In this article, we’re going to cover the best practices of ASO for every stage of your mobile journey. ASO is a technique to increase the visibility and ranking of a mobile app in the App Store and Google Play Store search results. What SEO (Search Engine Optimization) is to a website, ASO is to a mobile app. It increases your app’s search ranking and is the largest discovery channel available for your app. As a result, it is the major driving force for app downloads. Additionally, it can increase brand exposure, positive app reviews, audience engagement and tie together your omnichannel marketing strategy. ASO isn’t one single task or strategy you implement to boost your app to the top of the app store, there are multiple factors that should all be strategically optimized to stand out against the competition. Here are eight low-hanging tips and tricks to get your mobile app seen and downloaded.
1. Include Keywords in your App Title
Let’s look at the difference between “Harney & Sons” and “Harney & Sons Fine Teas”. If you were a longtime customer of Harney & Sons, searching their name is an easy way to find them. But what if you’re searching for “tea”? Including keywords in your app title will increase your visibility and ranking by up to 10.3% (source).
2. Create a subtitle
The subtitle for your app is the perfect opportunity to sprinkle in a few more keywords you couldn't fit in your app title. You have 30 characters or less, so make sure the keywords you use are strong to your product, service, or brand.
3. Make your description easy to read and skim
Up to 5% of users will click the “see more” button on your App Store listing (source). This means you should utilize the 252 characters you have before the “see more” fold to your advantage. Remember to write your copy thinking mobile-first; bullet points and emojis will improve readability.
4. Add screenshots that show off your app
60% of people won’t swipe past the first 2 screenshots in your App Store description (source). Avoid screenshots including login, registrations, purchase forms, ads, and even “Welcome” screens and instead focus on showing popular screens that explain why your users should love your app.
5. Include ratings for credibility
Having a rating of 4 stars or more will increase downloads by up to 50% (source). Consider offering a discount or exclusive product in exchange for shoppers who download your app and give it a host review to build a great reputation.
6. Understand your target audience
Figure out what your potential customers are using to find apps similar to yours in order to choose the perfect keywords.
7. Research your competitors
Make sure to do your research by checking out competitor keywords and looking for suggestions from autocomplete in the Apple and Google Play Stores.
8. Analyze your ASO!
Check this out ASO analyzer tool for a comprehensive report for not only your own app but your competitor apps as well.
For reference, here are the required fields of the app store listing. As we just covered, the App Store listing is critical for users to find your app in the Apple App Store and Google Play Store because it holds details about your app that will be visible on the App Store.
Ultimately, there are many factors you need to consider when launching an iOS app. From keywords and app descriptions to screenshots and reviews– everything needs to be strategically optimized to stand out against competitors.
If you are curious about how an app can optimize your mobile app strategy, book a demo.