Why you might have limited app downloads on the App Store

The obvious fact when I started thinking about this was that, well, some apps don’t get enough downloads because they are simply not good enough. But then it hit me: how can a user know if an app is good or not, if he or she is not downloading it in the first place? Sure, there are the ratings to look at (and they do matter), but I cannot count the number of times when I saw 1 or 2 star apps in the 'top downloads' charts.

It would seem that presentation matters massively. I will split presentation in 2 parts:

1. Visual presentation
2. Metadata optimization

Please note that I will only tackle this from an App Store Optimization (ASO) perspective. There are more variants if you look outside the App Store, such as websites, paid ads and social media (to name a few) – but that’s a story for another time.

The visual presentation

• The app icon 

When someone searches for an app, this is the first thing they see. One would argue that the first thing that a user sees is the title, but humans tend to look at images/colors first.

• The title

Important from 2 perspectives: it has to be memorable and “brandable”, but also have a keyword or two in it so that it helps show your app higher in the rankings when users search for apps in the Store.

• Screenshots

If a user likes your app icon and title, he or she will tap on it. Now, the first thing they probably look at is the set of screenshots. I have seen many apps with just one or two screenshots – this won’t do you any favors. If the developer didn’t bother to add more screenshots to show why the app is great, why would a user bother to download it? Oh, and make sure that they put your product in a good great light.

• Description

Again, I bring up my belief that humans look at images first and at text second. That’s why description is arguably not AS important – but still massively important. Be sure to have the most interesting things in the first 3 lines of text – what’s beyond that is not immediate any more, as the user needs another tap on “Read More”.

• Video presentation: 

Apple recently added a new feature, allowing you to show off your app with a short video which is displayed next to the screenshots. This is a new aspect, and I couldn’t find any surveys showing if this matters massively or not. It still matters though, and since there aren’t many options to play around with, videos will play an increasingly important role in App Store Optimization. Pro Tip: If using OS X Yosemite, hook up your test device to your Mac and launch QuickTime. You’ll have an option to record what’s on the iOS’ device screen – this should get you started. You could then use iMovie (basic) or Final Cut Pro X (advanced) to edit.

That’s it! In terms of visual presentation on the app store, these are the only things that you can work with. That’s why you need to spend extra time making sure that these are as great as possible.

Metadata Optimization

• Keywords

Looking at the App Store context, keywords are the most important kind of metadata that you can work with. Make sure you use all of the character allotment when selecting keywords. If you aren’t sure about what keywords to use, I recommend www.sensortower.com for keyword research. There is a whole lot to cover on what keywords to use, but for the sake of keeping this short, I will just state the most important thing: pick keywords which are not too generic, as those are already used by thousands of apps – if you pick generic keywords, you’ll get lost in the crowd. Find niche keywords to focus on, that you can rank high for. Sensor Tower has a tool allowing you to see potential traffic for each keyword, as well as the difficulty score for it.

• Categories

Arguably a part of the metadata variable, you need to make sure that you put your app in the right “box” – don’t just jump for the most sought-after categories, because those tend to be the most crowded.

So there you have it – the things that matter for your download numbers. Again, remember that these are the items related to App Store Optimization – I didn’t tackle things outside of this area.

You still need a great product, of course. With a great product, you’ll get great reviews which can drive downloads faster, and not to mention word-of-mouth marketing and publicity (which is free, and extremely efficient – just think about Angry Birds). Last, but not least, you’ll feel good knowing that you positively contributed to someone’s life with a quality product (even if that contribution is only a few minutes of enjoyment while waiting for the bus).

Risk aversion

I could have easily talked about myself as being a person who dislikes risk. I used to like knowing that I was 100% the master of my own fate, and risk introduced variation that could curb that. I did, however, change my perspective.

It's not like I enjoy risking - I don't. As a matter of fact, gambling is something that I never see myself doing. But risk can be seen through different lenses. I now see risk as an opportunity - that is, I see calculated risk as an opportunity. Looking at it from a business perspective, I believe now that every venture has an inherent risk. It can be small and within certain predetermined parameters (calculated risk), or it can be great (foolish risk) - no matter how you look at a business venture, risk plays a part. And going forward, even though there is a chance of failure in something, it does not mean that one should stay away. I came to the sudden realization that steering clear from all risks in my life, I would probably put barriers to many opportunities. I don't like that thought.

Do you have the "spark" of innovation?

Every once in a while, established industries change - all it takes is a spark created by true innovators. Their enthusiasm fuels a blazing switch of mentalities and processes, and what it used to be status quo is no more. It takes true passion and commitment to achieve this kind of spectacular change - but very often, this is exactly what pushes the human race forward.

Just think of what the Walkman did to the portable music industry - it completely revolutionised it. But then again, all it took for the industry to be re-revolutionised whas the spark ignited by another product - the iPod. This kind of change is good. Although Sony, the company behind the Walkman, might disagree, the arrival of the iPod pushed the boundaries even further, and in turn, made listening to music a more pleasant and rewarding experience. This article is not about the iPod, and not even about Steve Jobs - the innovator behind it. It is about that spark that triggers change and outstanding evolution. 

I believe that it all boils down to passionate people, who have the courage to challenge generally accepted truths about the world around them. Back in the day, we used to think that road vehicles are reserved only for the upper class in society. That was the case, and it was accepted as such. But not by Henry Ford - he completely turned the car industry upside down with the introduction of the assembly line. The first car to ever be produced this way, the Ford Model T, was the first wave of what was about to come. The car industry changed, and the human race evolved along with it.

Probably each one of us has a little bit of Steve Jobs or Henry Ford mentality. We need to let this mentality come alive, and actually ask ourselves: how can I make something better? I am particularly sure that most of you thought of a great new way to do/build something, but let it go as the task of implementing it was too cumbersome - apparently impossible. We must shake this off, and let our inner innovators come to light. The "innovators" are still part of the human race, and we are a lot more similar than you might imagine. The accepted innovators are not extraterrestrials, or part of another race - they are human, just like you and me. All they have differently is their mentality. Imagine if more people would think and act like them - where would the human race be in 50 years? I believe it would be skyrocketing towards excellence at a great pace, taking every one of us along for an extraordinary journey.

Think about it, and the next time you have a great idea, don't just let it go. It might be the next "spark" which might detonate massive change and improvement.