What is Soft Launch and How to Succeed in Mobile Marketing?

A soft launch refers to the common strategy of releasing a product ahead of its scheduled launch with little or no marketing push. Unlike full launches, soft launches are usually planned as “rehearsals” for a full launch, and let developers simulate real-world interactions with their app. This launch is usually limited in the number of users admitted and can help a company check and fix things like bugs or user reactions before a full, official launch. Soft launches also allow companies to optimize marketing spend by testing user acquisition strategies in markets similar to their launch market. Some companies choose soft launches when they want to keep their service under wraps and gradually add users.

What is a Soft Launch?

A soft launch refers to the common strategy of releasing a product ahead of its scheduled launch with little or no marketing push. Unlike full launches, soft launches are usually planned as “rehearsals” for a full launch, and let developers simulate real-world interactions with their app. This launch is usually limited in the number of users admitted and can help a company check and fix things like bugs or user reactions before a full, official launch. Soft launches also allow companies to optimize marketing spend by testing user acquisition strategies in markets similar to their launch market. Some companies choose soft launches when they want to keep their service under wraps and gradually add users.

Soft Launch vs. Hard Launch

A soft launch and a hard launch go hand in hand, and differ in the level of marketing and promotion the product receives. When a product is ready for a soft launch, developers will slowly increase downloads and user sign-ups through marketing channels, such as email campaigns, paid ads, and press releases. During a soft launch, a company does not have a huge marketing budget and is more focused on fixing bugs and optimizing their business. A hard launch, on the other hand, is a huge marketing push where a company focuses on acquiring lots of users as quickly as possible. A hard launch runs on the idea that if you can acquire enough users, then you will have the chance to fix bugs and optimize user experience later. A soft launch is more thoughtful and lets developers focus on the product while gradually getting feedback from users.

How To Get The Best Out Of It?

Let’s cover the most important guidelines, which will allow you to have a soft launch as you wish.

1. Make Your ASO Perfect

In order to make sure you attract as many users as possible right from the start, the soft launch is the perfect occasion to optimize your ASO. Pretend that you are launching for all potential users and make sure that all the elements on your app page mirror the high quality of your app. Testing all the visuals before exposing them in front of a massive audience worth the effort of the soft launch.

2. Funnel Tracking To Know At What Point You Convert Users

In the same time, soft launch gives you valuable hints about the drivers for converting users. You can detect all the factors which can help you transform users into customers. What are the main channels that bring you the biggest number of downloads? Or, how you will convince users to try your app? These are essential questions which will receive the answer during this soft app launch strategy.

3. Eliminate Any Bugs And Flaws 

One of the best advantages of soft launches is that you can discover some errors and small mistakes faced by a smaller audience. It prevents the spreading of bugs when your full release will happen. Crash reporting tools help you avoid creating a bad impression of your professionalism.

4. Improve UX

Adopting this strategy will allow you to observe the appearance of your app on all possible screens and devices. In the same time you will receive clues on how to improve user experience for maximum engagement. Early feedback is very significant for the overall impression. Discover more on our previous article to keep up with UX Trends of 2022.

5. Track User Retention Rate

If you go for a soft launch you will be able to discover which features make people coming back to your app and what is the best pattern for an onboarding which will engage users. With soft release, measuring your retention rate every day will show you the exact moment when people stop using the app. Knowing this fact, you can change the app accordingly until the final release.

6. Enable Social Media Sharing

Make sure that you help users to spread the word about your app by implementing social media buttons. Test their results and change their position by placing them in a more engaging activity. It is very important to create the right environment for attracting users in a free and convenient mode.

7. Calculate LTV Of Users

Another important metric which requires your attention for soft release is user lifetime value. You can say that you reached the triumph with your app if LTV is higher than Cost Per Install. If the result is different from what you want you still have time to improve your app and to change the situation.

8. Test Your Monetization Model

Now is the time to decide if your decision regarding monetization was an inspired one. If LTV is still small and you don’t meet your revenue expectations then modify your strategy before full launch. If you started with a premium model, maybe a better solution is to go for a freemium one. It is your call to select the best option for your app.

9. Adjust Your Soft Launch Duration Well

It is difficult to set the optimal period of time when it comes to soft launch. Period of time for soft launches depends on the app category. After you tracked the most important metrics and you gathered the conclusions you wanted then you need to move your attention toward the full launch. Don’t delay too much with this decision if you want to make sure you won’t lose money and users.

Conclusion

A soft launch is the best approach towards releasing your product. It allows you to keep control of your schedule, and launch only when you’re ready. It also lets you test out your product and tweak it, getting user feedback and making changes before the official launch. When you’re ready to launch, you want your product to be as successful as possible. A soft launch is the best way to do that.