You’ve got a great reskinned game with a quality source code, trending theme, and awesome graphics. You’re sure that you’ll get millions of downloads for this one but the number is not picking up.
What’s wrong then?
Based from this report published at TechCrunch, 63% (Apple App Store) and 58% (Google Play) of users generally find an application by browsing in the app store. With millions of applications across every platform (iOS, Android, Windows, Nokia), your app has to be noticed among all the other apps competing in the same category. Stellar marketing strategies will help you get your downloads, but aside from these, you also need to work on your ASO (App Store Optimization) techniques.
Similar to SEO (Search Engine Optimization) used for websites, the goal of ASO is to make your app rank higher in organic search results and chart ratings. The end result should be to lead more users your app and convert traffic to downloads.
How to get started with ASO
The main concepts of ASO include mastering keyword research, using ASO tools, and understanding the store platform that your app is on (Google Play or Apple App Store).
Know your target audience.
Know the type of people that you want to lead to your app. Understanding what words they use to search in the app store will help you find and decide on the seed keywords that you want to focus on. For example, if your app is a game with running pandas, how would users search for it? You might want to list down the words game, zoo, panda, running as your seed keywords.
Research your keywords.
Google Play treats keywords similarly to SEO – in the title and the description. Apple App Store on the other hand gives developers a limited set of characters for keywords (99 chars).
Choose your keywords carefully. Here are different optimization tools that will help you find out relevant keywords.
Work on long tail keywords too. Instead of finding the number of searches for games, be more specific and eye to rank higher with panda games instead.
Aside from checking what users might be using, an effective way is to check your competitor’s keyword ranking. You can either choose to use these keywords too (because it works for the competitor) or find alternative keywords to use for your app.
Find a good title.
Which keyword has the highest number of searches? Think of a logical name that includes a relevant keyword in your title. You can be creative with naming your app but it is recommended to have a keyword in there.
Apps with keywords in the title are known to rank higher than those without one. Think of Evernote, Wunderlist, and Snapchat. The keywords are there but these app names do not lack in originality and creativity.
Discover the right category.
Take for example apps such as expense trackers. These can fall into several categories like Finance, Productivity, or Lifestyle. Change your app’s category and get your analytics for the next few days. Continue on experimenting which category can bring you more downloads.
Work on your description.
Your app’s description is as important as the title. Users generally read the description to get more details and to gauge if this is exactly the app they are looking for.
Fill the description with keywords, highly engaging statements, and include links to your support team for issues and to your app’s social media accounts. The description is where you can showcase good reviews and quick sales.
Finding an ASO strategy that works for you is a trial-and-error process. Continue on updating your app, testing out your theories, and treat the experience as part of the learning process. It’s a long way to get there but the results of a good strategy build up over time.
Do you have any ASO tips? Let us know in the comments section.