What Is App Store Optimization?
App Store Optimization (ASO) is the process of improving the visibility of apps in the app stores and increasing the conversion rates of apps. When we talk about ASO, we're mainly talking about Apple's most popular App Store (iOS) and the Google Play Store (Android).
ASO can be compared to Search Engine Optimization (SEO). It's about organic discoverability here as well. Instead of the search engines (Google etc), we optimize the listings in the App Stores. Making sure you're well visible in the App Stores is one thing, with ASO we also focus on the CTR (click-through rate) of the listings. Because more visitors is nice, more users is better!
60% of the apps in the App Stores are never downloaded. The days of instant success are thus over.
Why Is App Store Optimization Important for Your App?
According to research from Statista, no less than €440 billion circulates in the 6 million apps that are online. 5 years ago this was still 'only' 100 billion. This means that there is a lot of potential in the market, but also that it is quite a challenge to be visible in the Stores. App store optimization maximizes visibility in all available placements in the app stores, improves the appeal for users and helps in converting views into downloads.
What Do You Optimize in the App Store?
Apple and Google are the biggest players in the world of apps. The unique page where your app is displayed is known in the Google Play Store as Store Listing. In the Apple App Store we talk about a Product Page. Both stores rank apps in different ways. Below we've made a handy overview for you with the most important ranking factors.
How Can I Deploy App Store Optimization?
When people search in the App Store, they're looking for a specific app. No less than 70% of mobile users use the search function in Stores to find a new app. 65% of all downloads happen directly after a search, so you can imagine that ASO is an important part of your app marketing strategy.
In fact, the position in the search results goes hand in hand with the amount of downloads. The higher the app in the search results, the more visibility it gets. Just like in the Google search engine, largely only the first search results are looked at. That's why reaching a top position is crucial for the success of your app.
AB Testing
If all the basic elements such as title, description and previews are completely in order, it's wise to structurally experiment. Within Google it's possible to AB test almost all ranking factors. This means that one half of App Store visitors get to see one variant while the other half just sees the standard app listing. This way you can test which tone-of-voice works best for your app.Within the Apple App Store, what you can/may test is still limited.
At this moment (Q4 2022) you can only test the App Icon and Previews. It's not yet possible to AB test text.Do you want to create an AB test yourself? Then check our How to: AB testing for mobile apps.
Do You Want to Grow (Organically)? Let Us Help
As you've read, App Store Optimization is a new kid on the block and this niche is continuously in motion. Our certified App Marketing specialists are happy to advise on your Shop Listing and Product Page. Book a consultation directly or feel free to visit our office in Utrecht.
