Mobile app and game marketing is a multi-faceted practice that is constantly evolving. It is a clockwork where each function plays a part in success. In an effort to achieve great success in the long run, it is important to optimize constantly and in this article we’re debunking some common myths to stay ahead of the game. For this piece we collaborated with our friends at Appvertiser!
1. “High number of downloads = success”
Technically yes, but there’s more to it. Yes, a high number of downloads is one of the goals. However, it is equally important to retain those players or users for it to matter in the long run. Key metrics that you should focus on include:
- Retention rates for different periods to understand how well the game or app retains users over time
- Lifetime value (LTV) to estimate how much users generate with the game or app
- Daily active users (DAU) and monthly active users (MAU) to understand the active user base end engagement level
- User acquisition cost (UAC) to understand the cost of UA and compare it to the LTV
2. “You don’t need ASO”
To maximize organic visibility on the app stores, you do. The key to a successful ASO strategy is to keep optimizing. Regular keyword optimization, competitor analysis, trend analysis, and A/B testing are crucial. These are actions that help you stay on top of trends, algorithm changes, and the fierce competition.
A/B testing is no different, the more regularly you test, the better you can understand your audience and find out how to attract more players or users. Seasonal changes also affect app store trends and A/B testing is an effective way to measure the impact.
Incorporating the practice of A/B testing already in the earliest stages of development helps gain insights into your audience from the get-go. This is possible with tools like Geeklab that allows you to build look-alike app store product pages for your concept app or game to conduct marketability tests. Additionally, you are able to test any major decisions in advance, such as the art style, theme, or features throughout the different development phases.
3. “There’s no controlling user reviews”
While it is true that you can never directly influence the reviews, there are still plenty of action that can be taken to affect and make use of them. Most importantly reviews should be used to understand how to improve.
There is a whole psychology behind when to prompt the user to give feedback. It is more likely for the user to give feedback after a positive action, achievement, or experience than a negative. Interrupting the user in the midst of an action or process is likely not a good idea because of its interruptive nature.
Finally, replying to feedback, especially negative ones, leaves the user feeling heard. It goes hand in hand with using the feedback in order to improve. When this is being clearly communicated through replies you are more likely to retain a user despite a negative experience.
Right timing – Responsiveness – Re-iteration
4. “You should focus 100% on paid user acquisition.”
Data from numerous clients indicate that a healthier Paid UA / Organic Ratio can significantly reduce acquisition costs % with a full-funnel organic strategy, maintaining the ad concept on the app store preview assets, therefore enhancing conversion rates with a seamless user experience.
Achieve this by leveraging comprehensive ASO strategies: begin by optimizing each ranking factor of your app store assets (Name & Subtitle, Description, URL, Keywords, Screenshots, Video, Installs, Engagement, App Updates) and then expand with additional growth strategies such as app store featuring, custom store listings, and in-app events.
5. “App icons and screenshots are all you need for organic growth”
Effective organic growth requires a multifaceted approach. Beyond optimizing app icons and screenshots, incorporate impactful side growth strategies such as in-app events, custom product pages, custom store listings, and app store features to elevate your app’s visibility and conversion. These approaches not only attract users but also enhance installs and discoverability in app stores. By embracing a diverse strategy, you pave the way for sustained growth and maximize your app’s potential.
6. BONUS: “Bid exclusively on top-searched keywords for your brand for ASA success”
While top-searched keywords are very important, diversifying your approach can significantly enhance your ASA campaigns. By incorporating Generic, Competitors, and Discovery campaigns, you expand your reach and appeal to a broader audience interested in related topics and products.
Generic campaigns: Target exact match keywords that broadly describe your app’s category, capturing users who are searching for apps like yours.
Competitor campaigns: Focus on the audience of competing apps, using exact match keywords that are popular searches for your competitors.
Discovery campaigns: Aim to reach a wider audience and identify new popular search terms by using broad match keywords and the Search Match ad group.
Regularly analyzing keyword performance and adjusting bids ensures that your campaigns remain optimized for the best results. Embracing this diverse approach not only boosts visibility but also opens new opportunities for engagement and growth.
Geeklab is your trusted partner in app growth and expertise with the mission to turn impressions into installs. A/B testing App Store, Google Play, and Steam product pages, analyzing market data, and surveying your audience with Geeklab can be a real game changer. Our team of ASO experts provides expertise so that you can run successful tests and get better results.
Appvertiser simplifies growth for leading app titles by working as an extension of in-house mobile marketing teams supporting Paid UA, Soft Launches, Organic Growth (ASO), and Creative Production. With a combined experience of +70 apps, 5 soft-launched games, 8 figures annual budgets management, 27 games successfully optimized on top rankings, and +200 top-performing creatives, a performance-driven approach is on our DNA.
