Mobile apps have revolutionized the digital landscape, with over 1 million options in both the Itunes App Store and Google Play. However, this exponential growth has also led to an increasingly competitive market, making it crucial to develop a solid app launch strategy.

According to Statista, mobile app downloads are expected to reach approximately 268.69 billion by 2017. To stand out from the crowd, your app must be functional, engaging, and offer value to its users. Moreover, implementing effective marketing techniques is vital for driving traffic and increasing download rates.

One such technique is App Store Optimisation (ASO), which involves optimising your app's visibility in the marketplace by tweaking its title, keywords, description, and visual elements. By doing so, you can increase discoverability and drive more downloads.

App Store Optimisation: The Backbone of App Launch Strategy

A report by Nielsen reveals that 63% of Android and iOS users rely on search to discover new apps in their respective app stores. To capitalise on this trend, it's essential to implement ASO strategies to secure higher app rankings.

Optimising the Title

When deciding on your title, try to include what the app does, as users tend to search for specific functionality. Developers often optimise their app names by using a combination of branded and common search terms to enhance discoverability.

Optimising Keywords

Keywords are the most crucial aspect of app discoverability, with every app getting 100 characters in the keyword section. When optimising keywords, focus on relevancy and search volume. Conduct extensive research on your competitor's keywords and use this as a basis for your strategy.

Remember to test your keywords to find out which ones are working for your app, and make sure to note the impact of any changes on the app's ranking.

Optimising the Description

Treat the first few lines of your description like an ad copy, aiming to generate curiosity and build interest in your app. The app store only displays the first 2-3 lines of text before users need to tap on the 'more' tab.

You can also leverage the app update space as a marketing channel, communicating what's new, any promotions or offers, and the issues that have been fixed. This can be an effective way to re-engage users who haven't opened your app in a while.

Optimising Visuals

When your app appears in search results, an attractive icon can play a major role in engaging and encouraging users to download. This is your opportunity to capture the attention of your target audience.

It's also crucial to utilise customised screenshots to showcase how the app actually works. Treat this space like it's your sales poster.

Beyond App Store Optimisation: Strategies for Success

Build a Microsite

Building a microsite allows you to market your app beyond the app store and implement Search Engine Optimisation (SEO) techniques. A microsite is where you can showcase your app to a wide audience, building buzz around it even before launch.

The idea is to create a simple yet engaging landing page with call-to-actions and a contact form to collect email addresses. This allows you to engage with your app's potential early adopters, providing a great opportunity for promotion.

Create Promotional Videos

Promotional videos are one of the most effective ways to showcase an app's interface and capabilities, making them an integral part of app launch strategy. Creating videos provides the opportunity to establish a voice and communicate the value of your app even before it launches.

A demo video, for example, allows you to showcase the app and its popular features, offering a 'sneak peek' for potential users. Remember to get creative with your videos and tell a story that potential users can identify with.

Extend Your Network

During app development, it's essential to focus on extending your network. Reporters and bloggers can help generate awareness of your app and upcoming launch.

Try and reach out to bloggers who are considered key influencers by your target audience. An article from a major tech blog is a great way to increase traffic and download rates. Also, visit any forums that might be relevant to your market, and start engaging with the community.

Another effective tactic is to send your app to popular app review sites or other publications that are relevant.