What is Organic User Acquisition
Organic user acquisition (UA) is the science of leveraging a set of marketing initiatives to drive organic installs. The definition of organic installs being installs that aren’t coming from paid ads but are driven by platforms themselves – the App Store and Google Play.
To rely only on paid UA (paid for advertising campaigns) for discoverability of an app is limiting traffic potential, app developers and marketers generally use a combination of organic and paid UA in a two-pronged UA strategy to help drive traffic, quality installs and growth.
Why Organic User Acquisition is Important
In the App Store, 80 to 85% of users install apps organically, meaning they’re using the store to install. Understanding the levers that can be pulled that will increase the way Apple surfaces your app in those areas, could increase growth through organic installs.
There are multiple marketing tools available that will increase discoverability and drive organic UA. Brand awareness can be raised offline through advertising on TV or billboards, or online in the form of branded ads, influencer campaigns and getting featured in the ‘For You’ tab on Google Play and the ‘Today’ tab on the App Store. One way that’s related to the ASO industry is optimizing an app listing in order to increase conversion for organic installs of users that are browsing (iOS) or exploring (Google) top charts for specific apps.
Organic UA can bring invaluable traffic. For any user that consciously took the necessary steps to find and download an app of their own accord, means they’re immediately more engaged and invested in making the most of the experience.