App Store Optimization (ASO)
App store optimization(ASO) , is the science of improving the performance of an app store listing. It is all about applying the scientific method to mobile key performance indicators (KPIs) that are related to the app stores.
Both Apple and Google app marketplaces offered a new business model and attracted millions of mobile app developers. Similar to the start of search engines, the competition was fierce. In order to get users to install your app, you first had to get them to find your app amongst the myriad of options, then hope they’ll actually choose to download your app.
Thus, the practice of ASO was born in efforts to increase app discoverability and app conversions.
ASO Means Optimizing the Product Page & Search Results
Because app marketplaces are so huge and contain so many different apps, it is crucial to tailor how your app appears to a customer on both the product page and in search results.
Product Page: All text descriptions and all creative elements should be made appealing, and should show the benefits of using your app. Does it look dynamic and enticing? Does it sound like it would solve my problems? Does the app icon clearly communicate what your app does? Are the screenshots sufficiently explanatory?
Alongside this, the public reviews of your app should be as positive as possible. Getting your champion users to rate your app is one way to boost this effort. After all, social proof is a huge way that customers check whether to install an app or not.
Search Page: Can your app be found for its search keywords? How does it compare to your competitors? What can you emulate from the success of the top apps in your space?
ASO then is both art and science – it’s a process that every mobile marketer must go through so that their app can be found.