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May 23 2022
If you're preparing for your app running on Google Play, in order to help your app get better visibility, more downloads, higher conversion rates, and ultimately app growth. What factors should you pay attention to get your app ranked higher in the app store?
At its recent annual I/O developer conference, Google announced a series of major updates and new product features for Android developers and publishers. In 2022 you'll need to update your ASO strategy to accommodate the new features and tools of Google Play. Next we'll detail the factors you need to be aware of.
The Google Play's algorithm is a kind of black box, and how it actually works has not been proven. Of course, stores want to promote the highest quality apps to increase user satisfaction. The Google algorithm is also always evolving and incorporating more variables into its processes.
For app developers, the most important thing to pay attention to is the ranking of the app in the app market. When users search for a certain keyword, the ranking basically tells them that this may be your best choice. Therefore, the Google algorithm is reflected in the analysis of keywords. How to choose the most valuable keywords for your app among the highly competitive keywords?
When users encounter an app in a store, they typically view certain elements of the product listing more than others. Here are some statistics to know:
On average, only 5% of visitors click "read more" to view the full description
Most visitors don't scroll through all the screenshots
On average, visitors stay on a product detail page for 3 to 7 seconds
Including video can greatly improve conversion rates
Therefore, a lot of data and experiments are needed to find out the most suitable keywords, ASOworld can provide you with effective ASO tools, such as our smart campaign,the expert team can monitor the changes of your keywords in real time according to the data, and adjusts your ASO strategy in time.
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The keywords used in cloud data include app title, short description, and long description. The weights of keywords vary, with the keywords in the title having the highest weight, followed by the keywords in the short description, and then the keywords in the long description. It's important to take care to avoid repeating keywords, take full advantage of the keyword word limit required by the app store, and use valid keywords.
App title keywords carry most of the ranking weight, and Google Play allows a maximum of 30 characters. The character limit has been reduced to 30 from 50 in September 2021.
With limited app tile space, 80 characters for short description is more important than ever. This is an important space for keyword targeting because it is second only to the title in weight. All of these can affect conversions, so don't ignore this aspect.
Keep testing short descriptions for the best conversions.
Think about what sets your app apart from the competition and stay tuned for it.
When the user clicks the small arrow next to the short description, it shows the full description of the app, called the long description.
4,000 characters are allowed for long descriptions, but keywords used here should still be used with caution. Make sure to use your keywords in authentic ways that have real meaning to your readers. This will show Google that they are intrinsically relevant to your app and highly relevant to users searching for these keywords.
Most people probably won't read the entire long description, but it should be readable and visually pleasing, and easy enough for people to browse. This may affect conversions. Android algorithms will definitely read it anyway, so make good use of this area.
Google Play continually updates its best practices. These are some of the latest things to avoid in your app description or your app will be banned:
Words or emojis denoting performance in Google Play will be banned, such as "top 10 apps" or the use of the trophy emoji.
Use all caps, emoticons, and emojis, unless the brand name is in all caps, i.e. FILA).
Use words like "best," "#1," or "free."
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App icon, screenshots, and videos can greatly affect a user's first impression of an app. Grab the user's attention, and they will continue to learn more about your app.
App icon - may be composed of simple graphics, but is often a symbol of the app's brand
App Store Featured Featured Image - Here are some great tips about feature maps:
Keep prominent visual elements and focus toward the center of the graphic, but take into account the play button placement in the center. Make sure it doesn't hide any key elements such as the brand logo, app name, or the main UI.
The edge of the feature graphic is clipped about 70 pixels on each side, so make sure you don't put anything important in these cutoff areas.
App Screenshots - A great way to communicate the app's content and its main value proposition, the order matters, the first screenshot has more visibility.
App video - the importance of video cannot be ignored, and it should be coordinated with screenshots
The A/B testing platform in Google Play is built-in and allows brands to test icons, features, screenshots, videos, short descriptions, detailed descriptions, and some (or all) combinations of them.
It allows testing up to 5 markets at a time against up to 3 variants of the current version. For better results, here are specific suggestions:
Test for at least 7 days, even if you win the test after 24 hours. This allows you to analyze various user behaviors. For example, users have more time to install apps on weekends, but also delete them more, so retention rates may be lower.
Avoid testing completely new assets. Instead, make a strong hypothesis and test one element at a time to understand user preferences and behavior (plus, this can also help the product itself).
Don't test globally. You'd be surprised how users in different countries react differently.
Make an effort to track the results. Ratings, click-through rates, downloads, and user retention are all indicators of user satisfaction. The algorithm recommends higher-ranking apps more (which pushes them even higher).
Ratings and reviews not only influence how users judge your app, they also signal to algorithms that those apps deserve better rankings. Good reviews and high-quality ratings can lead to more downloads and higher conversion rates, which naturally lead to better app store rankings, forming a virtuous loop.
Prompt users to comment when appropriate, such as after users level up or win prizes.
Make sure to comment on all comments.
Learn from your reviews. This is the best indicator of user pain points and how they feel about certain features. Plus, it’s a great source of keywords: by leveraging the way users phrase it, you can make your message resonate better with them and increase conversion and retention.
Make it as easy as possible for users to rate your app. Don't let them leave the app to do it. Use the Android In-App Prompt API for Google Play.
You can choose our ASO service for complete ASO optimization works to maximize your app success in a very short time.
Most apps can be used worldwide, increasing their global visibility and conversion rates. However, it should be noted that it is not enough to translate your application in the local language in different regions. You should try your best to localize it, adapt to the culture and rules of different regions, and improve its attractiveness and conversion rate.
It is crucial to identify popular local keywords with keyword research as a step in the localization process. One way to find long-tail keywords for a localized market is to search Google Search and Play search suggestions for that country.
Even in different countries or regions that use the same language, the popularity and search volume of keywords in the app store vary. So you need to monitor these changes in real time and update your keywords in time. In addition to the localization of metadata, creative assets also need to be localized, such as personnel or roles, message push, etc.
Mobile Growth, App Store Optimization, Google Play Ranking Algorithm,
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