$250 to $5K MRR: 5 App Store Packaging Rules That Actually Work

If your app is stuck between $10 - $300/month, you don't have a traffic problem. You have a packaging problem. You need to get users to stop scrolling and tap on your app. (Nothing else matters!)

New App Developer?

If you don't have an app, look at the top ranking App Store apps and mimic something that you would use. Simplify the design to 1-3 screens and ship it. Make a great product, and don't worry about revenue.

From $250 to $5,000 MRR

Viktor Seraleev (@seraleev) shared this moving story, which is what inspired this week's article:

One of Viktor's followers had an old app that was making money, but it was stuck on a plateau. The monthly recurring revenue (MRR) was $250-$300/month for years on end.

That developer started following @seraleev and made a few small changes:

A year ago he started following me. No drastic moves: just small, consistent changes. Organic traffic only. A few Reddit posts, some comments. The result? The MRR chart speaks for itself.

$5,031 Monthly Recurring Revenue (MRR) after improving the App Store packaging.

If your app isn't selling, you don't have a traffic problem. You have a packaging problem.

Here are the top 5 rules Viktor uses on every app he launches.

1. Icon

The icon is the first thing users see. If it doesn't earn the tap, nothing else gets a chance. It is important to have a simple design that conveys the idea of the app.

It needs to feel polished and professional, or users will scroll past it. Customers make decisions in seconds.

Look at his Video Templates and Audio Trends app for creating reels. Bold color. One clear subject. It needs to read clearly on the App Store search.

It doesn't have to be a professionally designed icon, but it does need to stand out. If you're early to the App Store, don't get attached to your app icon design. Experimenting will get you more downloads.

ChatGPT can give you a starting app icon while you iterate.

2. Screenshots

Stylize real screens from your app. Use large readable text and tell a story across the sequence.

Gifmo's screenshots show a story:

First: Paint the picture with recognizable memes
Second: The template picker tool is teased
Third: The GIF video editor is shown

You understand the app before you ever tap Get. It's not a tutorial of how to use the app.

The first 3 screenshots are the most important because these are seen from the Search results on iOS.

3. Onboarding

Make your onboarding process 3-4 screens and show the outcome.

Do not teach how to use the app. It should not be a tutorial. Use one action per step. Don't make the user work to understand what the app is.

Reinforce the messaging from the App Store screens in your onboarding.

The GOAL: Get the user to the "aha" moment as fast as possible. If they have to think or don't understand your app, you've lost them. They will close and delete your app.

Use a "Continue" button or a swipe gesture to guide the user to the next screen. Videos in onboarding improve conversions over static images.

4. Paywall

If you want to monetize the app, you need this step. 75% of Viktor's revenue comes from asking for money before using the app.

Viktor puts the paywall right after the value moment. No hidden close button. No fake urgency. No price tricks. Clear offer and clear value.

Pricing tactics:

Experiment with a 3-day, 7-day, or 30-day free trial
Weekly pricing: $5.99 - $7.99/week
Annual pricing: $29.99 - $59.99/year
Skip lifetime deals to drive recurring revenue

5. Simple User Flow

One screen. One action. Create a clear path forward. Every extra tap is a chance to lose the user. Every decision they have to make is a chance for them to bounce. Remove anything that makes them stop and think.

Focus on these 5 Key Points:

Icon: bold, clear, readable at thumbnail size
Screenshots: story sequence, value in position one
Onboarding: 3 to 4 screens or videos, paint the outcome
Paywall: right after onboarding, simple math
Flow: one screen, one action, clear path

If you want to monetize your app, find the value, tell a story, and improve your packaging.

P.S. Want to dig deeper? Read Viktor's post and watch the video by @adamlyttleapps about this app strategy.

P.P.S. Download 12 experiments you can run this weekend -- inspired by Viktor Seraleev.