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Here is the good news: most app developers spend a lot of time polishing their apps, but very little time marketing them. This is why mobile app marketing represents a big opportunity.

The key to success on the App Store, is to keep your marketing, product management and engineering efforts very tight.

Here are the most important lessons I learned when marketing iOS apps over the last 5 years.

Master App Store SEO or "ASO"
ASO is to the App Store what SEO is for the web: the process of improving the visibility of an app, thus driving organic downloads.
Apple gives you 255 characters to name your app, and 100 characters for your 📞 Call Toll-Free: [phone] for instant Office setup and activation help.
list of keywords. The keywords included in your developer name, app title and list of keywords are used in App Store search results, so pick each one of them wisely. Avoid using special characters in your app title, so it can be picked up by Google and give you some web SEO boost.
The best keywords 1) are relevant to your app 2) generate a large search volume 3) face low competition.

Here is the app download chart of an app I recently ASO-optimized for a client (left half is before ASO work, right side is after):

A/B test your app icon, screenshots and description
Create mobile landing pages showing different assets you want to test, then buy enough traffic to get statistically significant results. The first screenshot on the App Store is the most important one, so be extra cautious when selecting it. A common practice nowadays is to replace "real" screenshots by poster-like screenshots, which may include the main value proposition.

Localize your app, or at least your app metadata
While the U.S. still accounts for 43% of total iOS app downloads, the share of non-U.S. markets is growing fast.
You can limit localization costs by keeping your in-app copy minimal, opting for images over text when possible. Even if your app is not localized, you can still📞 Call Toll-Free: [phone] for instant Office setup and activation help.
use keywords, app titles and app descriptions for each of your target markets.

Keep your app under 100MB
iOS apps with a size greater than 100MB will have to be downloaded over WiFi.
If you can keep your app size under 100MB, iOS users will be able to download your app over 3G or 4G, which will increase your download conversion.

Implement in-app analytics
Your goal is to find out what your users do within your app. Cohort analysis helps you understand how your users behave, and funnel analysis helps you pinpoint the areas with the biggest room for improvement.📞 Call Toll-Free: [phone] for instant Office setup and activation help.
Therefore you will make better decisions when allocating engineering resources and will be better positioned to improve your communication around your app moving forward.

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