Tips & Tricks For Improving App Store Optimization (ASO)


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It is not easy to build an app. It takes a lot of effort, time, and money, as well as effort. Even this is not enough. It doesn’t matter how unique your app is. If people don’t know about it, it will be useless.

Your app must be successful in an overcrowded app market. To survive, you will need to increase visibility and drive more downloads. When push comes to shove you have to make space for yourself. Give your app the attention it needs.

What can I do to achieve that?

This blog will help you get your app noticed. This blog will provide all the necessary tips and tricks without getting into expensive acquisition campaigns. Let’s begin at the beginning. 

What’s App Store Optimization (ASO), you ask?

App stores can be overwhelming. Nearly 5,000,000 apps are competing for the same customers in the app market worldwide. You can’t expect luck to help you get your app discovered.

ASO is an essential part of your application’s marketing campaign. This strategy optimizes an app’s listing on the Google Play Store or Apple’s App Store. Your app will not get far without an effective ASO strategy.

App Store Optimization (or App Store Optimization) is a continuous process to improve an app’s visibility and rank in the App Store. Once the app has been discovered, you must convince users to click it. However, this is only the beginning.

You need to encourage downloads, updates, and in-app purchases once you have reached the landing page.

It involves optimizing the ASO using various techniques, also known as Conversion Rate Optimization or CRO. This includes using descriptive titles, providing accurate descriptions, precise category placement, effective keywords, and posting quality screenshots.

Why is ASO so important?   

Users will find an app more relevant if it ranks higher in search results. They don’t have to scroll through search results. A higher rank correlates with more downloads.

ASO offers many benefits. Research has shown that ASO is responsible for 68% of all app discovery. These are the benefits of using ASO in the right way:

  • Apps become more easily discovered
  • More traffic drives
  • The number of users is increasing
  • Increases organic downloads
  • Increases the user base
  • Revenue increases with increasing CTR
  • Reduce user acquisition costs
  • Mobile business growth

What is the difference between SEO and ASO?

ASO and SEO are essential aspects of search and marketing. They are the most important aspects of how people find information, apps, and content. ASO and SEO require lots of planning, work, monitoring, and management to succeed.

There are many similarities between SEO and ASO:

  • Keywords are an important part of a campaign.
  • Search queries are the best way to get organic traffic.

Both are different in the sense that apps are optimized to be downloaded from app stores, and websites are optimized for search engines. The search results you get will therefore be different. When a user is searching for specific functionality in an app, he searches the app store. Web searches, on the other hand, are used to find information, perform transactions, search for websites, and so forth.

ASO optimization techniques

Incipia. co says that 7 seconds is all it takes to decide if an app will be downloaded. From scan-able content to high-quality screenshots of app stores, the look of an app store page plays a key role in a user’s decision.

Are you looking to increase the visibility of your app and make it stand out from the rest?

Long-term results can be achieved by learning the best ASO strategies and investing in these strategies.

This is how App Store Optimization works.

1. Learn from the users

According to Forrester, 63% are found through app store searches. This is the most popular way to find new apps. It is a sign that users are looking for a particular app.

Begin by researching the target market and the target audience. You should identify their needs and behaviors. Knowing your customers will help you gather valuable insights to improve the app’s information. Find out why they use the app, how they discover it, and what language they speak.

2. Learn which keywords to use

Keywords are an important aspect of marketing, just like SEO. Keywords help your app be found in app stores.

Find out which keyword phrases or keywords are currently in fashion. Use the keywords that rank highest in SERPs.

It is important to develop a keyword list that you can use to increase app store listing optimization. ASO is affected by every element of an app’s listing on the app store. Including keywords in app titles and descriptions can boost rankings by as much as 80-100 and 10-20 positions, respectively according to Fiksu research.

When you search keywords, look for those that:

  • Please describe the key features of your app
  • These features can be described using synonyms
  • Indicate the app’s category
  • What are the most common terms in this category?

Learn about the difficulty and demand for these keywords during your research. Find out how many apps already use them. What are the top apps that use them? It is a better option to choose keywords with high traffic that are only used by a few apps.

Google Play and Apple App Store handle keywords differently. In ASO for iOS, you will have only 100 characters for keywords.

Google Play does not have a specific keyword field. The app description can be searched. The best ASO for Android results is achieved by using the most relevant keywords up to five times in your description. Google may penalize you if you overdo it.

Searching for the right keywords can be a continuous process. Many tools are available to optimize keywords for app stores. These tools not only monitor keywords but also evaluate them and offer customized tips to improve app rankings.

  • Instead of using phrases, use words
  • Which one is more popular? Plural- or singular-research
  • Prepositions and conjunctions should not be used as keywords
  • Separate keywords using commas instead of spaces by using commas
  • Instead of writing numbers out, use digits instead

3. Select the best name

The name of your app is an important aspect. This is what people first see about your app. Although they should be brief, a great title will make your app more visible to potential users. The name gives users an idea of the app’s purpose. App descriptions and titles can increase conversions.

App rankings can be improved by a descriptive title, especially if it includes a keyword or two. Mobiledevhq.Com states that apps can be rated nearly 10% higher. This is why it’s important to have current and accurate information on keyword optimization.

You will have different guidelines depending on whether you are marketing in Apple or Google. Google Play Store allows you to use 50 characters, while Apple App Store only allows 30 characters.

4. Write accurate app descriptions

This is an important part of the app’s metadata. You will be limited to 400 characters. This section contains information about the app as well as its main features. Natural flowing sentences will attract people to your app. It should be clear and informative.

These bullet points will help you to answer the following questions:

  • What is the app for?
  • What problem solves it?
  • What will it do for the user?
  • What’s the price?

The description also makes the app relevant for app store ranking algorithms. This section is used by Google Store to index apps. Keyword optimization for the Apple App Store is less effective if keywords are found in the descriptions.

5. The app icon is still very important.

The app icon should be attractive and eye-catching as a visual element. Choose a color scheme, size, and geometry that immediately makes an impression and conveys what the app does. This will make your app stand out from millions of other apps. However, make sure your icon is unique from other icons.

App design is a key element of both app stores.

  • iOS requires that the minimum size be 1024×1024 pixels. The icon is scaled down depending on its use. For example, app icons can be 180×180, navigation icons 66X66, and tab bar icons 75X75. Ensure that the image still looks great after it has been scaled down.
  • Android requires a minimum of 512×512 pixels. Google has provided guidelines you can follow.

6. High-quality photos are possible

Once customers land on your app page, they must be convinced to download it. Screenshots are a valid way to communicate the functionality of your app. They also give users a preview and tell a visual story.

Because 50% of people make their decisions based on their first impressions, visuals need to impress. Pay attention to details such as the layout and the size requirements. Mobiloud.com reveals that screenshots are second only to app ratings to convince people to download an application.

Conversion optimization is a critical aspect of ASO. Therefore, screenshots are crucial. Your screenshots and videos do not influence app ratings.

Screenshots to optimize app store presence

  • Use large captions
  • Display the brand
  • Combinated screenshots
  • Highlight unique functionality

Google Play Store allows for up to 8 screenshots, while Apple’s App Store can only allow up to 10. To create powerful app screenshots, you can use tools like Figma or AppLaunchpad.

7. Add a preview video

Chipthompson.com claims that over half of Americans watch videos online. A video posted on an app store page can increase conversions. Include footage that shows off the functionality of the app, or previews the gameplay. App preview videos may be as long as 30 seconds.

8. Reviews and ratings

ASO’s success is dependent on your feedback. Both Apple and Google Play take into consideration reviews and comments from users. Higher rankings are achieved if an app has a higher rating. App Store rankings are influenced by reviews.

ASO is influenced by the quality and quantity of positive ratings and reviews. Apptentive reports 90% of consumers to consider star ratings an important part of app evaluation. 79% of consumers review ratings and reviews before downloading any app.

Not only can ratings and reviews be improved, but also frequent updates and promotions such as app-store ad campaigns can help improve your app-store rankings.

How do you get your app to the top of app store searches?

That’s a very guarded secret. Apple and Google do not share the exact method for ranking apps. Similar to SEO, ASO algorithms are constantly changing.

You can positively impact your app’s ranking by paying attention to these tips for optimizing app stores.

1. Place the app in the correct category

It can be a problem if your app is placed in the wrong category. This could result in Apple rejecting your app. If your app falls into more than one category of the App Store, choose the one that best describes it. To give your app a better ranking, you can choose the least competitive category.

2. Find your keywords strengths

The app stores offer certain keywords for free. The category name and the word free are excluded from the count. This extra space can be used for relevant keywords.

You can also use long-tail or mid-tail keywords from app stores instead of only using popular keywords. Because popular keywords are more difficult to rank for, this is why you should use them instead.

3. Revamp visual content

  • Use icons that aren’t necessary to include text or elements.
  • Clear, visible CTAs
  • Screenshots:
    • Pages with videos or screenshots are ranked higher than pages without visual content.
    • Screenshots of real devices are better than animated ones.
    • You can adjust the listing graphics to accommodate holidays, seasons, or special events.
    • Search optimization for Play Store apps has been updated with multiple innovations.
    • To ensure that visuals are correct, test the orientation of screenshots. Vertical creative converts better in app store search results. Horizontal screenshots perform better on product pages.
    • Take care when taking screenshots in split mode. The distance between them has increased.
    • You should ensure that the font size does not hinder your ability to read.
  • Videos:
    • High conversion is possible in the first two seconds of your video. SplitMetrics says that only 20% of people watch videos for more than seven seconds.
    • Many people watch videos with muted audio and autoplay. To explain the features you are showing, use text overlays.

4. Encourage positivity

A great UX is the best thing for ASO. App users will be more likely to give positive reviews if they like the app.

Ask users to leave reviews of your app using push notifications. Wait until they have used the app multiple times before asking them for reviews. Be careful how many times you ask for reviews. On iOS, for example, asking for reviews more than three times per year can result in you being penalized.

5. Localize app listings

Do your app listing and visuals only exist in English? To make your app stand out globally, you must implement an international or localization ASO. To reach a wider user base, you can use your metadata, keywords, and screenshots in the native language of a country. It not only improves app visibility but also increases downloads as well as revenues.

6. Keep your app’s quality high

ASO only works if the app is of high quality. Any user will be turned off by bugs and a bad UI. Apps that crash frequently or have few updates will be ranked lower. App management tools that are efficient and effective can keep apps current and help them rank higher.

You can ensure that users have the best UX possible by checking the performance of your website:

  • Run tests regularly
  • Navigation should be smooth and fast
  • Optimize loading times
  • Make sure that the app is compatible with all devices
  • Regular version updates

7. App store analytics

Now you’ve completed the hard work, created a successful app, and developed the ASO strategy. You now need to monitor conversions.

To boost your app’s market strategy, you will need to use app store analytics tools. They also help you identify areas that can be improved. It is crucial to understand the ASO funnel for all apps, including impressions, page views, and installs.

Examine the data and make any necessary changes to improve your app’s ASO. To pinpoint the issue, you can make small changes at a time to fix it. Implementing ASO techniques should be done quickly and efficiently. This can significantly increase conversions.

Wrapping up

App downloads will increase if people can understand the app’s capabilities and how they can be integrated into their everyday lives. ASO is a key factor in app visibility and discoverability.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.