How to Increase App Downloads: 8 Proven Tactics That Actually Work
Downloads are two numbers multiplied: how many people see your store page, and how many of them install. These 8 tactics raise both - no ad budget required.
Every app developer eventually asks the same question: how to increase app downloads without burning a marketing budget that does not exist. The honest answer is that downloads come from two multiplied numbers - how many people SEE your store page, and what percentage of them install. Everything in this guide improves one of those two numbers. Work through it top to bottom and the effects compound.
1. Fix your keywords first
App store search drives the majority of all downloads, so before anything else, make sure you are findable. Put your strongest keyword in the app title ("Nutrient Logger - Food Tracker" beats "Nutrient Logger"), the next ones in the subtitle (iOS) or short description (Android), and build the rest into your description naturally. Research what real users type: autocomplete in the store search bar is a free keyword tool.
2. Make the icon and screenshots sell
Your icon competes in a grid of dozens; it needs one recognizable shape and strong contrast. Screenshots are read, not admired - put a benefit caption on each one and show the app's best screen FIRST, because most visitors never swipe past the second image.
3. Build download velocity
Both stores reward apps whose downloads are growing right now. Ten installs a day for a week beats seventy in one spike. This is where most indie apps stall: with zero momentum, the algorithm has nothing to reward. A developer exchange like OnTopRank solves the cold start - real developers install and review each other's apps, so your first wave of downloads comes from genuine devices without buying bot traffic that gets apps banned.
4. Get ratings and reviews early
Reviews move both levers at once: ratings feed the ranking algorithm, and visible reviews lift conversion. Ask at the right moment (after a success in the app, never at first launch), and answer every review - stores show responses, and users notice. If you are starting from zero, read our guide on whether you should buy app reviews before paying anyone.
5. Localize the store listing
Translating just your title, subtitle and keywords into 5-10 languages is hours of work for permanent new search traffic. You do not need to translate the app itself to start - a localized listing already ranks in local search results.
6. Run launch moments, repeatedly
Product Hunt, Reddit communities in your niche, Hacker News "Show HN", indie hacker forums - each is a spike of visitors and backlinks. You get more than one shot: major updates are launches too.
7. Turn retention into rankings
Stores measure what happens AFTER the download. Apps that get opened, kept, and used rank better and get featured more. Fix onboarding drop-off before pouring more traffic in - it is the cheapest download multiplier there is.
8. Mind the platform differences
Google Play weighs velocity, retention and update frequency heavily; the App Store leans on ratings and conversion rate. If iOS is your battlefield, we wrote a dedicated playbook on how to increase iOS app downloads, and the zero-budget version of everything above lives in how to increase app downloads organically.
Frequently asked questions
What increases app downloads the most?
Ranking and conversion. Ranking comes from keywords, download velocity and ratings; conversion comes from your icon, screenshots and reviews. Improving both at once compounds - each new download strengthens the signals that bring the next one.
How long does it take to increase app downloads?
ASO changes typically show within 2-4 weeks as stores re-index. Download velocity and review improvements can move category rankings within days.
Do reviews increase app downloads?
Strongly. Rating quality feeds the ranking algorithm, and review count lifts page conversion - which is itself a ranking input. Apps moving from 0 to 10+ reviews routinely see conversion jump.
Can I increase downloads without spending money?
Yes - ASO, honest review exchanges, launch communities and referral loops are all free. See our organic growth guide for the full zero-budget playbook.
Ready to fix the cold start today? Join OnTopRank free - real developers install and review your app while you do the same for theirs.