When it comes to ASO, there are two types of people: one will admit to not having a clue what that is, and the other will tell you that it’s basically like SEO, only for Appstores. While the latter is partially true, the real story behind ASO is far more complex, deep and interesting.
Our purpose isn’t generating app-page traffic, but instead making sure your app is discovered by relevant, loyal users who will not only visit the app page but continue to install your app and use it on a regular basis. It’s not about traffic, it’s about conversion.
In other words: to truly optimize your app store page, you need to pay close attention to various aspects that will come into play during a potential user’s visit. The following list details the key steps in creating a creative, compelling and informative experience that will do just that:
Keyword research
Most organic traffic to your page will be the result of a simple App search, so give it all you’ve got.
App description
Potential users don’t know or care about keywords. They want the app asking permission to access their most sensitive information to be serious and smart. Don’t write text that might suggest otherwise.
App logo
When potential users scroll and examine different options, your icon is the first thing they notice. You have to stand out.
Screenshots
just like you would never use a bland, simple banner, don’t let such a crucial part of your app page become boring and predictable. Use screenshots to tell a story.
Video trailer
Your trailer allows users to see not only what your product does, but also how creative the people behind it are. Keep potential users both informed and entertained.
Competitive research
It’s always good see what the current standard is, and then do something completely different to become an Appstore superstar.
Reviews and 5 starts rankings
Users expect you to be ready with an answer in an hour, so if there are loads of reviews consider assigning a staff member to stay on top of it.
App Name
Only the first characters of your chosen title will be visible to users, so make it short and sweet.
Category
Your chosen category gives potential users a better sense of what your app does, and allows them to find you in a relevant search.
Price
If your app is on sale, make it part of your PR plan as well, and get featured on an “apps gone free” post.
Localization
There’s no “one size fits all” in ASO. Include local phrases, slang and cultural references to match each specific location.
Analytics
It’s a trial and error business. The saying “if you don’t try you will never succeed” was never more fitting.
For app developers to fully understand what drives potential users to install an app, think of your app page as a storefront on the busiest boulevards in your area and apply each part of our guide as if were a way of attracting window-shoppers. Focus on creating an emotional shopping experience for users and you’re bound to see the results right away.
