5 ASO tips to implement today to grow your app installs
Marketing and Customer Success Manager
Posted Feb 14, 2018
Here are 5 must-do things to boost visibility and organic downloads of your mobile app.
Why does your mobile app need ASO?
ASO, or App Store Optimization, is the process of optimizing a mobile app in order to maximize its visibility and make the most of incoming traffic by optimizing the install conversion rate.
There are numerous ways that ASO can improve your app’s performance:
- ASO can give your app maximum exposure in the stores: when your app product page is ASO-optimized, it has a chance to rank higher in search results and top charts, where users browse to find a product they need.
- Make your user acquisition more cost-effective: the more organic installs you receive, the lower your effective cost per install (eCPI). With an optimized install conversion rate you’ll be able to make the most out of your traffic (both organic and non-organic).
- Your user LTV will improve: by securing organic downloads, your app is more likely to find high-value users organically (and this applies to all models: paid apps, in-app purchases, subscription and advertising).
In the end, ASO helps you not only increase your number of organic installs, but also helps provide direction to your product and user experience teams.
So, how can you take your app to the next level by driving organic growth? Here’s our list of the five most essential ASO tips to implement today.
5 essential ASO tips
1. Work on the relevant keywords
What’s the point of ranking high in the App Store search results for terms that have little to no relevance for your app?
The goal of marketing a mobile product is to reach an audience that will be interested in what you’re offering. The easiest way to do that is to work on the relevant search terms that will bring you users with a high download intent.
In particular, this can be achieved by targeting so-called mid & long-tail keywords - keyword combinations for specific searches (e.g. “Food delivery in Boston” or “Drawing app for kids”).
Generic and head-tail keywords may have a very appealing search volume, but the users who downloaded your app this way are more likely to abandon your app than those who come through less popular, but more specific search terms.
Put some work into keyword research and extend the list with mid- and long-tail keywords. Balance the levels of competitiveness and traffic towards reaching maximum visibility (so your app can rank in the first 5-10 positions) for relevant and specific search terms.
And don’t forget to reinforce your branding - according to Google, over 50 percent of searches in the app stores are branded (Source: ASO Playbook), so make sure users are familiar with your brand and can easily find you through a branded search.
2. Don’t forget to A/B test
The truth is that we cannot predict what our target audience will like. We can only make a hypothesis, and test to see if we are right or wrong.
A/B testing consists of building a hypothesis and comparing two different versions of the product page with a change in one of the items (app name, icon, screenshots, video or the absence of it, for example). Both versions should receive enough traffic to reach a statistically significant result - and an increase in conversion.
However, A/B test experiments should not be chaotic - to make it worthwhile, you need to research and analyze your audience first, keeping in mind the particularities of the user acquisition channel and measuring the results correctly to achieve the desirable increase in conversion rate.
If you’ve got an Android app you can use Google’s built in A/B testing tool for your app store listing.
3. Get better user reviews
Don’t underestimate the power of user ratings and reviews - they can do a lot for your app! First of all, they take part in the stores’ ranking algorithms. The best-ranked apps are considered more stable, bug-free and offer a better user experience.
In the case of the Google Play Store, some frequent keywords from your user reviews can be understood as relevant to your app and positively affect your Android app rankings.
Secondly, a significant amount of recent 5-star reviews and a high overall rating will also influence your app’s conversion rate and encourage your page visitors to download your app. According to Apptentive’s survey, 79 percent of customers check the ratings before downloading an app and 53 percent check the ratings before updating it.
Pay attention to your user sentiment, and encourage them to rate your app at the right place and the right time.
4. Localize and go global
Localization of an app is an absolute must - with over 4.8 billion unique mobile users to find, reaching them can bring tremendous value to your business.
A properly localized app will lower the entry barriers, generate trust amongst your users and help you identify where the demand for your app comes from. Customers who use an app in their native language show higher engagement and retention rates and are more likely to spread the word about your app organically.
However, if full content localization is not yet an option for your business, you can start by localizing your app’s product page and apply ASO keywords and conversion rate optimization to your listing in the target locales.
Be sure to always proofread and check all user-facing text and graphic content with a native speaker - poor localization can harm your business and result in negative reviews and low download rates.
5. Monitor the performance of your ASO (KPIs)
The main challenge for app businesses is to find a proper way to measure and understand the effectiveness of their work. Keyword ranking, user feedback, conversion rate - all of them have an impact on installs and growth, but how can you identify and prove this correlation?
Some ASO tools can do this job for you - by integrating external data sources from developer consoles, or even from your Adjust account. In doing so, you can view the correlation between your ratings volume and installs, or estimate the organic uplift produced by your user acquisition actions.
TheTool’s Organic multiplier, or Organic Uplift, shows how many organic installs you have for each non-organic install, and it can help you estimate the effect of campaigns in different channels on your app’s overall visibility. This effect is produced by the natural lift in rankings after a user acquisition campaign - your app rises in search and in the top charts (or even featured slots), and in the end more users can find it organically.
That’s all from TheTool! Want more tips on ASO? Click here to be redirected to our other guest post on ASO, ‘7 quick tips to optimize your app store keywords’.