The Current State of App Discoverability

Lior Eldan

The mobile app landscape in 2019 is filled with challenges and opportunities. Some of the biggest challenges include standing out among the over 4 million apps in the App stores, competing with the big brands, and being discovered.

On the other side of these challenges, however, lie tremendous opportunities for app success in 2019. We’ll take a look at how to access these opportunities to make this year your greatest ever.

Getting Discovered

The first challenge for any app – both for multi-billion dollar companies and small developer shops – is being discovered. Google Play Store and the Apple App Store are starting to provide many more data points that are filling in gaps in terms of where and how apps can best be discovered.

For example, according to Apple, 65% of App Store downloads came from search, showing just how powerful this element is and how critical it is for app developers to put their best foot forward when it comes to search results.

Sometimes, this means using existing assets to get a turbo boost. We worked with Reddit, for example, to leverage their existing assets to promote their app. Thanks to some smart cross-promotion, we helped Reddit grow their app an impressive 90% year-on-year just through app store optimization.

Monitoring and analysis

Monitoring, analysis and optimization are the building blocks of a successful app. At Moburst, we’re constantly monitoring app store trends and collecting data from various verticals, in order to provide our clients with the most powerful suite of optimization tools.

One example of this is obtaining insight in what people are searching for based on Apple’s “top searches”, analyzing the keywords being used. We’ve developed our own technology that enables us to “see” what Apple suggests when users begin to type a search query, and get quality data regarding opportunities for our clients.

Extreme Conversion

Conversion is part science and part art, and both of these disciplines are critical to app success in 2019. For example, we have helped app companies double their conversion rates just through visual assets such as screenshots that we optimized for conversion.

This approach leads to significantly lower CPI rates, increased organic listings and higher CTR CVR (click-through rate / conversion rate to install). Taking what we mentioned in above about Apple’s search results – and coupled with the fact that users generally make a decision to download an app within 3-6 seconds – being visually appealing and ticking all the boxes when it comes to getting the highest conversion rates becomes even more important.

New Opportunities

New opportunities abound. While Facebook and Google can still be winning channels if set up correctly, there are many “blue oceans”, or areas which are not saturated and provide great value.

Some of these where app developers have been finding amazing results include Pinterest, Apple Search Ads and Snap. Each of these has pros and cons, and each is the right platform for a specific audience. They also all need a specific style of message to be effective.

Other exciting opportunities include content marketing, especially using platforms like Taboola and Outbrain.

2019: Here We Come

2019 presents challenges, certainly, but the opportunities this year should excite everyone is the mobile app ecosystem. With the right focus, passion and partner, success is around the corner!

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