How to Promote Your Mobile App on the App Store in 2024: A Complete Guide

App Store Optimization
Jun 25, 2024

You have developed a mobile app or game, received approval from Apple, and now the product is finally available for download. Even if you have absolute confidence in its commercial success, in the absence of bugs, and a clear understanding of its uniqueness and advantages, but the process is still ongoing.

You need to promote app on the App Store to get it installed by as many users as possible. In this article, the RadASO team gathered tips on how to promote Apple apps in 2024.

Even more insights from ASO & UA pros in ASO Busters on Discord!

App Page Optimization

Mobile app promotion in the App Store starts with App Store Optimization (ASO) – a set of actions focused on:

  • text optimization, which means improving visibility in the Store;
  • graphic optimization – to increase conversion from page views to installs.
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Word
Frequency in service
Qimai(China)*
AppTweak
Mobileaction
Appfollow
课程 (course)
5387 (high)
56 (mid)
5 (low)
34 (mid)
外语 (foreign language)
5699 (high)
35 (mid)
5 (low)
34(mid)
播放 (play)
5496 (high)
35 (mid)
5 (low)
35 (mid)
*Search index in China provided by Qimai and based on multidimensional calculations such as search results, downloads and relatable keywords.
App Store
Google Play
1. Icon impact on user choice
Important, but not more than a video with screenshots, as they take up most of the screen
Icon is displayed with several other icons in search results, and therefore it has the greatest impact on the user's choice
2. Icon localization
1 icon for all locales
Can be localized for each country
3. Screenshots quantity, orientation
From 1 to 10, any orientation
From 2 to 8, any orientation
4. Screenshots the most important are the ones that are visible before you start scrolling
  • Vertical screenshots: 3 are visible
  • Horizontal screenshots: only the first one is visible
  • Vertical screenshots: 4 are visible
  • Horizontal screenshots: only the first one is visible
5. Screenshots size
Large — the content is legible
Much smaller — the captions are quite illegible
6. Video quantity
Up to 3
One video that must be uploaded to YouTube
7. Video orientation
Any orientation
Horizontal orientation prioritized
8. Video autoplay
Plays automatically for 30 seconds without sound
You need to click on it to play
9. Application cover
Displayed on the application and developer pages
There is no cover
10. Graphics update
After release only
Whenever

Market Analysis

To begin with, determine what category the app belongs to, what its advantages are, its USP (unique selling proposition), and who your main competitors are.

The niche can be either highly competitive or include several players. This will determine the next steps, and it will allow you to identify the following aspects:

  • market capacity (number of downloads/revenue for a certain period);
  • what techniques are best to use for promotion;
  • how popular the niche is in a particular country.

Due to competitor analysis, you can identify important aspects:

  • trends and tendencies in the category;
  • competitors' messages in communication;
  • what they consider to be their unique advantages.
Device or context
Icon size
iPhone
60x60 pt (180x180 px @3x)
60x60 pt (120x120 px @2x)
iPad Pro
83.5x83.5 pt (167x167 px @2x)
iPad, iPad mini
76x76 pt (152x152 px @2x)
App Store
1024x1024 pt (1024x1024 px @1x)
Source language
Target language
How much longer (+) or shorter (–) the text in the target language is
English
French
21.18%
English
Spanish
19.52%
English
Italian
17.91%
English
Deutsch
16.67%
English
Dutch
13.80%
English
Portuguese (Portugal)
14.29%
English
Portuguese (Brazil)
12.96%
English
Polish
9.33%
English
Russian
9.11%
English
Czech
3.70%
English
Arab
–6.25%
English
Japanese
–39.68%
English
Korean
–44.04%
English
Chinese (Simplified)
–61.97%
English
Chinese (Traditional)
–63.80%
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Textual Optimization

The main metadata fields that are indexed by the App Store algorithms are:

  • title;
  • subtitle – visible to every user;
  • keywords – hidden from strangers and available only in the App Store Connect developer console. 

The app or game will rank in the search engine based on the search term that is included in the textual metadata.

Let's examine the basic requirements for metadata:

1. The App Title, or the app name, is located to the right of the icon and is shown in an enlarged, bold font. The maximum length of the title in the App Store is 30 characters, so it is important to pay enough attention when you compose it. The Title should be capacious, unique, readable, and relevant to the app.

Note. This field has the most influence in ranking, so it is important to place the highest-priority keywords in this field. 

2. Subtitle is a subheading on the app page in the store. Just like the Title, it can contain only 30 characters. Its purpose is to give the user more information about the app and, in a nutshell, describe what the app is about. 

Note. This field also has a big impact on search engine results, so it's important to put your keywords in context rather than just placing them in commas.
Example of a title and subtitle in the App Store
Note. App Store algorithms match words from different fields, so there is no need for one field to be the entire search term. For example, part of the search term may be in the title, while another part may be in the subheading or keyword field. So the algorithm will combine all possible variants.

3. The Keywords field is hidden from users and does not directly affect the conversion rate. However, it impacts the indexing of the application for certain search terms. The Keywords field includes 100 characters, where each key is separated from the other by a comma. Here you can place the keywords that you consider most relevant to your application.

Note. Do not use spaces when listing keys to save the number of available characters. For the App Store algorithm, separating words with a comma is sufficient.

The system indexes a few more fields from the application page, but their priority is much lower:

1. Developer's name.

2. Promoted in-app purchases – in-app purchases of virtual goods (content, subscriptions, premium access, digital goods). They can be found in search results, on the app page, and in the Today, Games, and Apps tabs. The name of the promotional purchase is indexed.

Example of Promo-Purchases in the App Store

3. In-app events are activities that take place within an app at a certain time (in-game competitions, live streams, premieres, new features, etc.). If an app has an event running, you can see it in the search results, on the app page itself, in the Recommendations tab, and in Apple's editorial picks. The event name (30 characters) and a short description (50 characters) are indexed.

In-app events in the Apple App Store marketing: on the app page, in search results, on the Today tab

The priority of text metadata fields during indexing:

Note. Metadata fields such as app descriptions and user reviews do not affect indexing in the App Store, unlike Google Play.

Learn more about how to promote your mobile app on Google Play in the RadASO’s article “Google Play ASO: Ultimate Guide on App Store Optimization for Android in 2024”.

Device
Spotlight icon size
Settings icon size
Notification icon size
iPhone
40x40 pt (120x120 px @3x)
29x29 pt (87x87 px @3x)
38x38 pt (114x114 px @3x)
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
iPad Pro, iPad, iPad mini
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
Search term
Translation
SAP* English (U.S.)
SAP* English (U.K.)
truck games
games with trucks
62
39
lorry games
games with trucks
32
jail games
prison games
29
8
prison games
prison games
32
24
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.
App Store
Google Play
What can be tested?
  • Short description
  • Long description
  • Icon
  • Feature graphics
  • Screenshots
  • Videos
  • Screenshots
  • Videos
  • Icon (has to be uploaded to the build*)
Number of simultaneously running tests
5 tests (each test is valid within a single country.

You can choose a default country test (details below): then it will run in all countries where there are no localized graphical or textual materials.
1 test (the test can be immediately extended to all countries where the application is available or opt for specific countries as needed)
The number of test variants that can be tested with the current version in the store
Compared with a maximum of 3 new variants
Can a test be launched while another item is under review?
Yes
No
Mandatory formats for screenshots uploaded to the store
6.5
  • 6.5
  • 5.5
  • 12.9 (if there is an iPad version)
*Build – is a new version of the application. Updating the icon is only possible when updating the application version in the store. In other words, the term "build" refers to a specific version or variant of the application that is ready to be downloaded and installed on the users' devices. It contains all the necessary files and data for users to install and use the application.
More about optimizing graphic elements in the App Store and Google Play can be found in the article 'Graphics in Mobile App Promotion in the App Store and Google Play (ASO) – How to Optimize Graphic Elements.'

Graphic Optimization

The conversion rate from display to install is influenced by the way the app page is designed. The most important factor is the First Impression Frame (the elements that the user sees on the screen at the first contact with the app) - according to Store Maven, 50% of installations come from it.

Basic graphic elements in the App Store

Let's explore the basic requirements for graphic content in the App Store.

1. App Icon

A unique element that every app or game should have. Unlike Google Play, the App Store icon is the same for all locales and countries where the app is available. 

The key factor for this element is to promote your iOS app, be simple, easy to remember, and match the theme of the app.

The key points to pay attention to when preparing it are:

  1. App topic. If the app name is well known, it is enough to simply place a logo on the icon. In other cases, it is better to place on the icon an element that is associated with the niche, for example, a pencil or a sticker if the app specializes in notes.
  2. Focus on minimalism. Try not to overcomplicate the icon with additional elements and details – such an icon will look illegible and messy on the phone screen. 
  3. Text Usage. Add an inscription if it is part of the brand logo and you can't avoid it. The longer the inscription is, the smaller it looks on the phone screen, and as a result, the worse it is read. As an exception, you can use short text phrases that characterize an application or its function, such as HD, 3D, Pro, etc.
  4. Versatility. If the app is available not only on the iPhone and iPad, but also on other devices, take care that the icon is correctly displayed on all platforms.
  5. Customization. Seasonal variations of the icon (e.g., adapting it for Halloween or Christmas) can have a positive impact on conversions.

Read more about the icon specifications here.

2. App Screenshots

You can place up to 10 screenshots in the App Store, the first 2 of which are the most important. They are recommended to demonstrate the main functions of the application, which the user has to see. You need to consider the following:

  • the screenshots and icons should match each other and be made in an organic color scheme and style;
  • the order of screenshots – in order from the most important features and characteristics to the minor ones;
  • text – add short captions (caps) to screenshots to emphasize or convey key messages to users; 
  • make the font readable and the laconic message;
  • orientation – vertical (portrait) screenshots are mainly used for applications, as they can be used to communicate multiple messages on one screen, horizontal screenshots can be used for games with the appropriate interface;
  • the concept is exactly what connects all screenshots, the background, the mockup that show the application interface, fonts, additional graphic elements, and visual effects – everything should harmonize with each other and be united by one idea;
  • adapt screenshots according to the cultural and linguistic characteristics of different countries and events throughout the year;
  • trends in the category and the mobile application market in general. Periodically analyze what your competitors and mobile applications, in particular, are advertising and what graphics they use.
Note. If there is no video on the application page, the first 3 screenshots are displayed in the search (vertical orientation). In the other case, the video is displayed first, followed by the first 2 screenshots. 

Read more about the technical requirements for screenshots in the Apple's help.

3. App Preview Videos

There are literally just a few seconds to get the user engaged. Due to App Preview videos, you can increase conversion rates by showing the app's interface and USP in a dynamic and non-boring manner. 

You can upload up to 3 videos (both in horizontal and portrait orientation) to the App Store. They will be placed in the first three slots on the app page, i.e. in place of the first three screenshots, and will be played automatically. In practice, one 15-30-second video is sufficient. You can choose a stop frame from the video as the cover image.

Note. According to Store Maven, the average video on iOS is only 4-6.5 seconds long, so you should put the most important information at the beginning.

Technical specifications for the App Preview Video.

Device size or platform
Screenshot size
Requirement
Screenshot source
6.5 inch (iPhone 13 Pro Max, iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)
1284 x 2778 pixels (portrait)2778 x 1284 pixels (landscape)1242 x 2688 pixels (portrait)2688 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 6.5-inch screenshots
5.8 inch (iPhone 13 Pro, iPhone 13, iPhone 13 mini, iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X)
1170 x 2532 pixels (portrait)2532 x 1170 pixels (landscape)1125 x 2436 pixels (portrait)2436 x 1125 pixels (landscape)1080 x 2340 (portrait)2340 x 1080 (landscape)
Required if app runs on iPhone and 6.5 inch screenshots are not provided
Default: scaled 6.5-inch screenshotsAlternative: upload 5.8-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
1242 x 2208 pixels (portrait)2208 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 5.5-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (3rd generation) screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (2nd generation) screenshots
Price
Traffic Source (Self Reporting Networks)
Facebook
Google
X (Twitter)
Apple Search Ads
Cohort reports
Impression tracking
Audience segmentation
At extra charge
Custom Dashboards
Custom Reports
At extra charge
Advertisement Cost
DAU/MAU (Stickiness)
Raw Data Export
At extra charge
At extra charge
At extra charge
API Reporting
Search term
Translation
SAP* French
SAP* French (Canada)
soldes
sale
25
5
aubainerie
sale
14
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Rating & Reviews

An app's rating and review sections are a quality indicator for many users. They make it easy to assess the overall level of satisfaction with a product and, in the case of reviews, the specific context behind the rating. 

In addition to the first impression, ratings and reviews also shape the general impression of the brand and indirectly influence the ranking of the app in search results.

How to Improve an App's Ranking in the App Store?

  • make sure that everything is fine with the application – the reasons for low ratings and irritated reviews often can be the speed of the app, various bugs, fast battery drain when using the app, etc;
  • be proactive – use in-app pop-ups (App Rating Prompts) that encourage users to rate your app, and consider where to place them to avoid annoying users.
Note. It is better if a person faces a pop-up after a successfully completed action, when he or she is more likely to be satisfied and prone to give a high rating. For example, when moving to a new level or placing an order in a store. 
Note: The App Store allows you to use both standard rating windows and customized ones for your app.
  • respond to comments – users will see that their opinion is valued and that the app team is committed to improving the experience of interaction with the product;
  • if a comment contains offensive words, content, or spam and violates the platform's rules, you can report it to Apple and delete it.
Device
Icon size
iPhone
180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro
167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini
152px × 152px (76pt × 76pt @2x)
App Store
1024px × 1024px (1024pt × 1024pt @1x)
Icon format
PNG
Color models
sRGB or P3 (see "Color Management")
Layouts
Aligned without transparency
Sizes
Shape
Square without rounded corners
All the current requirements for icons are specified in the specification.

A/B testing

The main goal of the A/B test is to increase conversion to installs. Apple's native Product Page Optimization tool allows you to compare which of the options is most attractive to users: the original application page or a page that contains a modified graphic element.

In the Apple App Store marketing, you can run tests with:

  • icon;
  • screenshots;
  • videos (app previews).

The testing objects can be different:

  • changes in the color scheme;
  • variations in the text, order, or style of screenshots;
  • different approaches to localization of graphic elements;
  • which of several videos shows the best result, etc.
А/В-testing icon example

When creating a test in the App Store Connect console, you can add up to three variations to test (treatments) against a control variation (the current app page) and choose what percentage of traffic goes to each of them.

Unlike Google Play, you cannot run multiple A/B tests on the App Store at the same time. A test can last up to 90 days, or until you stop it. The recommended time to run a test is at least two weeks.

Tip 1: Apple allows you to extend the A/B test to all localizations that are available in the app. It is also possible to select only those that interest the app team.

Tip 2. To make the test result more accurate, conduct not A/B tests, but A/B/B tests, where A is the current variant, and B is the new variant and its take. A/B/B tests additionally verify the test results: ideally, variants B1 and B2 should demonstrate similar performance to confirm or disprove the hypothesis.

Read more about Product Page Optimization in the Apple Help.

Read more about A/B Testing in ASO. What Is It and How to Conduct It in Apple’s App Store or Google Play?

Icon format
32-bit PNG (with alpha channel)
Color models
512 х 512 pixels
Layouts
1024 КБ
Sizes
square, without rounding and shadows (Google automatically rounds the corners and adds shadows)
All the current requirements are specified in the specification.

10 tricks on how to promote app on the App Store?

ASO

App Store Optimization promotion solves the following issues:

  • improving the visibility of the application;
  • increasing the number of installs;
  • improving Conversion Rate (CR);
  • optimizing advertising costs – ASO allows you to reach your target audience through organic search results, and increasing CR contributes to the growth of organic installs; 
  • positive impact on brand reputation by working with graphical metadata and ratings/feedback. 

Localization

This is the adaptation of the application interface and content to the target markets where it will be promoted. Localization helps increase product visibility, installs, and revenue worldwide. 

It differs from simple translation by customizing the content and elements within the app to match the cultural specifics and preferences of a particular country.

Methods of application localization:

  1. Minimum Viable Localization (MVL). 

This is the minimum required to enter a new market. It involves localization of only the key features and content of the application, as well as its page in the Store. MVL requires less time and resources.

  1. Full localization of the app.

It covers all elements within the app, and its page in the store. It may also include localization of the application website and advertising materials for a specific country.

Apple Search Ads (ASA)

With this platform from Apple, you can advertise your app directly in the App Store. Several formats are available in ASA:

  1. Search Tab

According to Apple, more than 70% of users find an app through a search. The format involves your app advertising in the App Store on the Search tab even before the user enters a search term into the search field.

  1. Search Results

In this case, the user sees an ad above the search results for their search term. In order for the ad to be shown for relevant search terms, make a list of keywords.

  1. Product Pages

The ad is shown to users who have scrolled to the end of an application page. It can be shown in all categories or only in selected categories.

  1. Today Tab

The user sees an ad on the “Today” tab by scrolling down the tab a bit. To be able to run ads in this format, you need to prepare a custom product page. The user will get to it when clicking on the ad.

 

Apple Search Ads example

Featuring in the App Store

Getting featured in one of the selections made by Apple's editors in the Today, Games, or Apps tabs can significantly increase your app's visibility. Some selections are constantly updated, such as “Best Programs of the Week,” while others appear periodically.

Featuring can be presented in different ways – in a story format that focuses on a single application, or as a collection of games/applications combined by a common topic.

Featuring examples in the App Store
Note. For an application to be included in the featuring, the corresponding request must be reviewed by the Apple team.

Incent traffic

These are actions of a user group for which they receive a reward. It is an effective method of how to promote Apple apps, but it should be used with caution. The App Store algorithms may consider a sudden jump in installations suspicious and lower the application visibility in the search results or even ban it.

The main purposes of using incent traffic:

  1. Mobile app promotion to the top of the search results for specific keywords. In this case, the user's task is to type a certain key into the search and then install the app. The more installations there are, the higher the app will rank in the search results for the search term.
  2. Boosting app rating and purchasing reviews – with the help of an incentive, you can increase the app's rating. But keep in mind, if the app has bugs and errors that other users have reported earlier, it may lead to more negative reviews in the future.

Targeted ads

Giant platforms such as Meta Ads, Google UAC, TikTok, and Snapchat offer various formats of targeted advertising – video, banner, stories, etc. With their help, you can reach potential users based on demographic, geographic, and behavioral parameters, and interests. 

Another advantage of targeted advertising is the wide range of settings that can be applied to an ad or group of ads.

SMM

Mobile app promotion on social media works to increase brand awareness and interest in your product. By creating content for Facebook, Instagram, TikTok, or X, you can reach a huge number of users around the world.

Interacting with users through interactive posts, challenges, and giveaways will help develop a loyal community around your product. Social media analytics tools will also provide insights into the behavior, interests, and demographics of your audience, which can help you improve your app marketing strategy.

Media outreach

This approach involves collaborating with bloggers, channels, and mass media that are relevant to your app, as well as participating in topical conferences. 

A review of a new game by a popular streamer or a mention of the app in a podcast relevant to the target audience increases recognition and makes the product more attractive to users.

Note. Pay attention to forums. On Reddit, Quora, and other niche platforms, you can find users for whom the product is relevant and interact with them. In addition, many platforms provide opportunities for advertising, sponsorship, and reviews.

Cross-promotion

This is a method to promote your iOS app in which an app's ads are shown to users inside other apps. Formats can vary, from banners and interstitial advertising in the App Store to push notifications.

The advantages of such a promotion strategy:

  • your ad will be seen by a relevant audience, which increases the likelihood of installs, and usually, cross-promotion is done by choosing apps or games from similar niche categories;
  • influences the growth of trust in the application – users are more likely to install the application on the recommendation of a source they trust;
  • the existing user base and traffic of the partner application are used.

Email-marketing

This communication channel is worth using if you already have a user base: you can use it to contact them directly. 

Segmenting your email list based on behavior or preferences will allow you to personalize communication with subscribers. This has a positive impact on their engagement.

In the newsletters, it is recommended to mention:

  • application functionality update and other innovations;
  • discounts and special offers;
  • bonuses and rewards (e.g., for long-term use of the application);
  • request to rate the application and leave a review, etc.

An iOS app promotion checklist from the RadASO team:

Determine what user needs the application covers, and who its target audience is.

Analyze the market. Analyze how competitive the niche to which your product belongs is, and who the main players are in it.

Put together a semantic core.

Prepare text metadata. If your application is available worldwide, localize metadata for target markets.

Prepare an icon, screenshots, and, if possible, a video. As with textual metadata, adapt the graphics for the specific country.

Conduct A/B tests with different graphics to see what resonates most with your audience.

Monitor the app's rating, and respond to user feedback.

Develop a promotion strategy – what methods and tools you will use, and what KPIs you want to achieve.

Analyze the effectiveness of metadata releases, A/B tests, and advertising in the App Store. Take the results into account in subsequent iterations.

Observe your competitors and trends in the category and mobile in general.

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