We want to talk about what organic traffic is and why it is so necessary to know about it. Imagine that you have created a great app that will satisfy users’ requests and will facilitate their lives easily. Your team has worked so hard for several months: designers, marketing specialists, and developers.
Eventually, there is an app that is ready to be seen and installed from Play Market or App Store. You have the name, unique description, well-done strategy, and life cycle plan. And now there is nothing but you are ready to meet your users.
So now after all this work is done, when your app is so ready, there are so many issues that can be faced:
Your app is unknown to your customers;
When the app has been just released on Play Market and the App Store, no one can find it in search results on purpose;
And the worst case is to watch how your competitor’s app gets installed and steals your target users;
How to fix these troubles? Should you try advertising, and social media, or what else can you consider?
Thankfully, we introduce to you the most optimal solution – ASO. App Store Optimization is an answer that will provide your app with a long-term income of organic traffic. So how do you manage a pool of requests that you’ve set? This is what we want to tell you about, but let’s start with the concept of organic traffic first.
WHAT IS ORGANIC TRAFFIC?
Organic traffic is users who come to the app page using the search bar, app markets’ picks, charts, and recommendations. Besides that, there is a Trending Searches tap in App Store where the most popular apps’ searches are.
That is to say, such kind of traffic is when customers get an app with no assistance.
All other things being equal, organic traffic comes from user searches as they scroll through search results, and look at rankings, Top Charts, and Favorites.
Essentially, all kinds of traffic can be divided into the following categories:
So it’s now clear with organic traffic, but let’s figure out with a motivated one. Such kind of traffic is about installs for which users are rewarded, so then they are motivated to try your app. Such installs are done by keyword to grow apps on a particular demand by a direct link, by a tracking link, by leaving positive reviews, and by performing other tasks.
Ad traffic is paid advertising inside a marketplace. Also, this kind includes app installs, which comply with the classic advertising model: users notice an app’s ads that attract them and click the link.
Taking into account what was mentioned before, choosing one traffic channel can be quite risky. Because waiting for users to find you in search results will take time while pouring budgets on motivated or advertising traffic can be expensive and the effect will last a little longer than the money will run out.
That is why the best way out of this challenge is to combine traffic channels, keeping them under control and continually adjusting their percentage between them.
ASO AND ORGANIC TRAFFIC
Organic mobile app traffic is basically similar to ASO optimization. So now you will find out how to use optimization to your benefit and turn it into a long-run resource of organic traffic:
Look for and grab the user’s attention!
First of all, it is describing text optimization. So therefore your app can be found as a result of search results according to relevant key queries. These queries were previously learned and integrated into the app’s metadata.
Getting the users’ attention can be a bit harder. That’s because when we talk about text optimization, there are quite explicit rules and expected outcomes. But all that concerns the user’s attention and reaction is hard to foresee. But here are options as well.
It is impossible to make a first impression twice. This is why the app’s visuals are the most important conversion lever. The icon of the application should be apparent right away, you got just about 3 seconds of the user’s attention and then he keeps scrolling. Apply every tool to amaze your user – a clear and define icon, contrasting colors, and relevant updates.
When you have successfully got users’ attention to your app’s page in the marketplace – act!
Screenshots are the next step for getting the user’s attention. This channel of communication should be used at full capacity – eye-catching icons will be associated with you as a developer. The app’s functionality should be revealed through accessible and understandable explanations.
The app rating is another reason to work on because installing an app is like buying a monkey in a poke. The curiosity to know what’s inside the app, how it works, and whether it’s a solution for a request is a justifiable desire. So anyone else’s experience in this matter will be a huge help – what users think about it, who have already installed and used the application. All of this is carefully learned and has a rather significant effect on conversion rates.
This is why involved users’ comments can show your future target audience that you appreciate feedback and work on mistakes. Everyone likes to be seen, so feedback is a great way to correct a bad rating.
Keep in touch with your target users, and use different channels to broadcast – a great way to “word of mouth” online when influencers and opinion leaders keep talking about you. Adjust advertising from a celebrity blogger or arrange the app’s mention by them.
Viral strategies in marketing have a point. So rely on it. It’s actually a kit of methods that push users to share and distribute your app. So when you hear “go viral” – this is exactly what you should try to make with your app.
Your target audience will define the best channels for promotion – so be attentive to visualizing your expectant users when creating the app. Obviously occasional mentions would lead to a leap in demand and a sharp waning of interest as well. Such apps require their own thoughtful strategy for promotion and ad.
Chosen apps as organic traffic’s source
You’re not the only one who struggles to show users your attractive and high-quality apps or games. Marketplaces are interested in it the way you do as well. App Store’s and Play Market’s recommended tops are the best channels of organic traffic. These charts contain various Top-10, Top Free, Our Choice, and App Of the Day lists. So you could get there smoothly.
Sadly for devs, there is no definite way to get into these lists. But it’s for sure your app should at least comply with the security, usability, and functionality. It was the main reason why it’s recommended to work hard on your interface (UI/UX), Android and iOS optimization, timely updates, localization, and being focused on ASO.
There is an age of information we live, so creating the app doesn’t end when it has been done. You have to create content, publish it online and stay in touch with your users. With such an activity, you form a ready audience – customers who are aware of your app and crave to install it.
You may expect a rapid outcome if you put the effort into adjusting the proper organic channels for the app’s growth and keep analyzing and modifying the results. Organic traffic is slow-moving, but constancy leads to success.