How to increase discoverability of your enterprise app

So how can enterprises market their mobile apps to boost their discoverability?

Build a strong online presence

You can improve your app’s online presence by showing your app on your website and incorporating it into your other marketing channels. You can even go so far as to create a dedicated website just for your app. The landing page can include a download link, which will directly lead visitors to the app store listing. In addition, the landing page can cover the benefits of your app.

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A/B Test Your App Landing Page Call-To-Action

A/B Test Your App Landing Page Call-To-Action

App download Call-to-action


1) Calls-to-Action
The impact of your call-to-action is dependent on two things: where you place it and how you phrase it. With that being said, let’s first take a look at the importance of where you place it.

Despite what best practices say, putting your call-to-action above the fold is not always the answer. For anyone unfamiliar with what above the fold is, it refers to the portion of your website or landing page that is visible without having to scroll down.

In recent years, studies were released stating that content placed above the fold attracted 80% of a consumer’s attention. Marketers were right to interpret this as a sign to always place their value proposition above the fold. They were wrong, however, to think that meant their call-to-action always had to be there.

The image above illustrates a test where Michael Aagaard of Content Verve yielded a 304% increase in conversions by moving the page’s CTA below the fold. Aagaard speculates that this is the result of a direct correlation between the complexity of a product offering and its location on a landing page.

Always A/B test your App landing page

Your call to action will probably be to download an app. Make sure your users have enough context and understanding so that they know what your app is about and yes will be ready to download your app.


Top 8 languages to translate mobile app in

Spanish, French, German, Italian, Japanese, Korean, Chinese  and Dutch are the languages you should translate your mobile app in. Spanish,German, French, Italian are the most used languages.
Pangeanic writes:

If you’re looking to develop a mobile application for tablets and phones, and your intention is to go beyond your home market, you need to have a translation strategy in place very early on. Remember that 72% of potential users will not be native English speakers.

Most software users and mobile gamers want to use apps in their own language. This is natural. It means developers need to prepare to translate an app for Android or iPhone at development stage, before they actually start marketing the apps. So, the question is what languages should I target to maximize revenue when I translate an app for Android or iPhone? How can I balance my code with a multilingual interface?

Top 5 Languages for app translation

According to research, the top 5 languages for app translation were:

  • Spanish (60%)
  • German (45%)
  • French (40%)
  • Portuguese (30%)
  • Italian (25%)

And really you should concentrate on Spanish, French, German, Italian, Japanese, Korean and Dutch if your goal is to monetize. People from those countries are also keen payers for apps. However, according to Forbes, if your goal is to boast your numbers with large download numbers, you should translate into Chinese.


And Tethras writes:

Only two language localizations are required to make your app addressable to over 50% of the non-English (iOS)market. Chinese Simplified and Japanese versions of your app can net you a further 52%.

With Android OS, three language sets are required to get you close to 50% of your remaining market. The addition of Korean, Spanish and Russian will give you approximately 47% extra market cover.

Create a Hype with An App Landing Page

a hype around iPhone salesLaunch day is the most important day in the life of your app. It is great to be able to drive downloads by sending out emails to hundreds of early adopters that signed up to be notified.For this you need a pre launch app landing page. If enough downloads happen on launch day, Apple might pick you up and feature you, or you might even break into a category top 25. That way you can create a hype around your mobile app.


A landing page is essential to help raise the profile and awareness of your app. It gives you a central place to direct users and collect their details before your app goes live. Having the details of hundreds (hopefully thousands) of potential users who are interested in downloading your app can really help boost your chart position on day one.

App Search Maturing on both Android and iOS

Until recently, search and native mobile apps were incompatible. Every web site’s content could be found via Google, but content inside native apps was just locked behind doors. It is easy to index web sites as they are publicly accessible on the web. Apps however run on your personal device, that Google has no access to. But now both Google and Apple announced new solutions to deal with the app search challenge, and of course both in completely different ways.

Google:  supporting Android and iOS with indexing on the web

Google’s web crawlers and index run inside their data centers, so for Google the most natural way was to leverage the web and not the mobile operating systems. This also allowed them to target both Android and iOS. Google App indexing basically requires you to replicate the (public) data you have inside your app on your web server, in a specific structured way. This way Google can index your app content. With app detection and app deep linking, Google can then open up the app on both Android and iOS directly on the right screen. For instance, you search on your mobile browser for a sushi restaurant in your neighborhood. A Yelp result shows up. You tap the link, Google detects the Yelp app on your device. Then it opens up the app, on the right screen for that restaurant. Or if you don’t have the app installed, forwards you to the app store.

Both Android and iOS

The SDK for Android has already been released, and there is a beta release of the Google SDK for app indexing on iOS. It is awesome that Google also targets iOS, like most of their successful apps like Google Maps and Gmail also have iOS versions.

iOS app search for Napa

Apple: iOS only, indexing on the device including personal data

Apple takes a completely different approach for app search. Instead of indexing on the web, Apple will index on your iOS device. And it already does that for content inside of Apple’s own apps like Mail and Notes. iOS has a couple of new search API’s and features that work differently, so let’s walk through them.

Indexing based on user activity

App developers can create user activities via the NSUserActivity API, that also helps for the handoff to other devices. These activities are indexed, so that for in instance your private communication with your Airbnb host is searchable via Search on your iOS device.

Public indexing if labeled by developer for public search

When activities are labeled as Public by the developer, the app will send the activity’s data to Apple’s datacenter. If enough users have performed the same activity, it will become available not only in the on-device index but also on the web for all other (iOS) users. When a user does not have the app installed, the items will still show up in the search results with a button to download the app.

More traditional indexing via CoreSpotlight

The CoreSpotlight API allows for more traditional indexing. With CoreSpotlight the developer creates an indexable item with an ID and metadata, and saves this to the on-device index. For instance all books in a book app will be added to the index.

App search is a game changer for app discovery

Both Apple and Google made major improvements in unlocking content inside of apps. If the user does not have the app on their device, both will link to their app store. This means a lot more searches that will result in a link to download an app. This will have a game changing effect on app discovery, which till now mostly relied on app store descriptions and web sites reviewing apps. Unlocking content inside apps via app search will have a massive effect on app downloads. Interesting is that Apple offers app indexing and app search for private information on your iOS device, while Google/Android doesn’t allow this. Is that a business decision or a result from the fact that Google indexes are all cloud-based ?

Always create a landing page to promote your mobile app

Always create a web site to promote your app, aka app landing page.

Yes, websites are primarily for desktop users. But you’re already adopting the “mobile first” strategy by creating an app in the first place – a website is just a way to draw more attention to it. You need a place to give all-important bloggers, journalists, and other online influencers a place to find you. An app can’t go viral by itself, but a web URL can – it is sharable through blogs, social media, and anywhere else on the web. This also gives users another way to find and communicate with you. Finally, as you add more channels to your marketing mix – a website allows you to have a simple, one-click call to action. This is a much likelier conversion than say, tweeting about your app, hope people immediately pick up their phone, enter the app marketplace, find for your app and (finally!) download it. Ultimately, the user will have to take these steps to download the app either way, but which would you consider more compelling: a tweet with a 140 character limit, or an entire website that intrigues and excites the user about specific benefits of an app?