User growth

Visibility, trust and value

(Here’s a fancy web version of this post.)

This post identifies ways to establish, grow and sustain a user base for a mobile app. An app needs to be visible to potential users, gain sufficient trust to be downloaded then offer ongoing value for continued engagement.

ASO (App Search Optimisation)

Around 60% of downloads follow an app store search. There are three things that should be optimised to gain greatest visibility.

A limited set of keywords can be associated with an app. When potential users search on one or more of these then your app should return and its ranking will depend (to some degree) upon how many other apps use the same keywords. There are ASO tutorials that explain which tools and techniques can be used to help choose appropriate keywords.

An app’s icon, screenshots, title and description are shown in app stores and elsewhere, e.g. the app’s website. They should intrigue and excite potential users. The icon should be stylish and screenshots beautifully illustrate key app features. The title and description should be sprinkled with targeted keywords and entice.

Once an app has been downloaded, it is important that users engage with it. Engagement signals include, the number of times it is opened, the amount of time spent using it and app reviews. Good app reviews can be fostered by delighting users and providing well considered opportunities for reviews to be left. Positive engagement signals improve rankings in search results.

Website

Potential users and others can be guided to your app’s website by Google searches, social media posts, links from other websites and other means. The website should explain the core value proposition of the app, provide some beautiful screenshots and, ideally, include an introductory video. When viewed on a mobile device, a link to enable direct app download from the appropriate app store should be present. The website is also the place for a Privacy Policy, Terms and Support. The website should be mobile first and tuned for SEO (Search Engine Optimisation). PlayScarper.com is the website for my game Scarper which enables people to register their interest.

Social media

Aside from posting and building a following on Twitter, Facebook and Instagram, it is worth exploring other social media options. Consider posting on LinkedIn, Reddit, HackerNews and other sites in your niche where content is shared. For longer term success, consider becoming a key person of influence and setting up a YouTube or Podcast channel.

Email list

Having a way to email those who have expressed an interest in what you are doing represents a great opportunity to inform and engage, e.g. via a blog. With due consideration and respect, you can communicate noteworthy app updates.

Publicity

The proportion of new apps that get covered in major tech or large publications is very small. To have a chance of getting publicity an app and its associated story need to be extremely good. The following activities can help make a splash: 1. Create a Press Release on your website and inform many publications via PRWeb, 2. Use your connections to contact journalists and bloggers, 3. Get on podcasts and the radio, 4. Write a guest blog post, 5. Publicity stunts.

Other options

Speaking at events can result in the audience downloading your app, journalists and bloggers writing about you and/or your app, and establishing fruitful relationships.

Paying for advertising on mobile apps and websites can work, but the cost/benefit case needs to be assessed.

Other resources

Mobile app marketing and monetization by Alex Genadinik

How to market your app in 2021 by Ofer Tirosh

New Currency of Trust and Attention by Seth Godin

This post considered ways to grow a user base. Next Sunday’s post will explore different user types and how to engage them.

Until next Sunday, consider how you would make your app visible, establish trust and secure ongoing engagement.

Phil…