App Store Optimization (ASO) is an app optimization strategy to increase app visibility within app stores. If you’ve heard of SEO, you might have noticed the similarity.
The difference, however, is that in Search Engine Optimization (SEO), optimization is done to increase the visibility of web pages.
With ASO, your app will rank higher in app store searches, making it more visible and increasing your organic downloads. This means you don’t need to invest in ads to attract users.
Some mistakes, however small, can directly influence the outcome of your goals. So see below what to avoid committing to get the best results in visibility and conversion!
Do not adapt the application to the app stores. Each app store has the requirements for publishing apps on its platform. In the same way, it makes no sense to publish it without first “revamping” the look, making it fit and more like the “face” of the persona that your company focuses on.
A tip: Always do a personal survey, and try to define your target audience and their characteristics before publishing your product.
Mistakes Made During ASO Implementation
Not Testing Strategies
The internet is a place where everything is constantly changing and evolving. User experiences and needs tend to change according to expectations for a given profile. The conversion funnel defines this change.
To keep up with the change that occurs, it is usually necessary that the ASO strategies are also updated. If the volume of users decreases, it is interesting to conduct a survey and a series of tests ranging from the visual identity to the keywords and verify their acceptance.
Doing these tests regularly makes the chance of achieving an effective and efficient model for your business very high.
Ignore Required Modifications To The App Store ASO Strategy
In addition to changes caused by user expectations and interests, stores also make frequent changes to how apps will be ranked, in addition to search algorithms.
Google, for example, is a company that is always up to date. The platform has several updates to improve search results, such as Pigeon and Penguin.
And it’s no different with the ASO. App stores are constantly looking for new features and ways to meet their users’ expectations. In this way, they are increasingly investing in their platforms’ usability, protection, and responsiveness.
Believing That The ASO Does Not Apply To Paid Users
This is a widespread mistake among app developers. Contrary to what many think, ASO strategies are highly linked to paid users since profitability and relevance are always the objective of application optimization techniques in brand strategies.
As with SEO, users arrive organically over time, which doesn’t remove the need to invest in ads to get your first users.
“Forget” Competitors
Always watch what your competitors are doing: new updates and new tests. That way, you will have a base of what worked and could be implemented and cross off your list everything that brought a negative result.
Try to understand which techniques are used most frequently in the app store you use, which colors are most used, and if the apps have videos, photos, and even the most searched keywords.
But remember: it is not because the technique worked for your competitor that it will be viable for your business, perform tests and see if it fits with your proposal.
We Are Estimating Application And ASO Performance
After all the concepts presented, let’s talk about something fundamental to know if your tactics are working: analyzing the application’s performance and the ASO.
Always try to monitor your application more closely. Take notes and see his progress in the ranking, in addition to continually reading the reviews that users leave and checking the evolution of his strategies outside the store.
After collecting data from all possibilities, it is possible to verify whether the strategy addressed is efficient or not and, in this way, be able to modify it to achieve new results.
There are three steps to achieving success with the results:
- Always analyze the data;
- Use the collected data to carry out a new strategy;
- Put that strategy into action.
In addition to the ways shown above, KPIs are an excellent option to track your ASO strategies better. Typically, it’s download rates that will serve as indicators of success. Let’s analyze it along with the bounce rate, okay?
Some tools can help you in the procedure of analyzing and evaluating the performance of the ASO methodology.
- Apps Flyer – Available for Android, iPhone, and Windows Phone platforms, it is an SDK ( Software Development Kit). This tool makes conversion data available, such as retention and user acquisition campaigns and download origins. It is more focused on paid users.
- Split Metrics – This tool is focused on testing and conversion optimization. It helps to identify the elements that will work best for a given target audience.
- App Radar – Aimed at Android and iOS applications, App Radar is based on artificial intelligence. In addition, it offers full support throughout the ASO implementation process: analysis, optimization, publication, monitoring, and monetization.
Also Read: Hybrid application: Understand What It Is