How to increase downloads without paid ads
Follow these steps in order. Each one is something we do on client work.
- Fix the store page. Name, subtitle or short description, first screenshots.
- Localize. New languages open new search.
- Ask for ratings well. In-app review prompts after success.
- Use promotional text and What's New. Tell visitors what's new.
- Build a simple website. Answer questions your users search for.
- Run free native tests. Product page optimization and store listing experiments.
Increase app downloads free: key rules and context
Free listing fixes. Use the ASO title checker and keyword density checker.
Free testing. PPO and store listing experiments are free: screenshot A/B testing.
Free reach. Localize the listing yourself (guide); post helpful content where your users are; build a landing page.
When to pay. When your time costs more than $99: packages.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine LeafLog, a plant journal, has good retention but few installs. We'd rewrite the subtitle around "plant care reminders", localize into Spanish, and add a rating prompt after a user logs their fifth watering.
Free tactics compared
| Tactic | Effort | Best for |
|---|---|---|
| Metadata rewrite | Low | Search relevance |
| Screenshot redesign | Medium | Conversion |
| Localization | Medium | New markets |
| Native A/B tests | Low | Learning |
Common mistakes
- Buying reviews. Against both stores' rules.
- Ignoring conversion. Traffic is wasted.
- Never updating. Stale pages.
- Spreading across every channel. Pick two.
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) |
How we measure the result
Measuring increase app downloads free 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. We keep a simple change log with the date and what changed.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Store page refreshed
- One new localization
- Rating prompt timed
- Promo text set
- Website pages planned
- Free test running
Sources
- Apple: Search on the App Store (accessed 26 October 2026)
- Apple: Product page optimization (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)
- 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)
Questions
Can I promote my app for free?
Yes, listing fixes and communities.
Are review exchanges OK?
No, they break store rules.
Do free tools help?
Yes for checks.
Is social media worth it?
If your users are there.
Can you help cheaply?
Packages are $99.
Can ASO increase downloads for free?
It costs time, not ad spend. Better metadata and assets can improve both search visibility and conversion.