A mobile application is the most effective approach to reach your target audience, grow your customer base, improve sales and income, and outshine your competition. While writing this article, according to Business of Apps, the Apple App Store has approximately 3.6 million iOS applications, and the Google Play Store has over 2.39 million Android apps.
If your app isn’t visible, people won’t click through to download it. Therefore, increasing the visibility of your app in the app store is essential for distinguishing your brand from the competition and growing app download rates.
Search Engine Optimization (SEO) is employed to boost the visibility of your website or blog on search engines. At the same time, App Store Optimization is required to improve the visibility of your app on the app store. The main objective of launching an app on the market is to attract as much attention as possible. However, even the best mobile applications fail if they do not reach the correct users.
ASO, or generating and optimizing content, is the key to success in these stores. Such efforts improve app store positioning: the higher an application’s score, the more visible and popular it is among consumers. Increased attention leads to improved conversion and more organic downloads; therefore, more substantial popularity is good.
Understanding App Store Optimization
It’s vital to enhance the product itself and make it appealing to consumers before focusing on optimizing your application or picking good visuals. As a result, concentrate on product quality. Stability and appeal are the most critical aspects of quality.
The app should also be well-designed, increase user involvement, and meet user demands. One of the most crucial variables determining the application store’s ranking is user rating. Users are more likely to write good reviews and promote the application to others when they get it for free. As a result, there are more organic downloads.
The better the number of positive reviews, the more visible the app is on the App Store. Of course, other aspects, such as the number of active app users and their general maintenance level, impact the statistics. However, the more solid the application, the better it is to begin ASO efforts.
Top 7 App Store Optimization (ASO) Strategies for 2022:
1. Understanding User Behavior
According to Forrester, app store searches are among the most prevalent methods to discover new apps, accounting for 63 percent of all app downloads. Therefore, you can start by investigating the target market and audience and finding out what they need and how they act. Understanding your users allows you to gather the information that might aid in creating app content. You have to figure out why they’d use the app, how they’ll discover it, what language they speak, and so on.
2. Optimization of Keywords
Optimizing keywords means increasing your visibility for relevant keywords that visitors are looking for. 70% of Apple App Store visitors, for example, use the app store to find new applications. Furthermore, 65% of downloads occur only after a search.
You’ll waste time chasing false-positive click-to-install stats that don’t help you increase your conversion rate without proper keyword optimization. Instead, you can use voice-of-customer research to match your keywords to audience intent and get high-quality downloads that won’t churn.
In ASO, properly chosen keywords guarantee that your app gets indexed as a search result for individuals seeking a certain kind of app. These are picked based on how well they represent your app and its features, as well as the latest trends in app store search engines.
3. Optimizing the App’s Product Page
It’s essential to optimize your app product page or app listing in addition to your keywords. More than 50% of users make choices based on first impressions; therefore, app names, app descriptions, and screenshots, among other things, should all be optimized regularly.
In addition, app developers may use app store optimization tools to examine and monitor the performance of these elements to see how they can change them to increase their app’s download count.
4. Increasing Positive Reviews and Ratings
ASO’s success relies heavily on feedback, and both Google Play and Apple consider users’ comments and reviews. According to Apptentive, 90% of customers believe star ratings to be critical when evaluating apps. Furthermore, 79% of users look at ratings and reviews before installing an app.
However, besides ratings and reviews, regular updates and external advertising, such as app store ad campaigns, might help you rank higher in the app store. The higher the ranks, the more relevant an app looks to be, and the better the rating.
Hence, reviews are essential parameters for the App Store ranking system. In addition, potential consumers are influenced by user reviews and ratings while deciding whether or not to download your software. Therefore, giving timely responses to customer feedback can help you earn your present app users’ confidence.
5. Using App Store Intelligence Tools
App store intelligence solutions enable effective marketing strategy and competition analysis. These tools provide application marketing trends and performance predictions for your competitors. These will allow you to research your competitors’ app downloads, revenue, market penetration, and advertising spend patterns.
These bits of information may help you create your ASO and marketing strategy in such a way that your app downloads and income will skyrocket.
6. Paid Visibility Combined with Organic Growth Can Be a Winning Combination
The paid promotion has become critical for developers attempting to compete in the app stores. For example, you may boost traffic to an app listing by presenting it to consumers searching for relevant phrases through paid marketing like Apple Search Ads.
Consider it like bidding for a spot at the top of a search engine results page. As a result, your app may index terms quicker, thanks to increased visibility from sponsored networks. Furthermore, the clicks and downloads generated by the adverts contribute to organic growth and indexation. Thus sponsored marketing might result in additional downloads even if consumers do not see the commercials.
7. Include a Video Preview
According to Chipthompson.com, 85% of the US audience views videos online, with over half watched on mobile. As a result, including a video on an app store page may help increase conversions. For example, include a video demonstrating the app’s operation or a sneak peek at the gameplay. Videos for app previews may be up to 30 seconds long.
In 2021, we witnessed many changes in the app ecosystem, ranging from how creatives are shown to how advertising is monitored. New gadgets and new operating system upgrades for both iOS and Android are on the way. When 2022 arrives, the app market will be even more competitive. App marketers must optimize their conversion applications, engage in paid promotion, and use robust reporting tools to track their progress.
Submitting your app to the app store and play store is not enough. The effective marketing strategy will help you grow your app’s downloads and generate the revenue you have planned for. The process of app store optimization is never-ending.
You can’t just perform keyword research, create a description for your app, post a few images, and then forget about it. To get long-term outcomes, you must develop and implement an ASO strategy. Therefore, it is imperative to understand your users, concentrate on their experience, and measure and improve your ASO.