Getting your app discovered in the store is the fundamental challenge every app marketer faces. With millions of apps on iOS and Android, standing out is hard. Just like any product, success starts with understanding who your users are and where to find them. This guide covers how to get more app downloads on iOS and Android: app store optimization, paid and organic acquisition, and the conversion and retention work that makes downloads actually pay off.
First, the download paradox: why apps get installed but never used
A sobering truth: research shows about 25% of apps are used only once after download. The average user has 80+ apps installed but actively uses only around 9 a day and 30 a month. Getting the download is only half the battle.
Common reasons users abandon an app:
- Poor onboarding that confuses or frustrates new users.
- Slow loading or crashes on first launch.
- Asking for too much information or too many permissions upfront.
- No clear value: users do not see why they need it.
- Forcing account creation before they can experience the benefit.
- Battery drain or heavy data use.
- Aggressive, spammy push notifications.
- Confusing design or navigation.
- Missing features promised in the store listing.
- Privacy concerns about data collection.
So as you drive downloads, fix onboarding and first-run experience in parallel. Retention and engagement are where real business value is created. (For why users hesitate to spend, see top reasons people do not purchase apps.)
App Store Optimization (ASO): get more downloads organically
ASO is the SEO of apps: improving your app’s visibility and conversion in the Apple App Store and Google Play. Done well, it grows organic downloads without paid spend. The elements to optimise:
- App title and subtitle: include your primary keyword naturally. Apple allows 30 characters for the title, Google 50.
- Keywords field (iOS): use all 100 characters with relevant, high-volume terms, comma-separated with no spaces.
- Description: benefit-focused copy with primary keywords in the first three lines (the part shown before “Read more”). Google Play uses it for ranking; Apple mainly for conversion.
- App icon: distinctive and memorable so it stands out in search and on the home screen. Test variations.
- Screenshots and preview video: show key features and benefits, with captions and lifestyle imagery. Localise for Arabic-speaking UAE users.
- Ratings and reviews: encourage happy users to review, and respond professionally to negative ones.
- Category: pick the primary and secondary categories where you have the best chance to rank.
- Updates: regular updates with clear notes signal active development and help rankings.
- Localisation: translate and culturally adapt the listing. Arabic localisation is essential for UAE and GCC reach.
- Backend: reduce app size, speed up loading, and minimise crashes, all of which affect rankings.
ASO is ongoing, not a one-time task. Tools like Sensor Tower, data.ai, Mobile Action, AppTweak, and AppFollow help with keyword research, rank tracking, and review management.
How to get more app downloads: paid and organic
Beyond ASO, a full app marketing strategy uses several channels together.
Paid acquisition:
- Apple Search Ads for visibility on App Store search.
- Google App Campaigns automating ads across Search, YouTube, Play, and Display.
- Meta (Facebook and Instagram) with app-install objectives.
- TikTok Ads, strong with younger UAE audiences.
- Snapchat Ads, strong across the UAE and GCC.
- Programmatic via DSPs like AppLovin, Liftoff, and Vungle.
Organic growth:
- Content marketing and SEO targeting “best app for…” searches.
- Press outreach to tech and UAE business media.
- Influencer partnerships with relevant UAE creators.
- A social presence sharing features, tips, and user stories.
- Referral programs that reward users for inviting friends.
- Cross-promotion with complementary apps.
- Listings on review sites and curated app lists.
- Community building on Reddit, Discord, or Facebook Groups.
- Email marketing to existing customers and prospects.
Conversion optimisation:
- A/B test your store creative (icons, screenshots, videos).
- Streamline onboarding to reduce drop-off.
- Use deep linking (and deferred deep linking) for seamless web-to-app journeys and accurate attribution.
The best UAE app marketers combine paid acquisition for predictable growth with organic strategies for sustainable, lower-cost installs.
Use conversion optimization for installs
Conversion tools in Google Ads and Meta use machine learning to bid automatically for the users most likely to install your app and complete valuable in-app actions. The system learns from people who already installed or engaged, finds patterns that predict your most valuable users, and adjusts bids in real time, getting more accurate as it gathers data.
To get the most from app conversion campaigns:
- Define conversion events beyond installs (registration, purchase, level completion).
- Integrate your tracking SDK properly (Firebase, AppsFlyer, Adjust, or Branch).
- Set a realistic target cost per install or cost per action based on your unit economics.
- Allow a learning period (aim for 50+ conversions a week).
- Provide high-quality creative in multiple formats, and refresh it to avoid fatigue.
- Use audience signals (custom audiences and lookalikes) to guide the algorithm.
- Track lifetime value, not just install cost, and use a measurement partner to verify quality and catch fraud.
Combined with strong creative and proper tracking, conversion optimisation can sharply improve your return on ad spend.
Get help with your app marketing
Getting more app downloads on iOS and Android comes down to a strong store listing (ASO), the right mix of paid and organic acquisition, smart conversion optimisation, and a first-run experience that keeps users. For more, see how to increase app store downloads for Android and iOS. We help UAE businesses plan and run app campaigns that drive quality installs. Call +971 50 304 7470.
