Shopify App Marketing

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Over 7000 apps are available in the Shopify App Store for retailers to select from. Getting your app listed is only half the battle; the other half involves defining your niche, standing out from the competition, and marketing your app to potential consumers. It can be challenging to figure out how to increase app downloads. This is the reason we created the manual. Let's start now.

Part 1: Conducting research

Being noticed by retailers is an ongoing challenge given the abundance of options in the Shopify App Store. How can you be sure that the consumers who require your software will find it? In actuality, differentiating yourself from the competition starts even before you develop your app. You may position yourself as the top option for merchants if you carefully select your specialty, develop a thorough grasp of your target consumers and competitors, and thoroughly test use cases.

Finding your niche through research

The first thing to comprehend about your app is how it fits into the larger context of the app store. Knowing what is already accessible to Shopify merchants can help you differentiate your app, which is the key to standing out, whether you have an app idea in mind or are exploring potential holes to fill.

Merchant pain points

Successful apps tackle particular pain points for retailers. Warner Liu, the co-founder of the app development business Hextom, believes that it is pointless to spend time attempting to increase downloads before first confirming that your app is addressing a merchant pain issue.

Part 2: Getting found in the app store

You must optimize your app for the Shopify App Store from the outset because it's likely to be one of the main traffic sources for your app. You must comprehend how crucial elements like the app store search engine and recommendations algorithm function to achieve this.

Getting found in the app store: The app store search engine

The Shopify App Store search engine is made to show merchants the most pertinent apps. One of the most important lessons learned from Joey and Xinyi is that keywords are used to establish that relevancy. As a result, you must identify the keywords that best describe your app and start using them on your app listing page. Keywords are words and short phrases that merchants are likely to use when searching the app store for a solution to a specific problem. For instance, if a retailer needs assistance monitoring orders, they'll probably look for one of the following terms:

1. Order tracking

2. Order Status

3. Tracking

4. Shipping tracking

5. Shipment tracking

6. Shipment status

7. Shipping status

Getting found in the app store: Understanding recommendations

The most pertinent app recommendations for each merchant's industry are delivered by the recommendation engine. This aids merchants in determining which apps are most suitable for their needs among the numerous apps already available in the app store. There are several ways that recommendations are revealed, including a collection on the app store homepage that is tailored to the specific retailer. Understanding how to get recommended in pertinent collections is crucial because this is one of the homepage collections with the greatest conversion rates.

You can make sure that your app is ready for the recommendation engine in three ways:

1. Have accurate install requirements. Only merchants who satisfy these standards will receive recommendations for your app from the recommendation engine.

2. Maintain positive reviews. How frequently your app is displayed will depend on your reviews. Learn more about reviews in the sections below, or view our guide on how to respond to reviews politely.

3. Consider location. The merchants in those regions will be presented with apps that are functional in those regions. Make sure to highlight the areas where your software performs well.

Part 3: Optimizing your app listing page

The core of your app's visibility is its listing page, which also gives you the chance to brand your Shopify app and make it unique. Users will go to the app listing page to find the information they need to decide whether to add your app to their stack, and this is the critical moment. The listing page serves as the primary information source for the recommendation algorithms and the app store search engine. You should focus your efforts there to produce fantastic work.

Optimizing your app listing page: Visuals and video

On the app listing page, images and videos are important. There is an opportunity for developers to add a video right in the header. Additionally, there is a room just beneath the banner for images and significant advantages. Remember that the purpose of a fantastic video is to advertise your software and its benefits, not to serve as instruction. Instead, you want to use the movie to emphasize important selling aspects and convince retailers that your software fits their requirements.

Here are some important principles to remember when creating your promotional video:

1. Keep the video length to two or three minutes to keep users engaged and interested.

2. Limit feature demos to 25 percent of the overall video—the focus should be on the benefits of your app, not how to use it.

3. Don’t include third-party logos or elements, even if your app integrates with those companies. You want to be mindful of copyright infringement.

Part 4: Marketing your app

Numerous marketing techniques exist, and they all contribute to making your software appear appealing to your target audience. We'll look at the measures you need to follow in this section to develop a potent marketing strategy and increase app downloads

Marketing your app: The marketing funnel

The marketing funnel is central to the fundamentals of marketing. The marketing funnel depicts the progression of your audience from strangers to customers. There are five steps in the fundamental marketing funnel: awareness, consideration, conversion, loyalty, and advocacy. Conversion, specifically app marketing, refers to the action of getting a user to add your app to their store. Since the loyalty and advocacy phases occur after installation, we won't focus on them in this article. However, this doesn't imply they aren't significant; both are crucial to the retention and should be included in a post-install nurture strategy.

Marketing your app: Marketing channels


Content marketing through a blog is one of the most powerful tools you have at your disposal (we're biased, but it's true). A blog allows you to position yourself as an authority in your subject and attract qualified visitors (traffic with the potential to convert). A blog offers a fantastic opportunity to generate leads. Lead generation is the process of gathering high-potential contacts so you can add them to a nurturing campaign and guide them toward conversion.

Social media

Social media is an effective tool for interacting with individuals, creating communities, and exchanging knowledge. At its most basic, it serves as a platform for fan cultivation and the dissemination of updates like fresh blog entries. By carefully utilizing social media, you may expand your company by building a community that you can utilize for idea-bouncing, knowledge-sharing, and building relationships.


Forums are a place to share content, give advice, and communicate with other users, much like social media. Similar to social media, it's crucial to provide value rather than merely advertise. Shopify Community is used by merchants and other Shopify Partners to get advice. Gaining user trust and establishing yourself as an industry leader can both be accomplished by freely sharing your skills.

Email marketing

You should start building a strong email list once you've engaged in producing excellent content, attracting readers to it, and gathering email addresses. This email list is a valuable resource that should be handled with care because it provides a direct line to your users.


We've examined many digital marketing tactics up to this point that you can use to increase app store downloads. However, face-to-face connections are equally important, and being a Shopify Partner gives access to a variety of well-liked events.

Part 5: Supporting users after they install your app

Having an existing customer base satisfied with your product is the key to increasing app downloads. And that entails doing all within your power to assist and support your users once they have downloaded your app. Supporting users after they install your app: Have a support plan. In addition to assisting with retention, having a solid customer care approach can enhance user ratings, which can benefit the app store search engine and recommendation algorithms. Make sure you have a strong user support procedure in place in addition to the onboarding documentation.

As your app expands, you should learn more about creating an efficient app support process because providing good app support is crucial. On a broad scale, some general counsel includes:

1. Have a single point of contact. This can be a single phone number or an email such as This helps you keep your support requests together and organized, and makes it easier to share with users where they can go for help.

2. Create self-help documentation. Not only does this reduce the support requests you’ll get, but it also gives users the tools to solve problems on their own.

3. Use simple language. Remember that your users are very often not technical. Don’t make assumptions that they understand any kind of technical language. Start simple, and cut out the jargon.

4. Be nice. If you can make a support request a positive experience instead of a frustrating one, your users will think highly of your product and you.

In addition

More than a million merchants use Shopify to run their businesses, and there are more than 7000 apps available in the Shopify App Store. The chance to expand your app development company has never been higher, but a significant impact requires immediate effort.

You can learn how to obtain more app downloads by doing your research, creating a great app listing page, expanding your external audience, and providing excellent customer care. In addition, your app may join the ranks of those used daily by thousands of Shopify merchants.


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