Tag Archive for: Google app store

7 App Store Optimization Strategies To Improve ASO

When you reach the point of marketing your mobile application, you must apply the correct app store optimization strategies. These strategies help drive traffic and installs within the App Store and Google Play. While app store optimization (ASO) can never replace paid user acquisition (UA), you should use both for optimal results. However, we’ll focus on ASO for now, as there’s much to cover relating to this topic in this guide. 

If you’ve released an app before, you likely have some experience with ASO. Or you hired an app marketing team to handle ASO for you instead. But if your experience with ASO is limited or non-existent, you may wonder how it works in 2023. Or ponder if the app store optimization strategies that worked several years ago still work today.

The good news is that many strategies from a decade ago still have their place in 2023. Any prior ASO knowledge and experience you’ve acquired will not go to waste. But the same old, same old — doesn’t work either! For example, many ASO experts focussed primarily on keywords to gain in-store traffic about a decade ago. But nowadays, experts also optimize screenshots, analyze user reviews, and look at the user journey holistically. 

Of course, that’s a lot of additional work and complexity added to the mix. As a busy appreneur or business leader, you may find all this daunting or beyond scope. If that’s the case, we’d always recommend that you work with an experienced studio like NS804 to handle ASO for you. But if you wish to tackle ASO in-house, check out the tips below. 




1. What You Need To Know About ASO

ASO shares many similarities with search engine optimization (SEO) for indexing and accessing content efficiently. A similar philosophy exists for increasing visibility for a website as it does for a mobile app. Furthermore, the biggest search engine, Google, also owns Google Play — and most users have witnessed similarities in both. 

But how does this all impact your app store optimization strategies? As part of your app marketing campaign, your key performance indicators (KPIs) will not align with your SEO KPIs. But they must align with the following ASO ranking indicators:

  • App quality: The higher the quality of your app, the higher it will rank by the store algorithm. 
  • Uniqueness: Fresh ideas pay off, as app stores often reward unique apps with a higher ranking or a featured app placement. 
  • Scalability: The ability of your brand and app to scale to user demand will impact app ranking positively. 
  • Traffic: If your app proves popular, the algorithm acknowledges this and will ensure that more users see your app. Paid traffic will further boost your app’s ranking and won’t negatively impact your organic traffic. 
  • Categories: Your app can rank higher for specific categories or if it enters the top charts. 
  • Downloads: The higher your downloads, the better your app’s ASO ranking.
  • Ratings and reviews: When users leave ratings and reviews, it helps increase your app’s keyword rankings. Positive ratings and reviews also convince other users to try out your app. 

2. Do Research Before Formulating App Store Optimization Strategies

All your app store optimization strategies will be for naught if you don’t research the market beforehand. After all, you need to know which apps succeed and fail in today’s app marketplace. But that’s not all, as you must uncover what strategies successful competitors use for ASO purposes. Since this guide is not about formulating an app idea but app store optimization strategies, we’ll focus exclusively on the latter.

While this seems dubious, spying on competitors will help inform your app store optimization strategies. But if you avoid this path, your rivals won’t have any issues spying on the most successful apps, including yours. 

Thus, it’s pointless to reflect on the ethical ramifications of spying on competitors when it’s a common practice in the industry. Besides, we’re not referring to corporate espionage or anything illegal but a way to gain valuable insights by doing the following: 

  • Spot competitor weaknesses: Read the user reviews of competing apps and compile a list of all their pain points.
  • Discover the keywords of the top apps: Pinpoint the keywords that make successful competing apps appear during searches. 
  • Identify the keywords that drive maximum downloads: Determine whether branded or generic keywords lead to more downloads.
  • Check out competing app metadata: Keep a close eye on how often a competitor rolls out updates and metadata changes to determine their ASO strategy. 
  • Use the correct tools to analyze competitor ASO: Try free and paid tools from vendors, such as App Radar, AppTweak, and ASOMobile.

3. Use Search Ads To Improve Your ASO

In 2016, Apple introduced its advertising platform — Search Ads. It’s a paid platform renowned for its sheer power in targeting various app markets. App marketers, in particular, love Search Ads and have made it their go-to tool for advertising purposes. So, there’s little reason not to integrate it into your arsenal of tools that will work with your app store optimization strategies

But what does Search Ads do so well to make it essential? While Search Ads is a paid tool, it helps save app developers and marketers money. After conducting keyword research, you’ll likely have a long list of keywords you plan to use. But that’s counterproductive, as not all these keywords will drive a reasonable amount of traffic to your app. 

Therefore, you need to reduce that list of keywords to only those that will bring favorable results. That’s where Search Ads comes in, as it will help you pinpoint the keywords relevant to your app and its target market. You’ll quickly pare down your keywords, reducing ad spend and increasing the possibility of successful searches.

4. Prioritize Visual Quality Within Your App Store Optimization Strategies

Whether developing a mobile game or a non-gaming app, you must make it visually appealing. This makes your app more marketable and gives users more reason to leave favorable ratings and reviews. And all this helps with ASO in several ways that we’ll discuss in greater detail.

An app with high-quality visuals will please your users and provide you with plenty of assets for ASO and marketing purposes. Start by taking high-resolution screenshots and record clips for previews and instructional videos. If you wish to add any branding to your screenshots or edit them, consider working with an experienced graphic designer. Likewise, consider hiring a professional video editor to make all your videos slick and impactful. 

Look at ways to optimize your screenshots and videos for the App Store and Google Play. Ensure you arrange the screenshots to convey a coherent story about your app’s usefulness and core features. 

If your app is exclusively text-based, you may want to spruce things up with graphics that flow harmonically from screenshot to screenshot. Moreover, this may enhance the story-telling component of your app’s presentation and ASO, which will help draw user interest.

While these screenshots are crucial, your video preview must never take a back seat as it’s equally important. Create a 30-second clip that hooks the viewer within the first 10 seconds. This early part of the video must highlight the core capability of your app and later reveal two or three of its prominent features. 

Don’t forget to prepare a visually striking but comprehensible app icon. Ideally, work with a graphic designer who understands ASO, the app market, and your brand identity.

5. Focus On Localization At An Early Stage

Never draft your app store optimization strategies just before you launch your app. Instead, outline your ASO and localization during the planning stage of your app. It’s crucial to have clarity regarding the territories where you will launch your app initially.  

For example, if you target English-speaking territories from the get-go, you’ll limit your localization strictly to English. You may also limit your initial release to the App Store due to the higher adoption of iOS devices in these territories. Once your app achieves a reasonable amount of traction, you can target other markets.

You may decide to target Android devices that are predominant in developing economies. But if you’ve made provisions for additional localizations when hashing out your app store optimization strategies, you can move forward with the necessary translations. Most likely, you have budgeted for all your localization costs and decided on the localization team and testing process. 

Localizing your app to all target markets is worthwhile because it will enhance its visibility. Furthermore, it increases user trust, engagement, and conversions. Targeting multiple markets will inevitably expand the reach of your app and bolster its profitability with the right monetization strategies.




6. Update Your App Page Regularly

One of the biggest mistakes you could make is to leave your app product page as is, even after a successful app launch. And even though you’ll spend many hours optimizing your page for your launch — that’s not enough. That’s because app marketplaces are very dynamic in order to respond to user demands and market trends. These marketplaces are also very seasonal, meaning that holidays help drive additional demand. 

It’s common for the app stores to run special offers during Black Friday, Christmas, Valentine’s Day, etc. So, you’ll need to update your keywords, screenshots, and icons to optimize your page for these holidays. And even though holiday-specific keywords don’t gain significant traction, they will still bring some traffic. 

But the real reason to put in extra effort during holiday seasons is to align your app page with app store seasonality. Users often have more leisure time during holidays to discover interesting apps and great deals.

Thus, these users are browsing the app stores with intent and have certain expectations that your app page must meet. If they’re browsing during Christmas, ensure that your app’s description, promo text, screenshots, video preview, and icons convey that quintessential Christmassy feeling. 

But be forewarned, your app’s category will play a crucial role in whether or not it gets a high number of downloads during the holiday season. For example, a travel app won’t do so well during Christmas, as most users spend time at home with few travel plans. However, a gift idea app will be in high demand during Christmas since most users will seek unique gift ideas.

7. A/B Test During The Entire Lifecycle Of Your App 

You’ll never truly know the effectiveness of your app store optimization strategies without testing them out. The best way to do this is with A/B testing during every phase of your app’s lifecycle. Your first A/B test will focus on finding the keywords that drive the most traffic. Then, subsequent A/B tests will focus on your app’s conversion funnel and how your strategies impact the user journey. 

You should also A/B test each time you change your description, promo text, icon, keywords, screenshots, and video preview. But you can also do A/B tests when entering new markets, during seasonal promotions, or when introducing new features. 

But how long should you run A/B tests to gain significant analyzable data? Run A/B tests as long as possible, but never less than seven days if you have time and budget constraints. Furthermore, run separate A/B tests for the App Store and Google Play. You’ll find that results differ widely between these two platforms due to considerable differences in user behavior and traffic. 

If you have a severely restricted budget, it’s better to pick one app store to launch and A/B test initially. You can also use your chosen store’s native A/B test tools to test and tweak your app’s page. Gradual improvements to the app page will improve your ASO. 

In Conclusion

Your app store optimization strategies are crucial to the overall success of your app. The app stores have matured, so finding the applicable keywords and making a few tweaks to your app page isn’t enough to drive traffic consistently. 

Every aspect of your app page will impact ASO, so you can’t ignore minute details. But if all this seems too much or too complex, consider working with an expert. Contact NS804 today to learn how we’ll help you boost your ASO and meet your KPIs.

How to Achieve App Store Success: Tips and Tricks

Even seasoned developers need a few tips and tricks to succeed in today’s crowded app marketplace. According to Statista, there are approximately 2.2 million mobile apps on the App Store and 3 million on Google Play. Now, let that sink in!

But if you go in prepared with a well-conceived plan, you can enjoy phenomenal success in 2022 and beyond. There’s no reason why the mobile apps you’ve worked so hard on should fail to find their audience. Below, we provide several helpful tips and tricks to make app store success a reality.

Have An App Store Optimization Checklist Handy

One of the most crucial tools at your disposal is the app store optimization checklist. And that’s because it will help you focus on the key processes that lead to success. Without this checklist, you’ll waste valuable time figuring out what works and what doesn’t. Here are the ten things your app store optimization checklist should contain:

  • App store SEO tools
  • Keyword research
  • Adding local keywords of the target market
  • Checking on competitors and their keywords
  • Creating engaging icons
  • Creating impactful videos
  • Capturing screenshots
  • Picking a catchy and distinctive app name
  • Updating app description
  • Encouraging user reviews

Tips And Tricks On Getting Featured On The App Stores

The above checklist will go a long way in securing some level of success. But if you want your mobile apps to steal the show, there’s only one way to do this — and that’s by getting featured on the App Store and Google Play. While this isn’t easy by any stretch, it’s more than worth the effort. 

First and foremost, you’ll need to create a high-quality app that’s meaningful to users. That’s an app that runs smoothly and takes advantage of the latest OS and mobile phone features. Furthermore, you’ll need to quash any bugs and closely follow the developer guidelines set by Apple and Google.

Then, put in the time and effort to localize your app for all target markets. Optimizing for local languages and cultures not only wins over new audiences but also increases your chances of getting featured in foreign app stores. 

More importantly, listen to your audience and update your app regularly, as this will improve your ratings and downloads. Both Apple and Google take performance metrics seriously and will usually only feature apps with 4.5 stars or higher.

Network And Build Relationships

For the majority of developers, getting featured is a long-term process. But it’s possible to speed things up by networking and building relationships with key people in Apple and Google. That’s why you should always budget for travel expenses and ticket costs to attend Apple’s WWDC. Currently, Google keeps its Android Dev Summit a free online virtual event.

Attending such events helps keep you informed about upcoming developments that will benefit your endeavors. But they also present opportunities to connect with the right people that can play a decisive role in your success. Familiarize these people with your company and the apps you develop and build a relationship based on your mutual interests in releasing amazing apps

If it’s not possible to attend these events, always reach out via LinkedIn and other social media channels. Better yet, try to locate the app store contact responsible for your local or target market.

The Bottom Line

The tips and tricks we’ve provided will help narrow the gap between an app fading into obscurity and one bound for success. It’s hard work creating mobile apps that connect with today’s audiences and breach those vaunted top app store rankings. Contact NS804 today to learn how we can help you develop apps that rank and succeed. 

How to Market your App

So, you’ve finally built your app and are ready to usher it into the world? Congratulations. But unless you aggressively market your app to the right audience, it will get lost in the sea.

There are 3.48 million apps in Google Play and 3.74 million apps in the App Store. The number of mobile apps is staggering, and it’s increasing daily. So, if you sit around thinking that app users will migrate to your app, think again. Competition is fierce. That’s why it’s advisable to have an app user acquisition strategy before app launch and treat it as you would any traditional product or service launch.

This post provides a compilation of the best ways to promote your app. This list is in no specific order, and so you should pick the strategies that best fit your existing marketing plan. Start with a handful of these strategies, or test what works for you and what doesn’t.

1. Define your landing page

Provide a short and clear introduction to your app – one sentence is sufficient. You can get an example from Tinder’s landing page to get an idea of a succinct introduction. The landing page directly promotes your business goals and increases conversions. In addition, the landing page will generate data and insight and improve paid search campaigns.

2. Start a blog

Regular updates on a topic that exclusively focuses on your core product or service make you a niche expert. By blogging, you build a small community of like-minded individuals who will act as ambassadors for your app, promoting adoption and use. The blog will manage your online brand identity and trust, enable you to connect with new people, and build an audience for your app.

3. Family and friends

Look around and identify the people you surround yourself with. Are there family members, friends, or acquaintances that would enjoy using your app for whatever purposes? If yes, approach them. They are already part of your inner circle that will enable your app to grow. Now, think about the exponential potential of this inner circle. Each one of your family and friends knows about at least five people. Get this network to be part of your early adopters. This network will spread the word and build a foundation for your app’s user base.

4. Use social media

It’s advisable to use social media but do it wisely. Copy pasting a link and sharing it to multiple profiles is not enough. Be interesting. Engage your audience. Tease. Make yourself share-worthy and click-worthy. Always be creative about your intro text. Finally, ensure that different social media networks – Facebook, Instagram, Twitter, and Pinterest – are integrated to share content across these platforms. Cross-platform sharing enhances visibility.

5. Create a video intro to your app

Creating a commercial video for your app should only be an option if you’ve proven your app’s concept, you’ve gained some traction, and you’re sure you are a winner. You don’t want to spend a lot of money on an app that has changed three times since it was launched.

6. Reach out to influencers

Marketing your app can extend beyond your usual field of influence. Oftentimes, these foreign connections and collaborations are what your company needs. Developing authentic, trustworthy, and mutually beneficial relationships with influencers will go a long way in promoting your app. Influencers are a group of people with the power to influence the buying and engagement potential of a certain group of people.

Business owners and developers reaching out to influencers and bloggers should be careful to present content that’s only relevant to the influencers and their target audience. While some marketers offer monetary compensation in exchange for the influencer’s promotion, it’s advisable to look for influencers who truly value your company and your content. Let influencers know that you are creating or have already built an app. Ask if you can get some time with them to gather feedback; this will go a long way in promoting your app.

7. Mobile website

If you have an existing website that’s fully functional and mobile-friendly, this can be one of the greatest assets in promoting your app. At one point or another, your clients or anyone interested in your services will find their way to your website. When they do, they must know that you have an app. Including your app in your site could mean sectioning off a part of your website exclusively for the app. The corner of the screen or the middle of the website would do. While this approach can bring in more downloads, we recommend leveraging an alternative approach. Instead of placing it permanently or temporarily on your site, have a pop-up page display whenever a visitor explores your site.

8. Pitch tech blogs

Pitching tech blogs is a tough marketing approach. While you think you have an awesome app launching tomorrow, some tech blogs might be less impressed. However, don’t despair. Make a small list of contacts and email them your perfect pitch, and hope for the best.

Tip: Don’t stalk the editors, they receive tons of pitches regularly, and if they’re interested in your app, they will get back.

9. Ask for app reviews

Besides the big tech blogs, there are tons of other app review websites. For example, Feed My App, AppStorm, 148App, and AppAdvice have solid app review systems in place, providing visibility and creating audiences for new apps. By getting your app reviewed by app review sites, you achieve two goals. First, you increase your app brand awareness because any app at the beginning of its lifecycle is not known as it needs a lot of media placement to be discovered and downloaded by users. Secondly, app reviews help an app be ranked higher in Google Play, because of multiple inbound links from review sites pointing to an app’s page on the store.

10. Contact writers in the niche

This is one of the most effective techniques of mobile app marketing. If you find people who care to write about your niche, they might want to write about your incredible solution. Again, don’t be pushy, you don’t want to burn bridges with influential writers.

Tips to Market your App

When marketing your app, it’s advisable to practice the following tips to achieve the highest conversions and downloads:

  • App Store Optimization ASO. Google Play and Apple App Store prioritize certain apps in search results based on several ranking indicators – tags, ratings, screenshots, download data, and app title. The most important ranking factor in App Store Optimization is the app’s title. When it comes to app store optimization, it’s advisable to fill all the fields with the relevant details when submitting your app to the app store.
  • Facebook Marketing. Although one of the ways of acquiring mobile app installs is through the clever use of the Facebook advertising platform, few mobile marketers are talking about this. It’s advisable for app promoters and marketers to use a combination of sponsored stories and page-promoted posts targeted to mobile new feeds. In addition, use a power editor tool like Qwaya, and combine URL posts and high-res images.
  • Promoted Tweets. Similarly, promoted tweets are another way of driving mobile app downloads when set up correctly. Start with a small budget testing off different keyword segments and scale-up on what drives the best-per-cost acquisitions.

Contact NS804 for inquiries on how to develop, deploy, and market your mobile app.