App Store Optimization Best practices

App Store Optimization Best practices

1. Pick a great App Name / title

The title is one of the first things that users see when they discover your app or game. Chose a name that is identifying your application and expresses its purpose. Your brand name should be simple and memorable – better stay away from generic names here.

To compose a perfect title use this formula: Brand name + 2 or 3 of your most important keywords. These serve a double function – to give users an understanding what your app serves for, and to improve your rankings. Stores give most weight to the keywords included in the title, so make the most out of it.

App Store Optimization begins with the App Name…

2. Focus on Search

Keywords are the most important aspect of your app store listing optimization, and you should start working on them even before the day you launch your product. Do a keyword research, and get as many keywords and combinations that are related to your app and imply a download intent. Also, do a market research to study competition in app store search.

Besides Title, add keywords to the URL of the page and short / long description (Google Play). Important: Play Store indexes your full description, but App Store doesn’t.

3. Make your icon stand out

Get creative. This is your chance to outrank your competitors. Make your icon descriptive and clear for the users to understand what your app or game is about, check out what your competitors are doing, and make an icon which is striking and original. Work on your style and stick to it, keeping it through updates. Create a distinctive image.

ASO Marketing is about creativity.

4. A/B test everything

Prior to implementing a change in the store listing elements, test them using an A/B testing tool. Our advice is not to combine several changes at once, but separating and testing them one by one, so you can certainly understand which item benefits from the change.

5. Localize your product page

A blind translation doesn’t work here. When you are localizing your app for a different country, you are getting in touch with a different culture, with different search and behavioral habits. Even for the US and the UK english language there might be differences in spelling. When opening a new country, adapt your text, provide screenshots in a different language, think of culture-specific engagement options. This is crucial in your app optimization.

And if you decide to publish your app in a new country using an english version, think of how many people in this country actually speaks this language and if they will be eager to use it in english.

6. Don’t let your app weight more than 100MB

Without WiFi connection the user most likely will not download your app or mobile game instantly, and it might become hard to remind them to come back and install it…

7. Avoid bugs

Bugs can cause a lot of negative reviews, and you don’t want that. Monitor and update your product frequently, and get your users to report bugs on a separate page, avoid negative reviews from leaking to your download page.

8. Monitor your competition and never stop optimizing

This is not about one-time ASO optimization. Some of your competitor’s actions can make a big change in the market, so never stop monitoring and react timely on these changes. Or maybe you will be the first who shakes the market? In any case, track the situation in your niche daily with a tool and update your strategies frequently and try to get the best app store rankings.


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