So you’ve created a beautiful app and are ready to show it to the world. You won’t get downloads just by uploading your it to the Play Store. You need to make sure people can find it. There are over 2.9 million apps in the Play Store. App Store Optimization, or ASO, is the key to getting found in this labyrinth of apps. If you skip this crucial task, many people may never discover your app. 

Do you want to increase your app installs? Follow the strategy below. Whether you’re new to ASO, or you just want to refine your skills, you’ve come to the right page.

What is App Store Optimization?

App Store Optimization is also known as App Store Marketing or Mobile App Search Engine Optimization (SEO). Just like SEO for websites, ASO is for mobile apps. ASO improves the visibility of your app in the Play Store. Properly done, your app will rank high in an app store’s search results. ASO does more than just helping people find your app. It also does the following:

  1. Increases brand exposure
  2. Helps gather app reviews and ratings
  3. Additional marketing channel diversification

Optimizing your app’s visibility is an ongoing process. Your goal as a developer is to drive traffic. With the right dedication to ASO, and consistently measuring of results (rankings, impressions, reviews, ratings, and downloads), you can succeed in the Google Play Store.

Below is an explanation on how ASO works and some tips on what you can do right away.

How ASO works

There are actually two distinct methods on ASO that marketers use: keyword optimization and conversion rate optimization.

Keyword optimization is ensuring relevant and important keywords are found in the app’s metadata in order to increase the ranking strength of target keywords.

Here are some tips you can do for keyword optimization:

1. Keyword Ideas

Come up with at least 50 keywords. You can use ASO tools to look for keywords. Examples of keyword tools are Keyword Suggestions (for iOS), Ubersuggest, OneLook Reverse Dictionary. Don’t worry, they’re free!

2. Put the keywords in the right places:

  • app name,
  • app subtitles (for iOS),
  • app description,
  • app promotional text (for iOS),
  • app store keyword field (for iOS)

Conversion rate optimization is increasing downloads of your app by optimizing your app’s assets (e.g. icon, preview video, screenshots, etc.). Conversion rate optimization involves creating different variations of each asset, showing each variation to users, and comparing the conversion rate of each variant in a process called A/B Testing. Google Play facilitates this process with A/B Testing platform built into Google Play Console for marketers. For Apple App Store, ASO marketers can run A/B tests through a third party.

Here are some tips on how to convert visitors to users:

  1. Better, eye-catching app icon
  2. Display your strongest messages in the first two screenshots and add a short, positive caption on a clean background
  3. Display a preview video
  4. Delay asking for a rating or review until the right moment like when a user has completed a mission in a game, etc. Ask nicely and don’t beg.
  5. Release regular updates for your app

We’ll have more ASO tips in future posts and webinars. Stay tuned to our blog to receive the latest news and updates on App Store Optimization.

P.S. If you haven’t sign up for your free Andromo account, get it here. It will only take a few seconds.

Mwenge Ngona

Mwenge Ngona

Head of Marketing at Andromo. Without marketing, we would never know anything about anything. Think about that. We'd be missing out on life!

One Comment

Leave a Reply