When launching a mobile app, one of the most critical aspects of your launch plan is how users will discover your app. In the app stores, there are millions of apps, and having a good app will not guarantee downloads. An app with a good app store optimisation (ASO) strategy will help your app have some visibility and get discovered. A good ASO strategy will improve visibility, making it easier for users to discover and download.
One useful tool you can leverage for ASO is an MMP (Mobile Measurement Partner) like Apptrove. An MMP will offer real-time analytics about user behaviours with insights that will be helpful for ASO strategy. This blog will explore the major steps in developing a successful ASO strategy to increase your app’s organic downloads.
What is ASO and Why Does It Matter?
ASO, or App Store Optimisation, is the process of optimising your app’s listing in app stores (Apple’s App Store or Google Play Store) to improve its visibility and increase your number of organic downloads. ASO is a bit like SEO (Search Engine Optimisation) in that it helps your app to rank higher when users search for relevant keywords in the app store. The higher your app ranks, the more likely it is that a user will find it and download it.
When you do ASO, you are optimising aspects of your app listing, such as keywords, app description, title, and visual, to ensure that your app stands out to users among several others. Having a good ASO strategy can help your app’s visibility dramatically and instigate downloads and installations without having to pay for advertising.
Key Components of an Effective ASO Strategy
1. App Title and Keywords
The title of your app and the keywords you use are some of the most important parts of your ASO. Your app title should be easy to read, descriptive, and memorable. It should also include relevant keywords that users might use when searching for apps like yours.
While the title plays a key role, the keyword field is also critical for ASO. Research your keywords and choose ones that have a lot of search volume but low competition. By using keywords with low competition, you give your app a better chance of ranking, making it easier to discover your app in the app store.
2. App Description and Visuals
Your app description should sell the app while stating what your app does and how it helps a user. But, it shouldn’t be just a lot of words used to fill a space. The description is your opportunity to prove to users that your app is worth downloading. Focus on its unique features and how it enhances the user experience. Make your description clear, short, and interesting.
Visuals can also affect your ASO. App icons, screenshots, and video previews can all dramatically change the perception of your app. Your icon should
3. App reviews and Ratings
User reviews and ratings are important for your app’s reputation and ASO. The general public perceives those apps with higher ratings among the rest, so they will rank higher in the app store and get downloaded more. Users consider the opinion of other users in their decision to download, so having higher ratings and positive reviews builds trust with potential users. Lack of positive reviews will dissuade potential users from downloading your app and experience a negative feeling towards it.
4. App Updates
Updating your app frequently is one of the ways to increase your app’s ASO. In addition to the obvious benefit of creating an uplift in functionality and adding features, frequent updates show users that you are working on the app continually and that you value user feedback. Each time you update your app, you can update your app title, description, and keyword set, which can help your ranking in the app store.
5. App Localisation
If you are looking to reach users from different geographic regions or countries, copying your app’s app store listing into the correct locale is very important for ASO. App localisation refers to translating the app’s title, app description, and app keyword set into as many languages as you can. This is all going to help users in other countries or regions locate your app more easily.
Conclusion
Creating a solid ASO strategy will help you reach your app goals. Everything from the title of your app, the keywords you choose and optimise, compelling visuals, and encouraging positive reviews to improve visibility is part of ASO. Everything we spoke about in this chapter will help you grow your user base and, therefore, the number of installs.
By monitoring the performance of your app on a regular basis to understand how it performs and adjusting your strategy based on data points and feedback from users, you can keep your app ranking in a sustainable and successful way.
Lastly, consider tools like Apptrove, an MMP that provides a wealth of analytics and insights to improve your ASO strategy and grow your app’s potential. In a crowded app market, using ASO best practices will help you build a unique app game plan!
