In order to increase organic installs (People search for something on Google Play Store & then they install the app). In order to get more installs, your app rank should be good enough for the keyword which user searches. If your app rank is within first 10 then chances of getting more organic installs are higher. So, your aim should be to increase the rank of the app.

In order to get your rank lifted in the charts you have to full-fill lots of ASO conditions. Few of them are below:

  1. Store Listing: Add premium logo, store images, video. These assets should look premium not cheap. This is where you’re going to create first impression among your audience. So, be careful while designing these assets & remember these are the real assets. Adding video of 50 seconds would be advantageous. Explain what your app does & add few screenshots of your actual app so that, people can see what they have to expect after installation. Recommended to create such videos from professional persons who speaks well. Description on the store should be carefully written & should understand to all sort of audiences. Add all possible keywords for which users might search for your app. E.g. If your app is kind of social media then add – Chat app, video chat, social Media, video calling & all those keywords which you could think of that your audience can search & install your app. Note that, adding such keywords in description helps your app to index for these keywords on the store.
  2. App UI: High end UI gets more attention, increases the installation rate & reduces the uninstallation rate too. UI should be simple & user friendly. It should understand to all kind of audiences. Navigation menus should be quickly accessible. Note that, uninstallation rate is also one of the major factor in ASO.
  3. App Content: The content in the app should be what you have committed on the description of the store. Discrepancy in both these content increases uninstallation rate & rank goes down. So, don’t fool users, be serious about your b’ness.
  4. Marketing: Focus on Blogging first. Try to write on every possible blogs like Quora, social media like Facebook, Twitter. You can even create articles on LinkedIn to spread awareness of your app.
  5. Reply to Reviews: Attend all the reviews on weekly basis & address the issue of the users & take them seriously. Don’t just make promises, implement them then only users will look at your app seriously.
  6. Cross Promotion – If you have apps on the stores already then you can simply cross promote them in those apps. Otherwise, you can ask your fiends or other app owners & you both can include promote each others app. For cross promotion you can use Admob platform where you can promote your own content without investing a single rupee money. However, for that, you need to be integrated Admob SDK.
  7. Get reviews from friends & family – After launch create a broadcast list on WhatsApp/FB & send message to everyone you knows & ask them to review the app & also, ask for serious feedback from them. This way you can conduct Alpha/Beta testing. Google/Apple also offers such type of testing to release. You can explore your app to limited audience (like 10% of your existing audience etc.) Before final launch, you can always get benefit of such services. Analyse the crash reports based on the Alpha/Beta testing then upload the new version.
  8. Get installs from legit sources: Buying legit installs has become challenging these days as many of the service providers use some programs to provide installs which ultimately end up banning the app by Google/Apple.
  9. Attribution Partner: If you’re planning to buy installs on bigger scale then consider having a attribution partner like AppsFlyer, Kochava or Tune. These are industry leading attribution companies & almost work with all the major ad networks. If you’re planning to have one then plan it to introduce right from the beginning. They also provide fraudulent traffic alerts, for that they might have different plans & packages. You can always check with them.
  10. More Volume, More CPI: Note that, every ad network works on bidding system. Its simple that, more you bid (per install) more exposure to your ad will be given. So, if you need more installs in less time then you need more exposure to your ads so as more bid. OR otherwise work with multiple ad networks with same bid & check if you can grab the installs which you are looking for.

Conclusion

There are many approaches to get organic installs. However, above mentioned are the very essential. Implementing it gives lots of growth to your mobile app business.

Read our another article on What needs to understand before setting up any digital campaign.

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