A product page is a place where all users end up reviewing the apps and decide to download them or not. It has a critical effect on converting users to app installs. So as much as user acquisition campaigns and keyword research, product page optimization is also highly substantial. It has a major effect on both organic and paid strategies. That’s why we gathered a few strategies to make the product page optimization better for both Google Play and Appstore.
What is a Product Page?
A product page is a descriptive page that includes all the details for an app or game to be published on Google Play or Apple App Store. It contains all the information for users to outline what the app is all really about. The major fields of a product page are comprised of an app title, description, app screens, keyword field, and ratings & reviews field.
Optimizing the product page may seem like an easy job but when we look at the competition, it requires detailed work. So let’s see how to do it.
What is Keyword Optimization?
For App Store and Google Play optimization, it’s crucial to pick the right keywords. Relevance, volume, and difficulty are factors of keyword research that affect the optimization process deeply. So each app has its keyword strategy. For the new apps, it’s best to start with mid and long-tail low-competitive search terms, then replace them with higher traffic and competitive keywords. It’s also important to localize both the keywords and app to make it global and have visibility in other countries as well.
Just to be aware of that, keyword research is not just for the keyword field, it’s also needed to select with ones that you should include in your title, subtitle, and description. Finding out the most relevant keywords that will be suitable for your app is highly suggested to make the best optimization.
How to optimize product pages?
When it comes to visibility, it's obvious that the app icon is one of the most apparent tools. In both search results and app store browse, the app icon is very effective to catch the viewers' eyes and draw attention to your app. Since app icons will provide the viewers with the first impression, it’s critical to optimize it and stand out from the competition.
Creating an icon that is memorable and understandable is a perfect way to explain to viewers what your app is all about. Simply design your app icon with a clear background, and make sure you only have one thing that represents your app. Avoid using complex colors, objects, and text in the app icon.
2. App Name:
For both App Search Optimization and Product Page Optimization, App name or title is a substantial factor that affects the optimization processes. This is because applications have the best possibility of ranking well for keywords included in the app title. As a consequence, it is critical to carefully select your app title and incorporate relevant keywords with your brand name. Before you use the keywords, make sure you do the research well for both app stores. (Google Play & App Store)
So when selecting the best app name you should look for:
- The relevancy of the keywords with your app: Remember that if the keywords are not relevant to your app volumes or difficulty will not have any effect on your ASO. Even if they have, people will leave your product page and your conversions will be low.
- Choosing a rememberable and unique name.
- Optimizing your title & subtitle accordingly character limits of App Stores. For Apple App Store, the limit is 30 characters but in Google Play, it is 50 characters. Make sure you check out the app store guidelines to not expand the limits.
3. App Subtitle & Short Description
The app subtitle and description aim to describe the app and induce people to download your app. It’s important to include a keyword in the subtitle and also in the description so it will be effective for visibility and search rankings.
For Apple Appstore: Make sure your subtitle keywords are not more than 30 characters since it’s limited to only 30 characters. The app subtitle will not only be shown on your product page but also will appear in the search results just below the app title. So adding relevant and catchy keywords will make you draw viewers' attention and increase your conversions to visit your product page. Avoid using the same - repetitive keywords because it’s not effective and also occupies your space for nothing.
For Google Play: In the Google Play store, the character limit is 80 characters. However, rather than Apple, Google Play’s short description is less visible. We know Google indexes the keywords in the short description but it’s not effective to get ranked or increase visibility. The strategy here is to use top keywords repetitively and increase the keywords density.
4. Ratings & Reviews
Collecting ratings and reviews from users is a must for both ASO and product page optimization. It shows the quality of your app and provides a strong reference from your users. As it’s not easy to convince people to download an app with low scores and reviews, include hacking strategies in the app to collect more reviews from users. Since it’s affecting the search ranks and visibility, it’s very critical to make people download your app as well
5. App Screenshots & Preview Video:
Screenshots are one of the most significant elements on your app page for assisting visitors in deciding whether or not to install your app. Carefully testing and tweaking your screenshots may thus have a significant influence on the conversion rate of your app page.
Your screenshots should be:
- Clear, understandable, and not too long
- Including app screens with the most important app features
You can localize the app screenshots to get more engagement and make A/B tests to analyze which one of them performs better.
Videos are a great way to provide users an in-depth glimpse of what they will have if they download your app. Video previews are especially useful for games, as they show the spectator what the user experience and gameplay will be like. A video may also convey authenticity and confidence, which can assist persuade the user that this is an app or game they would love.
In conclusion, product page optimization is to make users clearly understand and download your app. Providing a clear product page with good reference increase app installs and optimization rate.