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26 concepts for squeezing absolutely the most out of your app’s product launch


When it’s time to launch a brand new function, you recognize that it’s important to do 3 issues.

  1. In-app message: when customers login, both take over the entire display screen or present them the message in a sidebar to inform them in regards to the new function. This will get engaged customers into the brand new function in a pure approach, as a part of their utilizing of your app.
  2. Electronic mail: go into the person’s electronic mail inbox to allow them to know {that a} new function has been launched. This may be intrusive but it surely’s a robust technique to re-engage customers who could not have logged into your app just lately to see your in-app message.
  3. Weblog publish: publish an article in your firm weblog describing the brand new function for individuals who don’t essentially learn about your product. That is product advertising and marketing meant to let everybody learn about how your product is evolving.

These are important issues it’s important to do to get the phrase out about your new function and to get customers engaged with it—however for those who’re solely doing these 3 issues, you’re lacking an enormous alternative.

With only a few inputs, you may get a completely custom-made plan for what to do to your subsequent product launch

TRY IT OUT

Truly constructing the brand new function is 80% of the work, however the final 20% of the work is the place you get the worth by ensuring that individuals learn about it.

Listed below are 26 methods to just remember to get essentially the most out of your new function and switch every new function launch into a chance to drive function adoption, new person acquisition and development to your firm.

Discovery

Discovery is all about driving adoption from present customers by ensuring they discover out in regards to the new function. These are all concepts for methods to make individuals conscious of your new function whereas they’re utilizing your website or app.

4. Detect the person’s browser

If you construct browser extensions and plugins, don’t put them in your integrations web page and pray that customers uncover them. Up person engagement by detecting yours customers’ net browsers and instantly directing them to the proper extension or plugin.

For instance, for those who go to Vice Information utilizing Google Chrome, the positioning detects that you just’re utilizing Chrome asks you to allow Chrome notifications. Permit them, and Chrome will be capable of ship you push notifications throughout all of the units on which you employ Chrome, together with desktop and cell. That’s tremendous highly effective and drives insane stickiness.

Vice News browser identification

5. Detect the person’s gadget

It’s taking place—you’re lastly releasing that cell app that may take your development to the following stage. You simply have to get customers onboard. You may electronic mail them, however who is aware of in the event that they’ll even open the message? Odds are they’ll see it pop into their inbox subsequent to 50 different essential messages, suppose, “Oh, that sounds cool,” and promptly overlook about it.

Right here’s a greater concept. As quickly as somebody visits your website on, say, their iPhone, your website can detect that, notify them of your new iOS app and hyperlink to the place they’ll obtain it. It’s a assured technique to get them to the cell app proper when it could actually ship clear, instant worth. Try how Yelp does it.

Yelp device detection app promotion

6. New function replace tab

Put a spot in your dashboard that notifies customers of latest options and makes it straightforward for them to view a log of latest updates. Don’t be afraid to function this prominently and make it a central a part of the person expertise. In any other case, for those who retailer it off to the facet, it’s such as you don’t have the tab in any respect, as a result of customers won’t ever discover it.

Trello makes new function updates enjoyable. When there’s an replace, its mascot Taco the canine pops up, asserting “New stuff!” Discover the way it’s featured as prominently because the person notifications bell within the top-right hand nook.

Trello feature update tab

7. Standalone function web page

If you announce your new function on Product Hunt, TechCrunch, and The Subsequent Net, you must hyperlink to a standalone web page to your new function, not your weblog publish asserting the function.

There’s one completely important purpose for this: your function web page is designed to transform guests into customers, whereas your weblog publish is designed to transform readers into subscribers.

Auth0 reveals how stark this distinction will be. Its standalone web page for its WordPress Single Signal On function has a outstanding call-to-action, a visually participating and interesting design, and benefit-driven language on why you must join.

 Auth0 single feature page

The weblog publish announcement, however, has a call-to-action to share the weblog publish, a design confined by the weblog publish template, and descriptive language on why they constructed the function.

Auto0 wordpress feature page

8. Hotspots and tooltips

Hotspots and tooltips direct customers to new options whereas they use the app, which far will increase the probability that they’ll really attempt it out. Whereas emails can get ignored or misplaced, and require an additional step to maneuver over to the app to attempt them out, hotspots and tooltips combine the product launch rather more deeply into the person expertise.

Appcues instead of jQuery Hotspot

Appcues allows you to simply drop in a Javascript snippet in order that your designers or entrepreneurs can add this with out bothering your developer staff. In any other case, jQuery plugins like jQuery Hotspot require a developer so as to add every hotspot with code.

9. increase your costs

One of many largest methods to get your buyer’s consideration on a brand new function is by elevating your costs or providing it as an improve to a higher-priced tier. You’re telling your person that the function is a important element to the worth delivered by the product.

As well as, by placing the brand new function in your pricing web page within the function matrix, you’re guaranteeing that new prospects know in regards to the function.

The pricing consultants at Value Intelligently advise to “by no means underestimate the ability of options on upgrades.” It’s best to change your pricing at the least each six months to include product adjustments. That may get new options in entrance of consumers once more and drive upgrades and MRR development.

Messaging

Along with making your function discoverable, you additionally should be proactive in speaking along with your buyer in regards to the new function. The catch is that for those who electronic mail your prospects in a spammy approach, and even in an undifferentiated approach, nobody can pay consideration. These unconventional methods of reaching out to your prospects will get them excited and amped about that new function.

10. Private attain out based mostly on individuals who requested the function

You’re usually impressed to construct options by the individuals who write in to request a function. If you really construct a function, attain again out them to inform them you constructed it.

Ship your private attain out electronic mail earlier than the e-mail to your complete buyer base is shipped, to make them really feel particular. Allow them to know that they impressed you to construct it. That private contact will dramatically improve the probability that they’ll check out the function.

At StatusPage.io, they observe buyer function requests in a Google spreadsheet. When a person makes a request, they log it within the spreadsheet and get on the cellphone to talk with the client as acceptable.

Statuspage.io feature request spreadsheet

When the function is constructed, they attain again out the client to inform them in regards to the function. Typically, that will probably be a part of a brief gross sales course of wherein they get the client to improve to the next tier plan that features the brand new function. They used this technique to develop their annual recurring income from $0 to $2.49M and it drove upgrades which elevated their common income per buyer by 2.4x.

11. Private attain out based mostly on heavy utilization of that function or associated options

When you’re engaged on v2 of a function in your app, pull customers which might be closely utilizing v1 of that function and attain out to them.

Suppose you could have a music app and also you’re launching v2 of your “track favoriting” function. Customers who solely favourite songs sometimes and even a couple of times every week aren’t invested sufficient within the function to supply nice suggestions and to advertise updates to the function.

Amplitude Graph of Onboarding Stickiness

Use a metrics service like Amplitude to obtain an inventory of customers who use the function at the least 4 days per week or extra. These are passionate customers who actually care in regards to the function.

Now that you’ve your checklist, you’ll need them utilizing v2 earlier than you launch it to get suggestions. Get them invested within the product launch by reaching out personally, giving them early entry, gathering suggestions from them, and conserving them within the loop on adjustments you make per their suggestions.

When it comes time for the official product launch, you’ll have a bunch of passionate customers on the prepared to assist get the phrase out far and large.

12. Phase electronic mail and in-app bulletins by exercise

By no means electronic mail your complete checklist with the identical new function announcement, except you could have a really small, homogenous checklist. In any other case, you’ll have to phase it.

“Almost each startup does this. They ship out an electronic mail after months of silence, assuming I bear in mind their product. I don’t. Reintroduce me!”

One of the essential methods to phase your electronic mail checklist is by recency of exercise. That’s as a result of your checklist has individuals who signed up yesterday and individuals who signed up 2 years in the past. For the previous, you’re contemporary of their thoughts they usually know 100% what you’re about. The latter group in all probability doesn’t bear in mind you in any respect and your message will flop except you reintroduce your worth prop.

Customer.io incorporate app data

Instruments like Buyer.io make it very straightforward to include your app utilization knowledge into your segmenting logic to your new function bulletins. In any other case, for an electronic mail newsletter-oriented device like MailChimp, you’ll have to get your developer to phase your buyer checklist into teams based mostly on in-app knowledge and export that as a CSV that may be imported into MailChimp.

13. Phase electronic mail and in-app bulletins by person persona

Your customers don’t care about your new function—they care in regards to the use instances that your new function may help deal with. That’s why it’s good to phase your customers by persona to make it possible for every will get the proper benefits-driven language.

When customers initially join to make use of your service, have them self-select their person persona.

Personified user onboarding with Appcues

Later, when it’s time to inform them in regards to the new function replace, write a tailor-made message to every persona and use your segmenting to ship that personalised message. You’ll be capable of ship a much more particular message that speaks to every persona’s use case, and that may drive adoption to your new function.

14. Ship an investor replace

Your investor and advisor replace electronic mail checklist in all probability has not more than 20 individuals on it, however that small group of individuals can usually have large attain.

“Loving the brand new @aboutdotme. Thanks @tonysphere! Get early entry right here: https://about.me/?invite=sacca”

If you launch a brand new function, at all times electronic mail your investor replace checklist and ask them to share it with their followers on social media. You’ll see two essential advantages:

  1. Halo impact of getting rich and outstanding individuals speaking about your app. This attracts press, prospects, and different buyers to your story.
  2. Supernodes pushing your message to different supernodes which will get your announcement unfold far and large.

15. Influencer electronic mail checklist

Earlier than assist desk startup Groove hit 50,000 electronic mail subscribers and $200,000 in month-to-month recurring income, they began from 0 like the remainder of us.

One important technique they used to get their first 1,000 electronic mail subscribers for his or her weblog was to construct an influencer checklist. They reached out personally to influencers in SaaS—their audience—who would personally be capable of get worth out of their contact.

Earlier than they posted each new article, they emailed their influencer checklist with early entry, a private message describing the article’s worth, and a call-to-action to share the piece.

Groove early access to blog email

No matter whether or not you’re launching a brand new weblog publish or a brand new function, it is a highly effective messaging technique. Groove’s influencer checklist drove distribution from supernodes and lined the Groove weblog in a golden halo, because it gave the sensation that everybody who mattered in SaaS was speaking about Groove.

16. Fb retargeting marketing campaign

Product launch emails get filtered to customers’ promotions folder or to spam and a few of them haven’t logged in just lately to see in-app notifications.

However your customers are logging into Fb day by day.

Run a retargeting marketing campaign with Fb adverts to inform them about your new function. Use Customized Audiences in Fb adverts to focus on these customers who haven’t visited your website just lately. AdEspresso is an app that may handle your campaigns and take a look at completely different adverts towards one another to search out the very best performing.

Advertising

A function launch shouldn’t be solely a good time to re-engage current customers, it’s a robust technique to drive new buyer acquisition. Individuals are extra excited to make use of a product that’s continually rising and enhancing whether or not it’s to attempt you for the primary time or to provide you a re-evaluation. These methods faucet into that and use your new options to transform new prospects.

17. Co-marketing

If you launch a brand new product integration, get the product you’re integrating with to announce to their electronic mail checklist as nicely.

  1. Attain out and attempt to construct a relationship with the opposite facet. Ask for affirmation that they are going to co-market the mixing upon launch.
  2. When you can’t get related to the proper individual, or they’re hesitant to make a dedication, then launch first. Then, concentrate on driving adoption of the mixing to show its worth. If you do, return to them and present them the numbers on how their prospects will profit from the mixing.

Dan Shipper, co-founder of Firefly, constructed a 6-figure enterprise in school by partnerships. Firefly helps buyer assist groups by making display screen sharing and co-browsing straightforward, so it teamed up with web site stay chat device Olark.

As a result of Firefly’s integration added worth to Olark’s function set by permitting Olark prospects to start out co-browsing simply from throughout the platform, Olark rolled out the function to all 5,000 of its paying prospects. Firefly was a a lot smaller enterprise than Olark, and that co-marketing effort gave it an enormous uptick in income.

18. Make a video

Video is one of the simplest ways to point out off your organization’s character whereas asserting a brand new function. As an alternative of doing the identical sterile product launch as everybody else, add some taste, emotion, and enjoyable.

For example, take this video that video internet hosting startup Wistia put out to advertise its new enterprise plan. Going enterprise is a time when many corporations would have gone the conservative route and launched one thing boring, like a press launch nobody actually reads. However Wistia needed to make a splash and showcase its playful, fun-loving tradition.

Wistia feature announcement video

It’s also possible to take a video in so many alternative instructions. You may simply announce the brand new function and say what it does. However you may additionally inform customers what ache factors the brand new function addresses, and even incorporate display screen grabs of the brand new function in motion and present the way it will add worth.

19. Publish on Product Hunt

Product Hunt can ship a ton of individuals to your app outdoors of your present ecosystem. Listed below are some fundamental suggestions for working a brand new product launch on Product Hunt:

  • Get a good friend that has a lot of followers to publish your product. Their followers will get notified and that gives you an enormous bump.
  • Hyperlink to your standalone function touchdown web page that’s designed to transform, to not a weblog publish. When you hyperlink to a weblog publish, you would possibly even have your product taken down over confusion as as to whether it’s a product in any respect.
  • Detect the referrer and provide a reduction to individuals coming from producthunt.com. It is a nice technique to make of us completely satisfied and that may improve the variety of upvotes you obtain.
  • Plan your launch forward of time in an effort to corral your mates in to arrange upvotes.

20. Publish on Hacker Information / Reddit / Inbound / Development Hackers

Almost each social information website has a protocol for launching new merchandise to the neighborhood.

The important thing to succeeding is to grasp the neighborhood deeply and converse to your individuals as a member of that very same neighborhood. When you’re an outsider attempting to make a fast buck, you’ll get downvoted into oblivion. However individuals love real, genuine product launches which might be extremely tailor-made to the precise neighborhood, and that may drive large uptake.

iDoneThis, a day by day standup device for distant groups, launched on Hacker Information and that obtained them their first 5,000 customers.They studied Hacker Information product launches earlier than posting and located that the profitable ones prepended “Present HN” to the title, linked to the standalone product web page moderately than doing a self-post, wrote the primary remark explaining to the neighborhood what the undertaking was about, and eventually, engaged with each commenter on the thread.

Hacker News product launch

21. Behind the scenes article about the way you constructed the function

Too many corporations write a single weblog publish about their product launch and declare their advertising and marketing efforts full.

Take the other strategy—get as many weblog posts out of a single product launch as you presumably can. Every weblog publish is a advertising and marketing alternative to convey new prospects into your product.

When you overcame a big technical problem in constructing your new function, write a technical weblog publish and put it on Hacker Information. If there have been attention-grabbing usability points you encountered and solved, pull again the curtain on the method, write a weblog publish about it, and put it on Designer Information.

Every time you do that, you relaunch the product to a brand new viewers who will learn the publish after which click on by to enroll.

22. Behind the scenes article on the outcomes of the brand new function launch

When you’ve launched your new function, write a “transparency” article about what labored and what didn’t. Sharing your learnings delivers nice worth to the entrepreneurial ecosystem, and these posts usually do nicely. Don’t maintain again—the extra nitty gritty, the higher.

Social media sharing app Buffer has turned this little tactic into one of many engines that drive its buyer acquisition and development course of. They’ve a complete weblog devoted to sharing the interior workings of their firm, Buffer Open.

23. Syndicate your weblog publish to Medium

Medium is a publishing juggernaut. It’s been the house to a number of the Web’s hottest and highly effective content material of the previous few years. A various vary of influencers faucet into the positioning’s big, built-in viewers.

Get in on the enjoyable! You’ll already be writing a weblog publish asserting your new function, so go forward and throw it on Medium when you’re at it. Slack, for instance, has used the platform to promote new options like its Google Docs integration.

Consider Medium as one other arrow in your distribution quiver—it’ll get much more eyes on that slick new function.

24. Promote your new function on social media

Customers at the moment don’t simply need you to make use of social media to maintain them updated in your product—they anticipate it. Fb, Twitter, Instagram—there are alternatives galore, and it’s good to take benefit once you’re selling a brand new function.

However don’t simply publish about that new function the day it launches and go away it at that. Get individuals amped up earlier than the massive day. Inform your followers there’s HUGE NEWS on the way in which—possibly even begin a countdown. Then, after the launch, hold plugging it with new posts. Be sure that nobody misses out.

Edgar is the proper device for constructing post-launch social media hype. The service allows you to type social media posts into classes, after which periodically recycles them based mostly on the schedule you set. Create a “product launch” class and have it repost your new product announcement as usually as you need.

25. Run a giveaway

Free stuff will get individuals excited. You may apply that information to your subsequent product launch.

A number of corporations have already got. Nike Golf, as an example, hyped the discharge of its restricted version line of Masters-inspired golf balls with a Fb giveaway. Winners acquired a sleeve of the brand new balls, and everybody else who entered obtained a free transport code as comfort. The thrill was big and income from the marketing campaign was six occasions what Nike invested.

Faucet into the ability of the giveaway to your subsequent product launch. Simply do it.

Product launch giveaway nike

26. Throw a celebration

When the now-popular relationship app Hinge was almost useless within the water, what did it do to advertise the brand new product launch it was counting on to avoid wasting the day? Spend the final of its money on a large occasion, after all. Since then, Hinge has expanded to greater than 35 cities and made hundreds of thousands of matches.

Product launch party hinge

Sounds loopy, but it surely makes good sense for a social app that must be hip and funky. Take into consideration the emotions you affiliate with a giant occasion—pleasure, anticipation, enjoyable—that’s precisely the way you need individuals to really feel about your app’s new function. Plus, customers will probably be extra engaged along with your app once they see that the individuals they socialize with are enthusiastic about it.

Go forward and throw that rager like mother and pa aren’t house.

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