So, you’ve finally launched your app into the App Store or Play Store. Congratulations!
Unfortunately, now’s when the real hard work begins since you need to strive for app store optimization.
According to the current insights, there are more than 2 million apps on Apple’s App Store (as of March 2017). For the Google Play store, the number is 3.5 millions (as of December 2017). Thus, competition in the app market is fierce. In such situation it is becoming harder and harder to get the initial traction for apps.
It is important to understand various methods for marketing your app. We’d like to share with you one very important technique – App Store Optimisation (or ASO for short).
What is App Store Optimisation (ASO)?
App store optimization (ASO) is the process of improving the visibility of a mobile app in an app store. Just like search engine optimization (SEO) is for websites, app store optimization is for mobile apps. Specifically, app store optimization includes the process of ranking high in an app store’s search results and top charts rankings. – Wikipedia
The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can take your targeted action: downloading your app.
Importance of App Store Optimisation
Some research reports that more than 63% of app customers prefer browsing in the app store to discover new apps.
There are many different ways for users to find a new app – media, websites, friends etc. But far and away, users are searching for new apps on the app stores.
You are missing out on the largest discovery channel available to your app, if you are not using ASO to increase your app’s search ranking.
ASO is your secret weapon. Spend some time every week improving your ASO, and you will meaningfully impact your app’s ranking and overall success.
Get the basics right. Implement ASO – App Store Optimisation
1. Choose the app title strategically
Your app’s title is one of the most crucial ranking factors of App store search engine. Make sure you include relevant keywords within your app title. Give enough time while choosing right keywords for your app because changing your title often to include different keywords can be unfavorable. One of the best ways to find the potential keywords is to check which keywords your competitors are using.
2. Write a clear and concise app description
The description is the only access for users to learn about your app’s function and features carefully.Though not as important as title or keywords as a search ranking factor, your app’s description is a very important criteria which decides whether the user will download your app or not. Write a brief and easy-to-understand description to make sure your app’s purpose is evident.
Remember: Potential users don’t know or care about the keywords. They want the app asking permission to access their most sensitive information to be serious and smart. Don’t write text that might suggest otherwise.
3. Stand out with a unique icon
If you have an unengaging or normal icon, you will lose your potential users even if your app has a high-quality content. As your potential users browse a nearly endless list of apps, your visual icon is the first impression they’ll have of yours. It’s important to make it count!
App icon should be clear enough that they immediately convey what your app does, even in its scaled-down form within the apps menu. As such, don’t overcomplicate your icon with unnecessary words or logos that demand extra time from your customers.
4. Keyword research is essential
To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience. You have to think twice before you choose your app targeted keywords. The keyword’s position also can affect your app ranking, so you can put the most important keywords in the top of keywords period. Also, the long tail keywords are the most useful for you to optimize with the low competition. You can analyze your competitors and use some relevant keywords tools to help you get more appropriate keywords for your app.
5. App screenshots should highlight the main features of your app
“A picture is worth a thousand words”.
Almost when a user lands on your app page the first thing he does is, to check out the screenshots of your app. This is a very good chance to promote your app by highlighting the best features of your app.
Instead of using simple in-app shots, which are probably not that brilliant to begin with, make the most out of this space and look at it as another advertising platform.
6. Choose the Right Category
Choosing the right category for your app will influence your ranking for that specific arena. Choose the right category based on your level of competition and generated revenue.
Your chosen category gives potential users a better sense of what your app does, and allows them to find you in a relevant search.
7. App ratings and reviews matter a lot
85% users would like to install an app which has more positive reviews and high ratings. You should encourage the user to rate your app. However, don’t force them about this. Give a gentle pop up that doesn’t look spammy to the user after his few positive interaction with your app.
8. Be obsessive about resolving negative reviews
“A happy customer is a brand ambassador of your app.”
Connect with the users who have posted negative reviews about your app. Resolve their issues. Let them know once you resolve the issue in a following update. Convert the negative users into advocates of your app. Also in the process, you will learn a lot about how the users perceive your app and what value it brings.
9. Use localisation to get more downloads
App localisation has a huge impact on the users’ experience. If you localise your app, you will get more potential users and millions of downloads from all over the world. This also can help you build your brand and increase the exposure rate of your app. It is also an effective method to maximize your app keywords.
10. Tell your app’s story using a video
Create a video for your app that describes everything about it in a professional way. Be creative while making it and keep it short and simple. This video will help you to connect with your users.
11. Use your app’s video on your app’s website
Posting videos has turned out to be the best way so far to explain how your app works. Embed the video on your app’s landing page. Use a custom thumbnail with your video which will attract your visitors to play the video. Putting the play button right at the center of the thumbnail gives better call to action rate to play the video.
12. Create a YouTube channel for your app
Create a YouTube channel for your app. Optimize the titles and descriptions of your videos with keywords related to your app. This tactic will help you get some extra bonus downloads via your YouTube videos.
13. Request blogger to write your app’s review
Getting reviews written by Bloggers and published on their sites can prove to be a beneficial strategy. While requesting your app’s review from established bloggers, don’t forget to send the video that you have made for your app. The video will make it easy for them to write a good review by understanding more about your app.
14. Incorporate Socialization
Popularize your app in some popular social media like Facebook, Twitter, Instagram. Also, you can put your app link in some relevant forums to drive more downloads.
15. Update Frequently
When you find some problems and bugs of your app, you have to update your app to improve the users’ experience. App updates highly correspond to better reviews that help you increase the retention rate and boost your app ranking in app stores.
App store optimisation is an ongoing process and not a one time effort. It’s the single most important stage for generating quality organic traffic to your app page. A successful ASO strategy requires constant monitoring and performance analysis.
See you on top!
Digicorp is a software consultancy and startup studio based in Ahmedabad, India. We build usable software products for startups. We also work on home–grown ideas and spin off the most promising ones as separate ventures.