What is App Store Optimization (ASO)?

ASO is the process of enhancing the visibility of a mobile app in app stores (such as the Apple App Store and Google Play Store) to increase its discoverability and drive more downloads. It involves optimizing various elements, including the app’s title, description, keywords, icon, screenshots, and reviews, to ensure that it ranks higher in search results and appeals to potential users.

The ASO Checklist for Increased Downloads

1. Keyword Research and Optimization

Start with thorough keyword research to identify the words and phrases your target audience is likely to use when searching for an app like yours. Integrate these keywords naturally into your app’s title, subtitle, and description. Avoid keyword stuffing; instead, focus on providing valuable information about your app.

2. Attractive App Icon and Screenshots

Your app’s icon is often the first thing users notice, so make it eye-catching and representative of your app’s core features. High-quality screenshots should showcase the app’s user interface and highlight its best features. A compelling visual representation can significantly impact downloads.

3. Engaging App Description

Craft a clear, concise, and compelling app description. It should explain what your app does, its unique selling points, and how it benefits users. Use bullet points and short paragraphs to make the text easy to scan.

4. App Ratings and Reviews

Encourage users to leave positive reviews and ratings. Respond to user feedback, whether positive or negative, to show that you value user input. High ratings and positive reviews can increase user trust and confidence.

5. Regular Updates and Bug Fixes

Consistently update your app to add new features, fix bugs, and improve performance. Frequent updates demonstrate that your app is actively maintained and improves its visibility in app stores.

6. Localized Content

If your app is available in multiple languages or targets a global audience, offer localized content. Translate your app’s description and keywords to reach a wider user base.

7. App Preview Videos

Consider creating a short app preview video to showcase your app’s functionality. Videos can provide a more interactive and engaging way for users to understand your app’s features.

8. A/B Testing

Experiment with different elements, such as icon design, screenshots, and app titles, to see which combinations generate the best results. Regular A/B testing can help fine-tune your ASO strategy.

9. App Localization

Localize your app, including not only language but also cultural aspects. This ensures that your app resonates with users in different regions, leading to increased downloads.

Conclusion on how to improve App Store Optimization

Optimizing your App Store Optimization (ASO) strategy is crucial for driving increased downloads and attracting the right users to your app. ASO is an ongoing process, and success often requires constant monitoring, tweaking, and staying up to date with the latest trends in app store algorithms. By following the ASO checklist provided in this article and remaining committed to refining your approach, you can enhance your app’s visibility and ultimately see a surge in downloads, setting your app on a path to success in the competitive world of mobile apps.

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In this article, we’ll take a look at exactly what a unicorn company is and how much money they rake in, as well as discuss their rising number.

What are unicorn companies?

As we’ve mentioned, a unicorn company (originally referred to as “unicorn startup”) is a private company that is valued at $1 billion or more. The term “unicorn startup” was coined by Cowboy Ventures founder, Aileen Lee, and was intended to put emphasis on how rare it was for startups to reach this milestone.

Common features of unicorn companies include:

• Disruptive innovation

Most unicorn companies have brought disruption into the market. Like changing the way we use social media, how we travel or how we commute.

• Being the first in the industry to offer a specific service or product

Most unicorns focus on a pain point or consumer need that is yet to be met, or even go as far as to create one.

• Being consumer-focused

Over half of unicorn startups are B2C companies and aim to simplify consumers’ lives on the daily.

• Relying heavily on technology

Their business models are tech-based, revolving mostly around software, apps and websites.

If you are wondering where these companies come from, it won’t be shocking to know that most unicorn startups are based in the US (48%), with China (25%) in second place and India and the UK fighting for third.

How much are they worth?

As we’ve mentioned, a startup becomes a unicorn when it reaches $1 billion in value. But they can, of course, reach much higher. 

The largest unicorn company in 2021 is ByteDance, a mobile and telecommunications startup from China, valued at $140 billion. Its name might not ring a bell, but you definitely know TikTok, one of its most popular products. The companies that landed second and third place are Stripe (valued at $95B) and SpaceX (valued at $74B).

Given the high number of startups reaching unicorn status and surpassing it, new terms have come up for them such as “hectacorn” for those valued at $10B or more and “hectocorn” for those valued at $100B or more. You can take a look at the most recent vocabulary here.

Out of the almost 1,000 unicorn companies currently in business, only around 30 have made it over $10B, although that doesn’t mean the rest aren’t impressive.

Moreover, there are many startups on the verge of becoming unicorn companies. You can check out the list of those to watch here.

Who’s investing in unicorn companies in 2021?

The largest unicorn company investor is Tiger Global Management, which has committed over $10B to unicorn companies this year alone. The New York-based investment firm has 135 unicorn startups in its portfolio—58 of which were added in 2021.

The Softbank Vision Fund takes second place with $8.6B and 76 unicorn companies in its portfolio. Other major investors include Sequoia Capital, Coatue, Andressen Horowitz and Accel.

You can take a more detailed look at the biggest investors here.

The rise of unicorn companies in 2021

In 2011, there were only 11 new unicorn companies. This number reached 115 in 2015 and more than doubled to 291 in 2021 with a couple of months still to go. This definitely offsets the number of former unicorn companies that have gone public (57) or been acquired (5) in the past year.

Over the last few years, there has been an influx of both startups and investors, which greatly explains why unicorn companies have been showing up everywhere lately. A study by consultancy firm Big Player shows that startups grew twice as fast in the 2010s than in the 2000s.

The truth is that the current investment trend is to carry out mega-rounds or venture capital deals of $100M and over. This used to be rare in the early 2010s, but now means that companies can grow faster and more easily.

Another thing to keep in mind is the industries covered by unicorn companies in 2021. They are usually in one of the following categories: fintech, e-commerce and marketplace, and artificial intelligence and robotics.

Combining all of this with the common characteristics of unicorn startups we saw earlier, we could say that the large growth over the last year may be due to disruptive, technology and consumer-focused innovators that have gone all out and received significant funding from the largest investors out there.

Final thoughts

Given the pace at which unicorn startups are growing and the fact that there are significantly more companies than ever before, we will soon have to settle on either a new definition or a new term—such as “super unicorn”, “decacorns” or “hectocorns” which have already started catching on.

We hope to have given you a general overview of unicorn companies 2021 and the dimensions they have reached.

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Freelancers vs. companies in app development

Finding the right app developer can be tricky, especially when it involves a considerable investment. It’s not just about what freelancer or company has the most or best resources or has worked on the most renowned projects; you have to choose the right partner for your specific company and proposal. A lot of companies struggle with deciding between a freelancer or a company, which is why, in this article, we’ll focus on all you need to know to make that decision.

What to consider when hiring an app developer: freelancers vs. companies

Before we delve into the freelancers vs. companies in app development debate, we’d like to focus on those things you should consider when hiring any app developer, so here are some tips.

Find an app developer who is interested in your project

Getting the job done is not the only thing that matters. The right app developer should also be truly interested in your idea and be capable of providing useful input regarding your project. This should include whether your idea has the potential to succeed as an app or not as well as creative input to improve your app based on their experience.

Find someone you can work with: freelancers vs. companies

The freelancer or company you choose will become the partner you have to work with for the medium or even long-term so it’s fundamental to have a strong relationship with them for your app to succeed.

Check their portfolio and references

Be sure to ask the app development company or freelancer about past projects as well as apps they have built. Actually download them yourself for a test run and see if they work well, if the design is attractive, and if their style matches your expectations. This helps you make sure they have the appropriate UI/UX skills. Moreover, find developers who are willing to provide you with contact info for client references so you can get actual feedback on what it is like to work with them.

Remember it’s not all about the price

As the saying goes, you get what you pay for. With that in mind, never choose an app developer solely based on their quote. If you want your web or mobile app to succeed, you will require a quality product, and that comes with a price. We’re not saying you should go with the most expensive option, but keep in mind that a low-cost one might end up backfiring and costing you more in the long run.

Keep in mind that coding isn’t everything

Sure, coding is an essential part of building your app, but things such as design and user experience can also make or break it. It has to be functional and friendly for your target user. You should look for a partner that adds value to all aspects of your project and who is not in it just for the initial development but for the long haul for later updates and support.

Ask about the monetization plan

Another crucial subject to discuss with the app developer beforehand is the monetization plan they may have for your project. They need to be able to provide you with suggestions on the most effective ways for you to profit from your web or mobile app.

Consider someone that can work on multiple platforms

This may seem obvious, but it is vital to make sure that the app development company or freelancer you choose has the resources to develop the project in the platforms and/or frameworks you have in mind, whether you are looking for native development (e.g.: iOS and Android) or prefer a cross-platform framework (such as Ionic or React Native).

If you are unsure of what you’re looking for, take a look at our article on native vs. cross-platform development.

Differences between freelancers and companies in app development

Now that we’ve gone over the basic information to keep in mind before choosing the right app developer for your project, let’s dive into what you came for: freelancers vs. companies in app development.

• Resources of freelancers vs. companies

When it comes to resources, the reality is that app development companies will probably have considerably more of them. Their infrastructure and budget mean they will have a larger team with experience in various fields (such as development, design, or testing) and development platforms, use various tools and are also more likely to offer a comprehensive service.

At the same time, while there are freelancers that are trained to cover a variety of projects and services, they may not be the best choice for large-scale and complex projects. They have fewer resources and will, therefore, also move at a slower pace. Moreover, they usually specialize in specific development tools and software.

• Flexibility of freelancers vs. companies

When compared to freelancers, app development companies are able to offer a wider variety of services. As we’ve mentioned before, they have a full team of programmers that can specialize in different areas and often also employ UX/UI designers and testers. This also means that things are considerably easier if you wish to change directions or scale up your project at any point. On the other hand, working with freelancers means you will need to find a different freelancer or extra helping hands if this happens.

• Efficiency and deadlines

When you hire a freelancer, they may have a network of colleagues to help out in case of delays or unexpected issues. However, it is most likely that if things go south, your project could experience hindrances.

When it comes to companies, there is a full team available as well as project managers organizing the work. This translates into increased efficiency and a higher capacity to meet deadlines or face unexpected complications.

• Pricing

Hiring an app development company may seem expensive when compared to a freelancer. However, freelancers are usually less experienced and not as proficient in certain areas, so the larger investment may be worth it in the long term. Moreover, you have to keep in mind that the cost of your project will depend on the size of the company and the services you hire, so it’s best to do your research before deciding on either of these options.

• Tools and technologies

As we’ve mentioned, app development companies are able to offer more comprehensive services and, therefore, have access to a vast array of tools and technologies as well as a team with experience in diverse fields. They also tend to use more efficient project-management tools to make sure everything goes over smoothly. This means they can adapt to a variety of different projects and whatever your needs may be.

On the other hand, freelancers are usually specialized in specific tools and technologies. This may actually be a positive thing depending on what your project entails, but it is definitely something to keep in mind when deciding on one over the other.

• Support and maintenance

Companies are more adept at long-term cooperation and therefore more likely to offer support and maintenance for your project, sometimes even as part of the app development package. They will always be able to spare a team member to work on updates or bug fixes for your app.

Although freelancers also offer these services, they may have more time restrictions on their availability and usually offer this service as an extra.

Final thoughts on Freelancers vs. companies in app development

Deciding on the right web or mobile app developer for your project can be tricky and should not be taken lightly. To sum up what we’ve seen above, if you are working on a complex project with the possibility of scaling it up over time and want app developers that can easily adapt to your needs, app development companies are clearly the best fit. However, if you have a smaller-scale project, with a very specific idea and a tighter budget, a freelancer might be the safest bet. We hope we have made your decision a little bit easier when it comes to freelancers vs. companies in app development.

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Different capabilities

The first thing to have in mind is that each of these operating systems (OSs) offers different capabilities that affect user experience. Also, Apple is usually stricter when it comes to app submissions, timelines and push notifications. Android, on the other hand, is a bit more relaxed and also covers a wider variety of devices as it is the operating system used by most mobile phone brands. These different approaches can already tell you a lot about the users that choose each operating system.

Different demographics of Android vs. iOS users

As we have mentioned, Android has the largest platform, but there are other relevant demographical data to have in mind.

Android is a more common choice for lower-income or middle-class users and is also popular in developing nations, while iOS is preferred by users with a higher income and education level. iPhone users also show more engagement and spend more per app.

On top of that, more men than women choose iOS and, at the same time, iPhones are also more popular with people over 65, while Android is common across all age groups.

These differences might not make or break your app, but it is still good to keep them in mind.

Response to push notifications: Android vs. iOS users

Push notifications have long been controversial, which is why it might not be surprising how differently users react to them according to their operating system of choice. First of all, Android allows push notifications by default, while iOS users have to actually opt-in (and the percentage of users that allow push notifications in iPhones is lower than on Android devices). Moreover, knowing the different open rates for these notifications can be quite helpful. According to Business of Apps, 10.7% of Android users open push notifications, while only 4.9% of iOS users do the same (even though the latter spend more time on their phones).

Acquisition, engagement and retention

As we mentioned above, iOS users spend more time on their phones. This means they engage more with mobile apps. Android might win the global user base race, but they tend to lose when it comes to user engagement.

Surprisingly, install costs are the same for both OSs, with the acquisition of users willing to make in-app purchases being slightly higher for iOS (but maybe more worthwhile). However, when it comes to subscription-based mobile apps, Android is the one with a higher cost.

The information above can help you determine where to invest depending on whether your mobile app is more focused on audience size or engagement.

Platform loyalty

iOS users tend to value their devices more highly. This is why they are more likely to be loyal to Apple and acquire or own a Mac computer, while Android users are less likely to stick to a particular computer brand. That is not to say Android users are not loyal once they find the proper device and (preferably free) apps that run smoothly. However, device satisfaction does show a marked difference, with 62% for iOS versus 48% for Android users.

In-app spending

As we’ve seen before, iPhone users do not only have more financial freedom but also are generally more willing to spend money in-app. While Android might have more downloads, iOS users spend twice as much in general and four times as much when it comes to shopping apps. However, when it comes to digitally utility apps, Android users are definitely your crowd and will pay five times more than iOS users for them.

Final thoughts on Android vs. iOS users

We hope this article has given you a lot to think about when it comes to the differences between Android and iOS users. If you are thinking about choosing one platform over the other, this decision will rely mostly on your goals (for example, covering a larger market share—Android—or targeting users with a higher income—iOS). In most cases, it is advisable for developers to launch their mobile app on both platforms but knowing the different audiences can still make a difference as they clearly require different strategies.

Native and cross-platform development might also be a factor you wish to consider and you can find information on that topic here. Finally, if you want to know more about user retention and monetization you can check out this article.

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Do you have a ground-breaking idea for a mobile app but aren’t sure how to get investors to listen? Lucky for you, there are plenty of things you can do to find  investors to fund your mobile app. In the past, we have discussed different ways to get funding for your project. But, once you’re face to face with investors, what do you need to convince them? And what type of funding should you go after? In this article, we’ll focus on the main strategies you can follow and also give you an overview of the different funding rounds.

Tips to get investors to fund your mobile app

To kick things off, we’ll cover five things you can do to fund your mobile app, building up to the ones that will require you to make a larger initial investment.

Know your niche

Given that the mobile app industry is very competitive, research will be the basis for any successful business venture. Knowing your audience and what niche your mobile app will be targeting is key if you want investors to listen. You should also look into the competition to see what they are doing, looking for ways to stand out or for gaps your app may be able to fill. This information will help you prove to potential investors that you are offering an innovative product or service that meets a specific need within the market.

Think about app branding

Now that you have defined your mobile app and its target audience, you can move on to branding. This will give life to your idea, show you are serious about it and help investors visualize it. You should think about creating a logo, getting a domain, and maybe even some general design mock-ups. If you are at a loss at this stage, it might be wise to hire a specialized company.

Work on your elevator pitch

An elevator pitch is a way to describe your project in a concise way. Since investors usually run tight schedules, an elevator pitch is a great way to introduce your mobile app without taking too much of their time. That said, as short as it may be, it also takes a lot of work to perfect it. You should be able to describe your project in 30 seconds (roughly the same time as an elevator ride) in a way that is appealing so you can get investors to fund your mobile app or at least get their attention. If your elevator pitch doesn’t work right away, don’t fret, you should keep working on it until you have the perfect version or find the right investor.

Work on a pitch deck

If the elevator pitch works, you might want to think about a pitch deck. This is the pitch you will use when you have a longer meeting with investors to go over your mobile app idea and business plan. A pitch deck is a presentation that includes a variety of details about your project. These can include the problem you are tackling and how you are solving it, an overview of the market, the key features of your mobile app, your business model, an overview of the competition, and your marketing strategy. Like any successful presentation, your pitch deck should be as visual and concise as possible to persuade investors to fund your mobile app. 

Create an MVP

Creating a prototype or MVP (minimum viable product) for your mobile app makes it more tangible and shows how serious you are about the project. It also gives investors the possibility of interacting with the mobile app and seeing how it works. This prototype or MVP doesn’t need to be perfect (there will surely be some bugs and features to improve on later on), but it will make it easier to show investors why they should fund your mobile app. If you want to learn more about MVPs, you can check out this article and this article we’ve written on the topic.

Funding rounds

If you don’t already, you should know there are several funding rounds or stages for projects. We’ll give you a short overview so you can decide which one is more suited to your specific mobile app.

Pre-seed funding

This is the first stage when it comes to getting capital for your mobile app. At this stage, your idea is not fully materialized; it is more of a concept than anything else. This funding round is usually covered by friends or family or even your own money. During this stage, you will be working on defining your idea and creating the tools that will help you pitch it to potential investors.

Seed funding

This second round of funding is one to tackle when your app is not yet ready to hit the market, but you have a pretty good idea of how everything will work or even have an MVP ready. The money received in the seed round will go to refining your app, doing further research and testing product-market fit. During this stage, angel investors, startup incubators and early-stage venture capitalists are the ones most likely to fund your mobile app.

Series A funding

If you’ve made it this far, it means you are on the right track. Mobile apps that reach Series A funding have gained proof of concept and proved product-market fit. Therefore, this stage is meant to help you optimize, scale and grow your project. Bigger angel investors or venture capitalists are the ones more likely to fund your mobile app at this level.

Series B funding and beyond

If Series A funding was already a big deal, reaching this step is an even bigger milestone. Here, you will continue to grow and scale your mobile app, possibly working on globalization and team expansion. At this stage, your business is getting established, you are doing a good job of advertising your app and you have an engaged target audience.

Beyond Series B, you would already be looking into business acquisitions, finding new markets or going public through the stock market.

Final thoughts on how to get investors to fund your mobile app

Figuring out how to get investors to fund your mobile app and finding the right investor for your app can definitely be stressful. We hope this article helps you get started and wish you success in your new venture!

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Mobile app engagement is a vital part of an app’s success. Whether you have already launched your mobile app or are looking to improve it, there are many things you can do to boost engagement. In this article, we’ll focus on 7 methods for boosting mobile app engagement.

⦁ Onboarding

Onboarding is the process through which new users get acquainted with your mobile app. As such, it is focused on engaging and retaining them. This process does not only include educating the user about what the app does, but also getting users to register and log in, and allowing you to collect relevant information that could be used for notifications or personalized content later on. This process aims to give users an overview of the product, as well as a positive experience that encourages them to keep using your app.

In order to boost engagement, you should make sure the mobile app onboarding process is short and simple. It should include the least number of steps possible and allow users to learn by doing. Moreover, including a call to action at the end of the onboarding experience is a great way to get users to engage with your app during this stage. You can find more information about mobile app onboarding in this article.

⦁ Quality content and functionality

It might seem obvious, but giving users high-quality content and functionalities is essential to keep them coming back to your mobile app. To provide quality content, you need to know who your users are and what they want. Therefore, you should define your target audience and thoroughly research it to define the kind of content and functionalities they will find useful and exciting. Once everything is up and running, you will need to implement an appropriate quality assurance process to minimize bugs and functionality issues and ensure a good user experience.

⦁ Push notifications for mobile app engagement

Push notifications are messages sent to your users’ mobile devices directly from your app. They aim to add value and keep the user interested and they have proven to improve engagement by up to 88%. When a user clicks on a push notification, they are redirected to the mobile app that sent the message, which makes them a useful marketing strategy.

Other benefits of push notifications include the fact they are free to opt-in or out, that you can send them based on the user’s location, and how they improve not only mobile app engagement, but also conversion rates and monetization. That said, it is important to create high-quality push notifications as, otherwise, they could have the opposite effect. Push notification messages are usually short as they have a restricted character limit. Actually, the shorter they are, the better their click-through rates. Moreover, push notifications should be targeted and personalized, and keep different devices in mind. If you’d like to know more about push notifications, you can check out this article.

⦁ In-app messages

In addition to push notifications, in-app messages are a great way to communicate with users and keep them interested. While notifications appear on the user’s home screen, these messages will pop up inside your mobile app. Another difference is that these messages don’t require immediate action. In-app messages are often used to let users know about app issues or upgrades, or to make the onboarding process smoother. However, just like push notifications, in-app messages should be personalized and segmented to make sure they are effective and give users valuable information.

⦁ Gamification

Mobile app gamification means applying game dynamics to a “regular” app. This strategy focuses on adding fun and dynamic features that will keep users coming back to your app. Gamification lets users compete with others or set goals, which fosters a sense of achievement and motivates users. There are various strategies that can be used to achieve this, such as implementing reward systems, offering virtual goods or setting up leaderboards.

In this way, gamification offers a unique experience and improves user engagement and stickiness by providing tangible incentives to users. You can find more information about gamification strategies here.

⦁ Customized suggestions for mobile app engagement

As we’ve already mentioned, personalizing content and notifications is extremely important when it comes to keeping users engaged. Therefore, using customized suggestions is a great way to make sure your content adapts to your audience. This can come in the form of location-based suggestions like those found in Spotify, which suggests playlists based on a user’s location, and Songkick, which does the same when it comes to concerts. In addition to location, suggestions can also be based on a user’s habits or even the time of day.

⦁ Regular updates

This might seem obvious, but failing to provide updates is a reason why many apps fail. Mobile apps that are updated regularly tend to have longer lifespans. This does not only mean fixing bugs or adding new features, but also removing, simplifying or improving unpopular features and continuing to personalize the user experience as much as possible.

Final thoughts on mobile app engagement methods

As you can see, there are quite a few things you can do to boost your engagement involving all aspects of a mobile app and throughout its lifespan. We hope this article has given you some tools to make sure your app succeeds.

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