Did you know there are currently more than 2.2 million apps available in the Apple App Store? And this number keeps growing every day. If you want your app to be found and stand out among all this competition, there's one crucial factor: App Store Optimization (ASO). Why does this matter? Apple has found that as much as 65% of downloads come directly from searches within the App Store. You've likely heard of Search Engine Optimization (SEO); ASO can be compared to it.
In this blog post, we'll cover the ASO ranking factors in the Apple App Store. Looking for the ASO rules for the Google Play Store? Check out our blog post "Ranking Factors Android."
Apple App Store ranking factors: best practices
A strong first impression can drive up to 35% more conversions. This isn't surprising when you consider that around half of potential users decide whether to download an app based purely on that first impression. A visually appealing store listing is therefore essential. Below is how visitors typically behave once they click on your store listing:
Het algoritme van Apple houdt rekening met verschillende factoren bij het bepalen van de app-rankings, hieronder vind je ze:
1. App Name
Just like the Google Play Store, the Apple App Store has a 30 character limit for the app name. A relevant name for your app is very important, as the keyword you use here has the greatest impact on your ASO score.
2. Subtitle
Similar to the "short description" in the Google Play Store, the subtitle informs users about the app. It complements the app name and is displayed just below it in the App Store. The subtitle has the second largest influence on your app's ranking and is used by the algorithm to index your app. By making smart use of the right keywords within this limited 30 characters, your app can rank higher in search results and generate more downloads.
3. Keywords field
The Apple App Store provides a 100 character keywords field where you can specify the most relevant search terms. This helps the algorithm index your app and drives relevant traffic. These keywords are an important factor in determining ranking within Apple's ASO. They should therefore be chosen carefully, not randomly or based solely on trending terms. Choose relevant words that describe the app, its functionalities, and features. This increases the likelihood of reaching the right target audience.
ℹ️ Good to know: This field is private and is not shown on your store listing.
4. App Icon
Did you know the app icon is one of the most important, if not the most important, visual elements in the App Store? While it has no direct impact on ranking, it does influence conversions. This is especially true when App Store search traffic makes a significant contribution to your downloads, as the app icon can affect your conversion rate. Finding the right design for your app icon can be a challenge, though. Our tip as ASO experts? Experiment! Try out different designs and concepts to see what works best for your app.
5. App Description
The description in the Apple App Store has no impact on your ASO score, as Apple's algorithm doesn't scan your app description for keywords. That said, this doesn't mean you should neglect it. A strong description encourages potential users to install your app. Make the most of the 4,000 characters available to you. Pay particular attention to the first two to three sentences of your description, since:
On average, only 5% of visitors click "Read more" to view the full description.
So how do you write a compelling description? Always keep your target audience in mind and ask yourself:
- Which features do my users like most?
- What makes my app unique?
- Why should people download my app?
- What problems does my app solve?
ℹ️ Tip: Use the first paragraph (above "read more") to engage readers so they're encouraged to download your app. Start with your app's key features.
6. App Visuals
Visitors use screenshots to form a first impression and decide whether or not to download your app. Be sure to add relevant, appealing screenshots to your App Store listing, as they play an important role in driving downloads and increasing your app's visibility. Did you know the order of your screenshots matters too? Here's why:
Most people don't view every screenshot on an app's store listing.
Place your most important visuals, showcasing your most valuable features, at the front. You can add up to 10 screenshots. Besides ordering your screenshots strategically, adding an app preview video is also a smart move, as it can boost conversions by as much as 25%.
⚠️ Note: A low quality video can also cause your conversion rate to drop.
7. Reviews
8 out of 10 people check an app's ratings and reviews before downloading it. They're looking for proof that your app is worth it, so give them that proof. Ask users within your app to leave a review, for example through an in app message or email. Be sure to monitor your reviews afterward and respond to them.
8. Update Frequency
Updating your app regularly signals to Apple's ranking algorithm that you're actively working to improve it, which matters, since Apple places strong emphasis on high quality apps. Make sure your updates incorporate user feedback and bug fixes; users appreciate knowing their feedback has been heard.
Quick Overview
Below is a handy overview of the ranking factors for the Apple App Store and the Google Play Store:
Ready to Roll, or Could You Use Some Help?
You now know what to pay attention to for a well performing listing in the Apple App Store. Still not quite sure where to start? Our team of app marketing experts is ready to help. Schedule a free consultation with us.
P.S. We keep this blog post up to date and regularly add the latest insights. Also check out our blog on ranking factors in the Google Play Store.
