How to create an effective ASO strategy for your App
ASO - or App Store Optimisation - can do wonders for your user acquisition strategy if done correctly. It is the method of improving app store visibility for mobile and desktop apps, and therefore increasing App Store conversion rates. It is vital to work on your app's organic growth while simultaneously running your paid marketing campaigns.
Not only does a good ASO strategy help your app rank highly in the App Store and Google Play Store search results, but it also raises your app's click-through rate (CTR) while driving downloads.
Your app store listing should not only be searchable and easy to find under the right search terms, but it should also encourage users to convert once they have clicked on the listing.
This can be achieved by optimising your App Name, App Title, App Icon, App Screenshots and App Rating on the page - and testing and measuring each element over time.
A good ASO strategy includes ASO keyword optimisation (this works similarly to SEO keywords), creative optimisation and conversion rate optimisation.
Before we begin
Before we can begin building out your strategy, we need to understand who your target audience is, and what their wants and needs are. This will shape every single marketing activity that you do going forward, and especially your ASO efforts. Ask yourself why a user would be looking for your app, or how they have found your listing in the first place. By understanding the user journey within your funnels, you'll be able to determine where they drop off, and which parts of your funnel are working particularly well for your strategy.
Finding the right keywords that drive organic growth and improve the discoverability of your listing will allow your app to rank higher in the App Store's search results. The higher your click-through and conversion rates are for a specific keyword, the higher the relevancy score of your app will be, and your app will rank higher for that keyword. This means that you should focus on high-quality keywords that are as relevant as possible, to ensure that you aren't doing more harm than good.
App title, subtitle and copy
Your app's title is an excellent opportunity to showcase its unique selling point while using relevant ASO keywords. First, consider adding a short description to your title after a dash or colon. Take the Headspace app for example - its title is 'Headspace: Meditation & Sleep', and its subtitle reads 'Stress relief: breathe, relax. This tells users exactly what to expect when downloading this app, while hitting several relevant keywords all at once.
Make your copy easy to read and understand. Structure it by using bullet points and sections, and start with a short summary before mentioning any features. Get someone who isn't familiar with your app to read it as a test - if they understand what the app does, your copy is good; if they don't, then your other potential users won't understand it either.
If you already have some reviews, consider reading them to find out which points are positively mentioned about your app and use them in your title and copy. This can give you an idea of what users like about your app and what they're looking for.
The key is to understand which problems your app solves and display these in a problem vs solution format.
Your screenshots should be compelling, visually appealing, clear and should tell a story. If your app's screenshots aren't a hundred per cent clear out of context, consider adding titles to explain its main points.
Ensure that all key features are shown clearly and that these are also reflected in the copy, for a cohesive presentation. Also, consider adding a video to your screenshots to create a more engaging experience.
You can upload up to 10 screenshots with Apple, and up to 8 with Google, which should give you more than enough space to showcase key features.
Tick all the boxes
Make sure to accurately describe your app, down to its location and language, as this will affect your audience and ranking.
Work on your rating
Apps with a higher rating rank higher in the app store, so make sure to ask users to review your app regularly and handle negative reviews gracefully.
Test and measure
ASO is still a fairly new game, so there aren't many proven ways that guarantee success. Use this post as a checklist for things to test on your particular listing, and learn how your app performs over time for each specific audience and track everything. Don't underestimate how seemingly small details can have a considerable impact on your success, including your app's pricing, title and reviews.
Creating a winning ASO strategy is never an overnight success story, but it will do wonders for your long-term user acquisition strategy. Test, measure and optimise every step of the way, and you'll have a well optimised ASO strategy in no time!