When it comes to the number of APP downloads, those are the words that really give promotion and operation personnel a headache and make them love and hate them. Every month is the most difficult goal to achieve among the KPIs, no doubt about it.

So how do we capture more users and increase app downloads? Today, I will share with you several methods to increase app downloads, hoping to bring you some inspiration.

1. Optimize the App Store

ASO (App Store Optimization) is the process of improving the ranking of the App in various app market rankings and search results. The factors that affect ASO mainly include: app title, keywords, app description, icon, app screenshots, download volume, user reviews, etc.

1. Application name

(1) The application name should describe the main purpose of the product

When naming your app, you can include some words that describe the purpose of your app. Trying to let users understand its purpose at a glance will be more conducive to driving target users to further understand the app or directly download the app. For example, Tik Tok and Meitu Xiu Xiu, not only are their names simple and catchy, but you can also understand their purpose just by looking at the names.

Tips: Adding words that describe the function and purpose in the app name will greatly help users find the app when searching for functional words.

(2) Put important keywords at the beginning of the application name

When users browse the rankings or view app details, in addition to paying attention to the app icon and app name, they can also see some keywords at the front of the title (about 10 words, depending on the different mobile phone brands and screen sizes). Putting the most important keywords at the beginning of the title will make it easier for users to grab effective information.

2. The app icon reflects the core functions of the product

When users search for apps on a featured recommendation page, in rankings, or in search results, the icon is often the first product element they see. One of the reasons that drives users to download an app when they don't know about it is that the app looks good. Therefore, if the icon can reflect the core functions of the product and tell users its main purpose, it can catch the target users’ attention in just a few seconds and attract them to learn more about the application information. If users are willing to take the time to learn about the app, they are one step closer to downloading it.

It is easy to see from the three pictures above that they are music, translation and sports apps respectively.

3. Application screenshots

Whether browsing the application information in the search results or viewing the application details, there are only 1 to 2 screenshots that can be automatically presented to the user at the first time. Putting the most attractive and representative screenshots of the app at the front so that target users can see them at first glance is also very helpful in driving users to download.

4. Application Description

Due to layout issues, the app description directly displayed to users is usually only the first two or three lines. Putting the content that best reflects the needs of target users and fully explains the product features in the front can better catch the user's attention and attract them to learn more about the application information or download it directly.

In addition to the above points, we should also pay attention to aspects such as comments and version update frequency. No one wants to download an app that is full of bad reviews, and an app that has not been updated for a long time is not very attractive to users to download.

2. Cleverly use the app store traffic entrance

The traffic entrances of the app store include official recommendation positions, ranking units, etc. These positions can greatly increase the exposure of the app, thereby increasing the number of app downloads.

There are several ways to obtain app store traffic entrance:

1. Self-recommendation through official channels

A. Initial Application

All Android app stores have a first-release application channel. For example, the resource locations that the vivo App Market can access through the first release method include: App Store Homepage - New Product Module.

Please refer to the specific release rules:

https://dev.vivo.com.cn/documentCenter/doc/148

B. Award/Activity Application

App store brand awards, holiday or other special awards. For example, the "Golden Rice Award" of Xiaomi App Store is selected once a week. In addition to the Golden Rice Award recommendation position on the homepage, you can also get but not limited to homepage carousel, media article recommendations, push notifications of application-related content, etc. Some outstanding winners will have the opportunity to obtain traffic investment and will receive a steady stream of traffic support.

2. Paid promotion

Paid promotion, such as Android App Market CPD.

Taking Huawei AppGallery as an example, the resource positions corresponding to the general recommendation area are: recommendation page - premium apps, application selection page - popular app list, category page - popular list, search page - hot search list and application details page - discover more good apps; the open resource positions corresponding to application search are: direct search, search ranking and search results page "You may also like"; the open resource positions corresponding to the incentive list are "Must-haves for startup" and "Download apps to earn time" recommendation positions in the Skylink App.

For more details, please refer to:

https://developer.huawei.com/consumer/cn/devservice/doc/60201

(General recommendation area - recommendation page, application search - search directly, incentive list - must-have for startup)

3. Get recommendations from insiders

According to gossip, you can get recommendations through personal connections. So if you have friends who work in the app market, or can connect to such friends, then there is a good chance that you will be recommended.

3. Free for a limited time

Limited-time free is an activity measure of the App Store. Within a certain period of time, a software that was originally paid will be provided to everyone for free. Anyone with an iTunes account can download and install this software. The concept of limited-time free first appeared in early 2011. Today, limited-time free has become one of the most common means of releasing and promoting new products (games, applications, tools, etc.).

Just like discount promotions, paid apps may want to try this method. The same approach can be used for free apps: make an in-app purchase free for a limited time. However, it should be noted that this in-app purchase should preferably be a non-consumable item, that is, users can purchase it once and use it for a long time, which will make it more attractive to users.

4. Localization

In addition to testing keyword coverage, localization is also a way to test overseas markets. The global market expansion of Chinese mobile Internet companies has gradually shifted from previous individual explorations to a collective "overseas gold rush" model.

Before localization, it is essential to determine the scope and strategy steps for app market localization. You need to figure out in advance which countries to focus on, whether to conduct "deep localization" or "small-scale localization", etc. In addition, if you want to further explore overseas markets, you need to localize all content related to the product: language, functions, design style, promotion channels, marketing activities, etc.

5. Cooperate with high-quality media resources

In addition to demand pain points and the app’s own strength, the app’s popularity sometimes also requires the promotion of the media. Try to get your app featured in mainstream media, whether it’s a product launch, update, financing, etc., you can contact the media for coverage.

In addition, forums and communities where target users gather are also resources that can be utilized. Find ways to publish media reports to these places. If potential users happen to see this report, they are likely to actively look for and download your app.

VI. Summary

There are many ways to increase the number of APP downloads. The download volume brought by ASO is obvious to all. The traffic brought by official recommendations such as the boutique recommendation page should not be underestimated. Localization, media coverage and other methods are also long-term experience. In the process of application promotion, we should optimize and combine these strategies according to the actual situation of APP, company funds, resources, etc., and use them reasonably, which I believe will bring good results.

If you need to do ASO, you can contact Xiaomaowan: e.xiaomaowan.com

Source: Le Xiangjun