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Next Steps To Take After Launching Your App

June 18th, 2025

Next Steps To Take After Launching Your App
David Quinn

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

Congratulations, you’ve launched your app. Now what?

This is when the real work begins. Post-launch success is not automatic. The decisions you make from this point on will determine whether your app gains traction or disappears into a crowded store. Visibility, engagement, and sustainable growth all rely on one thing: a strong App Store Optimization (ASO) strategy.

Too many developers assume the hardest part is getting approved and listed. In reality, ongoing discoverability is where the battle is won. Without a well-maintained ASO plan, even the most promising app can fade from view. That is why monitoring performance, testing creatives, evaluating competition, and staying flexible with your metadata is crucial.

ASO tools are useful in this process. They help developers turn raw search and behavioral data into actionable next steps. Platforms that offer keyword trend monitoring, creative testing insights, and competitor comparisons can help guide your roadmap without making the process feel overwhelming.

MONITOR  APP KEYWORD RANKINGS TO STAY VISIBLE

Once your app is live, keyword rankings become the heartbeat of discoverability. Most downloads begin with a search, and search is driven by the specific words or phrases that users type into the app store.

But keyword performance does not stay fixed. Search trends evolve, and the way people look for apps changes over time. You need to know how your keywords are performing day by day, and more importantly, how those changes relate to your app’s growth.

Look for an ASO tool that allows you to:

  • Track app keyword movement over time
  • Identify high-volume app keywords that are declining in performance
  • Discover new, high-volume terms related to your app’s category and your app’s features

It also helps to analyze not only your app's keywords, but also what terms your competitors are ranking for. Platforms like DATACUBE allow you to do both, giving you a more complete picture of your keyword landscape.

Consistency is key in the world of ASO. Regular keyword reviews let you pivot before performance slips. When you notice drops, you can revise your title, subtitle, and keyword placement to include better-performing alternatives. When you discover newer trends, you can change your strategy to incorporate those terms early before they become overly competitive.

TRACK APP COMPETITORS TO UNCOVER MISSED OPPORTUNITIES

In the app store, you're not operating in a vacuum. Your competitors are also optimizing, testing, and adjusting. Understanding what they’re doing helps inform your own approach.

Start by identifying three to five apps in your category that consistently rank well. Review their listings regularly to answer the following:

  • Which keywords are they using that you are not?
  • Have they updated their screenshots or app title recently?
  • Are they localizing their metadata for different markets?

This type of competitive research helps you stay aware of how trends are shifting. It is especially valuable when your app plateaus. If a similar app suddenly gains visibility, reviewing their updates might highlight a tactic you have yet to try.

Some ASO tools allow you to compare your app metadata side-by-side with your competitors. These insights save time and reveal exactly where your app is falling short. DATACUBE, a Gummicube ASO tools, helps you use this feature and real-time data to drive informed updates rather than just guessing.

REFINE METADATA BASED ON APP PERFORMANCE

App metadata should never be treated as a one-time setup. After launch, it should evolve as your target audience and new app features or updates. Metadata includes your title, subtitle, keyword field, and description. Each field affects both search visibility and user perception.

You should be reviewing your app metadata:

  • When keyword performance changes
  • When user behavior shifts
  • When launching in new regions or with new features

Start with your app title and subtitle. These carry the most weight for keyword relevance. Ensure they are always aligned with your highest-performing search terms. Then move to your description. Focus on clarity, keyword density, and natural readability. Break up large blocks of text with short sentences that quickly show off your app features.

App localization is another area where app developers can quickly improve visibility. For example, if you start seeing increased downloads from a non-English-speaking region, translate your metadata to meet that audience where they are.

Performance-driven platforms can show you exactly which terms are delivering visibility and which ones are underperforming. This makes your metadata updates smarter and easier to justify. You are responding to real-time data results, instead of just guessing at what to do next for your ASO strategy.

What users see once they arrive determines whether they install or click away. Your app’s visuals must communicate value instantly. The strongest creative strategies are built around data, not assumptions.

Mobile app A/B testing your app’s visuals can help you discover what your target audience responds to best. ASO tools like Splitcube can make this A/B testing process seamless. Splitcube allows you to test different variations of every visible element in your app store listing. A/B testing provides insight into how different design choices or keyword placements could impact your app installs. This should be a consistent part of your ASO process, especially in the early weeks after your app launches.

You can mobile app A/B test:

  • App screenshot sequence and layout
  • App screenshot themes, colors, and styling
  • App icon variations for standard and seasonal updates
  • App store video content, flow, and design
  • Use of high-volume app keywords inside your screenshot copywriting

App store optimization tools that allow side-by-side creative comparisons, such as those with built-in testing environments, let you evaluate design choices without pushing live updates. This means you can collect performance data safely and apply only the variations that perform best.

Along with creative testing, measuring your app’s conversion rate is essential. It is not enough to bring users to the page. You need to understand what influences their decision to install. Conversion rate optimization (CRO) gives you that insight and should be integrated into your ASO strategy.

Key app elements that can affect app installs:

  • The structure and clarity of your first three screenshots
  • Strong color contrast and readable visual text
  • An app store video that grabs attention early
  • Consistency between visual messaging and high-ranking keywords

Each time you adjust visuals, follow up with a performance review. Identify what version led to the highest install rate and use that data to inform future updates. When creative testing and CRO are done together, your app listing becomes more than just a storefront. It becomes a living, adaptable tool for growth.

SCHEDULE REGULAR ASO REVIEWS

ASO is built on regular updates that are fueled by real-time data results. The app store ecosystem can change quickly, trends come and go, and new app competitors enter the stores daily. The most successful apps are the ones that treat optimization as a regular routine rather than launching your app and leaving it be.

Following a routine schedule can help ensure that your app stays aligned with current user behavior and app market conditions. ASO tools that bring together keyword trends, creative performance data, and competitive insights can help keep your workflow organized and focused.

When ASO becomes a built-in part of your team’s regular routine, your decisions are guided by data. You are not waiting for problems to appear before making changes. Instead, you are using real performance insights to adjust and improve your app consistently over time.

EVALUATE THE IMPACT OF EVERY CHANGE IN YOUR APP

Every change you make to your app store listing should be followed by a performance evaluation. You need to know if your edits are working. Did your keyword rankings improve? Did your app installs increase? Are users responding positively?

Without clear tracking, it is impossible to know what changes are making a difference. That leads to wasted time and lost opportunities.

Use ASO tools that allow you to:

  • Compare keyword rankings before and after changes
  • Track your app’s best-performing data on different sets of app visuals
  • Monitor app installs across a variety of date ranges

These app insights turn every update into a measurable learning opportunity. Whether you are refining a title or swapping out a preview video, you will be able to tie each change to real outcomes. The result is a more confident and data-backed ASO strategy.

REGULAR ASO CAN LEAD TO LONG-TERM SUCCESS

Your app launch is a huge deal, but what you do from this point is what will determine the success of your app long-term. Will your app stand out, or will it get lost in the noise?

A successful post-launch strategy means committing to ongoing ASO. This includes refining app keywords, tracking app competitors, evolving your app metadata, A/B testing creatives and visuals, and focusing on how to boost your app installs.

The process is easier when you use ASO tools that streamline data tracking, performance comparisons, and creative testing. ASO tools like DATACUBE and Splitcube help app developers to make smarter decisions with less guesswork, but your commitment to optimization is what ultimately drives success.

Apps that embrace post-launch ASO are the ones that have a higher chance at staying relevant, growing sustainably, and outperforming their competition over time.

LET’S CHAT!

If your app is live and you are ready to optimize for growth, Gummicube is here to help. Whether you need help identifying high-volume keywords, refining your app creatives, or structuring a long-term strategy, our ASO services are here to support you.

Let’s build a strategy that gives your app a chance at long-lasting success in this crowded app store space. Reach out today and take the next step forward.

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