Over 99% of mobile apps never make it past their first 1,000 downloads. That's a staggering failure rate that keeps app developers awake at night—and it's exactly why app store marketing has become one of the most talked-about topics in mobile development. The harsh reality is that building a brilliant app is only half the battle; getting people to actually find and download it is where most creators stumble.
The app stores have become incredibly crowded places. With millions of apps competing for attention, simply uploading your creation and hoping for the best is like shouting into a hurricane. App store optimization (ASO) isn't just a nice-to-have anymore—it's become the lifeline that separates successful apps from digital ghost towns.
The biggest mistake app developers make is thinking that great apps market themselves
This guide will walk you through the proven strategies that actually work for app discovery. We'll cover everything from the fundamentals of app store optimization to advanced techniques for driving organic growth and getting those all-important downloads. Whether you're launching your first app or trying to rescue one that's already struggling, these methods have helped countless developers break through the noise and build sustainable success in the app stores.
Understanding App Store Marketing Basics
Right, let's get straight to the point—app store marketing isn't rocket science, but it's definitely not as simple as uploading your app and hoping for the best. I've watched countless brilliant apps disappear into the void because their creators thought "build it and they will come" was a solid strategy. Spoiler alert: it's not.
Think of app stores as massive digital shops with millions of products competing for attention. Your app is just one item on those endless shelves, and without proper marketing, it's like placing your product in the darkest corner of the store with no signage. App store marketing is about making your app visible, appealing, and easy to find when people are searching for solutions you provide.
The Two Main Battlegrounds
You're primarily fighting for visibility on two fronts: Google Play Store and Apple's App Store. Each has its own rules, algorithms, and quirks—what works brilliantly on one might fall flat on the other. The good news? The basic principles remain consistent across both platforms.
Beyond Just Being Found
App store marketing goes way beyond getting discovered though. It's about convincing people to download your app once they find it, encouraging them to leave positive reviews, and turning them into advocates who'll recommend your app to others. We'll explore all these elements in the coming chapters, but for now, just know that successful app marketing is a marathon, not a sprint.
Mastering App Store Optimisation Fundamentals
Right, let's get straight to the point—app store optimisation (or ASO as we call it in the business) is your secret weapon for getting noticed in a sea of millions of apps. I've watched too many brilliant apps disappear into obscurity because their creators didn't understand this fundamental truth: building a great app is only half the battle.
Think of ASO as the bridge between your amazing app and the people who need it. Without proper optimisation, you're basically invisible. The app stores use complex algorithms to decide which apps to show users, and these algorithms look at specific signals to determine relevance and quality.
The Core Elements That Actually Matter
After years of testing and tweaking, I can tell you that five elements make or break your app store success:
- App title and subtitle (your prime real estate for keywords)
- Keyword field (iOS) or short description (Android)
- App description that converts browsers into downloaders
- Screenshots and videos that tell your story instantly
- Reviews and ratings (social proof that algorithms love)
Here's what most people get wrong—they stuff keywords everywhere hoping the algorithm will notice. That's not how it works. The app stores are smart enough to spot keyword stuffing, and they'll penalise you for it. Instead, focus on natural language that real humans would actually search for.
Start with one primary keyword per app store listing and build your title around it naturally. You can always test variations later.
Creating an App Store Listing That Converts
Your app store listing is basically your shop window—it's where people decide whether to download your app or scroll past it. I've seen brilliant apps fail because their listings looked unprofessional, and average apps succeed because they nailed their store presence. The difference often comes down to understanding what makes people click that download button.
Your app title needs to be clear and include your main keyword, but don't stuff it full of terms that make no sense. Apple and Google both prefer titles that actual humans would say out loud. Your description should start strong—most people only read the first few lines before deciding. Tell them exactly what your app does and why they need it in their life.
Screenshots That Actually Sell
Screenshots are your most powerful tool for conversion. People scan them in seconds, so make each one count. Show your app solving real problems, not just pretty interfaces. I always recommend leading with your strongest feature—the one that makes people think "I need this right now."
Key Elements That Drive Downloads
- A compelling app icon that stands out in search results
- Screenshots showing real benefits, not just features
- Social proof through ratings and positive reviews
- Clear value proposition in your description
- Professional app preview video when possible
Test different versions of your listing when you can. Small changes to screenshots or descriptions can make a massive difference to your download rates—sometimes doubling them overnight.
Building Pre-Launch Buzz and Early Downloads
Getting people excited about your app before it launches is one of the smartest moves you can make for app store marketing. I've watched countless apps launch into complete silence because their creators thought the hard work was done once development finished—what a mistake that turned out to be! Building buzz starts months before your launch date, not days.
Start with Your Network
Your friends, family, and professional contacts are your first champions. Tell them what you're building and why it matters. Ask them to sign up for updates or join a beta testing group. These early supporters become the foundation of your app discovery strategy; they'll be your first downloaders and hopefully your first reviewers too.
Create Anticipation Online
Social media platforms love behind-the-scenes content. Share screenshots, development progress, and sneak peeks of features. Build an email list of interested users who want to know when you launch—this list becomes gold when you need those initial downloads to boost your app store optimization rankings.
The best time to start marketing your app is six months before launch, not six days after
Consider running a small advertising campaign targeting your ideal users before launch. Even spending £50-100 can help you gather email addresses and gauge interest. When launch day arrives, you'll have a ready audience waiting to get app downloads rolling from day one.
Getting Featured and Editorial Coverage
Getting your app featured by Apple or Google is like winning the lottery—but with much better odds if you know what you're doing. I've worked with clients who've landed coveted spots in the App Store's "App of the Day" section, and let me tell you, the download surge that follows is incredible. The trick isn't just having a brilliant app (though that helps!); it's about understanding what these editorial teams are looking for.
What Catches Editorial Attention
App Store editors are looking for apps that feel fresh, solve real problems, or showcase innovative design. They particularly love apps that make clever use of new iOS or Android features—think widgets, shortcuts, or augmented reality. Timing matters too; seasonal apps get noticed around relevant holidays, whilst productivity apps often get picked up in January when everyone's making resolutions.
Making Contact the Right Way
Reach out to Apple and Google through their official developer contact forms, but don't just send a generic pitch. Explain why your app deserves attention right now—maybe you've got a compelling backstory, your app addresses current events, or you're using technology in an unexpected way. Include high-quality screenshots and a clear, concise description of what makes your app special. The editorial teams receive hundreds of submissions weekly, so make yours count by being specific about your app's unique value.
Driving Organic Growth Through User Reviews
User reviews are the lifeblood of app store marketing—they're what people read before deciding whether to download your app or not. I've seen brilliant apps struggle because they had poor reviews, and average apps thrive because they managed their review strategy well. The truth is, most people won't download an app with less than 4 stars, and they'll definitely read the comments before making their decision.
Getting those first reviews can feel like an uphill battle. You need downloads to get reviews, but you need reviews to get downloads! The secret is timing your review requests perfectly. Don't ask immediately after someone opens your app—that's just annoying. Wait until they've had a positive experience, completed a task, or achieved something meaningful within your app.
Best Practices for Review Requests
- Ask after users complete a successful action or milestone
- Use gentle, personalised messaging rather than generic prompts
- Make it easy to leave feedback without leaving your app
- Respond to reviews professionally, both positive and negative
- Fix issues mentioned in reviews and update your app regularly
Never incentivise reviews with rewards or discounts—this violates app store guidelines and can get your app removed. Focus on creating genuine positive experiences that naturally encourage users to share their thoughts.
Bad reviews aren't the end of the world. They're actually opportunities to show potential users how you handle problems. Respond quickly, offer solutions, and show that you care about user experience. This approach to app store optimisation ASO can actually improve your app discovery more than you'd expect.
Measuring Success and Improving App Discovery
Right, so you've launched your app and done all the hard work—now what? Well, this is where the real learning begins. You need to track how well your app is performing and use that data to make smart decisions about what to do next.
Key Metrics That Actually Matter
There are loads of numbers you could track, but let's focus on the ones that really tell you something useful. Download numbers are obvious, but don't get too hung up on them alone. Look at your app store ranking for your target keywords—if you're climbing up the charts, you're doing something right. User reviews and ratings are massive indicators too; they directly affect whether new people will download your app or scroll past it.
Retention rates are probably the most telling metric of all. It's one thing to get people to download your app, but keeping them coming back? That's the real challenge. If people are deleting your app after a day or two, you've got bigger problems than discovery.
Making Data-Driven Improvements
Once you've got your data, use it to make changes. If your conversion rate from app store visits to downloads is low, tweak your screenshots or description. If people aren't finding you for certain keywords, adjust your keyword strategy. The beauty of app stores is that you can make changes relatively quickly and see results within days or weeks—not months.
Conclusion
Getting your app discovered in the app store isn't rocket science, but it does require patience and consistent effort. I've watched countless apps succeed and fail over the years, and the ones that make it are usually the ones that understand this simple truth: app store marketing is a marathon, not a sprint.
You've now got all the tools you need—from mastering app store optimisation fundamentals to building buzz before launch, creating listings that actually convert, and driving organic growth through genuine user reviews. The key is putting these strategies into practice consistently. Your app store optimization efforts won't pay off overnight; they build momentum over time as you refine your approach based on real data.
Start with the basics: nail your app store listing with compelling visuals and clear descriptions that speak to your target audience. Then focus on getting those first downloads through pre-launch marketing and genuine user engagement. Don't forget to monitor your performance metrics—they'll tell you what's working and what needs tweaking. The apps that get discovered are the ones that solve real problems for real people, so keep your users at the heart of everything you do. Your app discovery success depends on it.
