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If you’re anything like me, you might remember the good old days of mobile app development: you designed, coded, submitted to the Apple App Store or the Android Market (way back in the time, before it was Google Play), and downloads came your way.Maybe it wasn’t , exactly, and still required hard work, high quality code, and thoughtful marketing, but it was nothing compared to now.In 2018, the mobile app game requires equal parts amazing UX, fast release cycles, and a strategic approach to getting your apps in front of users.At STRV, we've built and launched over 200 apps for top brands as well as ourselves, with many becoming the top apps in their category, but we still face the same challenges all app developers do: how do you get visibility in jam-packed app stores, secure downloads, and keep users coming back?We’ve learned a trick or two (or a hundred) to maintain our momentum, including how to use App Store Optimization (ASO) to our advantage.With a few simple tweaks, you can make ASO work for you, too.We’re happy to share how we use various tactics, such as targeted push notifications with Visual Studio App Center and carefully worded app descriptions, that you can easily apply to your app development, store submissions, and ongoing marketing.We all know that app stores are competitive, but how competitive?

Statista's data shows the App Store went from 585,000 to 2.2M available apps, while Google Play grew from just 450,000 to 3.3M apps from 2012-2017.Bottom line: The number of apps available is growing faster that the number of downloads.Developing a great app isn’t enough, you need to make sure it gets maximum exposure. Let's look at what you can do to make your apps successful tomorrow (based on our successful and not-so-successful ASO experiments).As I mentioned, we’ve launched several apps and reached top ranks in various categories.For example, we released Surge, a dating app for the gay community, two years ago.

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