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May 16 2022
One of the biggest challenges you face when developing a mobile app is actually the part after you’ve created it.Your Launch and Promotion Strategy is absolutely essential to ensuring your app's success.
Getting app downloads and installs is not easy! You need to get creative with your mobile marketing strategies. An increase in organic app installs will not only bring you more users, but it will also improve your app store ranking and increase your app retention.
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In app marketing, app downloads are generally considered to fall into two categories: app downloads from organic sources(app store top ranking position and search traffic acquirement) and app downloads from paid sources. A common misconception stemming from these terms is that all organic installs are completely free. In fact, organic growth often comes at a price.
Organic User Acquisition is often thought of as "everything but" paid user acquisition. This may be partly a result of attribution tools classifying all installs that cannot be attributed to the tracked user as "organic", even though some organic acquisition work can actually be tracked.
Another consequence of organic user acquisition being seen as the opposite of "paid" is that organic user acquisition is free, or at least much less expensive. In fact, organic user acquisition relies heavily on users downloading your app "by themselves". While this may seem completely free, it requires a lot of strategy and marketing to get to the level where a large number of users find your app organically.
Examples of organic installs include the following users:
Download your app after reading it in a blog or news article;
After seeing an app ad in a non-digital or print format, search the App Store for your brand name;
Find your app after a generic keyword search in the App Store;
Apps recommended by other users.
All of these methods require some real investment of time and efforts, so before we review different methods to generate more organic downloads, it's important to note that these aren't always "free".
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Accordingly, 70% of App Store visitors use search to find new apps. A common strategy is to identify the most relevant terms driving actual search traffic and optimize your app's metadata to appear at the top of search results for the most popular queries on the App Store and Geogle Play.
People don't usually scroll through all the search results. People want to see relevant results immediately. A successful ASO strategy ensures that your app appears in the top few important result positions for relevant searches. So, getting app rankings for the wrong app store keywords is almost as detrimental as not having app rankings at all. No one is interested in your app when it's not relevant to search.
Remember, when you implement an ASO strategy, you need to be careful to use a combination of generic keywords and specific keywords that are relevant to your app. Your app icon, your app screenshots should always be well-designed to highlight the app's main features. Localization is also of great importance for app to adapt for different regions and culture.
Here covered only a few ways to improve your ASO. If you want to dive deep then check out the ASOworld. Our ASOworld has a professional expert team who will offer you comprehensive aso strategy.
Custom product pages are alternative versions of App Store product pages that marketers can create to highlight features, content, or offers that differ from those on the default pages. Developers can create up to 35 custom variations of their default product pages (each with alternate promotional text, screenshots, and app preview videos) to target different segments of the audience.
Custom product pages can help you drive more organic downloads for your app, as you highlight content, features, promotions, etc. that fit specific store visitor segments. So those store visitors will more inclined to download your app.
Using event names and short descriptions indexed by the App Store (meaning keywords in these fields help increase your app's visibility), In-App Events (IAEs) serve to reach new users, engage existing users, or interact with the store lost users in reconnection. Being able to advertise "special events," "challenges," "big updates," etc. (and being able to monitor and learn from your competitors' in-app campaign strategies) can help you drive downloads and increase app engagement.
You can also try Product Page Optimization (PPO) — the App Store’s native A/B testing tool — if you want to drive more downloads for your app. PPO allows app marketers to compare the performance of different variations of their icons, screenshots, and app preview videos to determine which variations convert more store visitors. While the feature is still new, PPO (or even Store Listing Experiments on Google Play) can give you a good idea of the most effective app creatives to help you build your conversion optimization strategy on iOS.
Another way to get users to actively find your app is to increase your brand's awareness.It takes a lot of time and effort to build your brand and then raise awareness through the many existing marketing channels, but it ends up causing users to search your store specifically for your brand name instead of more competitive generic keywords. Such efforts are ultimately critical, especially considering that the vast majority of the 100 most searched keywords on App Stores and Geogle Play are brand names.
Since your store page is the one bottleneck every user goes through to download your app, it's critical to ensure that your store page's message is consistent and amplifies all of your branding efforts. Such efforts mean optimizing your impressions for download conversions, but may also include monitoring other types of store data, such as comparing brand reputation to competitors or tracking top reasons for user satisfaction in reviews to improve your brand’s reputation. Highlight these in the message.
One of the most sought-after levers of organic growth is turning users into ambassadors for your product. This is often considered the most difficult growth strategy to implement successfully, but it is also the one that yields the best results.
One of the most common ways to do this is to build referral programs to motivate users to actively convince others to download your app. In general, it’s more than worthwhile to ask your current app users to leave a review or rating for your app. Your users are more likely to want to leave a review when they’re feeling good about your app. And the more positive reviews your app has, the more people will be convinced to install it.
Since such strategies are tied to the user experience of the app, they are often left in the hands of the product team and are considered unrelated to app store optimization. However, it's important to first consider how user reviews can again provide insight into why users fall in love with your app, and second, how potential the sharing between users can dramatically increase conversions through keyword and creative optimization.
The last way we’ll mention organically increasing app installs is through partnerships and bundling. This includes incentivizing potential users to download the app by joining forces with another app or company to cross-promote a product or create a windfall effect. Such strategies often require identifying complementary products and always include offering discounts to achieve the desired outcome of attracting new audiences or gaining priority access to particularly relevant audiences.
This is probably the least organic lever related to App Store optimization, as users from these channels are likely to have the highest level of intent to download your app before reaching the store.
In conclusion, it's important not to assume organic growth is free, and to consider which organic growth levers work best with your overall strategy. To that end, keep in mind that ASO can itself be a lever for increasing organic installs, while also supporting and amplifying other strategies you choose to grow your installs.
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