What would change in ASO 2021?
In 2020, with the rapid development of mobile technology, there have been many changes in the way we work, communicate and live our daily lives. ASO has certainly changed in response, as the app ecosystem for mobile devices or Internet search engines had upgraded and grown, and developers continue to grab market share and compete for downloads. 2020 has ended and it's important to look ahead to 2021 and analyze how ASO will continue to change and evolve into 2021.
Alternative App promotion channels
In 2021, it's not enough to promote only through the App Store, Google Play and using standard advertising channels like Facebook and Google. To engage your audience and get more installs, you need to use other advertising platforms and app stores. It's important to invest in your audience and create an Eco-community around the app.
New opportunities with new devices and operating systems
Apple and Google release their latest operating systems every year, with iOS 14 and Android 11 already launched. At the same time, they are releasing new devices such as the iPhone 12 series from Apple and the Pixel 5 from Google. Third-party mobile devices using the Android OS will also continue to hit market share, and this includes the growing interest in folding phones.
App developers need to keep up with the latest technology and make sure their apps work well on each new device and operating system. Developers have access to beta and emulators to test their apps to make sure they work properly and fit the screen sizes of different mobile devices, but that's only part of the equation.
Keeping both your app supers and your app store optimized to keep up with the latest versions is essential if you want to get a handle on your users and market resources and keep up with your competitors.
How to make the most of Google's algorithm change niche?
Developers need to keep up with the changing trends of keywords in the App Store. In 2021, Apple's stricter criteria for what can and cannot be a keyword could easily impact apps by not querying the mobile trademark database in time for the right keyword. Apple is about to launch its own search engine and is slowly rejecting the influence from Google, so in 2021, the App store may change some indexing rules, which will have some impact on ASO solutions. Among the latest global changes in App Store indexing, one of the new modifications is the introduction of auto-correction. So now there is no need to add misspellings to the core semantics in order to compete for traffic from some big brands. In the latest release of iOS 14, you will not only have to check for critical traffic, but also the interaction between search traffic algorithms. It's important to keep an eye on ASO news so you can make changes in time to edit and update the metadata in the App Store.
Visual optimization on App promotion
Visual optimization can increase conversion rates by 17-24%.
Apps can compete through the display, graphics section, which means increased conversions. Developers need to drive the most relevant traffic and showcase the benefits of the app or game on the page. The display section should reflect the essence of the app as much as possible in order to attract relevant traffic and quality users. New trends in visual optimization are emerging, and publishers are testing icons, screen-shots and in-game ad creatives. Every year more and more users start scrolling to the end of the app page, so all elements of the app page affect the user's perception of the app. Starting in the mid-2020s, more and more companies are testing the advertising part of their creative on icons and screen-shots. And some companies are even including similar mechanisms in their games. The more competitors that appear in a niche genre, the more flexible developers must be in choosing features for soft launches and subsequent global releases.
We need to be especially careful about the video aspect of the promotion. For many users, adding video not only did not help, but negatively impacted conversions, so we needed to test that.
Minimalist graphic formats are gaining momentum and publishers are struggling to clearly define what their apps can boast, as focusing on standard features is no longer competitive due to the strong growth of competition.
According to SplitMetrics research, in 2020, App Store users scrolled only 20 percent of product pages, while on Google Play, most users scrolled more than 60 percent of pages. This is because user behavior varies from app store to app store. Meanwhile, this metric has improved for both the App Store and Google Play compared to 2018. People are researching more App Store pages, which means they need to spend more time designing them.
The visual optimization trends for games and apps are different. Apps tend to be minimalistic, while games attract users with lots of details and vivid graphics. The current trend is traditionally white and black, as well as various shades of blue.
Visual optimization must be in line with the trend and at the same time stand out from the competition. Most importantly, optimization is based on changes in real numbers, not on personal preferences and tastes. That's why it's necessary to conduct comparison tests in order to find exactly those options and visual combinations that will really attract new audiences and increase installation conversions.
More impact on the App promotion
More mobile marketing as well as industry stakeholders will be involved in ASO. ASO will have a stronger impact on product and mobile app marketing. ASO has matured from a process based on keyword search optimization to a holistic activity involving many teams. It will grow in importance as mobile devices evolve, and he may merge and rename it "organic growth" to distinguish it from the earlier ASO.
In the largest mobile markets, ASO has become a requirement and a marketing factor, but not enough to drive rapid growth, but I expect app marketers will now return to this root, using ASO data to better understand customer expectations and market trends. More people will begin to look at ASO from a holistic perspective, no longer seeing it as a shortcut to growth, but valuing its relationship between marketing and product.
While ASO is still a specialized field, its impact on business is steadily growing. For many large companies, mobile app revenue already accounts for a significant percentage of total revenue. Along with the closure of offline points of sale, the impact of self-sustainability on mobile app sales has been significant.
Challenges faced by ASO
Although ASO has been around since the advent of mobile app stores, there is still a lack of awareness in the market about the need for ASO optimization and competitive advantages.
There will be an increasing demand for the services of ASO experts and agencies from businesses. At the same time, business owners and app development agencies will also focus on the establishment of in-house ASO departments.
Globalization of ASO
Over the past few years, ASO has shown how it has evolved from simple keyword optimization to more complex marketing efforts where app marketers need to juggle review and rating optimization, A/B testing, data analysis, localization, designing idea sets, paid search, engagement, etc. App Store optimization is becoming a more complex discipline, and keyword optimization is no longer enough to keep an app high in the ranking charts. This is mainly due to the fact that Apple and Google's algorithms are constantly changing and becoming more complex in order to provide a more personalized experience for users on the App Store and Google Play.
Focusing on conversion rate optimization can help turn visitors into installers. The 4 key points of conversion best practices are relevance, trust, orientation and excitement. According to these guidelines, ASO experts should determine what users want, build trust through credibility, simplify information, and rationalize the user's decision to download the app. Constant testing is a key tool to achieve the best results in converting new users.
Between multiple featured listings, search ads and expanded categories, Apple is looking for more ways to showcase apps on its platform. New features in the App Store, such as Apple Arcade, create new opportunities for developers to partner with Apple to reach new users.
This is great for increasing awareness, but it also means the need for conversion optimization has never been greater. The importance of conversion optimization will continue to grow as the year progresses.