App Store Optimization Starter: A Beginner’s Guide

Table of contents

Open Table of contents

• ASO and SEO
• How does App Store Optimization Work?
• Benefits Of App Store Optimization 
  • Increased Visibility
  • Increase Conversion Rates
  • Targets Relevant Users
• What ASO Tools Should You Use?
  • Appsflyer
  • SplitMetrics
  • Storemaven
• Your ASO Strategy
  • Know Your Goals
  • Give Your Apps Some Updates
  • The Monetization Of Your App
• The shorter version

ASO and SEO

You get to know ASO and SEO similarities in working one’s way up on the top rankings on the search results page. ASO may be based on SEO’s mechanism but still have distinct features as it runs on other platforms, which are app stores and particularly caters to apps.

Additionally, ASO has rankings, but it is based from:

1. User reviews, engagement, and ratings
2. Impression on the app quality
3. Newly launched app or its updates

Technically, ASO is measured by the results from the following:

1. Ranking
2. Downloads
3. Shares
4. Impressions on apps

ASO may be a new breed of search optimization, but it would still need the SEO for the app’s websites, ad campaigns, and social media platforms. Good thing there are tools with similar functions as SEO tools suited for ASO.

How does App Store Optimization Work?

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Like SEO, does ASO also have the same mechanism used in app stores or play stores? In SEO, you must know that websites get to compete for spots in search engines, whether they are ad campaigns or blogs, articles, or web pages.

In ASO, you use different marketing strategies or optimization in working your way up the ranks on app store search results. We also, as users, are more likely to click on what’s at the top of search engines, the same way it is on the app stores’ search results page.

Being in the top rank leads to visibility and traffic, leading to conversion and downloads if the strategies implemented are consistent and effective. ASO is also keyword-driven, which means that keywords used in searching apps on the app stores can also make a huge impact in driving the users toward your app. 

These keywords make it easier to get organic downloads as you already embody the feature they’ve been looking for.

Benefits Of App Store Optimization 

App Store Optimization gets you the most out of the app stores regarding leveling or standing out from your competitors. You may have a cool app with these outstanding features, but does it translate to what the users are looking for?

Imagine the books that compete for spots in bookstores, which can be a modern-day equivalent of apps on app stores, only with easier retrieval of product descriptions and reviews. As you can observe, the benefits of ASO are based on users’ behavior and pattern, from which you can get so many insights.

Increased Visibility

Getting that top rank on the app store search results gives easy access to users who search for it and gives the impression of being more trusted. This should be one of the goals for the new apps starting to build their names in the tech world.

Increase Conversion Rates

You can truly celebrate the fruits of your ASO labor when these strategies have turned into conversions or downloads. Increased downloads are one of your apps’ ultimate goals, aside from brand awareness.

The line between your app being downloaded by users or not is their decision. Normally, the choices or the options given to them is another story.

Why do users behave in a certain way, or why would they choose something over the other thing? Heuristics or mental shortcuts may be one of the causes explaining this.

Every day, people get to decide and think over things, and some scenarios are just the same as before. People may tend to use formatted decisions or shortcuts to save time.

Here are some insightful patterns that may affect users’ decisions, which would be helpful in what to strategize within your ASO:

1. Since users want to save time, they won’t fancy deep dive into changing default settings or customize settings and just stick to what’s laid out before them.
2. Still, on the factor of users’ limited time, having too many options is time-consuming for the users, so they tend to just get an option to get it over with.
3. Users go for a seamless and effortless flow of usage. They will be more likely to avoid the ones that will make them count up all the things they did just to get onto that action, result, or decision.
4. Users may not have the time or just don’t have the means to know the absolute value of a certain thing (which you can associate with apps). So, they tend to compare these similar things to weigh more value.
5. It’s not that users are lazy, but the ones that have easy access to the product’s features or the product itself are the ones they will notice of.

Targets Relevant Users

ASO will get more conversion rates or organic downloads as the keywords are optimized for what the users search for in the app store. So, it also fits into features the users are looking for, making it easier to be visible and get those organic downloads.

What ASO Tools Should You Use?

Start with these basic tools that are opting for ASO. These tools make it easier for you to gather user demographics, monitor your marketing reach, and see if you’re hitting goals like increasing visibility or revenue.

Appsflyer

Appsflyer is known for its features, such as marketing analytics, ad revenue tracking, engagement technologies, deep linking, and increasing customer privacy. It delivers real-time reports of data on its user-friendly dashboards.

Rating: 8.7/10

SplitMetrics

A/B testing is possible as SplitMetrics can provide the pre-launching of your app and test it before you can launch it on the app stores. This app testing gives you which features and settings of your app are deemed more functional to users. 

The users’ feedback creates room for where to improve and resolve bugs or issues about the app. You can also create customized pages in addition to launching your app on the app store platform.

SplitMetrics can be used especially for publishing game apps on app stores, which involves a lot of design and programming features that need to be addressed.

Rating: 89%

Storemaven

Storemaven is a very handy ASO tool that suits Startups, SMBs, SMEs, and even agencies. This tool can also be used for A/B testing, including conversion tracking, web traffic reporting, and customer engagement.

Rating: 5/5

Your ASO Strategy

Know Your Goals

Before anything else, as you try to come up with a comprehensive plan, goals need to be set so you would know which tools you will need. You get to retrieve data or results to see if you did reach your goal or get an improvement.

Give Your Apps Some Updates

Updates mean the users have something to look forward to and that improvements or user feedback are regarded and resolved. Post on your other platforms, especially on social media, for the news of the app updates. 

This can increase such engagements, but it may also depend on the changes and how big changes are coming to the app.

The Monetization Of Your App

As you are invested in your app, for this is your passion and business, creating revenues is also part of it. Your app has these features that cater to the users’ requests, consumption, and necessity, which is why a lot of apps offer a trial run and a paid version.

Users would get to see how seamless, efficient, and competitive their apps are. Paid versions really get insightful data as this comes from organic downloads that provide conversion rate and app revenue.

Want to know more about driving traffic, brand awareness, conversion rates, and SEO? Check any of these posts!

• The Best SEO Tools for 2022 (Free and Paid)
• The Best E-Commerce Platforms in 2022
• Top 7 Social Media Sites To Consider For Your Brand

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The shorter version

If you’re reading this because the workflow it describes is eating your week, that’s the kind of loop I build AI agents for. Two build slots open at a time.