Finally! Your users have reached the last roadblock between you and an install on their smartphone. Anticipation sets in. Will your app fit their need: for higher productivity, for photo editing, for cat games? One last click will let you know if you did your job right.
But, I’m getting ahead of myself. Because your app store page is literally the last place a customer will visit before purchasing, you have to think about the big picture.
Where are potential users hearing about you first? What else are you doing congruently to promote your app? Among your answers could be public relations, user acquisition campaigns, guerilla marketing or maybe something else.
According to Ariel Michaeli, CEO of AppFigures:
“With so many options, users opt for spending the least amount of time [shopping for an app] and will almost always download the app that has the least perceived risk. This means that good app store optimization extends beyond keywords. A good optimization campaign aims to reduce perceived risk.”
Use your marketing mix to help users discover your product and your App Store page as a place to fully understand your app’s need.
