The whole world is ruled by smartphones and tablets. There are so many of their fans that when planning a promotion strategy, you need to consider such people. According to the most conservative estimates, in the Russian Federation more than 5 million people own devices on the iOS operating system and 6 million Android users. A new phenomenon in marketing was the promotion of mobile applications. Where to attract users from When they promote mobile applications, they use the same tactics as in advertising sites. However, ways to attract traffic are changing. For sites, SEO, contextual advertising, and advertising on social networks are best suited. For applications, everything is different. From the whole variety of paths, you can pay attention to several groups: store rating - there is a TOP in the AppStore and GooglePlay on the main page, which is the main source of downloads; independent search - the client himself is looking for what he needs; various recommendations and reviews - these can be articles on websites, video reviews, user reviews on a social network; Advertising in third-party mobile applications own channel - this can be a bundle from the YouTube channel and your site. We’ll take a closer look at how to move forward in the AppStore and GooglePlay stores. An interesting question immediately arises: how can you track the traffic channels and collect detailed statistics? To date, Apple and Google’s app stores do not provide special tools that can be used to collect data. Professionals say with one voice that even in the process of developing the application, you need to solve this problem using third-party services. The most popular are GoogleAnalytics and Flurry. How app stores work All mobile applications can be found in specialized stores. If it's an iPhone or iPad running iOS, you can find them in the AppStore. For each device on Android there is GooglePlay. For example, the Apple store has a common TOP of all games and applications. It is formed depending on the number of downloads. There is a rating of free and paid versions. In addition, there is a separate top, compiled by revenue, the so-called TOP cash registers. When forming the first two ratings, statistics are collected for previous days. According to experts, the recalculation of the rating occurs hourly. In addition, you need to pay attention that each country has its own store with its own applications. Of course, their number is very different. In Russia, applications that download on average 5-7 thousand times get into the TOP. Overseas, in order to get to the same position, the number of downloads must be many times greater. In the "paid" top there are those applications, the number of downloads of which is 5 times less than in the free one. In addition, there is a separate rating for each category, bringing additional traffic. As a rule, when a person is looking for a new game of the desired genre or training program, he enters the category in which the application is searched for according to certain parameters. To get into such a TOP, you need to have at least 500 installations per day. The best options will be 3000. But it is worth remembering that the selection is different for each category, so these figures are approximate. When a new application starts, it is better not to output it to the general TOP. It is worth paying attention to the ranking of categories, it will cost much cheaper. As practice and many experiments show, in the TOP most often are young applications. There are objective reasons for this. The Google store also has several TOPs that are programmed differently than in the "apple" one. Up come those applications that are installed on more devices. This means that all the "sweet" places are occupied by old applications, and it is quite difficult to supplant them. However, GooglePlay has a separate rating for applications whose age does not exceed 30 days, called TOPNewFree. As in the store from Apple, in the Android store there is a rating of categories, the distribution of which also occurs according to active settings. When promoting a new application, it will be much easier to take the top places in the AppStore, since in GooglePlay only old applications that have achieved user recognition can do this. Application Page ASO Optimization The first thing you should do is the application itself and its contents. It should be a beautiful, informative and convenient product capable of fulfilling its purpose. Such programs are quickly gaining popularity, which facilitates their promotion. The next step is to optimize the application page in the store. It is for her that the user will look before installation, so she should interest him. There are several important elements that should be perfect: Icon - some consider it unimportant, however this is the first element that the user's gaze will fall on. It should be attractive and reflect the essence of the program. In addition, it is desirable that it stand out among other programs on the device, so that users launch the application more often. The name is an important element. It should be easy to read and be memorable, so as not to make the user unnecessarily strain. If the name of the manufacturer is familiar to consumers, it will be useful to mention it in the name. Rating - it is desirable that it be a minimum of 4 stars, otherwise, those who wish to install will be reduced. Description is one of the most important elements. The user must find out everything about the application and want to install it. A simple but effective scheme: first, a small description of the application, then its advantages and main functions, achievements and development plans. Screenshots - show the design from the best side. You need to take a screenshot of the menu and key screens. You can add a small clip. Reviews - inappropriate opinions are easily deleted, just complain to the moderators. Reviews are erased after each update. Search engine optimization After search engine ASO optimization, traffic can increase significantly. Promotion between Apple and Google vary. In the AppStore, the main element is the name and keywords (no more than 100 characters). Description will not affect the search. In addition, the store from the "apple" company, when ranking, pays attention to the names of in-app purchases. You can make them key and this will give your result. However, convenience, first of all, cannot be sacrificed by users. In GooglePlay, everything is different: the name is much more important for the search, and the keywords should be in the description. Since this is Google, the same technologies are observed as in website promotion. You can list the keys separated by commas at the end of the description so as not to confuse the user. Conclusion When promoting mobile applications, you can use the same methods as when optimizing sites, but it is worth considering the features of stores on different operating systems. If you correctly approach the issue, the number of downloads will increase significantly. Competitor analysis is necessary in order to prevent the same mistakes.