App Campaigns

App Store Optimization (ASO) is the process of improving app visibility in the app stores. The Apple App Store and the Google Play Store both have algorithms calculating which apps to feature and which to show in search results. App developers and marketers acquire higher app store ranking for their apps by optimizing for app store search algorithms. In addition to enabling apps to reach higher app store rank and increased exposure, ASO is also a major source for organic app growth. This is because, it puts apps in front of people who are already interested in those apps’ functionalities, niche or brand. Therefore, producing better tap-through-rates (TTR) and conversion rates (CVR).

You’ve no doubt read about all the things that you should be doing to prepare your app or game for launch, but sometimes in all the clamor, it's easy to overlook the tasks that are really important for a successful launch.

Lifetime Value is all revenue a single user is expected to generate from the time they download the app until they stop using it. It’s quantified as a window of time in which an app is seen as turning a profit over operating costs.

If you have just launched a new app, it’s often the case that you’ll have very little experience of developing a UA strategy. This is exactly what happened at Peak Labs, who released their cognitive brain training app in 2014, so they brought in Adam Turowski to build their strategy from the floor up. Since their launch they have experienced huge growth and been nominated for best app in the store twice. At our latest London Growth Summit, Adam discussed the 10 steps he followed when developing Peak’s successful UA formula.

App developers by their very nature are inherently clever people. Crafting a mobile app or game requires plenty of experience and smarts. Unfortunately, however, developers are so focused on their product, and coding a great app, that they are left perplexed by the more traditionally “soft” skills required in marketing and user acquisition to make their app a commercial success.