Proven strategies to drive app downloads and engagement

App Store Optimisation (ASO) is like SEO (Search Engine Optimisation), but for app stores. It’s how people find your app when they search in Apple’s App Store or Google Play.Good ASO helps your app appear higher in search results, making it more likely to be discovered and downloaded.

Here’s what ASO involves:

• App title and subtitle: Make sure your app name is clear, searchable, and includes keywords your audience might use. For example, “TrailFinder – Hiking Maps & GPS” is more discoverable than just “TrailFinder.”
• Keywords: In Apple’s App Store, you can add keywords in a dedicated field. Use terms your ideal users are likely to search for. Think about problems your app solves and how people describe them.
• Description: Your description should clearly explain what your app does, its features, and benefits. Make the first few lines punchy, they’re what users see first.
• Screenshots and preview video: Visuals matter. Use high-quality screenshots that show off key features, with captions that explain how they work. A short demo video can make a big difference in conversions.
• Icon design: A well-designed icon builds trust and sets you apart from poorly made or generic apps.

💡 Pro tip: Update your ASO regularly. Trends and user needs change, and so should your app store listing.

Don’t wait until your app is live to start marketing. A strong pre-launch campaign can create hype and bring in a wave of downloads on day one.

• Landing page: Create a simple, beautiful webpage with a description of your app, visuals, and a sign-up form for updates.
• Email list: Start collecting email addresses early. Send sneak peeks, development updates, and exclusive launch offers to keep your future users excited.
• Social media: Choose the platforms your audience uses and start posting content early. Show behind-the-scenes progress, explain features, or ask for feedback. Build a community before your app even launches.
• Beta testers: Offer early access to a small group of users who can test the app and give feedback. They’ll feel invested in your success and can become your first loyal fans.

Your launch isn’t just a date, it’s a campaign. Treat it like a product launch for a new business.

• Soft launch first: Consider launching quietly to a limited audience or in one region to test everything and fix bugs before going wide.
• Press and influencer outreach: Contact bloggers, influencers, and journalists in your niche with a press kit. Keep it simple: What your app does, who it helps, and why it’s worth checking out.
• Product hunt or Reddit launch: Platforms like Product Hunt are great for tech-savvy audiences. If your app solves a specific problem, there’s probably a subreddit full of people who would love to hear about it.

You don’t need a huge budget to get results from ads, but you do need a plan. Paid user acquisition can give your app a solid push, but only if you know who you’re targeting.

Here are a few types of ads that work well for apps:

• Apple search ads and Google app campaigns: These place your app right where users are searching.
• Facebook & Instagram ads: Great for visual content and targeted audiences. You can reach people based on interests, behaviours, and demographics.
• TikTok ads: Perfect for younger audiences. Create fun, fast, engaging videos that show your app in action.

👉 Start small with your ad spend, test different creatives and messages, and optimise based on what converts.

Let’s say someone has downloaded your app - amazing! Now comes a critical moment: the first session. If users don’t understand your app quickly or find value right away, they’ll leave and never come back.

Here’s how to create a killer onboarding experience:

• Welcome screens: Briefly explain what your app does and why it matters.
• Interactive walkthroughs: Show users how to use the app with tooltips or short demos.
• Keep it simple: Don’t overwhelm users with too much information up front. Let them explore gradually.
• Allow guest mode or fast signup: Reduce friction. Let people try your app before committing to a full sign-up.

💬 A great onboarding experience makes users feel confident, in control, and excited to use your app.

Download numbers are one thing. Retention is another. The most successful apps don’t just attract users, they engage them consistently.

Here’s how to do that:

• Send helpful, relevant messages that remind users to come back.
• Avoid being annoying - don’t send too many, and let users control what they receive.
• Example: A fitness app sending a gentle reminder to log a workout is useful. Sending three per day? Not so much.

• Tailor content based on user preferences or behaviour. If someone uses your app for a specific feature, show them more of that.
• Personal touches increase relevance and deepen connection.

• Add achievement systems, progress tracking, or unlockable features to encourage continued use.
• People love completing challenges and earning rewards, it taps into our natural desire to achieve.

• Add new features, fix bugs, and listen to feedback.
• When users see that your app is growing and evolving, they’re more likely to stick with you.

Analytics tools show you how people actually use your app. This helps you understand what’s working, what’s not, and where people drop off.

Some key metrics to track:

• Daily active users (DAU) and monthly active users (MAU): How many people are really using your app?
• Session length and frequency: Are users coming back often? Are they staying long enough to get value?
• Retention rate: What percentage of users return after 1 day, 7 days, or 30 days?
• Conversion funnels: Are people completing the tasks you want them to, like signing up, booking, or purchasing?

Tools like Firebase, Mixpanel, and Amplitude offer dashboards and insights to help you make data-driven decisions.

Your users are your best source of insight. Ask them how you’re doing, what they love, and what could be better.

• In-app surveys: Keep them short and simple.
• App store reviews: Encourage happy users to leave reviews. Respond to all reviews, positive and negative, to show you care.
• Community building: Whether it’s social media, Discord, or a forum, having a space where users can talk (and you can listen) is gold.

App success doesn’t happen overnight. It’s a journey that requires thoughtful marketing, great user experience, constant iteration, and a deep understanding of what your users want.

By combining strategic promotion with a strong focus on engagement, you can build more than just an app - you can build a loyal community around your product.

And if you’re feeling overwhelmed or unsure where to start, we get it. You don’t have to do it alone. Whether you’re planning a launch or want to turn downloads into lifelong users, The Distance is here to help you make apps an experience worth sharing.

Need help turning your app into a success story?