.

However, ensure that the developers whose apps are paired with yours have good ratings in the app store. After all, connecting your product with something ill-regarded is never ideal.

  • Pitch Your App

Be sure to have a video demo ready to garner your story's attention from tech, mobile, and industry journalists and bloggers. Also, please provide them complimentary downloads of your app so they can explore its interface and capabilities. Being available to answer any questions present is a must - consider them as another testing group that may uncover bugs or suggests UX/UI improvements.

To craft an attention-grabbing narrative, aim to give the press ample time – at least a few weeks – with your application before pitching. This way, they will have enough windows to test it and create their story without feeling pressured. Furthermore, when journalists know you're not in a rush, they will more likely allocate space for you in their editorial calendars!

  • Set Up Ads Campaign

Set up campaign

With the Google algorithm's freshness update, you can gain organic search traction for your mobile app launch. Complement this with paid advertising during launch week, and watch your visibility skyrocket!

To attract more users to your Facebook fan page, you can set up targeted ads on Facebook and direct them right to the welcome screen. Once they're there, you can motivate them with incentives or rewards to join your mobile app.

If you want to drive more app downloads, consider steering people directly to your app download page so they can instantly install the application on their phones. Which approach is best may depend on the type of app you have created.

For instance, if your app is unique or requires further explanation, you can send users to a specific landing page. On the other hand, apps that customers are already accustomed to - think gaming apps - should have ads leading them straight to the download page.

  • Start a Limited Access Beta Test

Consider an exclusive invite-only beta launch before you make your mobile application available to the public. Sites such as Spotify, Google+, and Pinterest have been highly successful in using this tactic - it not only generates anticipation around your product but also allows for constructive feedback from a select network that can assist with fixing any bugs or UX/UI issues before a full-scale rollout.

Utilize the email list to create a pre-launch beta test group, and supplement it with an email marketing campaign directed towards your current customers that would gain from using your mobile app. Invite them to get exclusive access for free before its launch by positioning this as a unique offer or even asking for reviews of the application in exchange for their complimentary access.

  • Leverage Your Affiliates to Amplify Your App's Reach

Take your partnership to the next level and create an affiliate program, encouraging others to download or purchase from you. It is a great way to expand your reach, boost revenue potential, and develop customer loyalty!

Target key influencers such as media members and social media personalities with broader followings to increase your app's success. Offer them a unique link that monitors purchases or downloads so they can receive rewards in real time when their followers take any desired action.

  • Maximize Your Visibility by Placing Download Links Everywhere

Congratulations! You're ready to make your app available to the public. Make sure you frequent all of your channels to promote it. Add links on your blog, website's home page, marketing emails, and social media accounts - even create a mobile tab for Facebook if desired. With that done, you'll be able open up new possibilities with this unique mobile app launch process!

Now it's time to think about how you will earn from it. In a word, it's time to pick a monetization strategy.

  • Have a Launch Party

Unleashing your product into the world doesn't always mean throwing a lavish bash. A digital launch party, such as one held through a webinar platform, is an increasingly popular way to celebrate with those you are introducing it to. Invite early adopters, tech influencers, and media correspondents to join you! Keep it short and sweet for maximum impact.

While providing attendees with all the information they need to download your app or share it, you can announce special live discounts and benefits. Also, you can put in-app purchases to maximize the gain from your successful launch.

  • Track Consumer Responses and Welcome Reviews

As a final step, watch for reviews about your app and encourage users to write feedback.

Not only do apps with the best reviews gain maximum visibility and downloads, but this process also enables you to identify any bugs that would otherwise be unknown quickly. Doing so allows for an improved user experience and makes your app's performance even more attractive to users!

Constantly keep your users informed of every step you take to demonstrate that you truly listen and respond to their input.

  • Uncover Hidden Opportunities for Integrations

The typical smartphone user has up to 90 applications, so you likely notice how some are connected. For example, signing into Pinterest using your Facebook account or linking native Health apps with calorie counting and fitness tracking programs is an everyday sight.

It makes for an effortless user experience, and you can gain better engagement with your users if you integrate it perfectly into apps they are already using.

  • Publish an App Update Log

As customers become increasingly aware of transparency, mobile app developers must inform their users about changes or new features. Keeping them up-to-date with progress renders your application more trustworthy and reliable.

The most straightforward route to this is with an update log. Post these logs on your app stores and website for users to quickly access the changes you have made in recent weeks - even having a dedicated page solely meant for updates!

Regularly informing your app users of changes keeps them engaged and increases retention rates. When a critical update is launched, like a significant user interface alteration or a brand new feature, notify them through push notifications and in-app pop-ups directing them to your website, where you can provide more details about the updates' features.

  • Maintain and Develop

After launching a mobile app, the journey is far from over - you must closely monitor the market and adjust accordingly. At a minimum, regular updates and bug fixes should be provided to eliminate any flaws missed during testing and stay abreast of current market needs. Investing in further development will help ensure your product remains relevant for years.

It is essential to engage in analytics, assessing the audience and its activities to ensure that only the most desired features are developed. All metrics must be collected to target users efficiently, and user behavior must be scrutinized. By utilizing push notifications with user segmentation options enabled, it becomes easier for you to perceive your customers' habits and needs.

Summing Up

Launching an app is a multifaceted procedure, the stages of which vary depending on your application's complexity. However, it is always prudent to consider critical aspects such as who you are targeting with your product, how much money you want to invest in marketing efforts, prototyping and development costs, testing the final product, etc.

About the author
Milo Miszewski - Chief Executive Officer

Milo founded mDevelopers in 2010, bringing his over 10 years of sales management, B2B solutions, and business relations. Milo acts as the general director, as well as a mentor and advisor. In everyday work besides managing the company, he supports the sales department in networking and building relationships.

Miłosz Miszewski

Share this article


mDevelopers logo

Software development company

Clutch mDevelopers

We’ve been in the business for over 13 years and have delivered over 200 mobile and web projects. We know what it takes to be a reliable software partner.


By using this website, you automatically accept that we use cookies.