What is App Store Optimization (ASO), and Why is it Integral to your App’s Success?
App Store Optimization will benefit you in the long run.
App Store Optimization, often referred to as its acronym, ASO, is the process of optimizing your app for purchase in the app store. By maximizing the appearance and presentation of your app, potential customers will be more likely to elect to download it. Not to mention improving ASO also increases your rankings in searches within the app store, promoting increased visibility and organic growth.
Strategically maximizing ASO is a newer practice among app owners and creators. Zutobi, a world renowned company that just launched a massive app designed to prepare students for driver’s education exams, saw global success with a few effective ASO strategies.
The Two Most Prominent App Stores
Whichever software a user has installed on their mobile device, they’ll likely use one of the two major app stores to download apps. The leaders are the Apple App Store and Google Play Store. Though they both function primarily the same way, there are some significant differences app owners and creators must be aware of.
Google Play Store
Google Play Store is available everywhere but is most widely used within non-English speaking countries. Therefore, app developers must take this into consideration to ensure that apps are available in various language options.
When ranking apps within the store, Google Play Store indexes the entire app listing to determine its ranking position. This is unique as the Apple App Store indexes solely on keywords.
Apple App Store
The Apple App Store is a popular store available on all iOS devices. This store is typically the app store of choice within English-speaking countries. While Google Play considers the entire listing to determine the search ranking order, the Apple App Store ranks primarily based on keywords and phrases. The store and users alike also prioritize aesthetic appearance when ranking and selecting apps. Graphics, videos, and/or your brand logo are very important when considering optimizing for the Apple App Stores.
5 Steps to Optimize Your App for the Stores
If you’re ready to launch a successful app or optimize your existing app for the app store, follow these effective practices:
Remain Cognizant of Keywords and Titles
Although, as we mentioned above, keywords are less important for ranking in the Google Play Store, they’re still a critical component of ASO. By incorporating keywords into your app’s titles and subtitles, you’ll increase the likelihood of your target audience discovering your app. For example, teenagers studying for their driving exams may take to the app store searching for “driver’s theory test help,” and Zutobi’s global app will automatically be a hit based on the long-tail keyword. Incorporate conversational phrases that your target audience would be inclined to search, similar to in SEO.
Create an Appealing Aesthetic
We like to say one shouldn’t judge a book by its cover, but that’s precisely what potential users do when browsing the app store. Not to mention, the app store will rank aesthetically pleasing and consistent apps higher. The Apple Store allows up to 10 photos, while Google Play Store has available for 8. Be sure to utilize all available photos, graphics, and videos to help entice users to download the app.
To give prospective users a taste of the app, try to include screenshots from the app itself, so they understand what to expect.
Be Descriptive
Next, you’ll need a powerful app description. Sure, the images depicting the app are important, but Google Play doesn’t show your logo or graphics until a user clicks on the app listing, so the verbiage used to describe your app weighs heavily on conversion. Similar to titles and headings, try to incorporate keywords into your description—like you would with SEO. This will help with ASO plus entice potential users.
Something to be aware of—both Google Play and the Apple App Store have a 4,000 character limit on your description, so you’ll want to craft something concise yet descriptive.
Encourage Reviews
After you have your app title (complete with powerful keywords), appealing outward appearance, and engaging app description, your app should be well on its way to success. However, there are a few additional techniques you can implement in order to boost your ASO, including positive reviews.
Although you can’t control who or how users rate your app, you can encourage satisfied users to write reviews. Try gamifying or offer an incentive to happy followers on social media to write a positive review. This will help your app rank higher and promote trust.
Promote Downloads
Finally, encourage downloads. Again, easier said than done, but the more downloads of your app, the higher the app store rankings will be. Create marketing and advertising strategies across various platforms to promote your app. The brand awareness from marketing efforts will build your user base and help boost conversions.
Grow with ASO
The resources you invest into your ASO strategy will most certainly reward you with a high ROI. By deliberately implementing these techniques as described by Zutobi, the creators of the successful Driving Theory Test app, you too can gain over 300,000 monthly users and over 4 million downloads in a matter of two years.
Tim Waldenback is the co-founder of Zutobi Drivers Ed, a gamified e-learning platform focused on online drivers education to help teens get their license.Tim founded Zutobi to make world-class driver's education fun, affordable, and easily accessible for all.