Why an ASO application?

Hi! This is our first post on APSence. We decided to make it an introductory one - to explain what ASO is, why it's needed, what the steps consist of and how to know that optimization works.

ASO (App Store Optimization) is what makes it possible for you to stay afloat and fight even the biggest market sharks. That is, of course, if your product is well-designed and will evoke positive emotions in users.

More specifically, optimizing your app's Store page will increase pageviews and app installs. The better the page is designed, the better your chances of moving up the rankings among your competitors. Or stay afloat and gain a certain amount of users.

We won't be looking at side lines like ASA or motivated traffic. They require an additional budget and more in-depth knowledge, otherwise you might waste your money or, even worse, get banned.

Let's look at what we can do without any side tools, just having access to the console and storeroom search. This is important for new projects, because not everyone has the initial capital to promote themselves.

There are a lot of fields and items on the page, some of which can be changed and updated permanently. Each variable affects in a certain way how you are seen by the app shop and potential users.

Thus, we can divide the ASO into 2 parts: internal and external.

The internal part is all about working with key indexing and applications. In other words we choose keywords, phrases, descriptions for Google and Apple to bring us up in the right category. Basically, it's about working with the text part of the page.

Let's look at an example. You have an app where you can buy a book online and download it to your phone to read offline. We already have some number of keys that have traffic and can bring in a certain number of users. And instead of just putting the name of the app (let it be "ReadOn"), it's better to do this: "ReadOn - buying books online". That way the following keys will already be indexed: book, buy books, buy online, buy books online.

You could use the subtitle to expand the indexed keys, and make it something like this: "Download and read books offline". This way, we have more and more keys to index and they will climb higher in positions.

Google Play and the App Store have several fields where you can enter keys for indexing. They are different everywhere, so you need to prepare separately for each store. Frequency will also be different, so select and prepare a semantic core for each storeroom separately.

The external part is a direct connection with the potential user. You have to convince the user that your app is exactly what they are looking for. Convince with correct information and beautiful visual elements.

We have already discussed how to make the title and sub-title, the main thing is that they also have to be readable and understandable. A simple set of keys may cause rejection or misunderstanding of the application.

The visual part is more interesting. The main purpose of visuals, besides having the right content that doesn't mislead users, is to increase conversions from impressions to installs.

Example: You have a nice, well-designed icon that is both pleasing to the eye and partly conveys the essence of the app. But that doesn't mean it attracts the maximum volume of users. And a simple experiment where you simply change the background increases conversion rates by 10%. And so we have a new icon that brings in 110 installs instead of 100.

You have to test all the time. Generate new ideas, draw conclusions from past experiences and just try something new. You can't know for sure what will go in and what will go out. And you shouldn't forget about seasonality. New Year's decorations, for example, can be a good idea.

ASO is one area of marketing that specialises specifically in the mobile market. It is becoming more and more in demand every year. The competition has grown so much that even if you have a cool project in the direction, it may not get noticed. Everyone will make a choice from what is offered by the stor in the giveaway or the offer.

By not using ASO, there is a risk of being left without installations. Either you won't be found or your app won't interest those who see it.

If you are taking an app seriously and want to succeed in a niche, study and use ASO. As you dig deeper and deeper into the subject you will learn new tricks, ways to promote and sources of traffic.

You can learn more about ASO at asofast

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