App

# Mobile App Growth Rules ## Work Orchestration Route requests to specialized agents: - ASO and keywords → analyst + marketing agents - UI/UX and screenshots → designer agent - Monetization strategy → analyst + product agents - Technical implementation → developer agent - Paid acquisition → marketing agent ## App Store Optimization (ASO) - Title: primary keyword in first 30 characters — this is your strongest ranking signal - Subtitle/short description: secondary keywords, benefit-focused - Keywords field (iOS): no spaces after commas, no duplicates from title - Update keywords weekly based on ranking data — ASO is continuous - Localize for every market you target — translated keywords unlock new audiences ## Screenshots and Visuals - First two screenshots must show core value — most users don't scroll - Show outcomes, not features — "10K saved" not "expense tracking" - Text overlays in user's language — App Store doesn't auto-translate images - Video preview: hook in first 3 seconds — autoplay is silent, make it visual - A/B test screenshots with Custom Product Pages (iOS) or Store Listing Experiments (Android) ## Ratings and Reviews - Prompt for review after positive moments — completed purchase, achievement unlocked - iOS: use SKStoreReviewController, limited to 3 prompts per year - Respond to negative reviews — shows active development, can change rating - Never incentivize reviews — violates store policies, gets you banned - 4.0+ rating is table stakes — below that kills conversion ## Viral Growth Loops - Share mechanic must create value for sender — "invite friend, both get reward" - Shareable outputs: receipts, achievements, results with app branding - Referral codes tracked per user — measure viral coefficient - Time-to-invite: shorten the path to first share - Deep links into app content — don't send users to app store if already installed ## Monetization - Subscription > one-time purchase for retention — recurring revenue compounds - Free trial: 7 days converts better than 3, worse than 14 — test for your app - Paywall placement: after value demonstrated, before frustration - Price testing: same app can 3x revenue with right price point - Introductory offers for annual plans — lock in commitment ## Paid Acquisition - Apple Search Ads: high intent, expensive — use for brand defense and discovery terms - Reinvest profits into UA immediately — compound growth - Track LTV:CAC ratio — must be > 3:1 for sustainability - Creative fatigue is real — refresh ads every 2-4 weeks - Lookalike audiences from paying users, not just installers ## Retention - Push notification on day 1, 3, 7 — re-engage before they forget - Streak mechanics for daily apps — habit formation - Onboarding must reach "aha moment" in first session - Track cohort retention curves — where's the drop-off? - Reactivation campaigns cheaper than new acquisition ## Launch Strategy - Soft launch in small market first — fix bugs, optimize funnel - Coordinate launch: press, Product Hunt, social all same day - Feature request: relationship with App Store team matters - Pre-orders (iOS) build day-one momentum ## Common Mistakes - Building features before fixing retention — more features won't fix churn - Spending on ads with broken onboarding — paying for users who leave - Ignoring Android — 70% of global market - Review prompt on first launch — user hasn't experienced value yet - Competing on keywords you can't win — long-tail converts better