App Store Optimization
What is App Store Optimization (ASO)?
App store optimization (ASO) is an essential component of mobile advertising. ASO is the ongoing process of improving an app’s ranking and visibility in app stores, which leads to better user acquisition. ASO is sometimes also called app store SEO, ASO marketing, or app search optimization. Strong ASO is a crucial part of successful app growth.
Why does ASO matter?
In today’s digital world, apps are an integral part of how we access products and services. Over 140B apps are downloaded annually, and people are spending more time on their mobile devices than ever before. Having a mobile app is a key strategy for user acquisition (UA).
But with millions of apps available in app stores, it can be challenging to make your app stand out from the crowd. Also, there’s a growing range of app stores in which to market apps. These include big players like Apple, Google Play, and the Samsung Galaxy store, as well as a growing range of smaller, independent app stores, each with different rules and requirements to get a seat at the table.
So how can app businesses leverage ASO to drive more impactful UA and scale app growth? Over 80% of users discover apps either by browsing app stores or taking recommendations they provide, so that’s a great place to start. No solution is one-size-fits-all, but research has shown that there are a range of strategies that yield improved results.
Choose the right app name and description
Your app name and description are the first things that users will see when they encounter your app. Make sure your app name is unique, catchy, and easy to remember. Your app description should be clear and concise, highlighting what your app does and any important features and benefits that make it stand out against competitors. Using relevant keywords in both your app name and description will also help improve your app’s metadata and visibility in search results. Be especially careful not to use names that could be confused with a different app or business.
Leverage app store customization options
Until recently, app marketers have had to use a one-size-fits-all model to drive traffic to their app store pages. There was no option to tailor the app store for a specific customer demographic or experience. But the recent advent of customized app pages – such as Custom Product Pages on the Apple App Store and Custom Store Listings on Google Play – means that app marketers can create multiple versions of their app’s store page to align with their unique campaign goals and target audiences.
Localize by language and region
If you have a global audience, an important way to customize is by localizing your app for different languages and regions. This can help improve your app’s visibility in local app stores and increase downloads from non-English speaking users. When considering localization options, be sure to focus on not just text translations and to also include appealing, culturally- relevant creative and design elements as well.
Attract attention with compelling creative
Your creative including app icon and screenshots are important visual elements that can help engage users. Use high-quality images that accurately represent your app’s features and benefits. Your app icon should be eye-catching and memorable, while your screenshots should showcase your app’s functionality and user interface.
Encourage user reviews and ratings
User reviews and ratings can significantly impact your app’s ranking. Encourage your users to leave positive reviews and ratings by prompting them within the app or through email or text campaigns – it’s important to use multiple channels to maximize your reach in driving reviews. Also, asking for reviews after app updates and responding to user reviews, both positive and negative, can help improve your reputation for accountability and encourage more downloads. You may also wish to set up alternate channels for negative reviews, so that you can respond to this feedback in productive ways and demonstrate your investment in creating the best app experience for all of your users.
Regularly update your app
Regular updates can help improve app performance and proactively fix bugs and UX issues. This also shows your users that you are actively maintaining your app and listening to their feedback. App stores also favor apps that are regularly updated in their algorithms, which can help improve your app’s ranking and visibility. It also helps to respond to reviews after updates that resolve known bugs and user experience issues.
Get started today
Are you ready to bring your app’s ASO to the next level? If so, here are some resources to help you get started.
