App Store Optimisation – Mobile App Marketing Tips

Mobile App Marketing Tips

In December 2017 we wrote an article on app store optimisation. A lot has changed since then, particularly in the Google camp, and App Store OptimisationIdeas for Mobile Apps (ASO) techniques now follow entirely different patterns. Read on to find out what our CTO, Tom Colvin, has to say about it now…

“In the web world, any half-intelligent search engine optimisation consultant will tell you there’s no gaming the system any more. Your website will rise to the top of the search engine listings only if it’s actually the most useful match for the user’s query. The site has to be high quality and well respected. Well, the same applies to apps in the app store.

“In my view Google Play is the best app store on any platform because it naturally promotes the best quality apps to the top. Users get the best apps with very little searching, and the best app developers get rewarded for their efforts. But how specifically does Google measure the “quality” of an app?

“Right now, it’s all about retention. Google believes that if a user is still using an app after a month then they’ve had a good experience. So your app is rated – almost exclusively – on how many new users are still using it days/weeks later.

“It used to be about updates, ratings and reviews (inc responses to reviews). These things are no longer all that important. Sure, they’ll probably feature somewhere in Google’s formulae, but retention trumps them all. Even, perhaps counter-intuitively, star ratings.”

So, how do you improve retention?

Make it EASY to Use

This is in many ways fundamentally obvious advice. But how to go about making software easy to use is a massive topic. Suffice to say a good UI/UX which makes it totally clear how to use the app will reduce drop-off in retention.

A common mis-step is to provide a couple of initial instructions on how to use the app. If your app needs instructions, you’ve designed it badly. If you really, really have to tell your users something then use tooltips or similar, but only at the point at which the information will help them.

Set the Right EXPECTATION for First Use

Users will give your app listing very little time; mostly looking at pictures (screenshots) rather than what you’ve written. They usually have a very specific task or experience in mind and will give your listing a very brief glance. If it suggests your app will meet their needs, then they’ll give it a go.

But if your app doesn’t immediately provide what the description tells them to expect then it’ll get uninstalled or never used again. (For the sake of retention figures, these two outcomes are equivalent.)

Keep it FRESH

If your app is content-based, for example a level-based game rather than a utility, then keep adding new content. Users are more likely to revisit apps when they expect to see something new each time. You can visit the BBC News app 5 times a day and it’ll show something different every time; this drives reuse.

Improve USER EXPERIENCE on first use 

If you need users to sign up, ask as little as possible from them. If signing up is complex, or if it feels buggy or asks too many questions, your app will get dumped. Some of our most significant gains in ASO have been had through small tweaks, making processes more straightforward and removing complication in first use.


Use push messaging to re-invite users back to your app. Keep push messages personal rather than generic – so for example if I’ve bought a product from you before, tell me when there’s a special offer on something that goes with it. Don’t tell me you’ve started stocking a new brand of cat food, because I haven’t got a cat.



Why We Go to Business Expositions

Robot at Trade Show

Next week, we are heading to SME 2019 in Farnborough, which got us thinking about why we like going to expos, why expos matter, why they’re a fantastic platform for business activity….Models Printed by Robot

Everything is mobile-influenced. We live in a mobile-first world.

Technology is rapidly advancing. Attending exhibitions is more than just a way to find new leads. We can experience for ourselves the hottest and most innovative devices, be on the front-line for pioneering demonstrations, and discover what the latest gadgets are.

Last year we came away with the usual pens, coasters and assorted treats, plus 3D printed plastic models of our best-looking (😉) team members – how cool is that?!


Check out some other reasons we go to expos……

To Make Friends

Walk in with an open mind, a happy face and inquisitive self. Your fellow exhibitors are under the same pressure as you to deliver an ROI. Say hello! Have a chat, share a joke. Give them a wave and impart your challenges, visions and passions – who knows where the journey will lead? Their best client might be your ideal prospect.

To Encourage Ideas

At exhibitions we talk with like-minded people, value contrasting opinions, partake in energetic discussions. We make the most of this opportunity to meet a diverse group of companies and individuals, forging new connections, which often lead us to discover exciting new concepts!

To Showcase Fun-TechCompact Mobile Controlled Robot

We like to create a reason for attendees to come and talk to us – stop, take a look, have a chat, grab their attention and have some fun in the process. We love having a thought-provoking talking point to enhance our company visibility, something that demonstrates our impressive manufacturing App skills……

And we created a robot to do just that – he’s called Uncle Bob.  Uncle Bob isn’t much of a conversationalist, but he’s a natural show-off and demands attention. He’s a robotic arm with his own personality – come along and find us at Southern Manufacturing Exhibition 2019 (Stand L195) and see if you can bend him to your will!

To Sell Ourselves

Unlike many businesses we don’t rely on selling a physical product. At an exhibition, we can showcase our expertise to a primed audience of motivated individuals. We want them to believe in our awesome team.  An Expo gives us exposure and helps establish our place on the tech-scene. The applications we create are unique.

So that’s just a Few of Our Favourite Reasons to Attend Expos…What are Yours?

Don’t forget to come and check us out at SME19 – 5th, 6th & 7th February 2019, at the Farnborough International Exhibition and Conference Centre, Farnborough. Stand L195.