App Store promotion helps an iOS product reach people who need its features. We work on product page relevance, the presentation of benefits and conversion from visits to installs. Paid and free apps may have different goals: usage, subscriptions or purchases matter alongside downloads. The plan takes account of countries, languages and existing performance data.
For both stores and a shared acquisition strategy, see mobile app promotion. To assess the work, prepare the product link, target countries and languages, objectives and available analytics.
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In the case of promotion on Google Play, the principle of work is similar to SEO promotion, where one of the main emphasis is on internal optimization, at the other hand, in the case of the App Store, slightly different methods apply. This does not mean that a poorly designed and useless application can be promoted to the TOP. It's just that ASO (the same SEO, but for apps) for iOS apps is slightly different from ASO for Android apps.
Optimization for both types of applications includes working on keywords, meta tags and visual elements (icon, screenshots and video). However, while Google Play especially takes into account keywords in the description, then the App Store gives preference to keywords in the field intended for them, as well as in the title. And the description itself should be attractive, meaningful and should reflect the main advantages of your application.
The quality and value of what your app has to offer comes first. It is important not only for the user to download the application, but also continue to use it, leaving good reviews as proof. The question may arise why we mentioned reviews? Because they are very important, since there is a special ranking algorithm from the App Store, which is based on ratings and user reviews. Apple is continually improving its algorithms to accurately show results as requested by users. It is natural to conclude that user opinion plays a key role.
You will learn more about other ranking factors a little below, and then, let's look at the main ways of applications promotion in the App Store:
We start with the product page: the name, subtitle, keyword field, description, icon and screenshots. Wording must reflect actual functionality and the expectations of users in the selected country. The first images should communicate the main benefit, with clear text and consistent presentation throughout the listing. Changes follow an agreed plan and conversion is compared with the baseline. Cash or in-game rewards for installations intended to inflate rankings are not used: they do not demonstrate genuine interest in the product. The aim is to attract users who understand what the app does and continue using it. Performance assessment therefore includes both installs and the subsequent actions available in analytics.
Editorial reviews and relevant publications can explain the app’s features to a suitable audience. We select sources by subject and readership, agree the material format and track referral visits. A publication does not guarantee installations or purchases: its contribution is measured separately from organic App Store search.
Paid advertising is assessed as a separate acquisition channel. Countries, materials, budget and target actions are agreed before launch. Cost per install is considered alongside registrations, retention and purchases. Paying for advertising does not buy an organic App Store ranking; performance depends on campaign settings, competition and the product.
Cross-promotion introduces an app to the audience of another relevant product or partner. The format depends on available placements and user interests; it is not limited to push notifications. Audience fit, partnership conditions and measurement of visits and installs are reviewed before placement. This channel is selected only when there is an appropriate context.
To promote applications in the App Store as efficiently and accurately as possible, you need to know the factors that affect the display of an application in the list of results. Thus, you will be able to redirect forces in time, change your strategy and predict the result.
So, the main indicators that you need to pay attention to are:
Our team will not only determine the best strategy for promoting your application, but also set up the necessary metrics for you, with which you can track the activity of your application.
The main advantage that a professional IT studio can offer you, is an integrated approach to work. The experience and professionalism of our team allows us to correctly select and combine various promotion methods. To achieve certain results, it is important to take into account many factors, and this requires a whole team of specialists of various orientations.
It is extremely rare that an application can get into the TOP on its own. Of course this is possible, but it will not happen soon and just in case that you are the owner of fortune. In other cases, it is necessary to carry out competent optimization, work out a marketing strategy, attract high-quality traffic, and so on. It is important to ensure the application is of both good quality and effective promotion. One is impossible without the other if you expect good results.
If the app needs improvements, we first identify product issues and agree the development work. Studio Webmaster prepares a promotion plan based on the current listing, audience and budget. Send the app link to our manager to discuss starting data, tasks and evaluation criteria, without promises of a fixed ranking or revenue.
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