How Do I Get More Downloads of My Mobile App?

Introduction

You've poured your heart and soul into creating an amazing mobile app, and now it's sitting in the app store waiting to be discovered. We know that feeling all too well - the mixture of excitement and anxiety as you watch those download numbers, hoping they'll start climbing. After helping hundreds of app creators boost their downloads over the past eight years, we understand exactly what you're going through.

The mobile app marketplace has become increasingly competitive, with over 5 million apps available across major app stores. Standing out in this crowded space isn't just about having a brilliant app anymore - it's about making sure the right people can find and download it. Think of it like having the best coffee shop in town; if no one knows where you are or what makes you special, those perfect lattes won't count for much.

What We'll Cover

In this comprehensive guide, we'll walk you through proven strategies to increase your app downloads, from optimising your app store presence to building effective marketing campaigns. We'll share real-world examples, practical tips, and lessons learned from both successful apps and those that struggled to gain traction.

Whether you're launching your first app or looking to breathe new life into an existing one, you'll find actionable insights that you can implement straight away. We'll focus on both free and paid strategies, understanding that every app creator has different resources and goals.

Remember, increasing app downloads isn't a one-time effort - it's an ongoing journey of testing, learning, and adapting. Let's begin this journey together and help your app reach the audience it deserves.

App Store Optimisation (ASO) Fundamentals

Just like a shop window needs to catch people's attention, your app needs to shine brightly in the app stores to attract downloads. Having worked with hundreds of app developers over the years, we've seen how proper ASO can make the difference between an app that struggles and one that soars.

The Building Blocks of ASO

Think of ASO as the equivalent of SEO for app stores. It's about helping your app appear in the right searches and look irresistible when it does. The fundamentals haven't changed much since we started in 2015, but their importance certainly has.

• Keywords: Choose words your target users actually search for (think about how you search for apps yourself)
• App Name: Include your main keyword naturally (like "Calm - Sleep & Meditation")
• App Description: Focus on benefits, not features (tell users how you'll make their lives better)
• Visual Elements: Your icon, screenshots, and videos are like your app's Sunday best

Common ASO Mistakes to Avoid

We've seen countless developers stuff their descriptions with keywords (please don't!) or use generic screenshots that could belong to any app. Instead, focus on authenticity and clarity. Remember that lovely British shop John Lewis? They don't need gimmicks to attract customers - they rely on quality and clear communication. Your app should do the same.

Good ASO isn't about tricking the algorithm - it's about clearly showing users why your app is exactly what they're looking for.

The most successful apps we've worked with treat ASO as an ongoing process, not a one-time task. Start with these fundamentals, measure your results, and keep refining your approach based on what works for your specific audience.

Creating Compelling App Store Listings

Think of your app store listing as your shop window - it's often the first impression potential users have of your app. Just as you wouldn't walk into a shop with dusty windows and unclear signage, users are unlikely to download an app with a poorly crafted store listing.

Essential Elements of Your Store Listing

Your app's listing needs to grab attention whilst clearly communicating value. Much like writing the blurb for a bestselling book, you'll want to hook people in straight away. Here's what makes a listing stand out:

• A memorable, easily searchable app name (keep it under 30 characters)
• Eye-catching app icon that looks professional on any screen size
• Compelling screenshots that tell a visual story of your app's journey
• A clear, benefit-focused description that speaks to your users' needs

From our experience working with hundreds of apps, we've found that the most successful listings focus on solving problems rather than just listing features. For example, instead of saying "GPS-enabled tracking system", try "Never lose your way again".

Localisation Matters

Remember that brilliant app store listing you crafted in English? Consider that 72% of app users prefer to browse in their native language. If you're targeting multiple regions, investing in proper localisation (not just translation) can make a world of difference to your download numbers. Think of it as speaking directly to each user in their own language, with cultural nuances included.

Leveraging User Reviews and Ratings

We've all been there - scrolling through an app store and making snap judgements based on those little star ratings. It's amazing how much influence a few stars and comments can have on our downloading decisions. As app developers ourselves, we know that reviews and ratings are absolutely crucial for your app's success.

Why Reviews Matter More Than You Think

Think of app reviews as digital word-of-mouth. Just like you might ask a friend about their favourite coffee shop, potential users look to reviews for honest opinions about your app. Research shows that 79% of users check ratings before downloading an app - that's higher than the percentage of people who look at the description!

Building a Positive Review Strategy

The key to gathering positive reviews isn't rocket science - it's about timing and respect. You wouldn't ask someone to review a restaurant while they're still reading the menu, would you? Similarly, prompt users for reviews after they've had a meaningful interaction with your app, perhaps after completing a level or making a successful transaction.

• Time your review requests thoughtfully - aim for moments of achievement or satisfaction
• Respond to negative reviews professionally and constructively
• Consider implementing a two-step feedback process - address issues privately before they become public reviews

A single genuine five-star review can be worth more than a thousand marketing words.

Remember, whilst it's tempting to focus solely on ratings, the quality of reviews matters too. Detailed, positive reviews that highlight specific features can significantly influence potential users' decisions. Just ensure you're following app store guidelines - incentivising reviews is typically forbidden and could land you in hot water!

Marketing Your App Through Social Media

Social media has become the modern town square where people discover, share, and discuss their favourite apps. With billions of active users across platforms like Instagram, TikTok, and Twitter, it's a brilliant opportunity to showcase your app to potential users who might otherwise never discover it.

Building Your Social Media Presence

Think of social media as your app's digital personality. Just as you wouldn't show up to a party and immediately try to sell something to everyone you meet, your social media strategy shouldn't be purely promotional. Instead, focus on creating genuine connections with your target audience.

• Share behind-the-scenes glimpses of your app development journey
• Post user success stories and testimonials
• Create helpful tutorials and tips about your app's features
• Engage with followers by responding to comments and messages

Platform-Specific Strategies

Each social platform has its own 'personality', much like different venues in your local high street. Instagram and TikTok excel at visual storytelling - perfect for showing your app in action. LinkedIn might be better suited for reaching business users, whilst Twitter's great for quick updates and customer support.

Social media is a marathon, not a sprint. Consistency and authenticity will always win over sporadic bursts of promotional content."

A brilliant example we've seen is how Duolingo has mastered TikTok by creating entertaining content that doesn't always directly promote their app, but builds brand awareness through their iconic green owl mascot. The key is finding your unique voice and staying true to it across all platforms whilst adapting your content format to suit each one.

Paid User Acquisition Strategies

When organic growth isn't enough to reach your download targets, paid user acquisition can provide that extra boost your app needs. At Glance, we've seen many app owners hesitate about spending money on user acquisition - and we completely understand that feeling of uncertainty about where to invest your precious marketing budget.

Understanding Paid Channels

Think of paid user acquisition like placing adverts in shop windows where your ideal users are already browsing. The most effective channels typically include:

• Apple Search Ads - particularly powerful for iOS apps, as they appear right at the top of App Store searches
• Google App Campaigns - excellent for reaching users across Google's vast network
• Meta Ads (Facebook/Instagram) - brilliant for highly targeted demographic campaigns
• TikTok Ads - fantastic for reaching younger audiences

Smart Budget Management

Remember the old saying "don't put all your eggs in one basket"? It's particularly relevant here. Start with small budgets across different channels to test what works best for your specific app. We've found that £500-£1,000 is often enough to run meaningful initial tests.

Keep a close eye on your Cost Per Install (CPI) and Customer Lifetime Value (CLV). If you're spending £2 to acquire a user who brings in £5 of value, you're on the right track. The best campaigns we've seen start small, measure thoroughly, and scale up gradually based on real data.

App Performance and User Experience

Let's face it - even the most brilliantly marketed app won't retain users if it's slow, buggy, or difficult to use. After eight years of helping businesses create successful apps, we've learned that performance and user experience are absolutely crucial for driving downloads through word-of-mouth and positive reviews.

The Performance Foundation

Think of your app like a favourite local café - people return because everything works smoothly and feels welcoming. Your app needs to load quickly (ideally under 3 seconds), respond instantly to touches, and work reliably offline when needed. Just as you'd be unlikely to revisit a café where orders take ages to arrive, users quickly abandon sluggish apps.

Creating a Delightful User Experience

User experience goes beyond just functionality - it's about creating moments of joy. Consider how the NHS app transformed from a clunky booking system to an intuitive health companion that millions now rely on. Your app should follow familiar patterns (like placing the back button where users expect it), while adding thoughtful touches that make users smile.

• Keep navigation simple and intuitive
• Minimise the number of steps to complete actions
• Provide clear feedback for all user actions
• Design for different screen sizes and orientations
• Include helpful onboarding for new users

Remember to regularly test your app's performance and gather user feedback. Small improvements, like reducing crash rates by just 1%, can significantly impact your download numbers and user retention. After all, happy users become your best advocates, naturally driving more downloads through recommendations.

Building Strategic Partnerships

When it comes to growing your app's downloads, sometimes it's not about what you know, but who you know. Think of strategic partnerships like making friends in the playground - but instead of sharing snacks, you're sharing audiences and resources to help each other succeed.

Finding the Right Partners

Look for businesses and apps that complement yours without directly competing. For example, if you've created a fitness tracking app, you might partner with healthy recipe apps, fitness equipment manufacturers, or local gyms. The key is finding partners whose users would naturally benefit from your app too.

Partnership Opportunities Worth Exploring

• Cross-promotion with complementary apps
• Co-branded marketing campaigns
• Joint features or integrations
• Content collaboration and guest posting
• Shared promotional events or challenges

Remember that successful partnerships are like good friendships - they need to benefit both parties. When approaching potential partners, focus on what you can offer them, not just what you hope to gain. Perhaps you have a unique audience they'd love to reach, or your app could add value to their existing service.

Start small and local. Many successful partnerships begin with a simple email to another startup in your city. We've seen countless success stories where local partnerships led to national opportunities.

The most effective partnerships often emerge when both parties share similar values and target audiences. Just like in the popular BBC programme "Dragon's Den," it's not just about the numbers - it's about finding partners who truly understand and believe in what you're trying to achieve.

App Analytics and Growth Metrics

After spending countless hours developing your app, you're naturally eager to see how it's performing. Think of app analytics as your app's health check-up - it tells you exactly what's working and what needs attention. At Glance, we've seen how proper analytics tracking has helped countless developers make informed decisions about their apps' future.

Essential Metrics to Track

Just like checking your car's dashboard whilst driving, there are vital metrics you should monitor regularly:

• Daily and Monthly Active Users (DAU/MAU) - your app's regular visitors
• User Retention Rate - how many people keep coming back
• Average Session Length - how long people spend in your app
• Conversion Rate - the percentage of users who complete desired actions
• Crash Reports - where things might go wrong

Making Sense of the Numbers

Remember when fitness trackers first became popular, and we all wondered what to do with all that data? App analytics can feel similarly overwhelming. The key is focusing on metrics that align with your goals. If you're running a meditation app, for instance, session length might be more important than daily active users.

We recommend starting with basic metrics and gradually expanding your tracking as you become more comfortable with the data. Tools like Firebase Analytics, Mixpanel, or AppsFlyer can help you gather these insights. The goal isn't to collect data for data's sake, but to understand your users better and make improvements that truly matter to them.

Content and Press Marketing

Getting the word out about your app through content and press coverage can feel like shouting into the void. We've helped hundreds of app creators navigate these waters, and we'll share what really works to get attention and downloads.

Creating Shareable Content

Think of content marketing like leaving breadcrumbs that lead back to your app. Blog posts, videos, infographics, and how-to guides that solve problems for your target users can work brilliantly. For instance, if you've created a meditation app, you might write about stress management techniques or share bite-sized wellness tips on your blog.

Press Coverage That Actually Works

Journalists receive hundreds of pitches daily, so you'll need to stand out. Rather than simply announcing your app's existence (yawn), focus on telling a compelling story. Perhaps it's about how you solved a unique problem, or maybe there's an interesting personal journey behind your app's creation.

• Write personalised pitches to relevant journalists
• Create a press kit with high-quality screenshots and key information
• Time announcements with newsworthy events or trends
• Share real user success stories and data

The best press coverage often comes from sharing genuine user impact stories rather than technical features.

Remember, whether you're creating content or seeking press coverage, authenticity is key. Rather than just promoting features, focus on how your app makes people's lives better. Think of it like being at a party - nobody wants to talk to someone who only brags about themselves, but everyone loves a good storyteller who shares valuable insights.

Conclusion

Getting more downloads for your mobile app isn't about finding a single magic solution—it's about building a comprehensive strategy that works together like a well-oiled machine. Think of it as cooking a delicious meal; you need all the right ingredients, proper timing, and careful attention to create something truly special.

Throughout this guide, we've explored everything from the fundamentals of App Store Optimisation to the nitty-gritty of paid user acquisition. We understand that as an app creator, you've poured your heart and soul into your project, and seeing low download numbers can be disheartening. But remember, even today's most popular apps started from zero downloads.

The key takeaways to remember are:

• Focus on creating an exceptional user experience first and foremost
• Optimise your app store presence consistently
• Build genuine relationships with your users through social media and content
• Monitor your metrics and adapt your strategy accordingly
• Be patient—sustainable growth takes time

Whether you're launching your first app or working to grow an existing one, remember that increasing downloads is a marathon, not a sprint. Keep testing, learning, and refining your approach. The mobile app marketplace may be competitive, but with dedication and the right strategy, there's always room for apps that truly solve users' problems.