Winning ASO Tactics: Boost Your App’s Visibility

Did you know? App Store optimization — known to many devs as the process of getting your app out there in the fastest way possible — is responsible for 33.7% of conversions in the Apple App Store alone. (Oh, and if you’re an Android loyalist, you can still benefit. Those using ASO in the Google Play store see a conversion rate of about 26.4% from using the strategies!) 

Now that you know ASO is worth your time, you’re probably wondering — how do I know which ASO tactics are worth my time, and how do I put them into practice? 

While there is no simple answer, there are some winning tricks to have in your arsenal. Below, we’re discussing the core principles of ASO, 

Core Principles of App Store Optimization

Defining what ASO is (and the key differences that it has from traditional search engine optimization or SEO) is the first step forward in creating a quality strategy you can trust. 

App Store optimization is the process of using keywords, images, and localized descriptions to promote an app higher up on the App Store’s search page. 

While ASO is similar to SEO in its motive and goal. It’s different in the sense that SEO is more comprehensive — using backlinks, technical elements (like server speed), keywords, content, and images to promote a site in a search algorithm. ASO is simplified, focusing primarily on concepts and keywords in the listing and related listing access. 

For Mobile App Developers: Essential ASO Strategies

Mobile app developers using ASO strategies embrace the possibility of higher profit, more positive ratings, and an increased retention rate. 

Here are three essential ASO strategies to keep in mind when you’re building your product pages and assets: 

• Creating compelling app titles, subtitles and descriptions — Appropriate keyword insertion is one of the most critical ranking factors when it comes to ASO, and use begins with your app title and description. Be sure to assess these components for audience congruence with your target audience and general ASO savviness. 
• Conducting competitor research — Evaluating what your competition is doing (and gleaning a few ideas of your own) is a great way to set your app up for success. 
• Using effective app images and app icons — We’ll get into this more down below, but visuals are a HUGE part of app marketing that prompts downloads and compels potential users to take the leap. (Your user experience generally takes over after that, helping to cinch those five-star app ratings and rave app reviews). 

Visual Elements: Icons, Screenshots, and Videos

Now that you know just how much of a role visual elements can play in your app performance and app store listing spot, it’s time to take a look at how to create those scroll-stopping pics. (It’s more than just app screenshots in most cases. However, that doesn’t mean that it’s difficult!) 

• Do your research. Search for competitors in your app category and on social media platforms and see what they are doing. You can do this via a basic app store search or using a tool (like SensorTower).

• Determine your KPIs. Before we chase success, we have to define what it looks like in our context. Do you want to be a popular app in your niche, or do you want to leverage organic traffic, nail your first impression, and rise to the top three spots in your hyper niche? Our guess is option #2 — which is why defining your KPIs is so critical. 

• Get creative. A designer or a graphic artist can work with you to make your mobile marketing your own, using graphics to highlight new features, app elements and your branding style to boost your user acquisition and app download stats. 
• Test and iterate. You’re never done when it comes to marketing. Assess your user acquisition and continue to iterate, relying on A/B tests to inform your next move. 

Game Publishers and Developers: ASO for Gaming Apps

ASO techniques remain somewhat similar across contexts, whether you’re coding Android apps or iOS apps. However, game publishers and devs can enhance their marketing strategy by tailoring their approach with game-specific relevant keywords, inserting them into the metrics, search ads, app store page listing and long descriptions. 

They can also leverage high-quality game-specific visuals to bump them up higher on the App Store page, using a preview video and custom images to promote the app. 

Software and SaaS Companies: Optimizing for B2B and B2C

While there are certain ASO steps that remain evergreen (like optimizing your app description and app name with keyword research terms that are relevant to app users), there are a few differences when it comes to B2B and B2C app marketing. 

The primary difference to consider is how you will position the product. While this seems like a given, it can make a difference as you go through the keyword optimization steps needed for full ASO compliance. Instead of using more general terms, you can evaluate common industry terms that appeal to your specific type of audience, prompting more organic downloads and better user feedback overall. 

Localization Managers: Localizing for Global Success

Your ASO strategy isn’t complete if it isn’t localized. Localization is the “secret ingredient” to success, boosting you in the App Store search results by location and encouraging rapid indexing across platforms. 

By localizing or adapting your strategy to different customs and languages, you enhance your app’s UX instantly — giving the people in your target demographic a personalized app preview that will resonate with them and prompt them to try your app (and possibly stick with it!) 

People buy and download what they trust, so this step is a must. 

Leveraging User Reviews and Ratings in ASO

Positive user reviews are one of the primary goals of devs across industries. They put your marketing on autopilot, doing the hard lifting for you and giving your prospective clients assurance that the app is “worth it.” 

Plus, there’s plenty of evidence to suggest that positive ratings have a positive impact on your store rankings, prompting faster crawling, indexing, and an overall higher rank. 

While positives are important, negative feedback happens. It’s best to reply concisely and in a customer-first way, addressing any concerns mentioned and attempting to offer a resolution where possible. 

Future Trends in App Store Optimization

App store algorithms change. Planning ahead and staying on-trend are the best ways to limit the effects that these changes can have on your app. Our suggestion? Hire this role out to secondary developers and ASO experts, or create time and resources for you to address the algorithm shifts yourself. 

Elevate Your ASO Game with OneSky

ASO is critical to your app’s success on any platform. A large part of the strategy, however, involves advanced localization strategies and steps. OneSky is here to support your localization efforts, offering you a comprehensive translation management system for ongoing project support, 1,000+ translators that work across 50+ languages, and shared decades of industry expertise. 

If you’re looking to grow your app presence, partner with OneSky today. Click here to start for free.