Post-Launch Checklist for Mobile App Success: Key Actions for Founders

Congratulations! Your app is live. After months of hard work, testing, and refining, your product is finally available for real users. But don’t let the excitement fade too quickly—launching your app is only the beginning of your journey.

Many founders make the mistake of thinking that once the app is on the app store, the hard part is over. But in reality, post-launch is when the real work begins. This is the time when you’ll start learning what users really think about your app and whether it delivers the value you promised.

The first 30–90 days after launch are critical. How you act during this period—by listening to users, making data-informed decisions, refining features, and adapting to feedback—can determine your app’s trajectory. This guide breaks down the key actions that founders should take after launch to keep building momentum and set their app up for long-term success.

Understand Your App’s Performance

After launch, it’s time to measure how well your app is performing. Simply tracking downloads isn’t enough to understand user engagement. Instead, focus on metrics that give you insight into how users are interacting with your app and whether it’s providing value.

Key Post-Launch Metrics to Track

• Daily Active Users (DAUs): This gives you a snapshot of how many users are coming back to engage with your app. A higher DAU indicates your app is delivering ongoing value.

• Retention Rates (Day 1, Day 7, Day 30): These rates show how many users return after their first interaction. A strong Day 1 retention rate is essential for long-term user engagement.

• Churn Rate: This metric tells you the percentage of users who stop using your app. High churn can indicate issues with user experience or a disconnect between user expectations and what your app delivers.

• Session Duration & Frequency: Are users spending meaningful time in your app? Tracking how often and how long they use your app gives you insight into engagement levels.

• Feature Usage: Understand which features users engage with the most. Low usage on certain features might indicate a need for improvement or better promotion.

Using Data for Growth

With tools like Mixpanel, Firebase, or Amplitude, you can dig deeper into your data. Tracking user behavior across various touchpoints helps you make data-driven decisions to improve user experience. According to CleverTap, apps with high Day 7 retention see a 50% increase in LTV (Lifetime Value), making this a critical metric to watch.

Optimise Your App Store Presence (ASO)

The App Store Optimisation (ASO) process is essential for making your app discoverable and appealing to potential users. Your app store listing is often the first interaction users will have with your app, and it needs to capture their attention immediately.

Steps for Effective ASO

• App Title & Subtitle: These are crucial for ranking. Use relevant keywords that your ideal users are searching for. Be specific and focus on the core outcome your app provides. For example, "Fitness Tracker for Weight Loss" is more discoverable than simply "Fitness App."

• App Description: Craft a clear, value-driven description. Focus on what your app does for users, not just its features. Use bullet points for readability, and include user testimonials or review scores to build trust.

• Visuals: Your app icon should be simple and recognisable. Screenshots and a demo video should showcase your app’s core features and user experience. 

• Encourage Positive Reviews: Ask for reviews after users reach milestones or experience value. Positive reviews can significantly boost your app’s visibility and credibility.

• Regular Updates: Update your app listing with new versions, refreshed visuals, and an updated description to re-engage existing users.

Why ASO Matters

Optimising your app store presence isn’t just a one-time task. Continuous ASO keeps your app visible and attractive to potential users, especially those discovering you organically through search.

Collect and Act on User Feedback

One of the most important things you can do post-launch is listen to your users. Early adopters are collaborators, not just customers, and their feedback is invaluable for improving your app.

How to Collect Feedback

• In-App Feedback Channels: Use tools like Instabug or Appcues to ask users for feedback directly within the app. Keep your questions simple: “What’s working well?” or “What could be improved?”

• Email Surveys: After users have interacted with your app for 7–10 days, send them a brief survey asking for honest feedback. This will give you deeper insights into their experience.

• Monitor External Feedback: Check app store reviews, social media, Reddit, and support tickets. Even negative feedback is valuable, as it points out areas that need attention.

Acting on Feedback

Once you’ve gathered feedback, organise it by themes like UX issues, bugs, feature requests, and pricing concerns. Prioritise changes based on volume and urgency, not just personal preferences. Clarity on user priorities helps ensure you're solving the right problems.

Closing the Feedback Loop

Let users know when you’ve acted on their feedback. Whether it’s a thank-you email, change log, or in-app message, communicating that their input has resulted in a change helps build trust and loyalty.

Continuous Improvement Through Updates

Launching your MVP was just the start. Now, it’s time to iterate and improve. Post-launch users are watching closely—they want to know if you’re improving and responding to their needs.

Key Areas to Focus on in Updates

• Bug Fixes: Address critical issues like crashes, login failures, or payment bugs quickly. Fixing these issues shows users that you care about their experience.

• Performance Improvements: Speed and efficiency matter. According to Google, 53% of users will abandon an app if it takes more than 3 seconds to load. Optimising your app’s performance should always be a priority.

• UI/UX Enhancements: Even small changes—like improving button placement or streamlining the onboarding process—can significantly improve user experience.

• New Features: Introduce useful features thoughtfully. Announce them clearly, gather feedback, and iterate quickly based on user input.

Why Regular Updates Matter

Frequent updates signal to users that your app is alive and evolving. Even small updates can build trust and keep your app fresh. Releasing updates every 2–4 weeks helps maintain momentum and shows users that you’re committed to improving.

Launch and Pre-Launch Reflections

After launch, it’s tempting to rush forward, but taking time to reflect can significantly improve your next steps. Understanding what worked and what didn’t helps you refine your strategy for the future.

What to Reflect On

• Pre-launch Planning: Did you meet your internal deadlines? Were your testing processes thorough?

• Launch Tactics: Which marketing channels performed best? Was your messaging clear and effective?

• Metrics: Did you meet your targets for downloads, sign-ups, or engagement?

Post-Launch Retrospective

Hold a post-launch retrospective with your team (or by yourself if you’re solo). Discuss:

• What exceeded expectations?

• What caused unnecessary stress or delays?

• What systems worked, and which ones didn’t?

Document your learnings in a living document like Notion or Confluence. This will serve as a guide for future launches and provide insights for stakeholders or investors.

Marketing and Promotion Strategies

Once your app is live, the next big question is: How do you get people to use it? Post-launch marketing is as crucial as building the app itself. It’s what turns all your hard work into user engagement and, eventually, revenue.

Craft a Winning Marketing Strategy

Start by focusing on fewer, high-impact channels. Trying to conquer every channel at once can spread your resources thin. Consider these key strategies:

• Content Marketing: Write blog posts, create tutorials, and produce video content around your app's core value. Educational content not only drives organic traffic but also helps users understand how to get the most out of your app.

• Paid Advertising: Paid ads (on Google, Facebook, or Instagram) can help increase visibility and drive downloads. Ensure your ads are value-driven and highlight how your app solves a key problem.

• App Store Optimisation (ASO): A well-optimised App Store listing with relevant keywords, high-quality visuals, and positive reviews can improve your app's visibility and attract organic traffic.

• Influencer Partnerships: Partnering with influencers can give your app access to a new, highly engaged audience. Choose influencers whose followers align with your app's user base for the best results.

• Social Media: Build and nurture relationships on platforms like Instagram, Twitter, or LinkedIn. Share content, updates, and user-generated content that engages your followers. This will help build brand awareness and user trust.

Leveraging Email Marketing for Retention

While acquiring new users is important, retaining users is even more crucial. Email marketing is one of the most effective ways to keep users engaged. Set up a post-launch email sequence that:

• Introduces users to your app’s key features.

• Offers tips and tutorials to help users get the most out of the app.

• Regularly sends updates, ensuring users remain engaged.

Segmentation is key. Send personalised emails based on user activity. For example, if a user hasn’t completed onboarding, send a reminder email. If they’ve been inactive, offer a special incentive (like a discount or a new feature) to bring them back.

Product Hunt and Launch Platforms

If you’ve launched your app and missed the initial Product Hunt wave, don't worry. It’s still a valuable platform for gaining traction, increasing visibility, and getting feedback from a community of early adopters.

Why Product Hunt?

Product Hunt gives you access to a community of early adopters who enjoy testing new products. Launching on this platform can help boost visibility, attract initial users, and receive valuable feedback before your next release.

How to Prepare for Product Hunt

• Timing: Product Hunt sees the highest engagement on Tuesdays, Wednesdays, and Thursdays, so plan your launch around these days.

• Create Compelling Visuals: High-quality images and demo videos make your listing stand out. Make sure you showcase the key value your app provides.

• Build a Story: The Product Hunt community loves a good story. Share why you created the app, the problem it solves, and how it can impact users’ lives.

• Engage with the Community: Be responsive to comments, questions, and feedback. This builds goodwill and increases the likelihood of upvotes.

Once your app is featured, expect a surge in traffic to your app store and website. Make sure you have your onboarding flow and customer support ready to handle the influx of new users.

Customer Support and Success

Customer support is critical post-launch. Poor support can turn your best users into detractors, while excellent support can increase loyalty and drive retention.

Building a Strong Customer Support System

Use tools like Zendesk, Intercom, or Freshdesk to manage customer inquiries. Setting up a help centre or live chat option within your app makes it easier for users to get help.

But it’s not just about having the right tools—it’s about creating a support culture that’s focused on customer success. Aim to respond quickly to support tickets, offer solutions, and use feedback as an opportunity to improve.

Proactive Support for Success

In addition to reactive support, take a proactive approach to customer success:

• Onboarding: Guide new users through your app and highlight key features.

• User Check-Ins: After a user’s first few sessions, check in with them to see if they need help or have any questions.

• Customer Success Calls: For high-value or enterprise customers, consider scheduling periodic check-ins to ensure they are getting the most value from your app.

Security, Compliance, and Infrastructure Scaling

As your app grows, security, compliance, and scaling infrastructure become top priorities.

Security Measures for Growth

Protecting user data is paramount:

• Encrypt sensitive data both in transit and at rest.

• Use secure authentication methods such as multi-factor authentication (MFA).

• Audit your codebase for security vulnerabilities regularly.

Compliance Considerations

If your app handles sensitive data (e.g., health data, financial information), you must comply with regulations like GDPR, CCPA, or HIPAA. Failure to comply can lead to hefty fines and loss of user trust. 

Scaling Infrastructure

As your user base grows, so will the demand on your infrastructure. Use cloud platforms like AWS, Google Cloud, or Azure for autoscaling and load balancing. 

Internal Ops and Team Alignment

As your app scales, your internal operations and team alignment become critical for long-term success.

Set Clear Goals and Processes

Whether you’re working solo or with a team, setting clear expectations and maintaining strong communication is crucial. Use tools like Slack, Trello, or Asana to keep track of tasks and progress. Regular team meetings, even brief stand-ups, help keep everyone aligned.

Foster a Growth-Oriented Culture

Encourage feedback loops within your team. Ask what’s working, what’s blocking progress, and what could be improved. This culture of continuous learning helps your team stay engaged and productive.

Team Alignment

Make sure everyone understands their role and how they contribute to the larger vision. Align your team’s goals with your app’s long-term vision for success.

Financial Planning and Operations

Financial planning is critical for the sustainability of your app. Once your app is live, you need to ensure you can continue growing without running out of cash.

Key Financial Metrics to Track

• Customer Acquisition Cost (CAC): How much does it cost to acquire a user? This should be lower than the Lifetime Value (LTV) of a customer.

• LTV (Lifetime Value): The total amount of revenue a customer will generate during their relationship with your app.

• Churn Rate: The percentage of customers who stop using your app. This helps you understand user retention and areas needing improvement.

• Monthly Recurring Revenue (MRR): For subscription-based apps, MRR provides predictable cash flow.

Building a Sustainable Revenue Model

Whether you choose a freemium, subscription, or one-time payment model, make sure your revenue strategy is aligned with your app’s long-term goals. Consider adding upsell options or in-app purchases to increase your revenue.

Cash Flow Management

Keep an eye on your burn rate—how quickly you're spending money versus how much you're earning. This is particularly important for early-stage apps, where runway is often limited. If needed, consider raising capital to support growth.

Growth Hacking & Product-Led Growth (PLG)

Post-launch is the time to focus on growth. You want your product to sell itself through word-of-mouth, viral loops, and organic growth.

Growth Hacking

Start by identifying key metrics that drive growth, such as user sign-ups, referrals, and feature usage. Test different marketing channels and product optimizations to find the most efficient growth levers. The goal is to grow without burning too much cash.

Product-Led Growth (PLG)

Make your product the primary driver of acquisition and retention. Offer immediate value from the first interaction. Enable in-app nudges, referrals, and collaboration features that encourage users to share your app with their network.

Conclusion: It’s Just the Beginning

Your app has launched, but the real journey begins now. Post-launch is your chance to listen, iterate, and build long-term growth. Focus on user feedback, data, and refining your app to ensure continued success.

Key Takeaways:

• Iterate and improve: Use data and feedback to continually enhance your app.

• Focus on retention: Retaining users is more cost-effective than acquiring new ones.

• Prepare for scaling: Ensure your infrastructure is ready for growing demand.

• Keep the momentum: Engage with your users and keep testing new ways to improve.

Building an app is an ongoing journey. Stay focused, stay adaptable, and continue learning. Your app’s success is in your hands.

Frequently Asked Questions