Loss of Visibility Leads to Loss of Users in Mobile App Realm - Understanding Mobile App Discoverability
In the rapidly expanding mobile application market, standing out among the thousands of new apps released daily can be a daunting task. With nearly 700 apps being added to Apple's store alone each day, discoverability has become a significant issue, not just for newcomers, but also for established game developers [1]. To navigate this competitive landscape, mobile app developers can focus on App Store Optimization (ASO), a strategic approach aimed at optimizing an app's visibility in app store search results.
ASO involves optimizing an app's metadata, such as the app name, subtitle, keywords, and description, to improve search visibility and appeal to target users. Since about 70% of users discover new apps through app store search and 65% of downloads follow a search, appearing prominently for relevant keywords is critical [3].
Key strategies for ASO include conducting thorough market research and competitor analysis, regularly updating app listings and the app itself, localizing content, using promotional events and campaigns, monitoring competitor performance metrics and keyword rankings, and preparing for and leveraging emerging technologies [1][2][3].
Pre-Launch Marketing Efforts, such as finding niche bloggers, app-review sites, and developing relationships to get the app featured, are also essential for generating early buzz [4]. Early Collaboration involves grabbing potential key users and having them test the app to become brand evangelists, possibly offering incentives for recruitment [1].
Search engines are the standard for discoverability on the internet, but for apps, it's a different story. App Discovery Tools, such as those offering keyword links and monitoring functionalities, can help create an audience [1]. Consumers often turn to high-credibility sources that offer lists of top apps for discovering new apps [3].
Avoiding highly competitive keywords in ASO is recommended unless necessary. Instead, focus on long-tail keywords that are more specific and less competitive [1]. Additionally, developers should monitor alternative app distribution platforms emerging due to regulatory changes, which may open new visibility channels beyond Apple and Google’s stores [2].
Given the high volume of daily new apps, focusing on continuous, data-driven ASO combined with strategic marketing efforts is essential to overcome the competitive noise and lack of a single dominant app search engine like "Google for apps" [3]. By adopting a well-crafted, dynamic ASO strategy integrated with market insights, content localization, promotional activities, and competitor benchmarking, developers can increase discoverability and user acquisition in a crowded app marketplace.
However, it's not just about getting downloads. A poor user experience can lead to apps being downloaded but never used, known as "zombie apps" [5]. To avoid this, developers must ensure their apps provide a seamless, engaging, and valuable user experience from the first interaction.
In conclusion, in the competitive world of mobile apps, discoverability is the key to success. By understanding the six stages contributing to an app's discoverability—Pre-Launch Marketing Efforts, Early Collaboration, Initial Promotional Efforts, App Discovery Tools, User/Grassroots Activity, and App Store Optimization (ASO)—and implementing a strategic ASO plan, developers can increase their chances of being discovered and thriving in the app marketplace.
References:
- The Application Developers Alliance Emerging Tech and Research Working Group. (2020). "Discoverability: How to Get Noticed in a Marketplace Overflowing with Apps".
- Apple Inc. (2021). "Apple Intelligence with Siri App Intents".
- Sensor Tower. (2020). "App Store Intelligence: A Comprehensive Guide to App Store Data".
- App Store Optimization (ASO) World. (2021). "Pre-Launch Marketing for Apps: A Comprehensive Guide".
- Nielsen Norman Group. (2017). "The Problem of Zombie Apps: How to Create Apps That People Love".
- To increase the chances of a mobile app's success, developers should not only focus on App Store Optimization (ASO) for improved visibility, but also ensure an exceptional user experience, as a poor one can lead to "zombie apps" that are downloaded but never used.
- In the realm of business and finance, where the mobile application market is highly competitive, a well-crafted, dynamic ASO strategy combined with strategic marketing efforts, such as pre-launch marketing, early collaboration, and app discovery tools, is crucial for surviving and thriving in this technology-driven industry.
