Apps market is a huge business that is rapidly booming, valued at $50.9 billion industry back in 2016 as reported by “App Annie” market researcher. App economy -which includes all of those makes money and got jobs thanks to mobile apps- is expected to double in size to $101 billion by 2020.
So, in such a rapid rise of app creation and purchasing, how could an app publisher get the newly published app discovered in midst of that tremendous number of apps born every single day?
Mobile app discovery is one of biggest challenges facing mobile app developers nowadays, and that’s what “App Store Optimization”, or simply (ASO), is solving in here.
What is ASO?
ASO is a process to optimize your mobile app to be highly ranked in app store search results. Higher ranks in search results increase your app opportunities to get discovered by potential customers, which accordingly deliver more traffic. With ASO, app users can take action, download your app, and get you more engagement.
ASO also involves clear understanding of target customers, like offering a well-defined list of keywords used by potential customers when searching for similar apps.
Why is it important for App Discovery?
According to “Forrester”, 63% of apps are discovered through app store searches, it is the most used method by users for finding and downloading new apps. Skipping the benefits of getting your search ranking increased with ASO, you’re missing the biggest channel to your app discovery. You can achieve your goals faster with ASO, especially when you know that the majority of developers are not investing in it.
How to get the max out of ASO?
ASO is a result of a set of well selected components that together bring up your optimization plan. Use them wisely:
Your title should achieve the heaviest search traffic, and you should avoid changing it especially after it ranks higher and get more reviews. It is better for app title to contain keywords, it makes your app ranks higher by 10.3% according to “KissMetrics”.
Besides, make it worth remembering. Users are more likely to remember creative names like “Angry Birds” and search for them than something like “bird game”, and don’t forget to keep it as short (Max 25 characters).
Always monitor your peers to know which keywords are relevant and highly used by your target audience. Selecting the right keywords that your typical customer supposed to use while considering the competitiveness of the keywords plays an important role in increasing visibility for your app.
You can use some of the online tools to check the quality of your keywords like:
*we can add here something presented by appgain.io
Total number of downloads
Your app needs lots of downloads to get recognized; apps with more downloads simply ranks higher. you can achieve that by using traditional marketing at first, such as social media, content marketing, mailing lists, …etc. When you gain more downloads, your ranking will increase, then you will get more and more; till you reach a tipping point.
A very important point is to be clear, informative and attractive when it comes to your app description. It’s your way to inform users about your app’s functions and features so make it fulfilling.
Write your description thoroughly and in high quality with including keywords to grab their interest to click on the read more and compel them to download the app.
Ratings and reviews
85% of users are more likely to install apps with positive reviews and high ratings. Reviews works as a feedback mechanism to catch issues of your app and optimize it to satisfy the user’s’ needs.
Icons and screenshots
Designing an attractive icon for your app can drive more traffic. It provides users with idea of what to expect. Posting screenshots that are visually appealing draws people to download the app, so try to put the most important one at first to leave the good impression.
With the fact that almost 65% of app discovery comes from app store searches, using ASO to increase your visibility will give you huge opportunity for recognition and would have a great impact on your app success. You need to invest time and effort to reap the rewards of ASO, and if you did it right, you will have a consistent channel driving traffic to your app. It actively solves one of the most challenges for mobile apps, which is “being found”.
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