The application is ready, but installs are low
The store page exists, but people rarely find it in search, or open it and immediately leave.
Marketing
Mobile app promotion and ASO
We improve application pages in the App Store and Google Play so people can find them more easily and understand why to install. We plan user acquisition and tracking of what happens after installation.
What application promotion and ASO mean at Eqvola
ASO means optimising an application's store page: its name, description, keywords, icon, screenshots and video. It affects whether people find the application in App Store and Google Play search and want to install it after opening the page.
Promotion does not end with the page. We plan where users will come from: store and social media advertising, the website, content and the existing customer base. Channels are selected for the product and budget.
We look beyond installation. An installation without usage offers little value. We therefore agree which in-app actions matter and work with developers to track them.
We do not guarantee search positions or inclusion in featured collections. Apple and Google determine rankings, featuring and review rules. We are responsible for page and campaign quality and honest analysis.
The application and accounts remain yours. We work through roles in App Store Connect and Google Play Console, without sharing passwords.
When you need this service
The page does not explain why people need the application
Screenshots show the interface rather than what people can do with it. The description is written for developers.
You are planning to launch a new application
You want the page, materials and first campaigns ready before publication.
A low rating puts off new users
People report problems without receiving replies. A new visitor sees the rating and leaves the page.
You are expanding to other countries and languages
The page needs localisation: not just translation, but keywords and screenshots for the local audience.
You may need something else
Need to develop or improve the application itself? → Mobile applications
Need a dedicated application page on your website? → Landing pages and website marketing improvements
What application promotion includes
ASO
- analysis of search queries and competitors' store pages;
- name, subtitle, keywords and description;
- concepts for the page's icon, screenshots and video;
- page localisation for other languages and countries;
- testing page variants with built-in App Store and Google Play tools.
Reviews and ratings
- responding to reviews under agreed guidelines;
- collecting recurring problems for the development team;
- recommendations on when and how to request a rating through standard platform mechanisms.
Acquisition and analytics
- an acquisition channel plan for the product and budget;
- campaigns in application stores, Google Ads and Meta;
- download links from the website, social media and email campaigns;
- tracking installations and key actions with developers.
HOW WE WORK
How the work progresses
You approve copy, visuals and budget; we handle research, preparation, campaigns and analysis.
- 01
Getting to know the product
We establish who the application is for and what is already known about users. We obtain access to store consoles and analytics.
- 02
Page and competitor audit
We review queries, competitor pages and your current metrics. The result is a list of changes and a test plan.
- 03
Page update
We prepare copy, keywords and visual concepts. After approval, we publish changes and launch tests.
- 04
User acquisition
We launch the agreed campaigns and check installation and action tracking.
- 05
Analysis and adjustment
We compare page variants and channels, then update the plan.
What you receive
Updated store pages
Copy, keywords and visuals agreed with you.
ASO keyword research
Search queries for each language where visibility is relevant.
Acquisition plan
Channels, audiences, budgets and the launch sequence.
Review management guidelines
Tone, response templates and the process for passing issues to developers.
Reports
What changed on the page, in campaigns and in user actions.
What we need from you
- role-based access to App Store Connect and Google Play Console;
- access to application analytics, if configured;
- developer contact for application changes and tracking events;
- a person who approves copy, visuals and budget;
- brand guidelines and graphic materials, if available.
What determines the cost
Ways to work together
ASO optimisation. Audit, page updates and tests without ongoing advertising campaigns.
Integrated promotion. ASO, acquisition campaigns, review management and analysis on an agreed schedule.
What determines the cost
- the number of platforms, languages and countries;
- the scope of visuals: screenshots, video and test variants;
- the number of advertising channels;
- the condition of in-app analytics.
What is paid for separately
- advertising budget;
- paid ASO and installation attribution services;
- application improvements, such as event tracking.
FAQ
Questions about application promotion
Can’t find your question?
Send it through the form and we will reply.
Go to formDo you guarantee high positions in store search?
No. Rankings are determined by Apple and Google algorithms, which consider many factors, including user behaviour and the application's quality. We work on what can be changed: the page, keywords, reviews and acquisition.
Can you artificially inflate installs or ratings?
No. This violates store rules and can result in the application being removed. We work only with real users and honest reviews.
Why is in-app analytics needed?
Without it, it is difficult to identify which channels attract people who actually use the application. We define which events to track, and your development team or ours configures them.
Do you develop applications or only promote them?
Both. Our development team creates and improves applications. Promotion can also be commissioned for an application developed by someone else.
Who decides whether a page update is approved?
Apple and Google review changes under their own rules. We prepare materials with these rules in mind, but the final decision and review times depend on the stores. All questions and answers
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.