Increasing visibility, harvesting high-intent users via that magic word (downloads), and ultimately seeing your app grow without unsustainable acquisition costs—that’s every app developer’s dream, right?
To achieve this ideal scenario, there’s a vital component of your app marketing strategy you can never overlook: App Store Optimization (ASO).
With ASO, it’s not so much about dos and don’ts as it is about definite dos and “oh goodness, please don’ts.” If you want to craft a lasting and winning strategy, ASO is a science of many details. But not to worry—we’ve outlined 10 essential components you really don’t want to overlook in your organic strategy.
1. Confusing Google Play and Apple App Store Strategies.
It’s a common error to assume what works for Google Play will work for the Apple App Store, and vice versa. Each platform has its unique algorithm and best practices; for instance, Google indexes app descriptions for keywords, while Apple uses specific keyword fields. If you plan on offering your app on both Google and iOS, then tailoring your ASO approach to each platform is crucial for optimal results.
When optimizing apps for ASO on Android and iOS, developers face distinct challenges due to the different approaches each platform takes. Google Play emphasizes the integration of keywords within the app’s title, description, and back-end metadata, relying heavily on the description for search indexing.
On iOS, the focus is on the dedicated keyword field which prioritizes the title and subtitle for indexing, with the description playing a secondary role aimed more at conversion. Only about 2% of users actually read the description on iOS as the majority make the decision to download the app after looking at screenshots, so it’s important to showcase all the main features there.
Visual elements also differ, as Google Play allows up to eight screenshots and incorporates YouTube videos directly into listings, while iOS supports up to ten screenshots, showcasing the first three or a video in search results to attract users.
Understanding these nuances is essential for developers to effectively tailor their ASO strategies and enhance app visibility and engagement on each respective platform.
2. Ignoring Metadata Updates.
Regular updates to an app’s metadata are essential in maintaining and enhancing its visibility and appeal on app stores. For iOS developers, it is essential to use the limited space available in metadata fields efficiently. Avoid duplicating terms in the short description (it’s better to avoid duplicates in all fields), as each character counts towards capturing potential users’ attention and improving search visibility. Instead, focus on unique descriptors that highlight the app’s features and benefits concisely and compellingly.
Metadata includes textual descriptions and visual elements such as icons and screenshots. These should be regularly refreshed to reflect the app’s latest features and user interface improvements. This approach keeps the app relevant and can improve download rates, as updated visuals can re-engage existing users and attract new ones.
For those managing iOS apps, leveraging platforms like APPlyzer can provide insights into effective metadata strategies.
These tools offer analytics and recommendations tailored to the iOS environment, helping developers understand how changes to their metadata can affect their app’s performance in the App Store. You can setup an APPlyzer account and track up to 100 keywords, completely free, so is a great place to get started when it comes to your keyword research efforts.
Understanding these nuances is crucial for implementing updates that align with current trends and user expectations, ensuring the app remains appealing and competitive in a crowded market.
3. Overlooking the Impact of Creatives.
The impact of creatives—such as screenshots, videos, and the overall graphic presentation of your app—cannot be overstated when it comes to converting viewers into users. There are many things you can do to optimize your apps Conversion Rate (CR)
These elements not only attract attention but also play a pivotal role in the user’s decision-making process, serving as a key differentiator in crowded app stores.
When it comes to testing creatives, make sure you cover the basics:
A/B Testing:
Not groundbreaking, but still a vitally important aspect of crafting a winning ASO strategy. By regularly testing different versions of screenshots, videos, and other graphic elements, you can gather data on your user’s preferences and effectiveness in terms of engagement and conversion rate optimization.
Copy Testing:
While visuals catch the user’s eye, the textual content within your creatives is equally important in influencing decisions. Copy testing involves tweaking the wording in your app’s description, call-to-action buttons, and even the text within images to see which versions drive more downloads. This process helps refine messaging to ensure clarity and appeal, aligning your app’s communication with user expectations and increasing the likelihood of conversion.
You can use Store Listing Experiments (SLE) for Android and Product Page Optimization (PPO) for iOS to run A/B tests on each respective app store. They have a few minor differences, namely PPO being more focused on visual elements whilst SLE also allows you to test text elements. Ultimately both allow you to run A/B tests to refine your CRO strategy and are incredibly useful tools to be explored.
