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Sep 14 2021
The growth of organic traffic has been ignored by many marketers in the app market during these years. Due to various reasons, and since the growth of natural traffic requires a certain period of time, many app marketers will choose fast and effective ways as ads to drive traffic growth. The organic traffic growth strategies shared by the ASOWorld tech team here is based on our precipitation and experience accumulation based on the data of thousands of successful cases over the past years, to help mobile app developers and marketers quickly understand the basics of organic traffic growth.
The so-called paid user acquisition, or paid UA is widely used in mobile marketing.
Individual developers and application marketers are not strange with Google search ads along with another hot topic as ASA from Apple in two major app markets, the Google Play and App St. In contrast, natural growth has been ignored by many people because of the effective period and the need of tech support for ranking algorithms.
Organic traffic is refers to the progress as your target users search a keyword for certain intentions, click the organic search results other than advertisements and enter into your page. Organic User Acquisition(UA) can be defined as a collection of every marketing activity to increase organic traffic growth.
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Increase App Store / Google Play reviews and app installs with exploring - Any app installs from store list (not searching results) on App Store or Google Play pages, including featured list or Top ranking list, store collections and top commendations/ store category charts.
Increase App Store/ Google Play organic installs - Installs from searching results on App Store and Google Play after user performing a search.
One definition of organic installs agreed by most MMP is “App Installs be recognized not belong to paid ads.”
There are many reasons for them not being attributed to advertisements, as logic error( fingerprint recognition and mis-identification of final user) or even when user switches the device.
What we talk about here is to improve your app store optimization of apps or games, raise the ranking of organic searching results, increase the visibility of apps and games, to obtain organic downloads and installs from organic traffic.
The optimization of your App Store/Google Play product page or listing is to increase conversion rate of app store.
Polish your app store design, including icons, screenshots, videos, titles, subtitle, brief introduction. A good design allows user understand what your app does and exclusive features at one glance.
The ranking algorithm of the app store relies on certain indicators in a large extent, such as the speed of your app increased installs, to determine the ranking of top charts, category charts, and keyword search results.
Besides working on your natural performance (visibility and conversion rate) optimization, you should also thinks anout ‘events’ outside of marketing efforts and take advantage of them.
Seasonality - Consider the changing preference of users and localize your app store ideas to maximize conversion rates.
Competitors - Keep an eye on your competitors ' changes in the app store , and adjust your information and strategies to show users how and why your app is different and better.
Let's look at a hypothetical example where the task of the team is to maximize installation and DAU (Daily Active User) growth.
Assume that the paid UA team uses MMP as expected and allocates its UA budget to the best-performing channels and activities in terms of ROAS.
ROAS is calculated by measuring the revenue generated by users directly installing applications after clicking on ads.
In this case, the paid UA team may identify poorly performing channels or activities. Poor performance is not the result of low installs, but it indicates that the users brought in have low LTV (lifetime value) and they have not converted into paying users at all.
By looking at the direct ROAS numbers solely, the paid UA team will conclude that they should close the campaign and move the budget elsewhere.
Given that the campaign attracted a large number of first-time installers at a relatively low cost per install, it also pushed the app to the top of the overall and category charts, and supported some of its strategic keywords to get better rankings.Organic installs dropped sharply after closing the campaign.
In another case, the paying team and the ASO team work together to achieve overall KPI growth.
The paying team not only views the campaign/channel performance from a direct ROAS perspective, but also considers its organic traffic contribution.
They don’t just assume that every paid install will bring more organic installs, but also they have an accurate understanding of the metrics related to the ranking in the app store, which is the first install in this case.
By attributing the ranking to that particular channel/event, the paid team continues to run the event (even if the MMP shows a low ROAS). The application can maximize the visibility at store and organic installations.
One of the most important levers you have is to increase the conversion rate of the app store by creative optimization.
You can convert more browsing/exploration and searches into installations with a better conversion rate, and better conversions directly affect your visibility in the store.
The App Store and Google Play are great platforms to attract new audience, and you can’t reach these new audience only through off-platform marketing. You have the opportunity to let them notice your app or game and then convince them to install it with billions of users visiting the app store every day.
Given this fact, these platforms are expected to generate a large number of first-time installers for your application, which in turn helps to improve rankings as your installation speed increases.
Understanding how new and broad audiences respond to your marketing messages in the app store, and optimizing them with these people in mind, will directly benefit your visibility work when the conversion rate of broad audience will increase.
App Store and Google Play both have announced that their algorithms will consider the performance of the product page to determine which applications should be displayed through charts and search results.
Google publicly talks about it in an article discussing ways to increase the visibility of apps in the Google Play, saying: "Last but not least, a quality application also means having an effective and accurate listing page. Does your product detail page make a good first impression? Does it clearly and accurately convey the value and expected use cases of your application?"
Apple also pointed out that one of the most important ranking factors is user behavior and user intent data, implying that their algorithm considers how users respond to your product page.
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