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Louise Verschuren shares why app growth is a continuous, full-funnel discipline, how creative has become the new targeting, and why localisation, brand-building, and post-install metrics matter more than installs alone.
As mobile markets mature and acquisition costs rise, app growth has shifted from isolated performance tactics to a holistic, full-funnel discipline. Success today depends not only on acquiring users, but on how apps position themselves in stores, localise across markets, and convert installs into long-term engagement.
Despite this, many brands still treat app store optimisation and creative strategy as one-time projects rather than ongoing growth engines. In reality, sustained app growth requires constant iteration—across keywords, creatives, localisation, and post-install experiences—supported by data, experimentation, and increasingly, AI.
“Volume-based metrics are a bit of the vanity metrics, a number of downloads. It doesn’t really make any sense to focus on installs alone because it’s really all about activity post-install. So we always look at the full picture using mobile measurement partners, data, and post-install,” says Louise Verschuren, Founder, Wuzzon.
Her perspective reflects how modern app marketers must balance performance, brand, creativity, and technology to drive scalable growth in an increasingly competitive and fragmented mobile ecosystem.
Top Insights from Louise Verschuren:
- App growth demands continuous full-funnel optimisation
Growth doesn’t stop at install. App store pages, keywords, creatives, and retention strategies must evolve constantly. Treating ASO or user acquisition as one-time fixes limits scale, while ongoing iteration enables stronger CPI control, better conversion, and sustained performance.
- Creative and localisation are now core growth levers
Creative has become the new targeting. While AI accelerates variation and testing, success still depends on strong storytelling and cultural nuance. True localisation goes beyond translation, adapting messaging to regional behaviours, emotions, and expectations across diverse markets.
- Post-install signals matter more than vanity metrics
Installs alone don’t indicate growth quality. Optimising toward meaningful post-install events—onboarding completion, trials, purchases—helps identify users who stick. A blended view across measurement, store, and analytics data enables smarter acquisition focused on long-term value.
Watch the full interview here.
