How to increase downloads, step by step
Follow these steps in order. Each one is something we do on client work.
- Find the leak. Low impressions means search problem; low conversion means page problem.
- Fix relevance. Metadata.
- Fix conversion. Icon, screenshots, preview.
- Localize. New markets.
- Improve ratings. Prompts after success.
- Test continuously. Native tools.
Increase app downloads: key rules and context
Fix the listing
- Keywords in indexed fields (keywords).
- First screenshot with your main benefit (best practices).
- Icon that stands out (icon tests).
- Clear short description on Play.
Expand reach
- Localize (guide).
- Custom product pages for campaigns.
- In-app events and promotional content.
Earn trust
- Prompt ratings at good moments.
- Reply to reviews.
- Fix crashes and vitals.
Bring traffic
- Website landing page (mobile app SEO).
- Communities where your users are available by email.
- Launch updates with announcements.
- Cross-promote your other apps if you have them.
- Measure one change at a time.
Platform specifics. Android downloads · free tactics.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say HikeLog has plenty of impressions but low conversion. That points to the page. We'd redesign the first three screenshots before touching keywords.
Common mistakes
- Fixing the wrong stage. Diagnose first.
- Too many changes. No learning.
- Ignoring ratings. Hurts conversion.
- No localization. Missed markets.
If you want this handled for you, our pricing page lists every fixed package.
App Store vs Google Play: where your words go
The two stores index different fields. This is the comparison we use when we plan a listing for both.
| Element | App Store | Google Play |
|---|---|---|
| Title | 30 characters (app name) | 30 characters (app name) |
| Second line | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keywords | Keyword field, 100 bytes | None; the visible text does the work |
| Long text | Description, 4,000 characters | Full description, 4,000 characters |
| Editable without review | Promotional text, 170 characters | Listing edits still go through review |
| Native A/B tests | Product page optimization (up to three treatments) | Store listing experiments (up to two variants) |
Native testing tools compared
Use the store's own test tool before any third-party guesswork.
| Apple product page optimization | Google Play store listing experiments | |
|---|---|---|
| What you can test | Icon, screenshots, previews | Graphics and text (icon, screenshots, descriptions) |
| Variants | Up to 3 treatments vs original | Up to 2 variants vs current listing |
| Localization | Treatments can be localized | Run per language (localized experiments) |
| How winners are judged | Estimated conversion lift with confidence | Performance vs current listing over the test |
How we measure the result
Measuring increase app downloads work starts before the first change. Record current impressions, page views, conversion rate and installs by source from App Analytics and Play Console before changing anything. That log is how we later tell which piece of work actually moved installs.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Funnel diagnosed
- Metadata fixed
- Assets improved
- Localization planned
- Ratings prompt
- Test running
Sources
- Apple: Search on the App Store (accessed 26 October 2026)
- Apple: Product page optimization (accessed 26 October 2026)
- Google Play Console Help: View and analyze your app's ratings and reviews (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
Fastest way to more downloads?
Improve conversion of existing traffic.
Do I need ads?
Not to start.
Do ratings matter?
Yes, for conversion and ranking.
How long until results?
Weeks for metadata; tests need traffic.
Can you plan it?
Yes: Growth Strategy.
What's the fastest way to increase downloads?
Fix the biggest leak first: search visibility if impressions are low, page conversion if they're high.