Event date & time:
17.12.2021 at 03:10
New York, NY
The importance of organic procurement
While acquiring paid users is an important way to build your audience, it is not as sustainable as the only way to attract users.
Organic installations are vital as they represent a portion of high-intention users who are actively seeking your brand or services, which will be incredibly valuable to your business in the long run.
There are many ways to use organic channels to capture these users except an option to buy android app reviews.
In this post, we are going to focus on the two main entry points for organic installations:
- The mobile web, including search.
- The app store itself.
From the mobile web to the app
If you have a presence on the mobile web, it pays to direct those users to your app, where conversion rates are more than 3 times higher than on the mobile web.
The best way to guide users between these channels is with a smart app banner on the mobile site, driving exposure to your app, and encouraging users to download it by submitting them to app stores.
Apple offers its own banner for iOS Safari, which offers native features like a download progress bar, but doesn't have much room for customization.
There is no native Android equivalent, but cross-platform banners are available.
These allow for richer visual customization, and other features like tracking and targeting.
We recommend implementing a custom banner that is tracked, with deep linking functionality.
The best practice is to enable deep linking, that is, take users directly to the relevant section of the application so that they can pick up where they left off.
This is a great way to re-engage users who already have the app installed and to bring up app content that is relevant to their needs.
Outside of your own channels, the search is also vitally important. According to Google, 27% of users find applications through a mobile web search.
Obviously, there are paid search opportunities, but with a specific focus on organic installs, we recommend optimizing App Packs.
App Packs are groupings of app tabs that appear at the top of Google Chrome or Mobile Safari search results when the user appears to be looking for an app, or a task that could be completed with an app.
In 2018, the latest available published research showed that one in ten mobile searches featured users with App Packs, a number that has likely increased since then.
The displayed applications are algorithmically selected, based on numerous factors.
These include the app name, URL, and descriptions in the app store listings, both Android and iOS matter here, as well as off-page factors like user reviews, install numbers, and backlinks.
Get this all right and App Packs can provide a great way to increase the visibility of your app, and your brand as a whole.
The biggest contributor to your App being discovered, however, is its presence in the app store.
According to Apple, 65% of all iOS apps are discovered by searching the App Store, and you can improve your chances of reaching these users by optimizing the App Store (ASO).
ASO is a very important topic, for more details you can see our guide here, however, here are some quick principles you can follow.
Your ASO strategy should consider comprehensive on-page and off-page factors to improve your visibility in app stores and also improve conversion rates from print to install through a compelling listing.
An integral off-page factor is a keyword strategy. Keywords are vitally important to ensure you rank high in-app store searches and to boost visibility among the millions of competitors on the Apple App Store and Google Play Store.
There are multiple ways to find the right keywords for your application.
ASO tools like AppTweak, The Tool, and SensorTower will not only help you generate keywords but will also help you with continuous optimization by tracking the performance and efficiency of keywords.
You should also consider applying what you've learned across other channels, such as keyword-level conversion rates from your Apple search ads, and doing some competitor research.
In addition to bringing out new keywords, this can also establish which keywords have the lowest level of competition so you can ensure a higher ranking.
There is still some important ASO work to do once users find the app store listing.
Conversion depends on a variety of factors on the page, including the title and subtitle, description, screenshots, and video preview (if you have one).
If your copy or your creativity isn't up to scratch, this can be a sticking point, but get it right and you'll encourage more users to install your app.
Good copy should educate users about the features and benefits of the application, as clearly and simply as possible.
The first line of the description is especially important, as less than 1% of users expand to read the full description.
This is where good creativity comes in. On average, users spend only 7 seconds on the store listing page, so you have to quickly grab them with images.
The choice of screenshots is integral to converting users from print to installation, as is the inclusion of a video in the App Store, again, analyzing the competition can be a great source of information.
Creativity and copy must be continually tested after launch.
The Play Store offers Google Experiments so you can test variants of your descriptions, screenshots, and feature charts.
Apple doesn't offer an equivalent, but learnings can be transferred between app stores.
Taking the next step
The combination of the mobile web, search, and app store optimization should provide you with a great foundation on which to build a user base, ensuring that your payment activity is much more effective.
And better yet, all the learnings from your organic channels can be injected into the user acquisition strategy.