As of today, the total number of mobile applications on the market has exceeded 4.4 million, with each mobile device user downloading an average of 11-20 apps, and about 70% of apps being downloaded less than 5000 times.
This shows just how fierce the competition in the mobile app market is. More and more developers are in urgent need of increasing their download numbers. So, besides investing a large budget in paid promotion, are there other methods available?
We have collected some tips regarding user acquisition strategies and ASO (App Store Optimization) that are applicable at various stages of a mobile app's lifecycle, hoping to help everyone initiate ideas for gaining more organic downloads.
It is well known that users tend to search for and download apps that meet their needs from app stores, so our efforts should also revolve around this point.
Thus, acquiring users is not a difficult task, but we must understand the factors that influence a user's decision to download an app, such as app rankings, brand reputation, and compatibility with the current operating system, among others. To fully utilize these factors, we can employ various techniques.
Analysis and Tracking
ASO affects an app's ranking and visibility in app stores, and proper ASO can enhance user acquisition efficiency, app download numbers, and revenue. Conversely, poor ASO can affect the app's visibility in store searches, thereby reducing downloads by up to 30%.
Successful ASO includes two parts: keyword optimization and conversion rate optimization. Keyword optimization affects the visibility of an app in search activities, while conversion rate optimization affects downloads.
These strategies are interdependent and interact with each other; without increased search visibility, it's impossible to achieve more downloads, but even with increased visibility, if conversion rate optimization is not achieved, the results will not be ideal.
Of course, the fundamental issue is to perform keyword optimization, which is a dynamic process as keywords change the ranking under search results. In other words, the more people search for a specific keyword, the higher the ranking of that keyword. If necessary, one can opt for agencies or similar assistance.
User Reviews and App Rankings
More positive user reviews can definitely increase download numbers. Data shows that personal recommendations and feedback are decisive factors for nearly 80% of mobile app users when downloading a product. Moreover, whether on iOS or Android, the app store ranking algorithms allow user ratings and reviews to influence product rankings.
To improve the product's position in search results, we should try to obtain as many positive reviews as possible, but this is often difficult—even if users are very satisfied with the product, frequent pop-up windows may lead them to leave negative reviews or even delete the app in frustration.
In this regard, we can consider methods such as identifying more active user groups to collect feedback from, while avoiding negative reviews on the product page;
Additionally, giving users time to try and experience the product is crucial, as many products do not choose the right moment to ask users to write reviews. To encourage users to leave a five-star rating in the store, it is best to make the request at special moments, such as when a player overcomes a challenging level in a game and feels a sense of achievement. In short, make the request when users are most satisfied with the product.
Combining monetization strategies to offer virtual rewards or discounts in exchange for good reviews is also a method, as long as it complies with app store and platform policies.
Regular Product Updates
The more updates a product releases, the more often it will appear in the app store's update recommendations, and the more likely potential users will find and download it.
Therefore, to gain more organic downloads, when iOS or Android releases a new version, we also need to release an updated version that is compatible. The following image shows the impact on visibility after the release of iOS 13:
Besides adapting to new operating systems, our product updates should also include bug fixes, new features that users are looking forward to, or improved design elements.
The most successful products often release 1-4 updates per month, but for products from startup teams, such frequent updates are not necessary. Planning 2-4 updates every six months to meet market demands is sufficient.
Through this approach, the product's visibility in store searches will increase, enhancing download numbers while providing a more convenient experience for users.
