Why App Store Optimization (ASO) is important & Learn How to do it ?

Mobile users are increasing rapidly so is mobile internet users. India which stands at 2nd position just after China has a mobile user base of 684 million. Also it’s interesting to know that out of 375 million internet users in India, 303 million were mobile internet users which itself says pretty clearly that mobile will soon overtake desktop.

mobile internet users year on year growth chart

Increase in APP Usage

With the increase of mobile internet users it’s been found that 90% of their time (while surfing internet on mobile) is spent on some app & this tends to increase year on year. That’s why businesses are now focusing on mobile apps as they are no more just an option but seems like it’s even more important than desktop’s now.

time spent on apps during mobile usage

Increase in number of Mobile Apps

Every business is trying to leverage mobile users due to which Google playstore & iTunes have been flooded with mobile apps into all categories. Now increase in number of apps has increased the competition which made it difficult for the businesses to get their apps noticed.

Number of available applications in the Google Play Store from December 2009 to February 2016

Number of available applications in the Google Play Store from December 2009 to February 2016

Number of available apps in the iTunes App Store from 2008 to 2015

Number of available apps in the iTunes App Store from 2008 to 2015

App Discoverability – A Challenge

Now in order to beat the competition businesses needs to make their apps discoverable. In most of the cases users find an app by search which is 53% on Google playstore & 47% on iTunes.

android app discovery on Google Playstore

How users discovered their last app on Google Playstore

How users discovered their last app on iTunes

How users discovered their last app on iTunes

“For the average app, search actually makes up the vast majority of installs”, says Ankit Jain, Head of Search at Google Play. Now here lies big opportunity for all. Your app must appear when a user searches for some relevant app in the playstore or iTunes. This is the challenge that can be solved with the help of App Store Optimization (ASO).

Most of the Users discover an app by searching for it

Most of the Users discover an app by searching for it

What is App Store Optimization (ASO)?

App Store Optimization is the process of improving visibility of apps to rank higher in app store searches. It is very much similar to what SEO is for website discoverability, ASO is for apps. The goal of ASO is to get more people to the app detail page which ultimately helps in getting more downloads.

How to do App Store Optimization (ASO)?

In ASO one needs to optimize the app detail page while submitting it on playstore or iTunes. Below are 6 steps that one needs to take before submitting an app :-

app store optimization element details

  1. Keywords – When you are submitting your app to playstore or iTunes you must start with Keyword Research in order to find the keywords which are most searched and is relevant to your app or suits your app function so that you can then finalize the app name as well as other important elements on app detail page.
  2. App Title – Selecting right title for your app is very important as most of the users finds and app by searching on playstore. App title must have high traffic keywords. Also it’s advised to check if your App name doesn’t resemble a popular app.
  3. App Description – Getting your message out in the first few lines of app description is important so that users get to read & know about your app on small screen of mobiles. You must keep your main marketing message in the top 3-4 lines which should clearly explain what the app is all about. Also adding your app feature/coverage on big well known blogs like The Next Web, TechCrunch increases credibility and better the chances of user installing the app.
  4. App Screenshots – This is one important aspect which can be leveraged to engage users on the app detail page. There are great chances that tens or even hundreds of apps with similar functionality to your app is already there on the play store or iTunes. So this is a great opportunity to tell the user once he lands on app detail page. Screenshots can help convey that how his/her experience is going to be once he/she installs the app. Make sure that these screenshots resembles to the screens that a user will see after app installation. Also use high resolution images as per the Google App Store guidelines.
  5. App Videos – This is another option to leverage the users who landed on app detail page. App Videos is great way to highlight app features which differentiates you from others. App Video Previews can be used to teach how to use the app, what is great about it.

Benefits of App Store Optimization (ASO)

Most of the APP Developers just focus on developing and submitting an app without spending any time on planning for ASO. They pick random keywords and write app description at the last moment & loose it all.

“ASO is having dramatic effects on our client apps. For those who put the time in to understand, iterate, and test, we’ve seen many apps increase their downloads by a factor of 2x-10x, and an increase of revenue by a similar, or bigger, rate due to the increase in engagement of users earned by ASO. ASO is not a simple process, and you might not see the impact overnight, but if you’re willing to invest in it, the outcome can be incredibly worthwhile”, says Ian Sefferman, the CEO of MobileDevHQ.

Some of the benefits of doing App Store Optimization are:-

  • Greater App discoverability in search
  • Reaching Target Users
  • Higher Engagement
  • Higher Chances of app install
  • Lesser uninstall
  • Better app search rankings

App Store Optimization takes time as we need to test the rankings by making subsequent changes unless we achieve an optimal growth. Doyze Software Solution is a result oriented Digital Marketing company which provides App Store Optimization Services. So if you have an app and you are struggling to market it, do let us know. We will help you get your app more discoverable.

  • Kshitija

    Good and helpful information Mr. Anurag, I want know regarding App description that – What if my app does not feature in any popular blog or in tech news? also could you also give some popular free tool which help to find out most beneficial keywords for my App.?

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