Optimize App store listing to improve conversion

There are three ways to make your app get a high number of downloads. First is to create a dent in the market and make it stand out among the rest. This can get your app featured in the “Recommended” section by the editors. The second way is to avail services of paid media, such as print magazines or online ads, but that requires a lot of budgets which is not always feasible for self-funded entities. The third way, which has high chances of success, is users discovering your app by doing an organic search.

It takes a lot of time and money to develop an app, because of which it’s important to make sure that people download and use your app. App store optimization (ASO) is a reliable way to boost the visibility of in the app store, by making it rank higher on the app store search result. Think about it as Search Engine Optimization (SEO), but only for Mobile Apps.

Why is App Store Important?

Surveys have revealed that more than 60% users discover a mobile app by searching on an app store, the rest do that using related keywords on search engines. That said, it’s vital that businesses and marketers who have their apps in either the App Store or Google Play should pay consideration to the exact words that are more likely to be searched by users, and optimize their app accordingly.

Parameters for optimizing your App Store Listing

To increase downloads by optimizing your app for improved visibility, these are the factors you need to take into consideration.

1. Keyword Search
2. App Name (Title)
3. Description
4. Icon
5. Screenshot and Video Preview

1. Keyword Search

You need to identify what keywords you should use when submitting your app to an app store.

  1. Audience: First, identify the demographics who’ll be downloading your app. Are they millennials? Business professionals? Movie buffs? Stay at home parents? Let us take an example of an app that caters to parents who want to regulate their children’s computer and TV viewing habits. So, you need to find out what word parents will to find the best app on the app store. Think from the perspective of your target audience.
  2. Competitiveness for keyword: Use tools for App Store Optimization to find out if your keyword is a popular search term and the competition it has. Remember, a number of people searching your keywords, more is the efforts you’ll have to do in order to get higher rankings.
  3. Search Volume: This will give info on the number of people using your target keywords to find an app on the app store. Using unique but unfamiliar keywords, to differentiate your app from competitors, should be avoided as it makes your app difficult to be discovered. Make sure you use search keywords that are commonly used by people to give your app higher conversions.

Here are some online tools that you used to find the best keywords for your app store listing:

  1. Keyword tool
  2. AppTweak
  3. App Annie
  4. Sensor Tower
  5. Search Man

You can also have a look at what’s trending on the web, using tools like Google Keyword Planner.

2. App Name (Title)

An app with a relevant keyword embedded in the title ranks 10 percent higher than an app that doesn’t contain any keywords. App Store allows up to 50 characters which makes it possible to embed multiple keywords in the title. Of course, you should try to keep the name of the apps concise yet engaging. Also, keep in mind that the first 25 characters of your app shall show up in search results, so focus well on the starting words.

3. Description

Write a user-friendly description containing information about the benefits of your app, latest update, version number and recent bug fixes. Using bullet points, short paragraphs, testimonials, press coverage and links to the website will further make your description better. For better results, optimize the opening lines of your description. It’s also important that you know what app you are going to submit to Google Play Store or iOS App Store. Here’s why:

  1. The algorithm in Google Play reads the keywords of your app from the description. The iOS store, in contrast, provides space for the keyword.
  2. Google Play offers 4000-character limit to define about your app in the description. This gives you ample space to make your description stand out from the rest.
  3. Apple iOS Store allows users to view only the first five lines of a description, in preview mode. It means that your app description has must be compelling, enticing the user to download it.

4. Icon

Try to come up with a great icon for your app. Use your imagination to come up with the best color combinations and character stylizations possible. Your app icon is the first thing that your target audience will see, once they see it on the app store. If your icon does not catch the viewer’s eye, your app might not gain enough traction.

5. Screenshot and Video Preview

Screenshot sells your app. They show the audience what they can do by using this app. Create a video about your app which is short, simple and appealing, and generates awareness in the right way. Choose a catchy tune to go with your app that suits its basic theme. Both Google Play store and IOs App store offer video app trailers. And also, submit your video to sites like Vimeo and YouTube and post your video link in numerous other places as well.

For companies, being familiar with ASO is a must-have, or else your app will not have positive ratings in Apple Store or Google Play Store. Implementing these ASO strategies systematically will increase your app downloads. But you shouldn’t lie to your users, by promising something other than what you deliver, doing so will give a poor result with high deletion rates.