How Does App Discovery Occur?
As “mobile” integrated into daily life routine in a natural way, dozens of applications became an essential part of those everyday moments without even noticing. Apps check fitness activity, find routes in a city, offer some fresh news and even fill in daily expenditures. As more and more demands are covered with relevant applications, the amount of them at stores grows respectively. Just imagine, there are more than 3 million apps in major stores!
We no longer live in a world of a single option, nowadays nobody can expect to go to the store and instantly find the necessary service. It’s really too much: too much spam, too much noise, and too much copycast. In such a situation developers have some major problems with gaining attention and engaging users. It is easy to get lost in a huge wave of app diversity.
According to a survey conducted by Google and Ipsos, the average user has 36 apps installed on his smartphone, but only a quarter is actively used. So where do app downloads come from? How users discover that quarter of relevant and engaging applications? Let’s detail the most popular ways.
#1. Social Environment
It may be confusing, but according to expert estimations, the majority of applications are discovered outside of app stores. The key channel is social, performed by 52% of awareness provided by relatives, friends, and colleagues. It doesn’t necessarily mean live talks and buzz around the new app, the channel includes major social networks as well. For example, native ads on app downloads in Facebook show really great results.
Such a surprising finding encourage app developers to build promotion strategy taking into account emotional and intellectual engagement. The advertising campaign should include some really touching and catching elements users happily share with friends and relatives.
#2. AppStore Browser & Top Lists
App store optimization is extra important in terms of application discovery. Although store browsing occupies only the second place among sources of awareness with 40% of apps discovered this way, the store browsing system is a prior place that comes to user’s mind in case some apps are needed. And the higher your app is ranked in search results, the more chances customers might notice and download the application.
App store browsing
Facts mentioned above make market optimization strategy an inseparable part of the marketing plan, so a couple of major factors must be taken into consideration. Here are 4 top factors influencing the positions in browsing results:
- Total number of downloads
- Users’ reviews.
It is important to include the keywords in the title and description of the app due it brings the heaviest search traffic. Consequently, it is better to conduct an in-depth investigation choosing the most relevant words often used by the target audience. That will attract users to the app, bring the first downloads and reviews, which also contribute to the higher ranking in store browsers.
App store charts & top lists
Сharts and category top lists are a couple of other important ways of app discovery. Structured information is easy to read and show, so lists are convenient methods of communication. Nevertheless, developers should not overrate the value of ratings in app discovery. Only 10% of users state they download the application because they saw it on the charts. There are lots of cases when developers spend a great amount of time and money for crashing “Top 25 list”, but never gain a proper engagement and revenue. So it is better to place app store listing on the third place in importance while thinking over the app store optimization strategy.
#3. Search Engines
According to Google and Ipsos survey, 1 in 4 apps is discovered via search engines. This makes search an essential part in the process of spotting the application. Google also notes that certain type of apps takes more value of this discovery method, including technology solutions, travel, retail and regional apps.
In terms of high competition among app developers, more marketers tap into search ads in order to boost users awareness. It brings extra traffic to the app website and its page in stores and also drives up the downloads, bringing 50% of all according to a survey from Google. This is a great way to make your brand noticeable for users who are just looking for some similar apps or relevant services.
Checklist for Making Your App Visible to Consumers
So while thinking over the app store optimization strategy, have these key steps in mind:
- Conduct a survey. Thoroughly investigate your target audience, its preferences, habits and search behavior. It is important to list the most visited website and favorite social networks. That will help to build an effective strategy.
- Create marketing plan. Lack of preparation condemns your application to fail. Analyze the information covered by a survey and develop the exact plan, including the major channels of discovery, key ad platforms, etc.
- Pay attention to app store optimization. Check whether you have included proper keywords into the title and description, try to get into some major category lists and check the number of downloads and reviews thoroughly in order to face any changes with confidence.
- Consider advertising campaign. Think about the content and the platforms.
- Make you promotion campaign bright and engaging. Add some really touching elements in order to activate the social channel.
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