Has your mobile app failed to give expected returns post its launch in the App Store? Why is it so? Was there lack of efforts from mobile app development company’s side? It’s easy to play the blame game, but is it ethical to make someone responsible baselessly for failure?

Scrutinizing the Root Cause of Less User Engagement

If the app encounters problems in functioning or has design interface related issues then you can undoubtedly blame it on the careless work of mobile app development company. However, if these aspects of app work seamlessly, yet the app did not achieve the expected user base then the problem lies somewhere else.

What people usually do not think about is how much visibility does your app get among 2.2 million others in the App Store? This is the real problem because if mobile users are not exposed to your app, they would not download or use it. This is the root cause for less number of downloads for your mobile app.

App Store Optimization Strategy: Vital Components Affecting Mobile App’s Visibility

1. App Name and Icon

Name and icon of mobile app should relate to its nature and functioning. Unique names and creative icons make users (those scrolling through apps in the App Store) click on them to know more about it.
One thing to bear in mind is that the app icon that you submit is later resized as per the App store norms to fit in the allotted space. Thus it is wise to have a prior understanding of the exact size of icon and design it accordingly so that it looks appealing in the visual size.

2. Video and Screenshots

There a space allotted in the App store where mobile app owner can add screenshots and videos of the app for users to get a glimpse of it. These screenshots are the deciding factor for users whether to hit the download button or not.

The best way to utilize this space is to form a story linking various screenshots to explain basic features and functionality of your app to users. From your design team, get a video created highlighting how this app eases your work or provides entertainment in its own unique way.

3. Keywords

Strategic use of keywords in title and description of app helps ranking the app higher in the App Store. Make a calculated use of particular keywords whose usage would benefit the ranking of your app. Add a common and easy to understand keyword in the title and other keywords in the description for best results.

Ensure to update these keywords post launch of the app after analyzing common search and usage pattern of mobile app browsers.

4. User Reviews

Would you download or buy an app that has low ratings? Why would anyone do so? This explains the importance user reviews and ratings have on mobile app downloads. If you, as a buyer, are unwillingly to purchase under-rated app, other would like in the same fashion.

Begging uses for good reviews is not a good option. Instead build such a powerful and functional app that users cannot help writing positive for it and give good ratings.


Apart from these elements, number of downloads, time to market, competition analysis and other such factors are also included in app store optimization strategies. In short, a good visual display icon, relevant name, strategically placed keywords, brief description and self-explanatory screenshots and video can improve the visibility of your app in the App Store.