There are many different user acquisition strategies. This article is going to look at two of them and why they should both be used.
The two methods we are going to talk about are:
- Paid strategies,
- App store optimization (ASO).
Paid acquisition tactics require a monetary investment that allows your app to reach more users. This is done by displaying ads for your app on mobile sites and in other, noncompeting apps.
There are several benefits to this approach. For starters, it typically provides fast results. Plus, you get to choose the target market, which makes your campaign effective. It’s also easy to measure ROI using the data that paid campaigns provide.
But this doesn’t come free. You have to be willing and able to pay for this mobile user acquisition strategy. And even then, you won’t know if the campaign will be successful until you try it.
However, that doesn’t take away from the effectiveness of paid ads. You can analyze the results of each campaign in order to improve future efforts.
App store optimization (ASO)
This user acquisition strategy for apps relies on optimizing your app’s page in order to improve its rank in the app store. Theoretically, reaching the top of the search results will allow more users to find and download your app.
Successful ASO strategies benefit your bottom line because they don’t cost a thing. And because most app downloads are the result of users searching app stores, you might get more users from ASO than you would from paid campaigns.
Furthermore, those who find your app in the store are more likely to keep using it than those who found out about your app after seeing an ad for it. This is because users in the app store are already on the hunt for an app like yours.
But it’s important to understand that this is not an overnight process. It takes time for your app’s rank to improve.
And you can’t just forget about ASO after your initial optimization efforts. You will need to continually monitor and analyze the results of your ASO strategies to ensure they are working. When you find areas that need improvement, they will need to be addressed.
How the two strategies can work with each other
ASO is more of a long-term approach that steadily gains ground and becomes a reliable method that constantly works to acquire new users.
Those users are typically higher in quality than the users gained through paid methods, and the more high-quality users your app has the greater its retention rate will be.
But this doesn’t take away from the importance of paid mobile user acquisition strategies, which are great when you need a quick boost in downloads, or you just launched your app and it hasn’t yet established a good rank in the app stores.
Plus, acquiring more users through paid strategies may actually end up helping your app’s organic reach. This is due to the increase in traffic to your app’s page, which contributes to an improved app store rank.
Just as paid strategies can help your ASO tactics, the same is true in reverse. Your paid campaigns won’t do any good if you haven’t taken the time to optimize your app’s page.
Users who click on your app’s ad, still need to be convinced they should download it. You can accomplish this by fully optimizing your app’s page.
Are you starting to see how these two methods really do need each other? If you want your app to get more users, you should incorporate both strategies into your mobile app user acquisition plan.
Although it can be a little overwhelming, there is no need to stress. If you need help getting more users, reach out to a mobile specialist today!