The In-Depth Guide for 2024

ASO is a set of measures you can take to expose your application to the audience. It is similar to search engine optimization but has different specifications. 

This guide offers a detailed exploration of ASO, including techniques for app discoverability, tips and tactics and strategies for addressing seasonality in user behaviour. By following the insights provided in this guide, developers can optimize their app's performance, increase user engagement, and achieve success in the competitive app market.

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How to do App Store Optimization

What is ASO?

App store optimization describes the process of optimizing the listing pages for your mobile app in app stores like Google Play and Apple’s App Store. ASO aims to maximize app installs. App store optimization is the process of ensuring that an app appears in the top search results for relevant keywords in the app store. It’s a great way to boost downloads and increase revenue for any app. 

ASO Guides

The following factors help achieve the ASO successfully. Let's Explore!

1. App Discoverability and Keyword Optimization

The practice of app discoverability optimization has several factors that account for all the ways of increasing organic impressions for your app store page: namely, search impressions and browse impressions. Remember that an app that isn’t ranked in any chart will get no browse installs at all, and for other apps, that have a lot of paid traffic, paid installs can reach up to 50% of all installs. 

• Search funnel optimization

Search traffic is considered to be more targeted and of higher quality than browsing, as it represents two distinct personas:

Branded Search – users that are searching for your brand directly

Intent Search – users searching for a solution to a problem (even if the problem is boredom and the solution is a game) Learn more about How to Improve Your App’s Discoverability with our genplayer blog. In addition to optimizing organic search, developers can amplify their search traffic with paid ads targeted to specific keywords, ensuring they rank #1 for those keyword searches. 

• Browse optimization 

This involves improving rankings within specific category charts. One of the top factors affecting all rankings is the daily first-time install volume of an app, which could be increased by increasing budgets.

Other than the charts themselves, many browse users also find apps and games through various featuring placements in different parts of the store.

2. App Store Conversion Rate Optimization 

In the app stores, users make decisions extremely fast: users spend only 3-6 seconds looking at your app page before deciding whether to install or move on. And moving on, in most cases, means moving on to your competitor’s app. This makes the practice of CRO in the app stores one of the most strategic growth practices for any mobile developer.

ASO Tips and Tactics

Here are a few additional  ASO tips and tactics to bump up your rankings:

• Freshen Up Your App Frequently

No one wants to use an outdated app. Design trends are changing, and app stores want to know that you’re actively improving your app on a regular basis.  Experts recommend that you update your metadata (app name, description, images, videos) every four weeks on the App Store and every 6-8 weeks on the Google Play Store. The habit of updating your app on a regular basis sets you up for any app store updates and algorithm changes, allows you to adjust to new competitors in the space in a more agile way, and ensures your app stays relevant.

• Visual Design Improves Conversion Rates

Writing the right descriptions isn’t nearly enough. Design plays a huge role in app store marketing, and better design leads to higher engagement, more views, clicks, and conversions. 

Your visuals are made up of three key elements: app icon, app screenshots, and app preview or promo videos.

 Let’s explore these elements and see how you can leverage each one to improve your mobile game rank and conversion rates:

• App Icons

A well-designed app icon is distinctive, memorable, and scalable. use text only when it’s necessary. Choose graphical icons over photos so they can scale according to the context where they are shown. And lastly, always be testing.

• App Screenshots

App screenshots are the best way to make an excellent first impression. Considering how much real estate they take up, this is an excellent way to tell a story and present your most unique features.  In the first screenshot, be sure you present your primary selling point. 

• Simplicity is key

 Make your app the star of the show and avoid any unnecessary distractions. Keep text to a minimum. Ensure your screenshots flow together to tell a story. Be consistent with your choice of colour to match your brand colour scheme.

• App preview & promo video

The app preview video for the App Store and the promo video for Google Play are video advertisements of your ad. This allows you to give potential users a good look and feel of how the app works. Be sure the entire video is filmed within your app and that you’re giving an honest preview of the app’s capabilities. Think of it like a test drive, as this is an opportunity for potential users to get first-hand experience of using your app. 

•  Run Data-Driven A/B Tests for Better ASO

• ASO AB testing

Let’s say you’ve filled out your profile, got all your screenshots in line, and your app preview video blows your competition out of the water. Experimentation is the key to continuously improving your rankings and conversion rates. Here’s how:

Survey your app category. Begin by keeping a close eye on your competitors, how they rank, and how they’re showcasing their apps. Make sure you have enough traffic to test performance. A good place to start is to be receiving at least 400 visitors on your app profile. Form a hypothesis by setting a simple, clear, and measurable goal. This can include improving traffic, conversion rates, time to click to install, engagement, and retention rates. Consider testing for different locales. And don’t apply what you learned from an Apple App Store A/B test with a Google Play Store, as both platforms offer slightly different user experiences and behaviours, which calls for separate testing. Create a variation to be tested. Whether it’s a new screenshot or adjusting your long description, make sure you only introduce one significant change. Run the experiment for a week or two and analyze the results. Again, make sure you’re working with significant data.

Conclusion

App Store Optimization is an essential strategy for mobile app developers seeking to maximize their app's visibility and attract more downloads in today's competitive app market. This in-depth guide provides a comprehensive overview of ASO, covering various aspects such as app discoverability and keyword optimization, app store conversion rate optimization (CRO), ASO tips and tactics, data-driven A/B testing, and considerations for seasonality. By implementing the strategies outlined in this guide, developers can enhance their app's presence in app stores, increase user engagement, and ultimately drive more downloads and revenue.