The question of why acquisition matters is easy to answer — apps are designed for users. While it may feel good to see a big number of downloads and installations, it’s more important to the long-term success of your app that you attract the right users. That’s why a winning acquisition campaign requires ASO and UA efforts that work together to bring high-quality, long-lasting users.
So how do you make your app stand out in the ever-changing sea of competitive apps? It starts with ASO, which translates into creating a memorable first impression from the moment a prospective user lands on your app store page. Your app icon, screenshots and messaging need to quickly and clearly communicate your key benefits and value proposition (which must also align with your business goals).
And how does someone learn about your app to begin with, if not through the app store or organic search? That’s the goal of UA, which is a strategic mix of earned, owned and paid media. Your budget and strategy will inform how your UA efforts evolve over time, and routine A/B testing and experimentation is essential.
Each phase of the app development and marketing process involves data because good decisions are based on good information. The process of acquiring new users is often one of the most data-heavy parts of the process, with many avenues that depend on measurement and analysis.
ASO and UA, like so many aspects of the app lifecycle, require an ongoing give-and-take between execution and strategy. It’s about creating a hypothesis — that this screenshot or this ad creative will convince more users to download your app — and then testing it. And trying again.
So what happens now? If you’ve convinced users to download and install your app, the next step is to drive deeper engagement.
In our next module, we'll take a deep dive into user engagement and why it matters.