What is an Organic User?

An organic user is a user that has found your mobile app and installed it without any kind of paid marketing. Organic users are often high-value users because they found your mobile app themselves, showing an intent that is not true for paid users. The nature of organic users makes them harder to acquire, but practices that increase brand exposure and increase visibility will help drive organic installs.

An Organic User is an app user who discovers and installs an app without direct advertising or paid promotions; unlike users acquired through ads, organic users often find apps via app store searches, word-of-mouth, or by exploring content that naturally leads them to the app. These users are valuable in mobile marketing due to their generally high engagement and retention rates, which can positively impact app performance and brand reputation.

 

Why Organic Users Matter

Organic users are seen as highly valuable in the mobile industry because they tend to have a more authentic interest in the app. Since these users seek out the app independently, they’re often more engaged, resulting in higher retention and lifetime value (LTV). Organic users also contribute to the app’s ranking on app store platforms. The more downloads and positive reviews from organic sources, the more likely the app will improve its visibility, creating a virtuous cycle that attracts even more organic users.

 

How Organic Users Find Apps

Organic app discovery can happen through several channels:

1. App Store Optimization (ASO): ASO is a key driver of organic traffic. By optimizing titles, descriptions, keywords, and visuals in the app store listing, developers can improve their app’s discoverability.
2. Search Engines: Many users discover apps through Google searches or other search engines. If an app’s website is well-optimized for relevant keywords, it can attract users searching for solutions that the app provides.
3. Word-of-Mouth and Social Sharing: Recommendations from friends, family, or social media play a significant role in organic user acquisition. Positive experiences shared by trusted sources are often more persuasive than ads.

 

Boosting Organic User Acquisition

1. High-Quality Content: Producing valuable content, such as blogs, how-to guides, or app feature highlights, can draw organic traffic. This not only educates potential users but also improves the app’s online visibility.
2. Engagement with Existing Users: Satisfied users are more likely to share the app with others. Encouraging feedback, fostering community, and offering occasional incentives for referrals can help boost organic downloads.
3. App Updates and Quality Improvements: Regularly updating the app to include new features, fix bugs, and improve user experience can increase positive reviews and encourage more organic growth.

 

The Impact of Organic Users on App Success

With their high engagement and likelihood of retention, organic users serve as a stable foundation for an app’s user base. While paid campaigns drive initial traffic, organic users contribute to sustainable growth and are often crucial to an app’s long-term success in a competitive market.