Supercharge App Store Rank Through Optimised User Engagement

By Jody Lee on 30th Dec 2023

Sometimes climbing the app store keyword rankings stalls. Your app seems to get stuck in the store, resistant to all your efforts to optimise your app store listing.

You've extensively laid the groundwork and run tests, yet the improvements appear to be falling short. They're not enough to propel your app in front of your potential users.

Now it's time to shift your focus to the power players of app store optimisation (ASO) that will lift your app - engagement ranking factors come into play. These dynamic ranking factors, which can change over time, can be the energy in your sports drink.

So let's look at how frequently people are engaging with your app. How often are they opening and using it? And let's look at the volume and velocity of downloads and ratings. The quality of your rating and reviews. Your tap-through rate. App updates. Also, how often do people uninstall your app?

That's a lot, I know. But with some work and focus...

... dynamic engagement ranking factors can gradually be tweaked to your advantage

For instance, you should aim to continually ramp up your download velocity. That means the number of app downloads within a certain timeframe.

Google play app install

The sweet thing here is that you can enhance your download velocity and ASO with paid media and content marketing. Unlike SEO, advertising app install campaigns will improve ASO and increase your download volume and velocity ranking factors. That has a positive impact on your app's ranking in the app store.

Therefore, everything that you do to encourage app installs will contribute to a positive outcome. Whether it is an email campaign, an article promoting your app, or any other marketing tool you deploy, the results can be significant.

The key point here is that paid marketing can have a profound effect on organic ASO. You have an instant opportunity to affect your rank by increasing download volume and velocity.

In fact, you can use these dynamic ranking factors and engagement when launching your app or game.

To generate a massive surge right out of the traps...

...you can run a complex marketing campaign online and offline with various advertising and promotional marketing aspects in play. That way, you will have more control over your organic rankings from the start.

Therefore, it would be wise to overlap your launch with an advertising campaign... and content marketing, email, PR and so on to increase app installs.

google discovery google play ad install

If you have a new release with a high download volume and velocity, the app store algorithm takes notice. To the app store, it looks like people care about your release. It's as if there’s an air of anticipation for your launch or update. Then you push the button, and there is an explosion of excitement.

Consequently, you'll witness an uplift in the app store that continues for a while. Meaning, that once you've reached your advertising budget, app downloads don't simply plummet. So it makes sense to put together a marketing campaign and budget your marketing spend around your app launch and update schedule.

It's clear to see that momentum in the app stores can push your app higher. And some believe the app stores favour new releases and updates for a while. It's as if they give your app a leg up. That can last for a few days or up to a week.

Naturally, the response to your app will play a role. If your ranking factors look good in the first few days, they can help push your app in front of potential users for a week or so. From then on, maintain that momentum, as that will give you a long-term benefit in the rankings.

However, there are cases where, despite extensive promotion to drive downloads, you won't see a marked improvement in your app store ranking.

App Store Optimisation Engagement Ranking Factors: The Roadblocks

Even when you’re convinced your app deserves the top spot, it’s not consistently breaking into the top 10.

You've optimised all the basic elements. Running A/B tests for improvements. Driving downloads and doing your best to retain users, but nothing seems to work.

Now, major ranking factors are holding you back...

User ratings for app image

...one big ranking factor is your star ratings and reviews:

  • How many people have rated your app?
  • What is your overall star rating?
  • Are they leaving a review to share their thoughts?
  • Are the reviews positive?

Those elements profoundly impact users' perceptions and the app stores' algorithms.

The chances are, you're competing with apps that have more downloads and reviews. And their average star rating is higher than yours. So if you have everything else sown up, then ratings and reviews could be the factors holding you back.

There are a few more factors that can dramatically affect your ranking. I'll get to them in a moment.

But first, you'll need to tackle your rating and reviews. Dig in to find out what's happening. Is there something that needs fixing?

Unfortunately, a bad experience motivates people to rate an app. They may go out of their way to give you a couple of stars. And there is a good chance they will leave a negative comment when annoyed. So, anything like that needs addressing.

Actually, be proactive at collecting negative views and responses outside of the app store. The more you can prevent bad ratings and reviews from the app store, the better.

So, provide an easy way for your users to vent their concerns. An option within the app is often the best solution to quash negative ratings and reviews.

On the other hand, encouraging people to leave positive reviews can be tricky. You have to work hard to get them. So, you'll have to work out when the best time is to nudge them into giving you top marks and leaving a review.

If you use apps, there's no doubt you've had a request to rate an app. Most of us have had that experience. Usually, you are in the app, and it says something like, "Are you enjoying [the app]? Please take a moment to let us know your  experience."

It works, so make sure you encourage your users to rate your app and leave reviews.

In fact, don't leave all the work up to the app. If you have other means of contacting your users, use those channels too. If you have their email address, send them an email. If you have a phone number, give them a quick call.

Whatever it takes, because an overall top rating and glowing reviews can give you the edge over your competition.

User Behaviour: The Key to Success

Finally, you'll have by now cottoned on to user behaviour as the key to app store success. You'll need to monitor how often your users engage with your app. What are they doing, and how can you keep them stimulated to come back for more? Is your app performing better than your competition? Regular engagement will affect your app ranking across the app store.

If your users frequently open your app, that's an indication that you can retain them. If they are not uninstalling your app, then you could get an edge over your competitors. You could see your app ranking best in the search results, category list, or getting recommended if users download and use your app.

On the other hand, you could see the opposite if people download and uninstall it right away. Or if there is a mass user exodus to uninstall.

All in all, take a stand to make your app an irresistible magnet for engagement. Swirl in a dose of fun and add a dash of dopamine to keep your users returning for more. It’s not just about a one-time download, but creating a consistent user experience that keeps them hooked and coming back for more.

But remember, all this doesn’t have to be a solo journey. If you’re not sure where to start or how to inject that spark into your app, we’re here to help. With our ASO services, we bring a wealth of experience, creativity, and proven strategies that can help elevate your app to the next level.

We’ll work with you to understand your audience, fine-tune your approach, and create a user experience that not only attracts but also retains users. We’ll help you navigate the complexities of app store optimisation, from improving your app’s visibility to increasing download velocity and enhancing user engagement.

So, why wait? Get in touch with us today, and let’s set the stage for your app’s success story. Together, we can turn your app into an engaging, high-ranking powerhouse that users can’t resist. With us by your side, we'll give your competitors a run for their money!

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sophisticated marketing target
Significantly Increase Your Company's Revenues

Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.

sophisticated marketing target
Significantly Increase Your Company's Revenues
Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.
sophisticated marketing target
Significantly Increase Your Company's Revenues

Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.