Positioning and copy
Clarify the audience, main use case and supported product claims. Prepare store text that fits the product and the platform's current requirements.
Design and Development
App Store Marketing
Help a potential user understand the app before they install it. We connect store-page messaging, visual assets and acquisition plans to the use case.
An install is only useful when it brings the right person into the app. Store-page work should explain the product accurately and connect with the campaign that brought someone there. We review the first-use journey with your product team when it is part of the scope.
Follow the journey beyond the listing
- 01
Discovery
Reach someone with a relevant use case.
- 02
Store page
Explain the app with clear copy and assets.
- 03
Install
Measure the agreed acquisition event.
- 04
First use
Review whether the user reaches the intended action.
Store-page work grounded in the product
Screenshot and asset briefs
Plan screenshots and preview material around tasks the app can actually perform. Keep the sequence readable and avoid showing features that are not available.
Campaign destinations
Align acquisition messages with the store page people reach. On Apple's platform, custom product pages can support different referral messages where appropriate.
Test and reporting plan
Define a hypothesis for asset or message changes. Review store-page conversion and relevant post-install signals separately rather than treating installs as proof of retention.
Make the store page explain the app
The first use case
Decide what a prospective user needs to understand from the name, description and first screenshots. Show the app’s actual experience and make sure the advertised capability is available in the current release.
A release-aware review cycle
Keep store assets, campaign destinations and product changes aligned. Interpret acquisition tests alongside release dates, availability and the in-app experience rather than treating a download as the final outcome.
Make the listing match the app
Review the experience
Inspect the listing, acquisition sources and first-use flow with the product team.
Prepare the assets
Develop the agreed copy and creative briefs. Check screenshots against the current app and approval requirements.
Review the test
Use the platform's available testing and reporting tools, then document what the results can and cannot establish.
Questions about app store marketing
Is this the same as app development?
No. Marketing work concerns the audience, listing, assets and acquisition plan. Product development or onboarding changes need a separate implementation scope.
Can you guarantee store rankings?
No. Rankings and discovery depend on factors outside a marketing team's control. The work should focus on useful information, suitable assets and measurable tests.
Will you manage both app stores?
The scope can cover the stores you use. Requirements, permissions and available testing tools should be reviewed for each platform.
Further reading
Platform guidance relevant to this service.
Apple custom product pages
Apple describes custom product pages and their use with acquisition campaigns.
ExploreReview your app's store-page journey
Share the app, store links and the user action that matters after installation.