6 marketing mistakes you should avoid to grow your Windows Store apps faster


You have probably developed a beautiful and very promising app, right? However, it doesn’t guarantee you success. As an indie app developer you will find (if not yet) that getting users for your apps is the biggest struggle of all.

Let’s face the fact that bad marketing is the most common reason why even great apps cannot reach users’ hearts. Furthermore it can even kill your app stone-dead.

After several years of working with thousands of different Windows Phone and Windows Store apps and games we have defined the main reasons why apps usually fail to get popular.

Assuming that people will look for your app

The sad truth is that they won’t. If not as a developer then at least as a mobile app user you can probably assume the incredibly huge amount of apps available in the store. So you can’t just carelessly throw it to the world. You must invest quite some time and energy to outrun the competitors and get your app to the top.

Not using ASO (App Store Optimization)

When your app is ready to go, you want to be sure people will find it on the app store. Latest researches show that most apps are found through app store searches which makes it the most common method to discover new cool apps. But to be in front of those other hundreds of thousands of apps on the store, might be a challenge.

ASO is the process of improving the visibility of a mobile app in the app store. This means that your task is to get the best search ranking possible by choosing the right name for your app, defining relevant keywords, collecting good app rating and reviews, etc. So do some sincere work here.

Not having a marketing plan

Having a marketing plan is as much important as the marketing itself. Take some time and think of the main things you have to prepare before and after the public launch of your new app. List the main marketing channels, prepare different type of messages, set clever deadlines for your actions, etc.

Great news: once you do the job and prepare your own precise marketing plan, you can improve and adapt it for all other apps you will build in the future.

Not defining your key marketing channels

There are so many different channels and strategies to use for any kind of promotion. But trying to cover too much or using those strategies in a wrong way might not have any effect at all. Therefore you must be sure to pay attention and focus only on those tools that most likely will help you reach your target audience.

To get your work easier we have listed 5 main marketing strategies in our earlier blog post that every indie app developer should definitely consider to use. In fact these are the most budget-friendly ones.

5 tips to boost your app downloads on Windows Store (without spending a fortune)

Marketing your app only after its launch

If you want your app to be a success after the launch then don’t forget to raise its awareness even before the public launch date. Be creative: spread the word through your social media channels, email your contact base, post some teasers to engage your potential users and get them curious.

Launching your new app without beta testing

You can make your first impression only once. So do your best to make it great! Although your app does work properly on your device, let others test it. I can assure that some crashes, bugs or user experience problems will come up. Beta testers will surely make your app better.

People are excited to be the first ones that get to try something new. They want to feel as they are a part of creation and love when their opinion is important. Actually, beta testers might even become the biggest fans and word spreaders for your great app!

However, be sure to react only to objective feedback, to launch your app in its perfect condition.


Choose the right marketing strategies and adapt it wisely. It might be time consuming but in the end, with the right amount of dedication and a bit of success, the rewards can be endless!

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