What is App Store Optimization and How to Do It
A mobile app can help you generate revenue, engage users, and increase brand awareness with the help of ASO. App Store Optimization is the process of enhancing visibility, ranking and overall efficiency of a mobile app in an Apple or Google play store. It is an important factor for the success of an app marketing campaign, and in general both long term and short term. App optimization aims to improve app downloads and drive organic traffic growth.
App Store has a page view to install conversion rate of 33.7%, compared to 26.4% on Google Play. In this article, we are providing all details about App Store Optimization (ASO). In 2024, Global app downloads are expected to reach 258 billion.
What is App Store Optimization (ASO)?
App store optimization (ASO) is the process that aims at improving an app's or games visibility in an app store, to increase downloads and revenue. Apps are more visible when they rank high and also featured and a high position on the store.
ASO helps to push apps unique selling points and connect with the relevant audience. Mobile app product pages comply with the specific technical needs of a given marketplace such as App Store or user preferences. ASO is similar to SEO (Search Engine Optimization) for apps but only applies to app store and ranking algorithms.
Importance of App Store Optimization
ASO is required if you want to get your app in the sights of a relevant audience. For mobile applications and games, optimizing apps is the most successful marketing strategy. ASO has main benefits which are enhancing discoverability through traffic and increasing conversion rates of an applications page.
Here is some importance of App Store Optimization.
Improve visibility
If the application is not easily accessible, people will be unable to download it. So, no matter how good an app is, if it is not easily discoverable, you will not be able to improve the number of installations. ASO helps apps be more visible by users who are looking for what the app has to offer.
Discovered High Quality and Relevant Users
It is not enough that is discovered, it has to be found by the correct people who search for applications like your own. App optimization helps to reach the right users by matching apps to relevant keywords. These are the search words that users will discover in your app. ASO can help you to build more attractive and user friendly interfaces, leading to higher user retention rates.
Boost Organic App Downloads
Good app store optimization strategy will increase organic installs and ensure sustainable results. When users search for app related keywords, the result will incorporate your app. Regularly working on ASO will ensure that it ranks high.
Improve User Acquisitions & Continous Growth
Instead of wasting money on ads, you can minimize acquisition costs by concentrating on organic growth using ASO. App optimization will help to save money and lead to consistent growth.
Increase Revenue and Conversion Rates
There are various methods to generate revenue such as in-app purchases, subscription plans and in-app adverts. Many people can run ads to bring in more revenue and users. But if your app store listing page isn't converting and convincing users to download apps your ad spend will be wasted. ASO involves increasing conversion rates and encouraging users to click and download applications.
Reach Global Audience
You can reach global audience by making your app or software available in multiple languages known as localization. App optimization will help you to take your application worldwide. ASO will help to create a more appealing and user friendly interface.
How to Do App Store Optimization (ASO)
Here are 10 important steps to improve ASO in both the Apple App Store and Google Play.
Use Descriptive Title
Using a descriptive title identifies the app's main feature and helps users to understand what the app does. It helps to increase apps ranking in the app store and improve search traffic and reach. Always make the app title appealing, unique and consistent with the branding. Using keywords will help your app rank 10% higher than competitors. The Apple store and Google play handle keywords and titles differently.
Use Keywords Precisely
Start creative thinking about related keywords to your app features and benefits. Also, check keywords used by competitors. Verify which keywords are popular and filter them out. Target keywords that are relevant to the app and have a balance of relevance keywords and competition keywords may not be effective.
Also include one-word keywords and long keywords which are specific search keywords. If your app is on many app stores then build different keywords for separate stores. Consider the requirements of the algorithm and end user, also avoid keyword stuffing. Monitor keyword performance and use that data to inform the next update cycle. Keyword shufflers help to create new long-tail keywords by automatically combining selected keywords.
Describe Your App Well
Insert relevant keywords in your title, subtitle and description easily and understandably. Always use bullet points like app information and features to make it easier to scan. Be consistent with your brand voice and include screenshots and videos. Localize your app page for the country where you are promoting your brand or app.
Use High Quality Screenshots
Use high-quality screenshots in App Optimization to maximize app downloads. You can use one or at least 10 screenshots in PNG or JPEG format. Use 72 DPI resolution and avoid transparency. Use a screenshot directly from the app to highlight app features and benefits. If possible, include a real-world scenario in your app.
Add an App Review Video
To add an app review video to App Store Optimization (ASO), you can use App Store Connect to upload preview videos for your app. Length of videos should be 15 sec to 30 sec long. Maximum file size should be 500MB with .mov, .m4v, and .mp4 formats. App videos should be suitable for all age audiences. You can use your first preview to show an overview of the app experiences.
Pick the Right Category
Select segments that align with popular search and app keywords relevant to your aims. It will help to increase app discoverability within the selected segment and relevant search results. The category should match the audience and app purpose. Some categories can be unstable because of seasonal changes. Every app store has specific rules for categorizing apps.
Focus on Icon Design
A well-designed app icon can help an app get noticed in app stores and improve downloads, increasing brand awareness. Simple, recognizable and unique icon design will help your app to make an impact from the competition. Use one or two main bright and vibrant colors to attract attention. Update your app icon design on special holidays or to highlight new features.
Encourage Positive Reviews
Ask the audience or customers to write a review when they are likely to be fulfilled with the app service and features. Respond to all positive as well as negative reviews, promptly and effectively. Also, make improvements on the basis of customers' reviews and show them. Customer reviews are a crucial ranking factor in ASO, which is used to maximize app downloads and visibility.
Use App Store Analytics
It can be used in app optimization to monitor the performance of an app in the app store and it will help to make strategic decisions. Some app analytics tools are helpful because they provide hard data about all sorts of measurements related to your app.
Re-evaluate Regularly
If your app store is not ranking for a few weeks, verify the data. Also, evaluate how to change things to improve your app. Make one change at a time to test if it affects your app. Avoid changing all at once, doing that won't give an idea about the initial problem. This may cause your app store ranking to drop.
Common Mistakes to Avoid in App Store Optimization
There are some common mistakes to avoid in app store optimization are given below.
● Not conducting keyword research
● Not using keywords in title, subtitle and in description
● Not localizing map
● Using the same ASO strategy
● Not performing A/B tests
● Neglecting reviews and ratings
● Failing to monitor apps quality
● Not tracking algorithm changes
● Not monitoring competition
● Ignoring app icon design
● Identify target audience
● Low-performing keyword usage
Conclusion
Developing app is not sufficient you must keep optimizing app for success. Understanding keywords, optimizing lists and monitoring performance can improve visibility and increase downloads. Implementing ASO techniques means how to do ASO can improve visibility of your app and enhance chances of success in the app store.
FAQs on App Store Optimization
1. What are Difference between SEO and ASO?
SEO is optimizing websites and content for Google search engines. While ASO is optimizing apps for the App Store, Google play store and other app marketplaces.
2. What are Key Elements of App Store Optimization?
There are some key elements of ASO such as app title, keywords, ratings and reviews, localization, screenshot, videos and other.
3. Is ASO a One-Time Task?
No, App Store Optimization is an ongoing process. To maintain your app competitively, you need to regularly update ASO strategies.
4. Does ASO Work the same for both iOS and Android Apps?
Each app result has its own algorithm and displays search results, so ASO doesn't work the same for iOS and Android apps.
5. Can ASO Increase App Download Directly?
ASO can directly improve app downloads by increasing app visibility and discoverability.
