The goal for every app is simple: to get people to download it, a lot. As with other mediums, whether it be a click, share, or link, the purpose is to drive engagement and awareness for your brand. But getting people to download your app can be a challenge and let’s face it, there isn’t some magical solution to do it. Despite the odds that apps are destined to fail in this increasingly competitive market, there are tangible steps that can be taken to increase your chances of a break-through and make an app that people not only want, but need. So how do you increase your apps downloads?
The answer is not straightforward because while there is data for what works, people’s behavior changes. It’s like asking what makes something go viral? Why does a certain jingle remain in your head? Why is that one app successful? But we are not trying to crack the code but rather, implement a strategy to increase the likelihood of app downloads. Here are four tips to get started:
1. Links, Everywhere
If your website has good traffic, that is the place to start. Promote your app on your website using banners, or pop-ups that demonstrate why your app may be a more effective way to experience your website’s content. Share an image of your app in order to show, and not just tell, why someone would want to download it. Beyond your site, you will want to engage your customer base through newsletters and social media. After all, it should be something you are excited about sharing; so share it!
2. Personalized Experience
We all have our home screen where we arrange our favorite apps, and they become favorites through our experience with them. Unlike casually browsing the internet, a sense of loyalty is built between apps and ourselves. Just as smartphones have become an integral part of our identity, apps are an extension of that.
Personalized app onboarding follows the same line of thought. The barrier to entry on apps is enormous, and a good percentage of downloads are caused by personable recommendations. So why not keep the personable tone going and retain your customers?
3. App Store Optimized
Make sure your app is properly optimized to be discoverable through the app store. Use a relevant title and sub-title for your app utilizing keywords along with a compelling description. The Apple App Store allows for keyword field, so it is important to include search terms to increase your app’s visibility. Also, don’t forget to show images or videos that represent your app creatively within the app store’s medium.
4. Meaningful Content
Meaningful content is one of the important aspects of an app. But meaningful is vague, so start by focusing on what kind of experience you want your customers to have. If an app has a positive user experience with intentional design choices and relevant content, the box is checked. But taking experience to the next step, ask yourself: what demand does my app fulfill? Whether it is for shopping, information, or entertainment, having a clear intention will help the user decide to download your app, and stick with it.