So, you probably want to improve app ranking and more importantly, boost app downloads. But maybe you have no idea – what is ASO?
Well, the short answer would be ASO is App Store Optimization or App Store SEO.
But hey, we need to dive into it. What is ASO and why do you need it? Why is it so important to pay attention to it if you want your app to be discovered by users? Can it really boost app downloads?
Let’s assume that you have the app that brings value. However, there’s a common misconception that if the app is good users will somehow find it, install it and use it. Unfortunately, this is not true.
App store ranking algorithm doesn’t function that way. They don’t know whether your app is good or not. Later on when your app gets downloads, app stores will have other triggers that will point to that. But we’ll cover that topic in some other blog.
Have you ever wondered how many apps there are on app stores? According to Statista, there are more than 4.4 million apps on Google Play and App Store combined (January, 2020). Woah, that’s a hell of a lot of apps! But not all of them are your competitors. And more importantly, not all app publishers know about ASO. So you’re already one step ahead of them if you’re reading this.
There are actually two main goals of app store optimization process:
- Increasing app ranking for high traffic and relevant keywords,
- Converting visitors into users – increase conversion rate.
Conversion rate is a percentage of visitors to your app page that install the app.
Also, it’s important to emphasize that App Store Optimization is not only about search. By increasing app ranking with good keywords you’ll draw more visitors to your app page and eventually – get more downloads.
But if you really wish to boost app downloads, it’s also crucial to pay attention to factors that have an impact on converting visitors into users. ASO strategy is the most effective if you don’t underestimate any of crucial factors that you can influence.
Anyway, we like to say that doing App Store SEO is only a part of the ASO job. Keywords are vital, but they are not everything. You want them to smash that install button!
ASO factors that have an impact on app ranking
Google Play Store and App Store are a bit different when it comes to things that influence app ranking. Note that some of these factors have an impact on converting visitors into users, too.
Here’s a list of factors for app positioning in search results:
1. App title – It seems logical and it’s true, app title is the first and one of the most important ASO elements. It has an effect not only on search results, but on conversion rate, too.
It can have a brand name or not. But it has to have good keywords. Google Play allows you to use up to 50 characters, while Apple gives you the space of just 30 characters. So, use powerful keywords here in order to rank higher and grab users’ attention.
2. Package name / app id – Many people forget about the fact that app id is definitely relevant, because it will be included in your app URL. Once the package name is set, it can not be changed. So choose wisely and put some good keywords in there.
3. Developer name – Maybe you didn’t know that, but you don’t have to put your name there. It’s better to use some appropriate keywords instead. Note that it can have a slight impact on conversion rate, too.
4. Short description / subtitle & keyword field – Certainly this is the place to put some of your main keywords. Besides app ranking, this factor also has an influence on conversion rate. Having on mind that most people actually will read the short description/subtitle, try to motivate them to install the app.
Google Play leaves you with 80 characters, while Apple gives you only 30 characters for the subtitle field. Additionally, on App Store you have a keyword field where you can use up to 100 characters.
5. Long description – Long description is searchable only on Google Play, where a limit is 4 000 characters. Apples’ long description, on the other hand, is not searchable. However, the description should be well-structured and should emphasize the most important app features. You know, in case someone decides to read it.
6. App Localization – Localizing your app product page basically means to translate text, and sometimes screenshots.
The fact is, people tend to search app stores in their native language. Localizing app page can have a huge positive impact on app positioning in different countries and on conversion rate. So, choose native languages of your targeted audience and use Google Translate. Just kidding, DON’T DO IT. We have professional translators, you can contact us.
7. App ratings, reviews and developers replies – Ratings, reviews and developer replies have the influence on app ranking for Google Play.
The good thing is, not many app publishers are aware of this. Surprisingly, the higher the rating, the better for ranking. Keywords that are found in reviews and replies are influencing app positioning, but your replies should first of all sound naturally. Unfortunately, on App Store users ratings and reviews have only the impact on conversion rate.
Social proof is a big thing. Try to listen to app users and use their suggestions to improve the app. Having an app that brings value to users is the key to their satisfaction.
8. In App Purchases and subscriptions – Only on App Store, in app purchases and subscriptions are searchable. They have the name, description and icon. Even more cool is that they can be featured.
9. App backlinks – In case you don’t know what are backlinks, that are links that lead on your app page. For example, when someone writes a blog about your app, they will link it. If your app has a lot of backlinks, that will have a positive influence on app positioning. Also, people who read the blog about the app are most likely going to try it out.
10. Click-through rate and conversion rate – Click-through rate (CTR) is a serious thing and it tells how many people visit your app page after seeing a preview in search. It seems ironic, but high CTR and conversion rate have a positive impact on ASO and app positioning in search.
Download or not, that is the question. How to boost app downloads
There’s a few more additional major factors that decide whether someone is going to download the app or not. When it comes to conversion rate, every visual element has an essential role.
If your app is ranking good for high traffic and relevant keywords, but conversion rate is low, it is most likely that the problem is – inadequate and lame visual elements.
So, let’s hop on this 3 more ASO factors that impact conversion rate:
1. App icon – The icon is the first visual element that potential user sees. Therefore, it directly affects their decision if they will click to view your app product page.
Likewise, it impacts conversion rate. Come on, would you install the app that has a lousy icon?
2. App screenshots – Well, now that a potential user has decided to take a look at your app page, there’s only one thing left. To pursue him to download the app. Besides the icon, screenshots have one of the most vital roles in conversion rate. Just by taking a glance at them, the user will decide if the app is worth a shot.
One more thing, remember to localize your screenshots, too. It’s a part of localizing app product page.
3. App promo video – The last but not least, app promo video can help a lot in increasing conversion rate. Catchy, visually effective video that presents your app in it’s best light gives a professional impression.
Google Play now gives app promo videos more importance. Recently they started playing automatically in the games section. This movement draws users attention. One more reason to give it a try.
Final thoughts on app store optimization
It seems quite a lot, doesn’t it? And it probably is.
Well, ASO is all about those important little things that make a difference. Paying attention to all crucial ASO factors can distinguish your app from its competitors.
Finally, remember that app store optimization is the most effective if you don’t underestimate any of these elements. Yes, ASO can really boost app downloads if you know how to use it and don’t make mistakes. Using Black Hat ASO techniques can have serious consequences – including app suspension.
But in the first place, your app needs to bring value to the users. That is the only thing that will bring users satisfaction and make your app popular.
If you need help with optimizing your app and app localization, contact our ASO experts team.
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