When we discuss how to market an app, we are essentially focusing on what activities maximize the ROI of app development and mobile app marketing investments. Vanity metrics like downloads are cast aside for metrics related to retention and engagement.
We don't just want downloads, we want relevant downloads of users who find value in our apps. We want to optimize click-thru and conversion rates in our user acquisition campaigns. IMAGE: Mobile App Marketing with App Store Intelligence
Organic Installs
Users who find your apps organically (via Apple App Store and Google Play search) are generally the most sought after set of users. Organic users have proven to be both more engaged and produce a higher LTV than users acquired through ads. A strategy around optimizing your app for organic installs creates a long-term competitive advantage.
We break our strategy into two parts:
(ASO) - maximize the exposure of the mobile app to potential users with relevant searches
More than 50% of mobile apps are discovered via search. Ads, friends & family and top app charts all pale in comparison to the number of apps downloaded via mobile Apple App Store and Google Play search. This means optimizing your apps' name, keywords and description for ranking in Apple's and Google Play's search results is critical to your apps' success.
Investing in an ASO service that can help you rank for hundreds of relevant phrases can produce a much better ROI than almost any other user acquisition campaign.
Rate Optimization
Once you have your keywords strategy in place, the goal is to continuously improve the conversion rate of searchers to users. From seeing your app in the search results, to installing your app. The elements of a mobile app that impact whether an app is installed include:
A/B & Multivariate Testing Creatives There is no better way of determining which icons, screenshots or videos resonate with your target audience than by asking them. Part of Gummicube's complete mobile marketing solution includes hosting live focus groups - providing feedback from 1,000s on which creatives and calls-to-action convert best. If you are not currently a Gummicube partner, you can leverage social media or your email list to test your creatives and make sure you are selecting designs that the market will respond to.
Mobile app user acquisition costs continue to increase with CPIs breaking $2 in 2014. As non-mobile apps continue to dump advertising budgets into mobile advertising, identifying channels for paid campaigns and optimizing those channels becomes increasingly important. Regardless of the channel, the numbers we are working with are:
Given a high enough LTV, there are plenty of opportunities for impressions (example: Supercell's Super Bowl ad). What we want as mobile app marketers is for people who see our ad to click on it (CTR), to install our app (CRO), and to stick around and find value and purchase in-app items, see ads, .....monetize. Maximizing click thru rates, and optimizing conversion rates has a lot to do with getting in front of a relevant audience, with a clear call to action using their words. We need an understanding of:
App Store Intelligence helps us understand how users are searching for mobile apps, enabling marketers to target new keywords and phrases in their paid campaigns, as well as offer ultra-relevant calls to action in the vernacular of the market.
Highlight the features of your app you know the market is responding to to further increase CTR and CRO.
The market is telling mobile app publishers what they want by the features they are searching for daily. Routinely monitoring trending searches related to your target keywords and phrases, and in your app's category can provide additional data on where to invest and what to prioritize. Ask and test your focus groups with new features, optimize based on results, and continue the app marketing lifecycle as your apps and the market continues to evolve. Want More Data-Driven, Mobile App Marketing Content?
Ghostly happenings are among us... and in your app listing too? If you aren't leveraging the power of app seasonality to make relevant tweaks to your store listing you're leaving precious engagement and conversions on the table.
Developers on the iOS App Store should plan in advance of the upcoming Holiday Schedule to allow enough time for apps to get approved during the busy holidays.
App Store Optimization is an involved process that should be regularly revisited based on recent changes in trends. Iteration is one of the key drivers for success in ASO.