Hacker Strategy | How to effectively and significantly increase app downloads!

For all "idealistic" developers, successfully launching an app is only the first step in a long journey. Our ultimate goal is to allow the app to have "intimate contact" with users and realize the app's own value and commercial value.

——From "Xiao Qi Shuo"

The above is just a joke~~ However, allowing apps and users to have "close contact" is really the direction that most developers or promotion and operation personnel strive for, and the premise of "close contact" is to let users discover and download the app.

So how do we capture more users and increase app downloads? In actual work, Xiaoqi has adhered to the "hacker spirit" and explored several effective strategies that can significantly increase the number of application downloads, and now shares them with you.

1. Free for a limited time

Paid-to-free is actually what we often call "limited time free", which means that the paid application will be free for users to download for a few days. This method was originally an activity measure of the App Store, but from 2011 to the present stage, it has become one of the most common means of promoting major applications (especially game applications and new products). If your app is a paid app, you might as well try this method.

For free apps, we can also use the paid-to-free method: 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.

Tips :

• "Media exposure" is one of the factors that determine the success of the paid-to-free strategy. You may want to find more influential or relevant media to report on this.
• This strategy will work better for apps from large companies or apps with little reputation.

2. App Store Optimization

App Store Optimization is what we often call ASO (App Store Optimization). In a narrow sense, it is the process of improving the ranking of App in various app market rankings and search results. At present, ASO targeting search results has become mainstream.

If you don’t understand why more and more developers are paying close attention to ASO for search results, the latest data released by Apple should make you understand everything: more than 65% of users will discover and download apps through keyword searches. If you’re still skeptical, you can also look at the competition level of the rankings and the cost of ranking optimization.

There is no doubt that ASO is effective in increasing app downloads and exposure. Judging from the current App Store ranking rules and search algorithms, there are many factors that affect ASO, including: app title, keyword domain, app description, icon, app screenshots and preview videos, downloads, user reviews, active users, etc.

3. Localization

The global market expansion of Chinese mobile Internet companies has gradually shifted from previous individual explorations to a collective "overseas gold rush" model. The app stores established by Apple to better serve different countries and regions have become potential markets. One of the best ways for any app that wants to increase downloads and capture foreign markets is to implement “Localization”.

Before localization is carried out, it is essential to determine the scope and strategy of localization. Which countries should be promoted? Should "deep localization" or "small-scale localization" be carried out? We need to figure all these out in advance.

For example, if you want to go deeper into certain markets, you will likely need to localize everything related to that product - language, features, design style, promotion channels, marketing activities, and so on. If you just want to test the potential of certain markets first, or don’t have enough budget for large-scale localization, you can also start with keyword settings for the app name and keyword domain - choose the local language, and set the app name and keywords based on the habits of local people, and then test which keyword has a more obvious effect in bringing in volume. Then we further localize the app description, screenshots, etc., and finally focus on things inside the app, such as language, design style, etc.

In addition, in order to help developers bring their apps to the world, Apple has also provided a detailed introduction to the steps of localization and internationalization on its official developer website (https://developer.apple.com/cn/internationalization/). You may wish to study it carefully. I believe the content here can help us.

4. Cooperate with high-quality media resources

The popularity of an app may lead to media coverage, and similarly, media coverage may be the reason for the popularity of an app. 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.

5. Get Apple’s recommendation

" Featured Recommendations " is one of the traffic entrances of the App Store. In the featured recommendations page, Apple not only sets up exposure positions such as "Editor's Choice" and "Popular Apps", but also adds sections such as "Excellent New Apps" and "Best Updated Games". Their effect in attracting traffic should not be underestimated.

There are many ways to get Apple recommendations, here are two main points:

Self-recommendation through official channels

In April this year, Apple pushed a message titled "Discovery on the App Store" on the App Store plan page, which not only talked about "how Apple displays apps to users", but also introduced "the common characteristics of recommended apps" and recommended entrances.

The news points out that all recommended apps have one thing in common - they can provide unique value to Apple users. We screen newly launched or updated apps in all categories and display high-quality apps to users. This process does not require payment or other procedures. Our editors will assess the various factors that make the app popular with users:

• UI design: clear, attractive, and beautiful;
• User experience: efficient and practical;
• Innovation: It can solve specific needs of users and use the latest features of Apple;
• Excellent product quality and localization;
• The product is smooth to use;
• There is a beautiful App details page;
• Has enough outstanding features.

If your app is going to be launched soon or has a major update, you might as well recommend yourself (it is best to contact us 3 weeks before the launch/update).

Self-recommendation entrance: https://developer.apple.com/app-store/discoverability/

Get recommendations from Apple Insiders

Make friends with people who have referral power, or build connections with people who work at Apple (even if they don't have referral power, they may be able to help you). If you have searched various networks around you and still haven't found anyone working at Apple, you can go to social networking sites such as Twitter and LinkedIn, where you may find great results.

Written at the end

Although I made a joke at the beginning of the article, it is a fact that only when the application and users have "close contact" can the application's own value and commercial value be realized. The number of downloads brought by ASO is obvious to all. The App is listed on the boutique recommendation page, and the large-scale exposure it obtains and the resulting traffic should not be underestimated. Methods such as media reports have also been verified by many developers. In the process of promoting the application, if we can optimize the combination of these strategies, I believe the effect will be no less than that of top hackers.