There are billions of mobile users globally. And this number is constantly increasing year by year.
What this means is that the market for the creation and purchasing of apps is also increasing.
With more than 2.6 million apps in Google Play Store and over 2 million apps in the Apple App Store which are used by more than 3 billion mobile users around the world(source: MobiLoud), strategic optimization of the app store is a must as it will help in better visibility of the app and increasing the no. of downloads.
To accelerate your app’s performance, here is a complete guide on App Store Optimization (ASO) which will cover:
- What is ASO?
- Why is it important?
- How is it done?
What is App Store Optimization?
It is the process of improving the app’s visibility on the app store. It includes applying the scientific method to increase:
- Visibility
- Downloads
- Engagement
- Reviews
Why is ASO important?
As you can probably guess, the higher your app gets listed in the app store, the more users and downloads you’ll get. With new apps coming daily, it has become quite a difficult task to rank high on the app store. You can’t just rely on a good app name to get listed higher.
ASO helps you in growing your app users organically and continuously. It is cost-efficient and provides steady growth.
How to optimize your App for App Store/Play Store?
Understanding target users and their needs
The first step is to understand who the target user is. Sit down with your team and analyze the target users. Try to understand:
- Who is currently using your app?
- Who might be interested in your app?
- What makes them interested in using your app?
- Why your app and not the competitor apps?
Discussing these questions and understanding the answers to these questions will help you in building expertise in further steps in ASO.
Keywords for ASO
If you’re familiar with search engine optimization, you already know how powerful keywords are. And in the case of app stores, they are even more powerful.
According to App radar, nearly 65-70% of downloads come directly from the search. And to rank high in search, the use of keywords wherever possible is necessary.
App name and title
App name is not only about branding, it is also considered as one important factor in ranking high on app stores. A unique app name sets your app apart from the competition and makes a good impression on the user.
The title of your app is also an important factor. Including keywords in the title helps in getting more downloads.
A unique app name along with a keyword-rich title will help in better listing of the app in search results.
Use high-quality screenshots and video previews.
Screenshots give an insight to the viewer. It educates them about what’s in there for them. High-quality screenshots that highlight the most important features of the app help in building a lasting impression on the viewer. It also gives the viewer a sense of professionalism.
The same goes for videos. A video that is high in quality guides the viewer about the main features in a more detailed way, pursuing the viewer to engage with the app more and possibly download it.
Pick out the right category
A large number of users browse apps by category. Choosing the right category for your app is thereby an important part of ASO. It becomes easier for the user to find the app when placed in the right category.
So, understand the categories on the app store and select the category that fits the best for what you are offering in your app.
App icon that stands out
The first element that the users see is the icon, so invest it. The app icon is something that the user is going to see every day if they have downloaded it.
A unique and high-quality app icon helps in creating a lasting impression. According to Udonis, app icons can boost conversion rates by up to 30%.
App description that intrigues users
The description of your app should include keywords but it should not be focused on search engines. The prime focus of the description should be to educate the viewer about what they are going to get in the app.
Write a description that highlights the main features and points out the new improvements you’ve done to the app.
Localize
The process of localization in ASO includes translating the app into different languages, adapting to the needs of users from different countries, customs, and habits of the user from different geo-locations.
A well-localized app creates a sense of familiarity in the minds of the users. The user feels more “at home” when using an app that has been localized according to him or his surroundings.
Get ratings and reviews
An app with a good rating becomes more trusted. A high rating and high no. of reviews influence the new user to download the app.
The fastest way to get reviews from the user is to ask them. Having a good rating creates a positive impression on new users checking the app page.
Updating app descriptions, screenshots, preview videos frequently
With trends changing overnight and brands giving a slew of updates to their apps, it’s important to keep updating your app page with the latest features and include the screenshots of the updated user interface.
This helps in keeping your app relevant and in line with the latest trends. You can also analyze the reviews and try to find out some interesting suggestions regarding the app and update accordingly.
Build backlinks
Link your app to the relevant websites and keep a check on Google’s algorithm standards. These backlinks help in better user engagement and help in giving a more descriptive answer to the question that arises in the minds of the app page viewers.
Drive traffic to your app store page using an SEO optimized website.
An SEO-optimized website that redirects the user to your app page will help in moving the web traffic to your app page.
This way you can rank your app on Google. It will directly send the user to your app page and will likely help in improving the conversion rate.
Conclusion
ASO is one of the most important marketing efforts that directly helps generate more downloads on your app. Get to know your user, place keywords wherever possible, educate the new user as much as possible in short points in the description. Keep up with the ongoing trends and update accordingly.
ASO is necessary if you want your app to grow. Run tests and make required changes to ASO strategy for constant growth and build a trusted user base.
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