App Promotion Strategy

How Often Should You Update Your App?

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Cell apps are by no means remaining merchandise – your staff ought to at all times be working to enhance its consumer expertise. On the App Retailer, over half of the 100 most profitable apps (measured by gross complete) replace each 9 days or much less. Updating your app is essential to releasing options, fixing bugs, resetting evaluations, and competing successfully.


Table of Content

What’s an App Replace?

An app replace represents change to your cellular app’s kind or operate, together with new consumer interfaces, options, and bug fixes. Though there aren’t any technical restrictions on the quantity or frequency of app updates, remember that the majority updates require an approval course of by the app marketplaces. So, what justifies and app replace, and the way usually do you have to launch one?G

Causes for Updating Your App

There are 4 key the explanation why you must replace your app: Bug fixes, characteristic releases or design modifications, unhealthy evaluations, and competitors.

Firstly, in contrast to Google Play which permits advertising and marketing groups to replace their Google Play Web page creatives seamlessly with out rolling out a brand new model of the app, the App Retailer does require you to launch a brand new model (even when no main modifications occurred within the app itself) to replace your App Retailer creatives.

That is primarily pushed by the App Retailer assessment course of which entails a human App Retailer reviewer trying on the new creatives and ensuring they observe the App Retailer tips.

Bug Fixes

Updates addressing bug fixes are born out of necessity – a part of your app isn’t working correctly. The magnitude of a bug can vary from minor instability to app crashes, however essentially, your app wants to offer a seamless and pleasant expertise with the intention to retain customers.  These updates are a very powerful and will, subsequently, be prioritized.

In Google Play, the Android Vitals report measures the crash fee and the App Not Responding occasion rely. These metrics do affect the Google Play rating algorithm which gained’t promote apps which are too unstable.

As an ASO individual, monitoring these metrics is essential to tell the staff {that a} new model is hurting rankings.

Function Launch or UX/UI Change

Function releases are key to sustaining consumer engagement. New options are thrilling and sometimes helpful – they be certain that your app’s options stay present and related. Moreover, characteristic releases present customers that you simply care about assembly their evolving wants.

UX and UI modifications are additionally important causes for updating your app. Maybe working system design tips have modified, your interface is outdated or too complicated, otherwise you’re merely rebranding. When finished correctly, an up to date app UX and/or UI feels modern and splendidly novel to customers.

Unhealthy Critiques

Unhealthy evaluations usually point out severe bugs, defects, or lacking options. As a developer, your first precedence ought to be addressing consumer issues and updating your app accordingly. Nevertheless, with each app replace on the Apple Retailer, you possibly can both preserve your ranking historical past or begin recent.. Thus, you should utilize updates to your benefit.


Customers are looking for functions that meet their evolving wants. New and considerate updates that enhance the worth of your app will differentiate you from competitors. On the flip facet, failing to commonly replace your app could lead customers to as a substitute make the most of competing apps because it conveys the sense of an app that’s not supported any longer.

How Typically Ought to You Replace Your App?

Market wants and tendencies change rapidly, and thus your app ought to replace no less than as soon as a month. Nevertheless, essentially the most profitable apps replace as much as 4 instances a month, permitting them to stay present whereas not overwhelming customers. Extra frequent updates are actually potential – particularly given that almost all of right this moment’s smartphone customers have the “auto-update” characteristic enabled – however remember the fact that any main replace requires the consumer to reacclimate.

Bug fixes ought to at all times be the precedence, and have updates are usually scoped biweekly. Incumbents supply nice examples of app replace schedules: Smule presents bug fixes no less than as soon as a month and develops (and assessments) bigger characteristic updates each couple months. Pinterest and Fb, hoping to innovate rapidly, updates as ceaselessly as potential, reasoning that smaller fragments of code are much less susceptible to problematic bugs. Finally, the perfect cadence of your updates will depend on your consumer base, your market, your competitors, your funds, your information, and your staff.

That mentioned, what about ASO-driven updates to your App Retailer & Google Play creatives? We wrote a brief article that reveals how usually the main apps and video games are updating their creatives and metadata.

Main vs. Minor Updates and Selling App Updates

Typically, there are three varieties of updates: Main updates, minor updates, and revisions. These revisions are communicated although the model quantity.

Provided that revisions and minor updates characterize comparatively minor modifications, they need to be pushed most ceaselessly. Main updates are understandably much less widespread, however they supply an thrilling alternative to actively interact with present customers and even perhaps enchantment to new customers. There are a number of methods to advertise main app updates:

Description – Each app replace (main or minor) is accompanied by an outline. Minor updates are sometimes described in a couple of succinct phrases, main updates are a chance to be inventive. In earlier years, TalkTo instructed a narrative about Justin Beiber clips, Yelp included enjoyable information from the information cycle, and Tumblr created an artwork story.

The developer notice is seen in your App Retailer and Google Play Product Web page, and might have an effect on conversion charges by 10%-20% for returning customers, customers that beforehand had the app put in after which uninstalled it.

Push Notifications – Notify your consumer that your app has new and thrilling options! Maybe you possibly can even supply your consumer a walkthrough of any new choices. Finally, updates present an excellent cause to interact along with your customers.

Promote on social networks and blogs – As talked about beforehand, updates show that you simply proceed to look after and reply to your consumer. Allow them to find out about the entire onerous work you’ve been doing! In case your consumer commonly depends in your app, promoting an replace will excite them. And, if their app use is much less frequent, promoting presents them an opportunity to revisit and rethink.