In a market as big and competitive as mobile apps, the importance of testing a mobile app cannot be understated. Users have no shortage of options—23% of them will abandon an app after just one use—and performance and user experience (UX) can have a direct impact on conversions and retention rate. Mobile app testing is the best way to ensure your app has the performance and smooth UX required to keep users coming back for more.

You’ve managed to secure your mobile app with a security audit, gain some initial user feedback with an MVP, and combined that data with a test-driven approach to app development to ensure the v1.0 launch of your app was a success. What’s next?

Here are three additional things to try once you’ve passed your initial round of testing and development.

1. Expand Your App By Building New Features

Got any features on the backlog of your Scrum board? Now’s a good time to start building them out. Mobile app development is an iterative process that involves multiple sprints to build, test, and release. Chances are good that your last release didn’t have all the bells and whistles you originally envisioned for your app.

Looking to incorporate machine learning into your next release cycle? Or maybe you just wanted to spruce up your visuals with some mobile animations. For the right type of app, there arecan be plenty of opportunities to distinguish yourself from competitors and grow your user base by adding new features. For example, a fashion boutique that’s recently expanded online sales through a mobile app might consider adding an augmented reality (AR) feature to allow users to try on hats and scarves with their smartphones. Creativity is the key to finding the right features to take your app to the next level.

Tip: Building a new feature? Integration with the existing codebase should be among your top concerns. A mobile developer can use test automation tools like Kobiton or Appium to automate testing as they code, ensuring your new feature plays well with the rest of your app ecosystem on launch day.

2. Build A Marketing Campaign To Boost That User Count

The process of marketing your mobile app should ideally begin long before you launch it in the app store. A typical pre-launch marketing campaign includes list building, social media engagement, and some degree of user testing that can better inform the development of your app.

Next, you’ll want to make sure your app is optimized for the app distribution platform of choice. Google Play and Apple’s App Store are the two largest markets for mobile apps. Ranking higher in their search engines is called App Store Optimization (ASO)—like SEO (search engine optimization) for the web, you’ll want to make sure everything from the name of the app to the keywords in your description targets the search terms users will use to find you.

Post launch, the real marketing battle begins. Users will hopefully begin to rate and post reviews of your app—positive reviews being among the most important signals for ranking higher in mobile app stores. If you receive any negative reviews you’ll want to address them as soon as possible. They can provide valuable lessons on how to improve your app for the next release cycle.

Tip: Consider reaching out to influencers, trusted individuals within your target niche with large social media followings, to get a nice boost in downloads. A mobile marketing expert can help you reach out to influencers and cultivate your online presence by managing your website and social media channels.

3. Boost Your App’s Metrics With Mobile Analytics

Mobile analytics can help you gather insights to help improve your app and drive a higher ROI.

It’s about using live user data to refine what you already know about your intended user base, better clarify your niche, understand how they are engaging with your app, and provide a roadmap for future investment and improvement.

A mobile developer can use analytics tools like Flurry and Mixpanel to report crashes, perform A/B testing, track bugs, and measure engagement and retention rates. Other tools, like Amplitude or Localytics can assist digital marketers in measuring CLM, installation tracking, cohort analysis, and mobile ad attribution.

From providing an interface for users to report bugs to using event tracking to pinpoint the exact point in a sales flow that users are abandoning their shopping carts, there are a myriad number of ways you can use mobile analytics to boost your ROI.