How to get millions of app downloads for free? App Store Optimization, Viral Marketing or Paid Acquisition? This are the slide from the meetup at Startup House. If you have not attended you can reach out to me to get more insights: https://www.linkedin.com/in/christianpuricelli/

1. How To Get Millions Of App Downloads For Free
StartupHouse, San Francisco
June 8. 2017

2. How Apps Can Get Users?
App Store
(ASO)
Other
 Search
 Discovery
$ Paid
 Virality
 PR, Infuencers

3. Know Your Business Model
●
Ads
●
Paid
●
Subscriptions
●
Ecommerce
●
Of App Business
●
...

4. Know The Stage You Are In

5. Know The Stage You Are In
Downloads/Day
12 Months Max2 Months Max 24 Months Max
< 100 100-1'000 1'000-10'000 10K-100K 100K-1M
Egg Larva Fly Bird Eagle

6. Returns you need to focus on
10x-
100x
1x-
10x
20%-
5x
5%-
2x
Downloads/Day
< 100 100-1'000 1'000-10'000 10K-100K 100K-1M
24 Months Max12 Months Max2 Months Max
Egg Larva Fly Bird Eagle

7. How Apps Can Get Users?
App Store
(ASO)
Other
 Search
 Discovery
$ Paid
 Virality
 PR, Infuencers

8. App Store Search
●
People searching for you
➔
Include variations of your name in the
keywords: “BlitzStory”, “Blitz Story”,
“BlizStory”
●
People searching for what you do,
your competitors, ...

9. App Store Search: What Matters?
It is a black box

10. App Store Search: What Matters?

11. App Store Search: What Matters?
●
Keyword Ranking
➔
Find the right Keywords
➔
with high trafc (Google Trends,Tune, Sensortower..)
➔
low competition (number and quality of apps ranking for it)
➔
Add Keywords to App Title* or Keywords
Other factors: Downloads, Ratings, Conversions, Retention,..
to consider after Stage 2 (larva)
Expected return: 1-10x (egg/larva)

12. App Store Discovery
Editorially Featured Rankings

13. Editorially Featured: What Matters?
When Does It Matters?
●
Free App with Mass Appeal
●
Featured in the US/Worldwide
➔
50K-100K downloads
●
When It Doesn't Matter?
●
Niche App
●
Featured only in Small Countries

14. Editorially Featured: How to do it?
How to do it?
●
Have a great app
●
Use latest iOS features
●
Optional: Target specifc events
●
IOS 11: Http://apstore.com/promote
●
Email Apple appstorepromotion@apple.com

15. Rankings: What Matters?
What Matters?
●
Top 10 overall
➔
1-2x organic uplift
(50 000 – 500 000 downloads for
top 10 US)
What Doesn't Matter?
●
Top 10 category ranking

16. Rankings: How to do it?
●
Number of downloads in
the last 24h
●
Number of downloads in
the last 7 days
➔
Paid Acquisition
➔
Launch PR
➔
..

17. Virality
When Does It Matter?
●
Virality is intrinsic in your product
When It Doesn't Matter?
●
Adding a share feature to your non
viral app

18. Infuencer Marketing
When Does It Matters?
●
Infuencer would use it organically
●
Infuencer uses it organically
When It Doesn't Matter?
●
There is no ft between the
infuencer and the app

19. Case Study: Viral + App Rankings
Influencer Seeding
Top #2 in App Store
Rank Uplift
Viral Growth

20. PR
When Does It Matters?
●
Building a brand
When It Doesn't Matter?
●
Getting Downloads

21. Paid Acquisition
When Does It Matter?
●
High revenue per user (Paid App, App with IAP, E-
commerce,..)
●
Getting critical mass for viral distribution
●
Getting on Top of Rankings for reaching organic uplift
●
You are venture funded and want growth at any cost
When It Doesn't Matter?
●
Bootstrapping an ad monetized app that you want to be
proftable

22. Validate App
Concept
Optimize App
Keywords
Paid Acquisition
to get initial
users
+
Optimize App
Icon and Title
Micro Influencers
Validate Virality
Optimize
Retention
+
Optimize App
Description
Influencers
Get Featured
Optimize Virality
Optimize
Monetisation
+
App Rankings
Exploit Virality
PR
Optimize
Everything
Enjoy Life
< 100 100-1'000 1'000-10'000 10K-100K 100K-1M
Downloads/Day
12 Months Max2 Months Max 24 Months Max

23. Give Feedback & Get the slides
bit.ly/blitzslides