Forget the Top 10. What you really need to reach the Top 3.
“Visibility is not just about being seen—it's about being seen first." For app developers and businesses, securing a position in the top 3 spots on the App Store or Google Play is akin to winning a digital real estate in Times Square.
Apple and Google collectively control over 95% of the app store market share outside of China (Business of Apps). This duopoly means the vast majority of app downloads occur on these two platforms. Thus, being in the top positions on either can significantly increase an app's exposure and likelihood of download. So why is it so difficult to hit these top spots?
Installs?
It's not just about the number of installs; Apple's algorithm is a Pandora's box of complexity, considering a myriad of factors beyond sheer download volume, but does play is a massive part. For instance, in 2022, a non-game app on Android needed roughly 29,000 downloads to break into the top 10—a threshold that, while the lowest ever, still represents a significant hurdle for newcomers (9to5Mac).
Revenue Risk
The top-grossing apps are often found in the leading positions of the app stores. Both Apple and Google have seen millions in app revenue, and many researches show direct correlation between app store ranking and financial success (Business of Apps). So why would they take the risk with smaller, lower grossing apps?
The Click-Through Rate Cliff
The app store is a battleground of visibility. With the top 3 positions carrying double-digit click-through rates (CTR), the drop-off beyond these coveted spots is stark. A 4th place ranking sees a CTR of approximately 7-8%, while those languishing at 9th or 10th manage to scrape together a meager sub-2% CTR (Smart Insights). The mathematics of visibility is brutal. If you're not at the top, you're virtually invisible.
A Market of Giants
Consider for a second the sheer size of the app market. The global sports app market alone was valued at USD 3.66 billion in 2022 and is expected to grow exponentially (Grand View Research). Now take the top 10 apps and try competing.
Metadata Mastery
The art of App Store Optimization (ASO) is no small feat. It requires a delicate balance of technical acumen and marketing savvy, manipulating metadata elements like titles and subtitles within the confines of a 30-character limit (ASOdesk). These metadata components are not just descriptors; they are the lifeblood of discoverability, serving as the primary signals to the search algorithms. If you're not doing it, you'll need to.
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Playing by the Unseen Rules
The algorithms of the App Store and Google Play are enigmatic, constantly evolving and shrouded in mystery. These platforms have their unique sets of rules and ranking factors, from keyword positions to browsing traffic (ARPU Brothers). The App Store, for instance, has introduced new categories and reduced character limits, adding layers of complexity to an already intricate optimization puzzle.
It's a continuous process of refinement and adaptation, and with every developer armed with ASO tactics, the competition is nothing short of fierce.
Don't forget The Trust Barrier
The App Store itself sets a high bar for entry. Apple prides itself on offering a platform that upholds stringent standards for privacy, security, and content (Apple). This means that even before competing for the top spots, an app must first clear the quality checks that ensure it aligns with these values. This gatekeeping is crucial for user trust but adds another layer of complexity to reaching the summit.
The Verdict:
Reaching the top 3 positions on the App Store is an arduous task, but it's not insurmountable. It requires a deep understanding of the algorithms, a strategic approach to ASO, and a willingness to adapt and iterate. For those who master the game, the rewards are substantial: visibility, high-quality users, increased organic low cost downloads, and the potential for continuous growth. Good luck!
About Bar Nakash: Bar is CEO and founder of Teragen.io, a leader in Mobile AI growth solutions. His data-driven solutions drive organic app store growth for 1000's of companies in all industry verticals including but not limited to gaming, finance, health, sports, social, and more. 98% of his customers enjoy top 3 rankings month on month by using Teragen's AI ASO trend analysis and performance solutions.
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