Over the past decade I've been making mobiles apps and publishing them on the App Store and Google Play Store. Throughout this journey, I've always strived to apply 'best practices' to the store listings:
- Creating eye-catching screenshots
- Writing useful descriptions and promo text
- Putting thought and consideration into our keywords.
However, it wasn't until our recent projects, such as Property Tracker and Glasgow Park Walk, that we truly immersed myself into the world of App Store Optimisation (ASO).
I'll admit I was somewhat sceptical. ASO sounded like the advice of snake oil salesmen, a bit of a dark art, or even a 'dirty' word in the industry. But I couldn't have been more wrong. Yes there are some ASO gurus who apply underhand tactics that should be avoided but applying some basic and easy to understand ASO techniques has led to a significant improvement in our apps' impressions, downloads, and sales.
Let's dive into this crash course on ASO and share some top tips I've learned along the way.
What is ASO?
Let's start with the basics. What actually is ASO? App Store Optimisation is the process of improving the visibility of a mobile app in an app store and the chances of converting those views into downloads.
Just as SEO helps websites rank higher in search results, ASO helps apps appear more prominently in app store searches and category rankings and applies to both the Apple App store and the Google Play Store.
Both the Apple App Store and Google Play Store are quite mature now. This means there's a lot of content there and therefore a lot of competition for attention. Anything you can do to stand out from the crowd is going to make a difference to your metrics.
My top ASO tips
I'll preface this with the disclosure - I'm a developer by trade. My comfort zone is in VIM and while I've been trying to upskill myself in this area over recent months take the advice below as my learnings up to this point in time. I no doubt have lots more to learn so don't take my tips as gospel.
1. Research your keywords
Keyword research is crucial in ASO. Tools like App Figures can help determine keyword value by showing how competitive a keyword is and how popular it is among users. This information is invaluable in choosing the right keywords for your app.
On the Apple App Store you;re limited to 100 characters so you really need to put research in to make sure you're optimising the use of each and every character.
2. Be DRY
One mistake we were guilty of was repeating ourselves in the store listings. For example the app name is index and a high ranking factor for search, we were guilty of repeating this in our keywords list which is redundant. A waste of those precious characters.
As the app name is already searchable don't add it to your keywords, instead get a thesaurus out and look at synonyms of the app name instead.
3. Utilise all available fields
Make use of all the fields available in the app store.
In the past I was guilty of just doing the minimum required to get an app through review and available on the store. Again I'm a developer, video and graphic design aren't my wheelhouse.
Using tools like Canvas I've been able to create high-quality app store images and an engaging promotional video for my apps. Backed by using GPT or Clause to help me create well-crafted app descriptions my store listings and night and day
Each element offered to you plays a crucial role in either ranking in store search or convincing potential users to download your app.
4. Front-load your app description
Many users won't read beyond the first couple of lines of your description, which are visible without expanding. Use this space wisely to tell users what to expect from your app. Make it compelling and informative.
I didn't have time to write a short letter so I wrote a long one instead
Being concise is hard. Stick with it, focus on your messaging and get that across to store users in a sentence or two.
5. Experiment, measure then repeat
ASO is not a one-time task.
ASO is an ongoing process of experimentation and refinement. You won't get it right on the first attempt so be prepared to try different approaches, measure the results, and iterate. Don't expect instant results – ASO is a long-term strategy.
The Stores also have the capability to A/B test listings. Leverage this to your advantage.
6. Pay attention to your App Icon
Your app icon is crucial, not just for how it looks on the home screen, but also in the app stores. A visually appealing icon can significantly increase click-through rates in the store.
7. The world isn't in English
Don't just post your app details in English and make use of internationalisation options in the stores. Two reasons for this:
- Your users might not speak English so they won't be searching in English or able to understand your listing
- Internationalising your listing gives you some additional spaces to add keywords which will help with your ranking in search. Apple have a handy reference page up to help understand the implications of internationaliastion for store listings.
The impact of ASO 📈
Since implementing these ASO techniques, we've seen a marked improvement in our apps' performance. For instance, our Property Tracker app saw an over 150% increase in impressions and a 106% increase in downloads within the first month of applying these strategies.
Useful Resources
To dive deeper into ASO, here are some valuable resources:
- App Masters YouTube Channel: Offers a wealth of information on ASO and app marketing.
- PostHog's ASO Guide: Provides a comprehensive overview of ASO techniques.
- App Figures Blog: Regularly updated with ASO tips and trends.
- Mobile Dev Memo: Offers insights into mobile app growth and marketing.
Get more customers for your app
App Store Optimisation might seem daunting at first, but it's an essential tool in any app developer's arsenal. I still feel like I'm at the start of this journey but by applying just some of the most basic techniques I've seen firsthand that you can significantly improve your app's visibility and performance in the app stores.
At Add Jam, we're applying this ASO learning to our own apps and to those of our clients. If you're looking to boost your app's presence in the app stores or need help with any aspect of app development, we're here to help. Our team of experienced developers and marketers can guide you through the process, from initial concept to launch and beyond.
Ready to take your app to the next level? Get in touch with us today, and let's make your app stand out in the crowded app marketplace.
