App Store Optimization (ASO) is a lifesaver method to have a better ranking and improve visibility. It’s a complete process of optimizing the app product page, designing a good user experience, and providing the necessary customer support. With a good ASO, organic downloads can increase among other mobile apps that are being published every day on Apple and Google App Store.
As the privacy issues got serious and there are lots of precautions that prevent analyzing many performance marketing metrics, ASO is important more than ever. So to make it better, we have creative strategies for each step of app store optimization.
1. Start with describing
The foundation of a good ASO is coming through a clear definition of the mobile app. Whether it’s a mobile game, graphic designing, or meditating app, the whole functions and purpose of the mobile app need to be defined very directly. To do that, first of all, write down everything related to your app such as its functions, how it's working and why people will need it.
Let’s say that we have all we need to define the app clearly. Write down every word which you think represents your app the best. Then, try to find the synonyms of those words. All those words will help you to create the perfect App Store page with a catchy title, subtitle, description, and keywords. High relevancy for those items means higher conversion rates and better visibility.
3. Spying on competitors
There are two ways to optimize the App Store page productively. One is defining the app perfectly and create the product page as it seems. The other is spying on the competitors, analyzing which keywords are performing the best, and using the ones that are highly related to your app. You can use an ASO or App intelligence tool for that like StoreSpy to do it easier.
4. Catchy items needed
We’re at the part in which you need to work creatively with your graphic designer. The app icon, screenshots, and preview video should be eye-catching. Those will be the first things users will see in the search ranking and if that catches the user’s eyes, it will make them visit your product page. That is a significant factor of product page views from the impressions.
5. Good Reviews & Ratings
A good reference is very fundamental to get more product downloads from the app store page. Today, we live in an era in which there are lots of mobile apps to consume. So with a wide range of options like that, the ratings & reviews section is the first place to understand which product is worth downloading. If your app is suffering from low conversion rates of the product page to downloads, reviews may be affecting it. It’s apparent that not every person loves to leave a review or rating. However, you may add a rating & review pop-up on your app to make them do it. We strongly suggest you do not prefer buying fake reviews & ratings because it will not make your ASO better, even can cause your app removal. As much as you get organic reviews and ratings, your ASO will perform better.
6. Product Design
ASO is not just the product page, keywords, and visuals. It’s the total work of the product design and product page optimization. User experience is one thing that app publishers strictly need to focus on. Changing one small detail can affect many different metrics in the app. The deletions, users’ daily engagements affect the ASO as much as app installs are affecting. Those issues are coming from the product design itself. To understand if your product is performing well or not, create a growth (AARRR) funnel and check out exactly where you are not converting. You can also implement a feedback tool and ask for users’ opinions.
7. Search Ads
More downloads mean more ranking in the keywords you focused on. To faster that process and increase visibility, using Search ads can help you in many different ways. The first way is using the search ads to find the keyword suggestions of Google or Apple is providing you. That can help you to use the relevant keywords which search engines are already suggesting and so perform better on keyword optimization. On the other hand, search ads help you specifically target the people which are already looking for you. Acquiring new users from other channels is also important to increase app installs but it should be targeted the right people to have high conversion rates. So, always know your customer first.
8. Monitor ASO performance weekly
Analyzing the good and bad effects of ASO is very important to develop it every day. Check out which keywords you are getting ranked if you are in a chart or not, which sources exactly you are having the downloads so you can increase or decrease your efforts according to that. Finding the right channels and sources may allow you to promote your app successfully. You can monitor different metrics as well, like which countries you’re performing better or if you need to localize your app in different territories. Track the KPIs regularly and update your growth funnel according to that.
Things to keep in mind
Remember that, ASO is mandatory for any mobile app so doing it better than anyone is essential to get great visibility, higher downloads, and perfect conversion rates.
ASO is not just keyword research, it is a combination of the work you do by understanding what users are expecting.
It’s a process you need to keep optimized and improve regularly. Nobody succeeds in just one day. It takes patience, consistency, and monitoring all conversion rates on a regular basis.
Downloads and visibility are two rings of a chain. It’s connected to each other. So balancing the two of them makes your work meaningful and gives you the best results.
Using an ASO or App intelligence tool can faster and make easier all of your processes. You will also need it to check out how your app is performing, what are the trends, and keep an eye on competitors’ work so you can improve your mobile app better.