As the list of newer and better apps grows at the apps store, it seems harder for new apps to reach the spotlight. But, there are a lot of techniques and tools to help your app gain new followers, and one of these techniques is App Store Optimization.
ASO is the process of expanding the reach of an app in the app stores, which will increase its traffic and the flow of new users. By using ASO, an app can be on the top of the search results making it more visible for potential users.
Google latest studies show that more than 40 percent of apps are found by users browsing and using the search engine in the app stores, ranking these as one of the most used methods to find new apps.
Here we’ll explain some of the basic tips you need to know about ASO and how to get the best position on the search page.
To put it in simple terms, ASO makes an app more accessible for users by being at the top of the entire catalogue of apps. Boosting your app exposure is one of the main objectives of ASO.
According to the latest statistics, there are over 2.9 million apps available on the Play Store and 1.9 on the App Store. Keeping in mind that each app wants to be on top, good search optimization plays a crucial role in the success of an app.
But there are tons of factors that influence the position of an app, such as Keywords on the description and app’s title, Choosing the right name, Designing an Eye-catching app icon, Using the right Screenshots and the Promotional video. We’ll dive in-depth into how to use these factors in our favor.
Keywords are the core of ASO, as it is the exact words what users search for in app stores. Finding out which keywords are the most used and relevant for your app niche and ranking high on them is a great way to drive more downloads to your app.
A rule of thumb is to decide on using less competitive keywords targeting an specific user base, ranking in the Top 3 of their searches or use more common keywords and land in the Top 10 of the search page of a wider group of users.
The first thing you need to do is proper keyword research, as you need to learn how relevant each keyword is for your app niche. Although keyword research can be challenging, it is a crucial step for App Store Optimization.
Moreover, one of the main objectives of ASO is to aim for higher rankings on the search bar, as most users are only interested in the Top 10. By adding keywords in both the title and description of your app page, you will get organic results from users who are looking for an app exactly like yours.
Think about these factors the next time you are choosing keywords:
- Keyword relevancy
Only use keywords that are directly connected with your app functions and niche. A good keyword should describe your app and what it does without telling too much.
- Keyword volume
The keywords with the highest search volume tend to be more competitive, so the best way to start is looking for achievable keywords, a middle point between difficulty and search volume.
- Renew your keywords for festivities
Some apps change their keywords depending on the seasons of the year and festivities, as it increases the flow of new users.
- Keyword localization
Keyword localization is not only translation, but also to adapt it to other cultures and to the exact words they use to search in the app stores. This increases the effectiveness of your app in that specific market and increases organic downloads.
Keeping in mind the importance of keywords in an app description, the same rules apply to Its title. Here we have some ground tips that everyone should do when dealing with an app title.
- Keep it under 30 characters long
A short and brandable name is easy to remember and avoids being cut on the app stores.
- Choose a name that is easy to pronounce
Most users remember the name of an app depending on how easy it is to pronounce it, keep it simple.
- The name of your app will always be the first impression
Think about the name of your app as the first clue of what it does for its users. Choose a name that deals with the app niche and gives the first clues of what it does.
- Be unique and original
If you want to make your app stand out from the rest of the competition, then you must choose an original name that can draw the attention of most users.
- Avoid special characters
Lastly, one of the most important elements for good ASO on an app name is to avoid any special characters. Don’t use characters such as trademarks or copyright symbols, as they might affect the URL and make it unrecognizable on an app store.
Several studies show that an effective title with one or two keywords can drastically boost the ranking of an app in its category and niche.
Using keywords on the title has three times the impact on the app stores algorithm than the keywords listed in the app description. By moving a keyword from the app description to its title, the app can improve their performance on the app stores algorithm.
However, this doesn’t mean that you have to fill in as many keywords as you can on the title. Keep your title as simple as the app name and add only the keyword you think is more relevant to the app niche.
An app title also has to be original and attractive, as this is one of the factors that boost post-install engagement. By having an original title, it is more likely that new users feel intrigued by your app and be motivated to try it.
A significant part of what makes an app attractive relies on the Icon, as it’s one of the first things the user sees before clicking on your app. Consider these key points while designing your app icon.
- Follow the requirements
Before starting the icon design, pay attention to the icon requirements of both the App Store and the Play Store.
- Try multiple alternatives
The perfect icon can boost your Conversion Rate, so don’t be afraid to try new styles and alternatives before settling in with an icon.
- Avoid putting text on the icon
An Icon is better perceived when it doesn’t contain any text, as the icon itself should be good enough for portraying your app.
There’s an old saying that goes: “A picture is worth a thousand words” and the screenshots on the app stores are a perfect example of this. Choosing the right screenshots is a crucial factor, it could increase the Conversion Rate up to 40 percent, by the hand with a good Promotional Video.
The Screenshots should tell the story about the app and its function without being too technical or stuffed with words and symbols. They should be professional and elegant, but also self-explanatory and precise.
An ASO-related study showed how adding a keyword into the first two screenshots of your app can increase the ranking up to 2.4x.
There are a handful of ways to portray your app through screenshots, but you need to identify what style of screenshots works with your app.
- Screenshots of an app’s features
Show the specific abilities of your app and what makes it helpful enough to download it.
- Lifestyle screenshots
Reactions of people using the app in their daily lives show how good it feels to use your app.
- Artistic screenshots
Put appealing visuals and splash screens as screenshots to draw the user’s attention and let them learn more about your app.
- Action Screenshots
Show screenshots of the app in action. It works best in games, showing the gameplay.
- Hybrid Screenshots:
Combine multiple styles of screenshots if you think it is convenient for your app.
Another interesting element about screenshots is how they determine the first impression of an app. Users spend an average of 5 seconds looking at your app’s page whether they choose to drop the app or download it and screenshots can have a great impact on that decision.
Screenshots are a mandatory element for any app’s page, but a Promo Video also plays an important role. Is a great way to highlight the best features of your app, make it more appealing to its users and help the app page look more professional.
The first three seconds must catch the attention of the users, since in them most of the people will decide whether to continue watching the video or simply leave it.
Additionally, the length of a Promo Video shouldn’t pass the one-minute mark. By being under the minute line, the video can explain everything about the app without dragging it too much. Remember that most promo videos nowadays are catchy and fun to watch, as these are seen as more friendly and interesting for their users.
Usually, a well executed Promo Video is one of the best visual ways to promote your app and give an example to the users of what to expect.
Most promo videos come with an autoplay function, as it grabs the attention while the user reads the app’s description. Autoplay captivates the user’s attention for around 4-5 seconds, which is another reason to explain the best features of your app first.
It’s no surprise that the most popular apps of any app store have optimal use of App Store Optimization. If you want your app to be on top of the search bar, then we kindly invite you to try out these tips for yourself and enjoy the results.
