Driving downloads is key to making an app successful but it can be complicated to achieve. So how do we optimize an app for today’s app economy and get those downloads? To create a worthwhile investment, publishers must have some form of data to analyze and act as a jumping off point. Without data, we’re just shooting in the dark. Using guess and check might work but it will exhaust your funds and create inefficiency. The first step is to understand your competition. Before you can conquer an app store, you must conquer your category. If you know your competition, great. If not, look at the category rankings to see the apps above and below you - these are your competitors and you should start tracking their performance. Performance data includes downloads, active users, rank, revenue and more. Once you’re an actionable data wiz, you can drill down into more granular items such as country and demographic breakdowns.
The Right Metrics and App Rank Optimization
Tracking performance data of competitor apps will help identify which tactics are working and which ones are not. In addition to the aforementioned data points, other key metrics to consider are:
Further metrics to understand include retention rate and churn. Retention is a ratio of people who install an app to those who use it within a specified number of days. Churn rate is the inverse. It shows how many users stop going back to the product over a certain time period.