In today’s competitive market, standing out and driving downloads is more challenging than ever. But, it's also never been more important. Whether you’re launching a new game, a productivity tool, or an innovative service, you need some strategies in place to break through the noise.
Drawing from years of experience studying the app space while heading up App Masters and Indie App Santa, here are five of the most effective growth hacking strategies that I've seen.
1. Rethinking the apps gone free campaign
One of the classic growth hacking techniques is the apps-gone-free campaign. Traditionally, this involves temporarily converting a paid app to free status for a limited period to create a surge of downloads. In today's landscape, this approach can be tweaked for modern monetization models.
Instead of switching a paid app completely free, you can strategically offer a non-consumable in-app purchase (IAP) for free for a couple of days. Typically, the remove ads IAP works well for games whereas the lifetime IAP works better for subscription-based apps.
By making a premium feature available at no cost for a limited time, you create urgency among potential users. The free offer acts as a powerful incentive — people who might hesitate to pay for premium features are now more willing to at least try the app. With increased downloads during this "promotional" period, many developers have seen not only a boost in user numbers, but also a significant increase in subsequent in-app purchases.
For example, one client we tried this with even reported making more sales during a apps-gone-free campaign than in several months of standard operation. Not bad!
Success with this strategy also hinges on promotion. It’s not enough to simply flip the pricing switch. There's simply too much out there now. So, get the word out and make that your priority. Leading technology sites like AppAdvice and Indie App Santa are ideal for this type of promotion, as well as relevant communities on Reddit (for example, the iOS apps subreddit). Remember, when offering an in-app purchase for free, ensure that it’s non-consumable (think “Remove Ads” or “Unlock Premium Feature”) so you preserve the value proposition and secure a lasting conversion once users experience the upgrade.
2. Mastering App Store Optimization (ASO)
App Store Optimization, or ASO, is often referred to as SEO for the App Store, and it plays a crucial role in organic discovery. At its core, ASO is about ensuring your app stands out in a crowded marketplace by optimizing key elements of your app’s store listing. This includes your app title, description, keywords, and even the icon and screenshots. It's a constantly evolving art, but it pays dividends once it's implemented correctly.
Many critics argue that ASO isn’t as effective as it once was. In truth, ASO continues to work — but only when your app delivers genuine value. ASO for a bad app won't matter. A great app with no ASO may not hit. You want both — an app genuinely solving a problem paired with effective ASO can equal an attractive business.
Big brands, such as Uber or Kindle, have large marketing budgets and strong brand recognition that allow them to leverage ASO successfully. These companies invest in high-quality content and consistently update their listings to resonate with potential users. For smaller developers, though, the lesson is the same: a good ASO strategy can boost your organic downloads, but again — it requires an app that meets or exceeds user expectations.
While ASO can be a massive topic to dive into, simply focus on the fundamentals first. Ensure your app’s title is both catchy and descriptive, use a set of well-researched keywords, and back it all up with a strong user experience. In the past, I’ve even experimented with techniques like leveraging app store reviews to ramp up specific keyword rankings. I’ve found that strategy to be effective, and it continues to deliver results even today.
The bottom line is that when executed correctly, ASO lays a solid foundation for your app’s long-term visibility and success. Don't skip it!
3. Embracing localization for global reach
Localization goes far beyond simply translating your app’s language. It’s about tailoring your app’s entire presentation to speak directly to users in different regions. By localizing your app name, keywords, and (if possible) screenshots and descriptions, you can tap into markets that might be overlooked when you limit your content to English.
Start small here, as with ASO. Try focusing on the most visible elements — things like your app's name and the keywords associated with it. For instance, subtle differences such as using “localised” instead of “localized” can make a significant impact in certain markets like the UK. Once you see an uptick in regional downloads, consider gradually localizing additional assets like screenshots and an in-app descriptions. This incremental approach helps manage costs while measuring impact, ensuring that each step in localization is justified by increased user engagement.
One minor downside of partial localization is that users in non-English speaking markets might find the in-app content still in English. However, the benefits of reaching a larger audience typically outweigh that. By adjusting your app’s metadata for different regions, you offer a more personalized experience that can dramatically boost downloads in countries that would have otherwise been difficult to crack.
4. Leveraging exclusive PR opportunities
Public relations still holds significant power in the digital age, especially when it comes to launching an app. Instead of spreading your story to multiple outlets, consider granting an exclusive to a single, respected publication. Pitching your launch as an exclusive story can help you secure quality coverage from top-tier media outlets like TechCrunch or VentureBeat, where it might be otherwise harder to gain attention.
Here’s how it works:
Identify the right reporter or editor within the target publication. Tailor a pitch that not only explains your app’s unique value, but also offers them the first look at your launch.
Offer them exclusive rights to your story.
Now, you’re effectively flattering their credibility - and many publications appreciate that. This approach creates a sense of urgency and pride, which can lead to some favorable coverage.
That said, there is a trade-off, though.
By pitching an exclusive, you’re limiting your audience to that one publication for the time being. If the pitch doesn’t land, you may not have immediate alternatives. In one case, I pitched an exclusive to a well-known outlet only to receive a delayed response stating that the story had already been published elsewhere. Despite this small risk, the rewards are worth it when the exclusive generates buzz and positions your app as a must-watch launch. The key is to get in front of the media early in your launch cycle, securing the attention you need before your app goes live.
5. Cracking the App Store feature hack
Finally, one of the most enticing strategies for app developers is the App Store feature hack. Securing a spot on the featured section in the App Store can lead to a massive influx of downloads. But, how do you get your app noticed by the right people at Apple?
It starts with doing your homework. Every category in the App Store is carefully managed by a dedicated team. Use LinkedIn to identify the right App Store manager for your app’s category and tools like Email Hunter to locate their email address quickly. Then, craft a compelling pitch explaining why your app deserves a feature placement.
Timing is crucial here. Rather than pitching before your app is approved, wait until it has successfully passed review. This extra layer of credibility enhances your pitch and increases your chances of receiving a favorable response. You can even do this right within App Store Connect now (look at the sidebar under "Featuring" -> "Nominations").
When reaching out, give them plenty of notice - ideally at least two to three weeks before your launch date. For certain categories, like gaming, there might even be a preference for specific launch days (one manager noted that Thursday is often ideal). While this method might take extra effort, landing a featured spot can exponentially increase your app’s visibility, driving both organic downloads and long-term engagement.
Wrapping up
Growing an app successfully requires a multi-faceted approach rather than a single formula. All of these strategies play a crucial role in increasing downloads and engagement. To recap:
A well-executed apps-gone-free campaign can drive an immediate surge in users.
ASO ensures long-term visibility.
Localization helps tap into new markets.
Exclusive PR generates media buzz.
Securing an App Store feature can provide a massive boost in organic downloads.
As always, the key to success lies in the long term execution. These techniques have been proven across industries, but their effectiveness depends on delivering real value to users — and that's something only you can control. By integrating and testing different growth tactics, you can build a sustainable framework for app success. Every app is unique! So experiment, track results, and iterate to find what works best. With persistence and smart execution, your app can definitely stand out in today's crowded marketplace.
