User acquisition

Definition of User Acquisition

User Acquisition refers to the process of attracting new users to use products or services through various strategies and means. This is a key link in enterprise development and business growth, especially in the fiercely competitive mobile Internet market. Effective user acquisition can accumulate initial user groups for products, thereby promoting product promotion and realization of commercial value.

Organic User Acquisition and Paid App User Acquisition

Organic User Acquisition

It refers to not relying on paid advertising and other promotion methods, but attracting users to download and use applications through natural and non-human intervention. These natural ways are mainly based on the value, quality and promotion strategies of the application itself, so as to attract users to actively discover, download and use the application. This acquisition method emphasizes the natural ranking and exposure of the application in the application store, as well as the word-of-mouth communication among users.

Paid App User Acquisition

It refers to the process in which app developers or publishers attract users to download and use paid apps by investing funds and adopting various marketing methods and channels. It is an important way to increase the scale of app users and achieve commercial monetization.

The relationship between user acquisition and ASO (App Store Optimization)

Increase app exposure

ASO is an important means to improve the ranking and exposure of applications in the application store. By optimizing the keywords, titles, descriptions and other information of the application, it can be easier for users to find the application in the search results of the application store. And user acquisition needs to use ASO to increase the exposure opportunities of the application, so as to attract more potential users to download the application.

Accurately target users

ASO can help applications to more accurately target their target users. By analyzing the keyword data and user search behavior in the app store, you can understand the needs and preferences of your target users. User acquisition can then use this information to develop more targeted promotion strategies and push the application to the most likely users.

Improve user conversion rate

High-quality ASO can bring more traffic to the app, but traffic does not equal users. User acquisition also needs to focus on how to convert the traffic in the app store into actual downloads and usage users. By optimizing the display page, screenshots, videos, etc. of the app, improving the attractiveness and credibility of the app, and thus increasing the user conversion rate. For example, a learning app displays rich course content and user praise on the display page of the app store, which can attract more users to download and use it, achieving the goal of user acquisition.

User Acquisition Optimization Strategy

Accurately target users

Through market research and data analysis, understand the characteristics, needs and behavior habits of target users, develop targeted marketing strategies, and improve the accuracy of user acquisition.

Multi-channel promotion

Combine multiple marketing channels, such as social media, search engines, app stores, etc., to expand the promotion scope and increase product exposure.

Optimize user experience

Improve the usability, stability and functional integrity of products to provide users with a good user experience, thereby improving user satisfaction and loyalty.

Data Analysis and Optimization

By analyzing the data obtained by users, we can understand the effects of different channels and different marketing strategies, and adjust and optimize user acquisition strategies in a timely manner.

User acquisition is an important part of mobile Internet companies to achieve business growth, and ASO is one of the key means in the process of user acquisition. By reasonably using various user acquisition strategies and optimizing ASO, enterprises can attract more target users and improve the market competitiveness of products.