Five KPIs you can use to measure ASO performance

by App My Site DIY App Builder

KPIs are an essential part of marketing. You cannot measure the performance of your marketing efforts with instinct alone. KPIs help quantify your efforts into real numbers and gauge the overall direction of your marketing campaign.

App store optimization (ASO) is a prominent practice in mobile app marketing. A lot of businesses rely solely on ASO to get app downloads. It is a very handy channel that helps brings relevant prospects to an app listing organically.

Rising costs of marketing in general makes it crucial for you to exploit every opportunity for organic downloads. Thus, getting ASO right is very important from a user acquisition standpoint.

Anyone can turn a WordPress website to app for Android and iOS using tools like AppMySite. The main challenges for app companies are between app retention and user acquisition. A good ASO plan can solve one of those challenges quite easily.

One of the best ways to start is identifying the right KPIs to measure ASO performance. Here are five KPIs you can use to measure the ASO performance of your app listing.

#1 - Visibility across app stores

App stores provide a number of channels for apps to grow their visibility. Generally, marketers think of app store visibility and immediately point to keyword rankings. However, app store rankings are not the only avenue marketers can chase for app downloads.

Both the Google Play and App Store have a number of sections on their platforms that give apps additional visibility. Some of these sections include-

     Similar app section - When you open an app listing and scroll down, you will find a carousel section named Similar apps or Related apps. Featuring in this section can help you gain additional visibility. App stores curate the similar app section on their own. The best you can do is add relevant keywords and tags when setting up your app listing.

     Top charts - This section generally appears on the home screen of app stores. The apps here are generally the ones that are accumulating a lot of app downloads. To feature here, you naturally need to have a great download velocity.

     Category rankings - As the name suggests, this section ranks your mobile app within the category you choose when submitting it. You naturally need to have a good download velocity to rank here.

     Featured section - The featured section appears on the home screen. It is curated by the app store. The apps covered here are selected based on a number of factors, from download velocity and conversion rate to app retention and experience.

     Keyword ranks - This is the most open channel you can leverage to gain app store visibility. Identify the keywords your audience will search for and optimize your app listing meta info accordingly.

#2 - Conversion rate

The conversion rate refers to the number of people who download your app after they arrive on your app listing.

Besides checking for keywords, there is no direct way app store algorithms can evaluate the quality of an app listing. A smart way to judge the quality of an app listing is checking how many people end up pressing the install button after arriving on it. App stores do the same when they take your conversion rate into account.

As an ASO marketer, you can do the same to evaluate various parts of your app listing. Test different icons, screenshots, banner images, and descriptions with A/B testing. This will help you build up an app listing that extracts the most downloads. Conversion rate as a KPI can thus help you create a great app listing.

#3 - Download velocity

Download velocity doesn’t just refer to app downloads. It refers to the number of downloads your app is able to get over a period of time. App stores take download velocity into account when trying to gauge which app is more popular at a given period of time.

This is an important metric that helps you see the impact any given change has on your download numbers. For instance, a rise in rankings on a given keyword should ideally catapult your download velocity forward. Along with conversion rate, you can measure download velocity to check the impact of every app element.

Let’s take an example and assume you launch a shopping app on Google Play using a WooCommerce Android app builder. You can experiment with different screenshots and icons to check which set of artwork impacts your download velocity the most.   

#4 - User feedback

Measuring user feedback is relatively easy by checking your app ratings and reviews.

A number of mobile app marketing tools additionally offer you the ability to check the overall tone of all your app reviews through natural language processing. This can help delve deeper into the reviews people right for your app and their overall tone.

Ratings and reviews help you get direct feedback from your users. It is important from an ASO perspective to retain your users. The reviews you get are often an indication of the overall app experience you deliver.  

#5 - Organic uplift  

Organic uplift refers to the ration between the number of organic and paid downloads. A higher organic uplift naturally means lower acquisition costs.

Most companies don’t just depend on ASO for app downloads. They run app install campaigns, social media promotions, and more to acquire downloads through paid marketing. Rising acquisition costs are a big reason why many businesses run away from launching and managing apps.

A metric like organic uplift can help you see the contribution of ASO to app downloads. This can help bring more clarity on the role of each marketing channel in bringing app downloads.

App marketing tools these days can help you track and segment organic and paid downloads separately. You can make much more informed decisions on matters like marketing budget and outbound campaigns with a metric like organic uplift.

In conclusion

Free app makers like AppMySite have made it possible for you to build apps without coding. With development no longer a major challenge, app marketing is the next frontier and ASO is a big part of it.

This piece covers fine major KPIs you can use to track your ASO performance. Getting organic app downloads is essential because of rising user acquisition costs. The KPIs covered here will help you see whether your ASO performance is on track.

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Created on Jan 19th 2021 04:36. Viewed 343 times.


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