The Essential Guide to App Store ASO: 3 Steps to ASO Optimization

ASO provides free, high-quality users to your Android or iOS app and is the foundation of any mobile growth strategy. In addition, app store optimization is not only about search optimization. When the target user group and potential users enter the most relevant keywords to find apps or discover new apps, they will not install the apps if they find that the apps are not satisfactory due to some factors. So it can be understood as: ASO = Traffic + Conversions

Generally, ASO consists of the following three parts:

1. Keyword analysis research

2. App Details Page Optimization & A/B Testing

3. Optimize monitoring results again

1. Keyword analysis research

Keyword analysis research is the first important step in the ASO process. But the search algorithms of the App Store and the Google Play Store are very different. Therefore, stores consider different factors when ranking in search results.

• How to choose the right keywords?

The first thing to consider when optimizing for App Store search is search queries. Think about what keywords people would search for to find your product on the App Store.

Make an initial list by taking a comprehensive look at all the keywords related to your product – including product features, names used for in-app purchases, or, in the case of games , mentions of characters and level types. For example, what value can the product bring to users, and what problems can it help users solve? All of these will form the basis of your application's keyword list.

• How do I find suggested keywords?

The simplest way is to use the App Store search bar to view the current keyword associations.

• How to determine the best keywords?

After creating a keyword list, you need to analyze it again and filter it by relevance, search popularity, and competition. In the early stages of a product, we mainly focus on mid- and long-tail keywords – keyword combinations with sufficiently high traffic (search popularity) because they have lower competition.

• Determine where to put the keywords so they will be indexed?

On the App Store, unlike Google Play , not all text fields are indexed by search engines ; there are six text fields that affect search:

A. Product Name

B. Subtitle (New! iOS 11)

C. Keyword tags

D. Developer Name

E. In-app purchases

F. Comments

Since the description currently has no effect on the search algorithm, the main elements of ASO are product name, subtitle, and keyword tags. The App Store has created a special 100-character field for developers to place the keywords that developers hope users will search for their applications. But the number of characters is limited, so developers need to make the most of it: (multi-language)

– Do not include plural word forms if the singular is included.

• Separate words with commas, and don’t use spaces – Apple’s algorithm is already capable of “mixing and matching” keywords and creating ranking displays for various keyword combinations.

• Do not repeat keywords in your product name and keyword tags.

2. Product Details Page Optimization & A/B Testing

The next important step in ASO is download conversion , which is the process of users directly entering the App Store listing and details pages. However, the optimization of product details page is divided into two aspects: metadata and non-metadata

A. Metadata refers to elements that are directly controlled by developers and can be easily changed and optimized.

B. Non-metadata factors are those that are not controlled by developers but can affect keyword rankings, including the number and speed of installations, user engagement, ratings (average rating and number of ratings received), and reviews.

• Ratings and Reviews

In iOS 11 , we found that the role of ratings and reviews has been taken seriously by the APP Store. The rating is displayed below the icon on the product details page, showing the cumulative average score of all versions. If a user review receives a reply from the developer, it will be displayed on the product page with greater prominence. In addition, iOS 11 displays ratings on both the search results page and the product details page, indicating that developers should pay attention to user experience and ensure positive user feedback.

• A/B Testing

To ensure that your product page conversion rate improves every time you optimize it, the best way is to measure it through A/B Testing. An A/B Test is an experiment during which a certain element of the product detail page is changed and traffic is distributed to two versions of the app to determine which one performs best in terms of conversion rate. A/B testing is an essential part of ASO because it’s the only way to find out whether new icons, screenshots, and video previews are truly appealing and convincing to users.

3. Monitoring results

After all adjustments, track and monitor the optimization results, such as in terms of key performance indicators, such as: keyword rankings, top rankings , conversion rates, free downloads, comments, ratings.

Don't forget that the key to success is to have a high-quality product first! ?

IOS 11 is really here. How to implement ASO for the new App Store product page?

At 12:00 am on September 20, 2017, iOS 11 came into everyone’s view, a brand new store, redesigned, with new elements and new tricks. How will these changes impact ASO strategies ?

App Store (IOS11) app details elements:

• Product Name

The app name is the most important keyword ranking factor, which is responsible for the app’s ranking in search results and conversion rate. In iOS 11, app names have been reduced to 30 characters and can only be modified when submitting a new version. The application name went from 255 characters, to 50 characters, and finally to the current 30 characters. In order to compensate for the reduction in word count, subtitles came into being.

Studies have shown that including keywords in an app product name is twice as effective as putting them in a keyword tag. The best advice is to come up with a short, memorable brand name for your app and use the remaining space to include some core keywords.

• subtitle

iOS 11 introduced a new 30-character field – Subtitle, located just below the app name. Developers can use subtitles to highlight the best features of their app or game. Experiments have confirmed that subtitles affect keyword rankings, so this field can be used to add keywords.

The subtitle affects the click-through rate . It will appear on the search results page, popular rankings, and will forward users who discover the app to the product page. Secondly, it will affect the download conversion rate. For example, when users reach the product details page, they will also see the subtitle.

Apple recommends testing different versions, for example, when launching a new feature or major update, describing it with the most compelling information to attract users. Like the app name, the subtitle can be updated only when you submit a new version of your app to the App Store.

• Product Description

In the new version of App Store, developers cannot modify product descriptions without submitting a new version. If you frequently release app updates or have special offers, you can use the promotional text field. Because in the App store , descriptions do not affect keyword rankings.

Product description is a 4.000 character field, but its most important part is the first sentence (first 3 lines) because this is what users can see without having to click to read more (hence it affects conversion rate).

Product description writing tips:

– Highlight the main features of your product

– Clear and concise, conveying the core value of the application to users

– Communicate with users through brand attributes

– Keep promotional information and mention more highlights!

• Don’t do keyword stacking (because it will not help your keyword rankings and will have adverse effects, leading to product removal ).

• Avoid prices – as they may not be applicable in all countries.

• Localized description!

• Promotional text

The promotional text is a new 170-character field that appears above the description and can be updated at any time before a new version is submitted. Promotional text does not affect keyword rankings , but it can definitely affect conversion rates. Promotional text can be written about any offer, promotion, sharing the latest news or upcoming features.

• In-App Purchases

With iOS 11, in-app purchases can appear in App Store search results and can appear in the Today, Games, or Apps tabs. In versions prior to iOS 10, it could only appear for exact keyword matches to the search query, but in iOS 11 it can reportedly appear in partial matches in search results, with up to 20 elements displayed for in-app purchases and subscriptions.

• Developer Account

In iOS 11, the developer name has been moved to the bottom (below the description), and users need to scroll to see it. So, the developer name has almost no impact on conversion rate.

However, developer account history can have a big impact on rankings and can help an app get featured on the Today, Apps, or Games tabs. Developer names can appear in search results, thus affecting ASO.

• icon

The icon is one of the most prominent elements of metadata – it’s the first element users see when they look for your app in search or when they look for your homepage (game or app tab). Therefore, there is a strong impact on click-through rate and conversion rate.

Apple requires every developer to provide both small and large size icons. When the app is installed on a device, the small app is used on the home screen and throughout the system, while the larger app is used in the App Store.

Among other things, an app needs to provide smaller icons for use in Spotlight, Settings, and Notifications.

Icon Optimization Guide & Optimization Tips

– Simple and Recognizable – The icon should give the user a clear idea of ​​what the app is about.

– Use simple styles and coordinated colors without too many details.

• Icon adaptability: Icons should be visible at any size.

• Keep in line with the overall style of the application.

• Match icons: Don’t create confusion with different icons on the App Store and on user devices.

• Avoid text!

• Use A/B Testing tools to test and determine the best performing icon.

• Test different backgrounds – Make sure the icon is clearly visible on any wallpaper.

• Preview (Video)

The video preview is placed in front of the first screenshot of the app because iOS 11 has undergone a big change. Developers can add up to 3 videos for users to view and display in search results pages or browse product pages.

The video will automatically play without sound, whether it is a product page or a search results page, which makes automatic video preview also helpful in improving conversion rates. Videos can be up to 30 seconds long. In order to convince users to install the app in just 30 seconds, the video preview must be very attractive and provide a clear and intuitive explanation of the app content and features.

Video preview optimization guide & optimization tips:

– Show real user experience.

• Check Apple's format, which can be previewed on the page.

- Extra focus on first video: The extra preview will only be shown to users who already have iOS 11, the rest will only see the first video.

– Make the first second of your video appealing – Try to grab the user’s attention and convince them to watch the full preview.

• Showcase 3-5 of your app’s most outstanding features!

• Provide an explanation, as the preview will automatically play muted.

– Don’t forget localization

• Screenshots

Screenshots are another important metadata for your store listings. And, just like video previews, screenshots don’t directly impact ASO, but they definitely have a big impact on your app’s click-through rate and conversion rate.

Apple allows developers to provide up to 5 screenshots: one screenshot must be provided for each localization. It appears after the video preview, so it highlights the main features and provides more details about the product. Screenshots are visible in search results and become the second visual element in the user's app discovery process, so screenshots can convince users to install the app.

Screenshots are high-resolution images in portrait or landscape orientation with the following requirements:

– 72 dpi, RGB, flat, no transparency

• High-quality JPEG or PNG image file formats

Sizes can vary based on device, you can submit the highest resolution image for each device type (iPhone or iPad) and the screenshots will work for the other device sizes.

Localized screenshots are extremely important when a product is available in different countries. Localization is not blind translation, but adapting all content (including maps, currency, logos, etc.) to national culture.

Create eye-catching screenshots:

– The first 2 screenshots show the best features.

– Preferably in portrait orientation – so users see two screenshots in the search results instead of just one. (Different products, different methods)

– Use all your screenshots to create an interesting storyline.

• Be consistent with the app style and provide instructions.

• Use challenging copy to encourage users to install your app.

– Showcase special offers and promotions to motivate your users

• If there are relevant awards, you can display them

• Don’t Forget About A/B Testing

Summarize:

The App Store has been going through a lot of changes, and we’ll soon see how all of these changes affect the results. However, facing the new elements of iOS 11, we have begun to think about how to optimize them and use new strategies to improve rankings, persuade users to download excellent applications or games, and drive more free downloads.

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p style=”text-align: center;”>This article was compiled and published by @杨妮娜(Qinggua Media). Please indicate the author information and source when reprinting!

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