Credit from Infobip

The field of mobile apps vying for your customers' attention is crowded. Find out how to stand out and create loyal users.

According to eMarketer, people are spending more time on smartphones primarily using mobile apps, which now account for more than 90% of internet time usage on smartphones. Further, Statista forecasts that by 2021, the total mobile app downloads over Google or Apple cloud will jump to a stunning 258 billion.  Moreover, mobile apps are a big revenue driver:  In 2020, they are projected to generate nearly $189 billion in revenue via app stores and in-app advertising. If you’re already using or plan to launch a mobile app to offer your services to customers 24/7, your growth potential is huge.

So why isn’t this a no-brainer for all companies?

Mobile app Go-To-Market Challenges

As apps continue to proliferate, your new mobile app launch will be fighting for market share on the screens of your customers. Launching a quality app that gets noticed and used requires resources, most notably developer time and money. Crafting a strategic plan that promotes the perceived value of your app is then essential to spur user adoption.

Once you have launched your mobile app and customers have downloaded it, there’s still work to be done. Customers need to understand how to get the most from your app. Churn rates are high, especially in the first 30 days after download. If the user doesn’t see the value, or is not motivated or reminded to continue using the app, it will likely get ignored, or worse, uninstalled. Research by App Annie has shown that an average smartphone user has more than 80 apps on their phone but uses only about half of them each month. 

So how can you ensure a successful mobile app launch?

Having a mobile app launch strategy is key. Here are three things to consider for your app launch campaign:

1. Clearly communicate the app's value

When introducing your app, a key metric for success is the number of users you acquire. You may be tempted to think in terms of app downloads as a key performance indicator (KPI), but due to attrition rates, the number of active users is the metric that counts.

Let’s take the example of a banking app. To spur engagement, a potential user has to understand how the app will make his or her life easier. For example,

  • Will he be able to use the app instead of his wallet?

  • Will he have easy access to all regular banking services without needing to visit the bank branch?

  • Will she be able to make international payments without additional costs?

2. Develop promotional materials that explain the app's value

In this stage, promotions that explain the app’s value will help to grow its adoption rate.

To continue our banking example, here are some activities worth considering for your app launch campaign:

  • Offline promotions One of the first touchpoints is your bank’s branch offices. To introduce this new channel to customers, place a promotional message in the window of your branches or in the reception area where people are waiting to speak to a representative. Create flyers or postcards that users can take with them so they can learn more about the benefits and what they will gain from using the app. 

  • Online promotions Use your website and social media to announce your app, again, clearly communicating the benefits.

  • Video Video is a powerful tool that can help give customers an understanding of what your app can do, gain insight into the experience of using your app, and become interested in trying it out. Run the video on a loop as part of your in-branch promotions, and embed the link in your social media, website, and email communications.

  • App store visibility Apple (for iPhone) and Google (for Android) app stores are another great vehicle to communicate with potential new users of your app. Make sure the language you use to describe your app is informative, discussing both its functionalities and benefits. Use plenty of screenshots to indicate how it works.