The app stores, like any other market, see seasonal changes in user behavior. When thinking about seasons, it's easy to limit one's thinking to the seasons of the year and holidays. However, seasonality in app stores occurs on multiple levels. On a more general level, consider New Year's resolutions in the Health & Fitness category and Black Friday in the Shopping category. It also exists at the app level, such as new game content or a new season of a show on a streaming app.

Including seasonality in your app store optimization (ASO) strategy is one of the most effective ways to increase app store discoverability and conversion rates.

What is Seasonal ASO? Why is it important for mobile app marketing?

Seasonality refers to a period dedicated to an event or the event itself, which has a set duration. Sounds perplexing. Let us look at some examples.

Look around you; seasons make up all of life. Seasons of the year, holiday seasons, the release of new seasons of your favorite TV shows, seasonal games of the national football and basketball leagues (NFL and NBA), and many more.

And it would be very strange if the seasonality principle did not apply to the App Store and Google Play. It works, and it works well! To elaborate, a successful ASO strategy must simply account for seasonality. Because it is efficient and serves two functions at once:

Improves app awareness

Because competent visual and text optimization allows you to issue an application for user search queries higher and more frequently in-store ratings. For example, if we add a Christmas tree to the icon and correctly enter "Christmas" into the keywords, the visibility of the application increases during the holiday season. Because during the holiday season, users are typically looking for something themed. Don't forget about screenshots and videos when it comes to graphical optimization.

NB: graphical and textual optimization should be supplemented by internal application stuffing dedicated specifically to the event, as well as some special thematic functions or options. Otherwise, pure deception emerges, and trust in the brand erodes, which no one wants. You don't have to do that. If you have already announced a seasonal novelty, please update the app with something thematic.

Improves the conversion rate per install

Because if you carefully read the NB from the previous point and introduced something new and thematic into the application, the application will usually need to be updated for proper operation. Making something simple requires a genius. By the way, such reinstalls typically result in a 15-30% increase in conversion. That's always a plus.

The significance of seasonality in ASO cannot be overstated. Because certain things are ingrained in human life and are expected from year to years, such as holidays, special days such as Black Friday and Cyber Monday, and the release of new Netflix seasons. All of this is cyclical and always repeats. In addition, user behavior is cyclical from season to season. Someone is looking forward to the start of sports seasons, someone is looking forward to holiday-themed game levels and storylines, and someone is looking forward to discounts and sales. It is a sin not to use ASO optimization when dealing with seasonality. Give it to them if they are expecting seasonal changes!



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Optimize your app for Chrismas

To ensure you're ready for the holidays, it's crucial to start your Christmas app marketing early. But when? Yes, now is the best time! Here are some very detailed and practical suggestions.

1. Visual optimization is a critical component of seasonal ASO optimization

It's all about imagination. Icons, screenshots, and videos with seasonal themes communicate to users that the application is current, relevant, and people-focused.

Everything is clear here thanks to the icons. Just keep in mind that some users have automatic updates enabled. As a result, they will notice a new icon for an already-used application and be curious about what's new for the holiday.



So the next point is the "What's new?" section, which existing users see on the application's main page in the stores.

The advantage of "What's new?" is that the button is visible and located just below the title. It redirects the user to the text at the bottom of the App Store page or the extended description in Google Play. Developers use this field to describe specific updates, whereas ASO specialists describe seasonal new items that the user will find within the application. This action increases the rate of reopening and reinstalling.


Another disadvantage is that not all users read the "What's new?" section. This is where screenshots can help.

As a result, it is appropriate to use screenshots to demonstrate the "What's new?" section. Special screenshots with seasonal elements will demonstrate to users the application's exclusive content.

2. Text optimization for user market seasonal changes

● Relevant keywords boost app rankings in the App Store and Google Play. Consider the types of searches that users may conduct during a specific season.
● Seasonal keywords must be included in the application text data for the event period. To make it easier for users to find the app throughout the year.
● Don't be cruel. Use paid seasonal text content in addition to graphics.

NB: Because each seasonal event is unique, selecting keys that are relevant to that event can be difficult. Only rigorous analysis and careful selection will suffice. You must understand your user and their requirements. You must forecast which text query it will use to look for a seasonal update. We'll have to attempt.

How can you tell the seasonality of a keyword? The mobile analytics platform will quickly provide you with a comprehensive picture of how the popularity of a specific query changes according to the season. We recommend that you use ASO tools to assess the impact of seasonality on your text metadata, such as Appranking.
Conclusion
Working with a seasonal calendar may sound like a headache, with you constantly looking ahead to the next month's event. However, it sharpens your focus, accelerates the execution process, provides insights that help refine the overall strategy, and generates significant profits.

You can develop better, stronger hypotheses and a more robust marketing strategy if you are constantly learning about your users, gathering more data points, and understanding their behaviors.



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Conclusion

Working with a seasonal calendar may sound like a headache, with you constantly looking ahead to the next month's event. However, it sharpens your focus, accelerates the execution process, provides insights that help refine the overall strategy, and generates significant profits.

You can develop better, stronger hypotheses and a more robust marketing strategy if you are constantly learning about your users, gathering more data points, and understanding their behaviors.