As an app developer, you strive to turn your app successful to stand out from the crowd in the app market. You will need to boost the app’s visibility and drive conversion to succeed. So, to make room for your app and to get the attention the app deserves, you need an effective app store optimization strategy.
You don’t have to be caught in costly marketing campaigns to get your app noticed. Instead, understanding the prospective user requirement and consistently optimizing your app will do the trick.
Importance of an app store optimization strategy
ASO is a crucial factor in your app’s marketing plan. It aims at optimizing your app’s listing in the app stores.
An effective app store optimization strategy not only convinces users to visit your product page but also increases conversions through more downloads and in-app purchases.
Along with improved app discovery, an effective app store optimization strategy gives you the following benefits:
- Improves the app’s discoverability and accessibility.
- Attracts more organic traffic to the app
- Significantly expands the app’s user base
- Boosts the app downloads
- Increases the CTR (click-through-rate) and the app’s revenue
- Reduces user acquisition and marketing costs
- Facilitates overall app growth
Tips and techniques for successful ASO.
An app store visitor usually spends only a few seconds deciding to install your app or not. So, the visual elements and the content quality of your app’s product page are crucial factors that determine the user’s decision.
That’s why a well-formulated ASO strategy decides the chances of your app getting noticed among the competitors.
Understand the prospective users.
People visit the app store looking for specific features or solutions and download apps that meet their expectations. Therefore, start by researching the target market. Identify the users’ needs and behaviors.
Understanding the potential users allows you to gather insights that can be valuable while preparing the app content. Find the needs and preferences of the user and update your app suitably to gain more traffic.
Use of relevant keywords.
Research keywords that describe your app for the success of ASO. The aim is to create a set of keywords that you can use to promote the app store listing.
The ASO optimizes every element in the app’s listing page by including relevant keywords in the app’s title and description. The proper placement of relevant keywords can improve your app rankings. Choose the keywords:
- That highlight the main features of your app
- that are synonymous with the keywords that describe these features
- That which indicates the app’s category
- Are commonly used terms in this category
During the research, understand the keyword traffic, relevance, and demand. Study the number of successful apps already using these popular keywords. Keywords with high traffic used by an average number of apps are always better.
Choose an appealing app name/title.
People would recognize your app with the title. That’s why, the app name must be concise, creative, and memorable. It should allow the user to identify the app feature just by looking at the name.
Consider the app title ‘Uber – Request a ride’ for example. Uber means super taxi, and the extension part clearly states the functionality of the app. This is how a good app title should unambiguously clarify the focus area of the app with utmost clarity.
You also have to understand and adhere to the character specification in the app’s name and include the relevant keywords appropriately.
Write a convincing app description
An app description briefs the app’s key features and functions. Compose interesting and readable text that effectively explains the app’s functionality.
A perfectly formatted and error-free content in the app description prods the user to read and understand the app’s benefits.
A call-to-action and contact details at the end of the description is an ideal way to establish a relationship with the potential user.
Needless to say, using relevant keywords with the correct density can boost your app’s search results and attract more traffic.
Create eye-catchy visual content.
The app’s icon, screenshots, and preview video have the power to veer more traffic to the app. Nowadays people don’t want to read much rather they skim through the text; it has become part of their online behavior. That’s why, the importance of visual content is increasing in terms of ASO. Keep in mind the below points while designing the visual elements:
- Avoid unnecessary texts in the app icon.
- Use clear and understandable CTAs.
- Use images from the app in the screenshots.
- Customize the graphics according to the seasons, events, and holidays.
- Test the screenshot orientation to make sure visuals are appealing across devices.
- Horizontal screenshots are better for optimizing app store search results, and vertical ones perform better on the app’s product pages.
- Incorporate text overlays in preview videos to explain the app features you are showing.
Localize your app
You need to implement app localization for your app to make a global impression. Customize the metadata fields to suit the local market’s language, preferences and needs.
App localization is the best technique to expand your app’s user base. It improves app visibility and increases revenues.