How publishers can prepare their apps for Ramadan and increase downloads

Ramadan is the most sacred month in Islam and a time when the digital habits of Muslim users shift. App developers need to keep this in mind and adapt their products to make them more relevant and convenient for their Muslim audiences. This not only builds user trust but also boosts downloads and retention. In this article, we’ll cover specific tools and strategies to help publishers prepare for Ramadan and stand out from the competition.

1. ASO optimization for Ramadan

During Ramadan, users actively search for apps that meet their daily practical and spiritual needs — whether it’s health apps, food delivery, or religious content. This trend is especially strong in the Middle East, where mobile shopping increases as people have less time for in-store visits.

Top-performing app categories:

1. Finance apps: Ramadan consistently drives a rise in financial awareness and long-term investment interest among users. During Ramadan in 2024, finance apps saw a record 384% growth compared to the same period in 2023.
2. Food delivery apps: In the UAE, non-organic installs in this category surged by 169%. This spike makes sense, as consumers rely more on mobile solutions for meal ordering during Ramadan.
3. E-commerce apps: The growing preference for mobile shopping is reflected in a 27% increase in shopping app installs in 2024.

It’s crucial to prepare visuals well in advance of Ramadan to ensure they are implemented on time.
To capture your audience’s attention, incorporate Ramadan-themed elements into your design — crescent moons, mosque backgrounds, or arabesque patterns. These visuals work well for all types of apps.

An example of how Shopee’s e-commerce app screenshots changed in Indonesia — before and during the month of Ramadan.

Byyd used full-screen banners and video ads for KFC to catch users’ attention, focusing on menu items like the “Iftar Set.” The campaigns exceeded target CTR and impressions, reaching a large audience. The high number of clicks showed strong interest and proved the success of the ad campaign. Read more about this campaign here.

2. Deal and special offers

Ramadan is a time of generosity and giving. Users are especially responsive to discounts and promotions, especially when they’re linked to the holiday:

• Discounts and promo codes. If you run a food delivery or e-commerce app, offer special Ramadan deals like free delivery or a discount with the code “RAMADAN”.
• Gift bundles. Create special product or service packages that users can buy for their loved ones.
• Seasonal game content. If you have a gaming app, consider adding new levels or quests for Ramadan to keep players engaged.

If you’re looking for references, use Asodesk to find apps in your niche and set the Comparative Report dates from March 2024 to April 2024.

3. Updating or adding features

During Ramadan, religious users adjust their routines and the times they engage with apps, so it’s important to adapt your app to their needs:

• Operating hours. Food delivery apps should consider iftar (evening meal) and suhoor (pre-dawn meal). Adding a “quick order” option for late-night deliveries can be helpful.
• Push notifications. If your app is in the Food & Drink category, set up notifications to remind users when it’s time to order food before suhoor or iftar.
• Content recommendations. Educational apps, especially those focused on learning about Islam or reading the Quran, can feature special Ramadan collections or lessons.

4. Advertising during key moments of Ramadan

Ramadan comes with peak periods of user activity, making it a great time to run well-planned ad campaigns:

• Leading up to Eid al-Fitr. In the final days of Ramadan, many people buy gifts for loved ones, refresh their home decor, or even do renovations. If your app falls into one of these categories, this is the perfect time for a targeted ad campaign.
• Active hours. Muslim users are especially active in the early morning and evening during Ramadan, so it’s important to adjust your ad timing accordingly.
• Platforms and channels. Make the most of all available channels to engage your audience and boost interaction.

5. Engaging users through content

Content is a powerful way to connect with your audience. Here’s how you can use it effectively:

• Festive challenges. Run a social media campaign centered around Ramadan, like “Share your best Iftar recipes.”
• Video content. If your app focuses on fitness, create a video series with tips on staying healthy during fasting.
• Social initiatives. Launch a campaign where a portion of in-app purchases goes to charity.

In partnership with Emirates Red Crescent, Pizza2Go launched The Three Quarter Pizza Box campaign to reduce food waste during Iftar. They introduced a pizza that was 25% smaller — matching the average amount of leftover food — and donated 25% of each sale to charity.

Adapt these ideas to your app store listings and ensure your app stands out — not just in the stores, but everywhere.
While downloads increase during Ramadan, a large percentage of users (56.44%) uninstall apps within the first month. That’s why it’s crucial to keep users engaged even after they have downloaded your app. Retention strategies should include personalized offers through email, SMS, and push notifications.

6. PR campaigns to boost brand awareness

PR plays a key role in shaping a positive image for your app. During Ramadan, you can consider:

• Collaborations with key opinion leaders. Find religious bloggers and influencers whose audience aligns with your app’s theme. Deborah Soares, Marketing Director at Sephora, shared: “By working with local designers, we integrated multiple storylines to seamlessly blend modernity with traditional culture while redefining classic Ramadan references.” As a result, brand awareness in Saudi Arabia increased by 5.5 points.
• Media coverage. Prepare press releases highlighting how your app supports users during Ramadan. For example, a task management app could be positioned as “a tool to help organize daily religious and practical responsibilities during the holy month.”
• Social responsibility. Partner with a charity organization to host a fundraising event and share the story through press releases. For example, Indosat Mega Media (IM2) organizes pre-Ramadan markets where products are sold at discounted prices, with proceeds going to support those in need.

Ramadan is a great time to connect with your audience and drive more app downloads. Refresh your visuals with festive elements, roll out special deals and discounts, fine-tune your app’s features to match user needs, time your ads strategically, launch PR campaigns and events, and create content that keeps users engaged. A well-planned seasonal marketing approach will help your app stand out and strengthen its position in the market.

Expert insights

Ramadan is one of the most significant events in Islam. Ignoring such an important occasion from a marketing perspective would be a missed opportunity. Research shows that app downloads increase organically during Ramadan, proving the impact of seasonal updates in both design and functionality.

Popular app optimizations include:

• Special deals and discounts, along with push notifications timed around users’ daily routines during Ramadan.
• Visual elements like crescents, stars, and other Islamic symbols.
• Colors: While Ramadan doesn’t have official colors, green, yellow, purple, and turquoise are commonly used in festive designs.

It’s essential to approach both visual and functional updates thoughtfully, paying close attention to cultural nuances to avoid mistakes related to holiday dates, daily routines, and the relevance of promotions.

Karina Krivoruchko, ASO Manager

Ramadan is a time of fasting, during which Muslims refrain from eating, drinking, and engaging in 18+ activities from sunrise to sunset, along with other restrictions. For example, many avoid taking out loans, traveling to resort destinations, and indulging in unhealthy habits.

It’s important to keep this in mind when optimizing apps or running ad campaigns. Showing food, drinks, or other content that conflicts with the practices of Ramadan can be off-putting to users.

There are many diary and tracking apps designed to support daily routines during Ramadan.
After reviewing the Muslim Pro app and user feedback, here are key features to consider:

1. Prayer and fasting trackers
2. Prayer time notifications
3. Tools for developing good habits, such as daily Quran readings or memorizing Surahs
4. Audio Quran features alongside reading options

Make sure to localize your app in multiple languages. The most relevant options for Ramadan-focused content are Arabic and English.

To boost user engagement, consider adding quizzes and polls to your app. They can help users immerse themselves in the spirit of Ramadan, strengthen family traditions, balance spiritual practices with daily activities, and spark interest among those looking to learn more about Islam.

Use In-App Events to capture the essence of Ramadan, incorporate visual elements like crescent moons and stars, and optimize for key search queries related to this theme. This will not only help your app stand out from competitors but also improve its visibility and reach.

Violetta Davidovich, Lead ASO Manager