Launching your web app can be a stressful process. Beyond the obvious challenge of writing all that code and setting up the back office processes that will support the app (credit card processing and customer support, mainly), you are faced with the terrifying prospect of being forced to let go and release the application to real, live users. We know the feeling; over the last two years we’ve launched two apps, Jumpchart in October 2007 and Staction just a few weeks ago in January 2009.

The Problem
Launching an application that you’ve put so much of yourself into can be a painful process, will people like it, will they even understand it? Since both of our apps are targeted towards creative agencies we were benefited by the fact that we were, essentially, building tools for ourselves. We were able to use them as we wrote the code and, in that way, we could work out what features would be necessary based on our own real-life use of the application. But that poses two problems. First: One small group of people (especially the group building the application) are not a representative sample. As any creator can attest; we were predisposed to liking our creation, which isn’t helpful when you are trying to objectively critique sometime based on its usefulness. Second: We are a very small group. Use patterns and application performance vary considerably over group size, so while each of the apps was springy and fast for us it wasn’t guaranteed to be the same for a group of fifty or even a hundred users on a single account. The first was a question of letting our creation see the light of day, and the light of criticism. The second was a question of scaling, was it ready for the big-time?

The Solution
The obvious answer to both of these these questions is a beta release of your app. So you just hit the switch, start allowing people to use your app for free and tag a “feedback” button on the side of the browser window so people can email you bugs and suggestions, right? Well that is one option, but getting the most out of your beta is a completely different question. Your beta should be treated as a launch in its own right. The beta is very important for a few reasons:

• It helps to build momentum towards the real release, as in, the one where you start earning money.
• It helps to spread the word about your app before you’ve even finished building it. This is huge – your app becomes part of the psyche of the web community you will eventually release to. Best case, lots of people are dying to get their hands on your app by the time you release: Worst case, lots of people at least know that your app exists.
• The pre-release contact with users strengthens your product. You are trying to build a really good product, right?

That last point is probably the most important. Too many companies waste the beta release of their app by not treating it with the respect that they should. Beta users are prime candidates to become evangelists of your service, and as such you need to treat them with as much care as if they were paying users – sure, they aren’t paying you yet but they are bug testing your app for you and they aren’t charging you for it. Nothing feels worse than donating your time using an app that is brand new just to be snubbed by the guys who built the thing. Every feedback email, every bug posting should receive a reply, even it it’s just as simple as, “Thanks for the help.” – Code-monkey. In turn, you actually need to work hard throughout the beta to improve performance and overall usability. And don’t be shy about telling the testers what you’ve been up to – they will appreciate the news and the discussion.

So without further ado, here is the Paste Top 5 of a Better Beta:

1.

No brainer, right? Don’t open your app up to beta until it looks nice. The UI doesn’t need it’s final coat of paint and it doesn’t even need to look 100% the way it will look at the real launch, but it needs to look nice and it needs to be easy to use. Don’t just throw it out there because you’re trying to beat the guy down the block. A bad initial impression, and the subsequent press generated, is very hard to overcome.

2.

Invite a few influential bloggers in your space to act as an advisory board. These people will feel special, and they should be special to you. People who’s advice you trust and who can use the app and then help spread the gospel.

3.

Give the first 50 or so beta testers 5 invites each to dole out. Just like when Gmail was first released. The power of this is two-fold: People are more apt to try something that is recommended by a friend and the beta testers are forced to be selective about who they invite. In the end, they will invite the people that they feel will get the most out of your service.

4.

Pay close attention to what people are saying publicly about your app. Twitter, Blogs, Facebook, everywhere. Keep tabs and get involved; ask questions, be sincere and you will be blessed with tons of great feedback while helping to promote your app.

5.

Make sure you are actively working towards a real release date. Use the momentum generated by the beta to help propel your app to an actual release date – otherwise you’ll never get paid. If there is a feature you want to add later, perhaps an extra-large subscription plan, you can always charge less and beta the feature with the user that needs it. When you’re certain it works and you’ve optimized your code for the new feature you can just push an update, then you’re feature beta tester can upgrade and pay the new amount.

A beta release for your app can be a blessing or a curse. The opportunity is in the way you manage and communicate throughout the process. Lots of open, honest communication will create evangelists, while being closed up and defensive will earn you nothing but enemies. I think you know which way to go.