Practical Guide to the app’s launch

We all know how difficult it is to develop an app. And we all know that when the first version is ready – the work has just begun.

It could have been simpler: You release it in app stores, start to reap the outcomes and, in a short time, achieve your goals. But, unfortunately, the sky is not that close.

With more than 3 million apps available for download, standing out from its competitors becomes absolutely crucial. Something that is similar even to the Theory of Revolution: Do it differently or you will not have the slightest chance.

And thinking outside the box is to reflect on how one can reach the highest number of downloads, attract quality organic traffic and increase conversions.

We have already posted countless content on launching strategies and we even shed light on the fact that some are not so as expensive as we thought.

We’ve already said what one should do or shouldn’t do and, nonetheless, we always need to reinforce that to launch an app without thinking about Marketing Mobile is a bad idea. Or even believe that this can be done at a later stage, in the near future.

Launching strategies and Marketing Mobile are as important to the product as each of its features.

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We need to talk about the app category

Yes, we have to have this conversation. First of all, because the app category is something that helps users find apps in stores.

Secondly, because it guides them to find those that better suit their needs – as well as those which solve their issues.

Therefore, app categories are key parts of ASO and mobile marketing strategies. This happens regardless of your app goals.

App categories organize them into stores. It makes it easier for users to filter their searches based on the app’s functionality.

In other words, choosing the right category for your app increases visibility, attract quality traffic and, consequently, the conversion numbers.

It is important to properly analyze the app category and define the one that suits it the better, in accordance with the profile of your ideal customer, with the app’s value proposition and where their main competitors are classified.

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You, marketing professional, should already be aware of the challenge of increasing the visibility of an app.

Just like you should know that ranking the app in the stores is the best way to be found by those you want to find it.

With more than two millions of apps on PlayStore and AppleStore, making your app findable is one of the greatest struggles for marketing professionals.

How can you do this?

If you are in the mobile marketing segment, it is important to be aware that there are several strategies to make your app reach the established goals for your success.

One of them is the App Store Optimization (ASO). Along with a structured app marketing plan, this process increases the chances of being discovered by your ideal user. More than that, it has a direct influence on the decision to install it or not.

You may even know the benefits of ASO, but perhaps you are wondering what the most important moment to deploy these strategies is, within your mobile marketing programming (and budget).

We are here to show where the ASO fits into this planning. That way you can start right now and achieve the expected results in less time.
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Number of downloads: why does it change so much (even with ASO)?

Let’s be clear: Everything revolves around the number of downloads of the app.

Increasing the app’s visibility or climbing more positions in the store rankings – these are an ever-present issue in mobile marketing strategies, right? But the main issue is always related to the number of downloads.

Those who now have started to work with mobile marketing or even the most experienced professionals, have certainly felt prompted to think about the constant fluctuations in the number of downloads.

What do you think of adding more intelligence to marketing your app? Get a customized analysis of your application!

At the same time, doubts arise when it comes to the metrics used in the ASO process, used to amass new installations. Or even to keep them on a smartphone. Apart from others.

We cannot answer all your questions but, at least, when you reach the end of this content, you will come out with some answers.

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iOS 11: What changes impact app optimization?

Even though it is currently going through a testing phase, the iOS 11 can already be accessed by the public in its Beta version.

The operating system will only be officially released at the end of the last quarter of 2017 – but Apple has already disclosed for its users what the main changes will be.

For us, mobile marketing professionals, the company has already made something quite clear: some of the operating system updates will impact App Store Optimization (ASO).

We are here precisely to share those changes with you. In this post, we’ll tell you more details about the new Apple Store and what is going to change in ASO.

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App retention: How to keep your user

Attracting quality-lacking traffic for the app’s page is something that always makes us raise a red flag. This not only affects the rate of conversion but also has a direct impact on user retention.

In many of our discussions and internal debates here on RankMyApp, as well as in the events that we support, like Mobile Marketing Brasil, we first thought:

“What actually makes a person interested in an app?”.

With time, this question changed to:

“How to keep that interest as time goes by?”.

The app market is overcrowded. Nowadays, we basically find apps for everything: entertainment, food delivery, taxi services, translation, communication, games, music, news… and so on.

But how many of these can actually conquer a spot in the memory of a smartphone for an indefinite period of time?

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App Optimization: What keyword should be used in each stage?

A lot is said about the relevance of keywords within the process of App Store Optimization (ASO). Right here on the RankMyApp blog, we’ve talked about that a lot of times.

The keywords are highly relevant, not to say essential, in the ASO processes.

However, little is said about the fact that there are terms suitable for each of the stages of an app optimization process.

Does it seem confusing? Relax, we will explain it. Perhaps the best way to start is to exactly explain what the types of existing keywords are. Let’s start there.

What types of keywords are used in the ASO process?

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App optimization: Understand more about A/B testing

A/B Testing has been a thing almost for as long as the concept of digital marketing.

The idea is quite simple: It creates two variations of the same offer, with a difference between them.

After that, the first variation is sent for half of the leads and the second for the other half. The one which is able to convert more leads into paying customers is the winner.

It is easy to understand the concept, isn’t it?

But don’t let yourselves be fooled by it. The A/B testing in apps is more complex than they appear. 

In order to be successful, several elements need to exist, such as a mature hypothesis, research, analysis and a solid strategy of acquiring users.

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Paid Media x ASO: What are the key differences in mobile app marketing?


Every individual who makes the decision to invest in mobile app marketing share the same doubt:

What are the best strategies to increase visibility inside the stores? Paid Media or ASO?

Before stepping into any sort of debate about mobile app marketing, let’s clarify an important point:

Paid Media and ASO are not opposite strategies, rather complementary. Both have specific pros and cons. And you don’t necessarily need to pick one or the other.

Every company has its own targets and goals. There’s not a pre-made cake recipe or some one-size-fits-all strategy for mobile app marketing. Each case is different.

To give an example, these are some of the variables involved:

  • Budget
  • Targets
  • The situation of your app.

So we are going to start enlisting the differences between paid media and ASO. And the pros of both. That way you will have a better understanding of both concepts and learn a bit more about mobile app marketing.

Mobile app marketing: Differences between paid media and ASO

If you are already in the mobile app world, it’s important to understand the different methods that are used in terms of mobile app marketing. You can be sure that you are going to need all the weapons to stand out among the completion.

With more than two million apps both in Google Play and Apple Store, making your app more noticeable and easily discoverable is something quite challenging. Let’s talk about each of these strategies:  

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Why do you need to focus yourself on constantly changing the ASO?


Changing the ASO can shape your app’s future and the positioning. And, indeed, you are aware of that.

Nonetheless, something quite important, of which most people are unaware, is that these changes (or, better put, adjustments) need to be continuous.

Changing the apps on a constant basis is something crucial for two main reasons:

1. To readjust the strategy of App Store Optimization (ASO), relying on metrics and A/B tests;

2. To always keep your app’s page updated and in the top positions.

The ASO process demands a steady frequency when it comes to performing text and graphic changes on your app’s page. Arriving first per se is not enough. One needs to hold that place.

Grasp the importance of constantly changing the ASO

What happens is that app stores constantly update their organic search algorithm and also the factors that allow any given app to hold the first place or not.

You probably already know that those app-related modifications can have their say in app store rankings. But did you know that sometimes, the best ASO best practices can win or lose relevance depending on the strategy?

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