Being trendy and sailing high on the digital wave, mobile apps are often the first to introduce the latest technologies. But how does it impact the App stores where all these mobile applications are placed? For sure they need to evolve accordingly as well!
To make your mobile app a hit, you need to stay ahead and updated against both iOS and Android play stores, experiment on the new concepts and be open to changes. To make it easier, we have conjured up the best practices to ASO that is App Store Optimisation that is worthy of attention and will surely remain relevant in 2020.
Do your research, know your market and understand your users when preparing the mobile app framework and information architecture. Get to know the commonly used search terms against the desired product or application. You must be familiar with the target demographic in the best way to proceed further. All of the best mobile application development agencies perform this step as part of their core strategy.
Your mobile app name or App Title is something every user would experience first which makes it one of the most important factors of ASO. Make certain that the App Title is relevant to the basic function of the mobile app as well as easy to read and unique. Only an appealing title will give your app a higher recognition and value in the long run.
Establish a keyword set against which you want to be found or identified within the app stores. Here’s what to consider when doing keyword research:
Searching for the most appropriate keywords is an ongoing process and this is where ASO-specific tools can help you out. Consider tools that are most comprehensive in the market, provide an easy interface where you can track keywords as well as AI-recommendations on improving app store ranking.
The App Description is another important factor of the mobile application’s metadata, providing users with detailed insight into your app’s purpose, a brief overview, and its primary features. That said, App Description is highly relevant for the users as well as app store algorithms.
For the Google Play store, in particular, this is where Google will index your application based on the keywords. Incorporate the keywords naturally and creatively into the sentences rather than forcefully inserting them that will surely disrupt the tone. Make the description attractive for the readers and relevant to the algorithm. In an ideal situation, the description must be highly informative, easily understandable and clearly structured.
It’s time to look into the other factors of app visibility: visuals, aesthetics or creative elements. App icon catches a lot of attention and perhaps one of the primary reasons people click on a search result, thus making it another important element of app store optimization.
With the app icon design, think about the basic purpose and existence of your app and how to visually communicate all that. If your mobile app is playful and interactive for instance, it has to be reflected in the icon.
A great way to find out what really works is through A/B testing by creating multiple or at least two different icon variations and identifying which gets the most clicks. On having the information, you can adapt the icon accordingly.
With visual communication, there’s more than just the app icon. Once users start landing on the mobile application page, convince them to download the app as well which is the real success factor. App Screenshots and video tutorials also play a crucial part in conversion optimization, thus contributing to App Store Optimisation.
App screenshots and videos demonstrate the functionality of your mobile application as well as convey its core functionality. That said, above 50% of users base their decision on the first impression or experience which is why you should pay attention to the visual cues.
With screenshots, choose between a Portrait and Landscape layout which means deciding between having either a vertical or horizontal screenshot. It’s better to perform A/B testing here as well to give users a preview of the mobile application while telling a visual story.
Visual storytelling can be incorporated in mobile app videos also known as App Previews in the Apple App Store or App Store Videos in Google Play.
Now that the app listing and visuals are prepared, it has probably been done in English! For the app to reach a wider audience all over the world, translate the mobile application into the target audience’s local or native language also known as localization or international ASO.
All you need to do is work on the existing metadata, keywords, and screenshots rather than looking into things from scratch! When considering mobile app development services from an agency, localization is also part of the ASO strategy.
User feedback is another integral part of ASO for both Apple App and Google Play app stores. All the comments and reviews left by the users for the app makes a significant impact on overall mobile application status.
The better the rating, the greater the chances of your app to rank higher in the stores. Adding to it is the fact that more than 80% of mobile users base their decision about the application and whether to download it after reading the app review.
It’s also essential replying to the reviews as potential users are likely to see improvement and therefore reach out to developers.
The introduction of dark mode in both Android and iOS devices caused quite a buzz among mobile users. So, you need to hurry up and make your mobile applications more creative on the black background. But do keep in mind that while some may totally flip for the dark mode, others just +++would not so the icon and screenshots should reflect both.
Following the above best practices to App Store Optimisation, you can surely make your specific mobile application stand out and win the competition.
About the Author
Danya Ayaz is a specialized Digital Marketer & lead gen specialist. She is obsessed with Marketing and experimenting with new things in life. Combining the unthinkable is also sometimes reflected in her marketing efforts.
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