The Basics of App Store Optimisation Explained
Ever felt like your app is lost in the vast jungle of the app store? Seems like you’re not the only one who thinks so. Today, thousands of marketers are overcoming this fear by wielding a secret weapon - App Store Optimisation (ASO).
What is ASO?
App Store Optimization (ASO) is the process of improving an app's visibility and ranking in app store search results. It's akin to SEO for websites, but with a focus on mobile app marketplaces. Think of this technique as the digital version of a personal stylist, helping your app stand out from the crowd and snag those coveted downloads - hopefully, by the millions! By implementing ASO strategies, marketers and app developers can increase organic downloads, improve user acquisition, and boost revenue.
The Business Case for App Store Optimisation
Like many optimisation efforts, the obvious goal is to significantly boost your app’s exposure in the search results, which becomes your diving board to receive more downloads without relying exclusively on sponsored posts or paid advertising. But if this isn’t enough, here are a couple more reasons to builds your case for optimising your brainchild in the app store:
Improved User Acquisition - a high-ranking app improves brand recognition and establishes the app as a leader in its category. This mantle of authority can lead to more downloads. By targeting relevant keywords and app store pages, you also attract users who are actively searching for apps similar to what you offer.
Higher User Engagement - One way to get higher retention rates and positive reviews is to optimise your app store landing page in order to encourage more users to download and engage with the app.
Better Revenue - This goes without saying! Increased downloads and higher user engagement translate to higher app revenue in the form of in-app purchases, subscriptions, and advertising.
Elements of a An Attractive App Store Page
Think of your app store page as your digital storefront. It's the first impression potential users will have of your app. A well-designed and engaging page can entice users to download your app and explore further. Let's break down the key elements that make an app store page truly attractive, for both search engines and users.
Compelling App Icon: Obviously, the app icon is the first thing users see. It should be visually appealing, representative of the app's functionality, and easily recognizable.
High-Quality Screenshots: Choose screenshots that showcase the app's most attractive features and user interface. Better yet, use clear and concise captions to explain what's happening in each image.
Engaging App Description: Write a concise and persuasive app description that highlights the key benefits and features. Like any advice in optimisation, insert keywords naturally throughout the text to improve search visibility.
Video Previews: Consider creating a video preview to give users a glimpse of the app's functionality and user experience.
Best Starter Tools for App Store Optimisation
Ready to embark on your ASO adventure? Before you set sail, you'll need the right tools in your toolkit. Consider these tools as your trusty compass, guiding you through the ropes of app store optimization. Here we enumerated some of the best tool options to help you navigate that path:
For keyword research, tools like App Annie, Sensor Tower, and Mobile Action help identify relevant keywords and analyse competitor keyword usage. For A/B testing, platforms like SplitMetrics allow developers to test different app store page elements (e.g., icons, screenshots, descriptions) to determine what works best. However for app optimisation platforms, specialised tools like App Radar and Apptopia offer comprehensive ASO analytics, keyword tracking, and more optimisation recommendations.
ASO Tips and Tricks
SEO Premier Blog consolidates some of the tips and tricks in app store optimisation. By following these best practices, you can effectively optimise your app and reach your sales and marketing goals.
Conduct thorough keyword research to identify relevant terms that users are searching for. Use a combination of short-tail and long-tail keywords.
Incorporate target keywords into the app title, subtitle, keywords field, description, and screenshots.
If your app targets a specific geographic region, optimise for local keywords and consider creating localised app store pages.
Continuously test different app store page elements to identify what resonates best with your target audience.
Encourage users to leave positive reviews, as they can significantly impact your app's ranking. Respond to reviews promptly and address any issues raised.
Regularly update your app with new features, bug fixes, and performance improvements. This can help maintain user interest and improve your app's ranking.
Track your app's performance metrics, including downloads, rankings, user engagement, and reviews. Use this data to inform your ASO strategy and make data-driven decisions.
