Getting your app noticed in the major app stores can be a bit of challenge for businesses and brands. With over 2 million apps vying for your attention, it’s important to understand the various methods of marketing your app.
ASO (App Store Optimisation) is a crucial part of marketing your application and making sure it ranks higher in an app store’s search results. The higher your app ranks, the more visible it will be to potential customers and this increased visibility tends to translate into more traffic to your app’s page in the app store.
The ASO process requires a deep understanding of your customer target base, including the keywords your potential customers are using to find similar apps to yours. According to Forrester, 63% of apps are discovered through app store searches.
If you’re not already using ASO to increase your app’s search ranking, follow these four simple steps to ensure you don’t miss out on the largest discovery channel available to your app.
Step 1: Keyword Analysis
It’s crucial that you do your research and identify which search terms people will use to find your app. Once these keywords have been identified, it’s recommended that you track them over time in order to gather data and see how your app ranks in the search results.
Step 2: Competitor App Analysis
Setting up keyword tracking on competitor apps can be a great tool when identifying which keywords you should be targeting in the major app stores. It’s always important to have a good understanding of competitor products.
Once you’ve collected enough data on your competitors’ apps, it will make it easier to decide whether you need to target similar keywords or a separate list of your own.
Step 3: App Store Listing Analysis
An app store listing is made up of a number of elements; these include the title, description, release information and screenshots of the app. All of these things will have a direct impact on whether the app is downloaded or not.
Firstly, you should analyse your title and app description. In particular, the app description should continually evolve and change with each new app update. So it’s important to remember that every time you submit an update to the app stores, these changes must be reflected in your app description and screenshots too.
Step 4: Ratings and Reviews Analysis
Your overall app rating is directly connected to your app store performance, ranking and number of downloads. Believe it or not, no one wants download an app that everyone else thinks is terrible.
If you’re lacking in ratings, there is a way to get more. There are plugins available which prompt your app users to rate while they’re using the app. However, it’s important to time these pop ups following a positive experience within the app.
According to Apptentive, the top 100 apps in either app store often had at least 10,000 ratings. So the more ratings you can prompt (and the higher those ratings), the better your rankings will get.