1. App Store Optimization (ASO) 1. TItle (app name, app store title) 2. Keywords 3. Description 4. Icons 5. Screenshots 6. Videos 7. Ratings 8. Installs Specific optimization steps: (1) Determine the application title The impact of the app name on the app ranking is like the impact of the "Title" tag on the website, which is very important. Naming tips: 1. Keep the Bundle Display Name as short as possible. Don't wait until users install the app on their phones and find a string of ellipsis marks. 2. If the function is simple, use the function as the name. For example, if you want to make a ruler app, there would be ruler, ruler+, xRuler, iRuler... and so on. Easily appear in search results. 3. If the function is complex, give it a unique name. Convenient for promotion. The key is to be catchy. 4. The name submitted and displayed in the App Store can be different from the Bundle Name, and this name can be longer. A good way is to add a dash after the name to explain the core functions and highlights of the app, or add a cool sentence to impress customers. In short, write it in any way that attracts people. For example: xRuler – The Only Measuring Tool You’ll Ever Need. 5. You can put the main keyword in the App title. According to Fiksu’s analysis data, putting the main keyword in the App title can improve the App’s ranking in search results. Just like SEO in web pages, the title is important! It is recommended to integrate the App name into the App icon and use the App name as the label. In any case, it is to allow users to easily and clearly find our APP, download and use our APP. (2) Keywords or tags of the application As we were not a very influential publisher and did not want to rely entirely on the 'Just in' section of the Android Market, keywords were all we had. Keywords are particularly important when users search for our app, such as: 1. Users often use the search function to discover ideal apps; 2. Make our app appear at the top of search results. Summarize good keywords and use them as much as possible in an appropriate way that users can accept. (Think about user needs from the user's perspective and find out the keywords with the greatest potential, so that customers can find our APP more conveniently, quickly and accurately). (3) Description of the application Although there are differences between the app description and keywords, there is a strong connection between them. While keywords are used to convince search algorithms to put our app at the top of the search results list, the app description also has to convince our users to download it. Unlike placing keywords, the complete description of your app should be summarized in one sentence. This is because one of the effects that Android Market wants to achieve is to allow users to understand the functions and uses of an application as quickly as possible. If a user reads the first three lines of the description and is interested, they will then click the "See More" button to read our full description document or at least read three more lines. That’s why our first three lines of description should be as attractive as possible to users and stimulate their demand for the app. Here is an example: “The most intuitive, useful and simple to use File Manager on the Android Market” (The most intuitive and easy-to-use file manager on the Android Market) Use one sentence to cover “what is this app” and “why users need it”, which also includes the keyword “file manager”. Generally, users will try to install the application first, so make the application description readable, ensure that the first sentence is very attractive and let the first three lines of text describe the application we developed as fully as possible and tell people why they need to install it. (4) Application Icons When users find our application on the Android Market, the application icon is undoubtedly the most intuitive and important element. When the user types in the appropriate keywords, the returned list of apps will only show two elements: the name of the app and its icon. Some users may read the app description first, while others may only look at the icon, but most people will take a look at both. The style and function of the icon should be consistent with the function and role of our application. (5) Screenshots and videos of the application screenshot Screenshots can be different from the application and more representative of the functionality provided by our application. Our screenshots should accurately display our app including the features that the app provides. video Use screenshots to show the static effects of the APP, or choose videos that can dynamically display more impactful APP sound and picture effects. The video should have a short and clear message to describe all the features of our app, making users want to download it after watching it. The video should be short (1.5 to 2 minutes) and interesting without being boring to the user. At the same time, the video should have sound and should show APP scenes most of the time. The video structure should be clear: a beginning (e.g. a logo that appears and disappears from time to time), the main part (for our app) and the end (e.g. immediate download, invitation to download URL or QR code, etc.). Since many mobile phone users do not enable sound, since it is a good thing, we want to tell them about the great visual effects of our APP. (6) User reviews Of two identical apps, one with good reviews and ratings will have a good ranking. When our app doesn't have any ratings yet, it will be internally given a composite score representing the quality of our previously released apps. What this means is: ratings are important, but how do you get a lot of positive reviews? There are several ways, one of which is to buy through some websites that do this, commonly known as brushing reviews; another way is to let our users rate. This step is actually pretty simple and it will most likely improve our score a lot as long as we do it correctly: 1. Use pop-up windows to prompt our users to leave comments (please consider this when developing the app). Although it would be nice to have a nice little button in our main menu, users may get used to ignoring these things (like some banner ads). This is why popups can get attention multiple times while buttons are ignored. 2. We should not prompt users when they use our app for the first time. This is very obvious. Is it possible that users will give a negative review or simply stop using our app? Instead, wait until they've used it five or six times, or until they've reached level 3 through an upgrade. When a user uses the app multiple times, this is a good time to prompt him to leave a review, and he will give us a higher rating. 3. Give users the option to opt out. We should not force users to increase the number of reviews on our app, but should also give them the right to choose “don’t ask me again in the future”. When users decide not to review our APP, we repeatedly remind them, which will anger them and make them give us a bad review. It’s not worth it. (7) App installation volume Install volume matters. Installs are important to us because users are money to us. However, installation volume is also a major factor affecting the Android Market search algorithm. To be more specific: this includes user activity rate and user uninstall rate. When our app is first released, it will receive a special weight because the app has just been released and there are not enough reviews and no related apps to compare with to calculate the total score of our app. Getting installs and keeping users active is important, as is a well-designed and carefully tested app; trying desperately to increase the number of users is a costly affair, which is why we cannot afford to lose existing users who are more important. The more popular channels and methods for promoting apps include: blog promotion/creative viral promotion/spending on advertising and using ASO, etc. (all work and channel promotion are ultimately aimed at increasing the number of installations of our apps). (8) Google Play Store search algorithm (Everyone can learn about this and better understand the ranking of the app store, which can effectively increase the number of searches and downloads of our APP). Google Play Store search algorithm is roughly as follows: Temporary relevance * t + Frequency of keyword in title * u + Frequency of keyword in description * v + Rating * w + Overall score * x + Install activation rate * y + Black magic * z Temporal relevance here refers to the user acceptance of the APP in a short period of time, or in other words, the number of downloads in the last few days or a week. We can see that there is also the factor of 'black magic', which refers to uncertain influencing factors, including using the Google+ button/updating the APP to modify known bugs/modifying relevant keywords in the description and other minor uncertain factors. After understanding the above factors, we can roughly rank their importance: w > = t > = y > u > v > x z represents the weights of various ignored factors. Now, if we want to optimize our app in the Play Store, we can try to refer to this formula to improve our app environment. For example: "We can focus on a solid user experience and use a pop-up window that does not make users disgusted to give high ratings and good reviews."2. APP application promotion strategy and corresponding channels Free Strategy Key points of free promotion of Android apps Most developers believe that the promotion of Android apps requires breakthroughs in key areas and finding the channels with the most downloads. However, many times, due to ignoring continuous data statistics, the promotion fails to find the key points. After continuous observation and analysis, the free promotion priorities for Android apps suitable for developers are ranked from high to low as follows: app stores, download sites, professional forums, mutual app promotion, recommendation websites, official website cooperation, and media reports. If you have plenty of time and energy, you can try the following free promotion strategies (which are relatively time-consuming and labor-intensive). The priority order is: SEO, video marketing, Email push, Facebook, Twitter, and blog. First: the application store foundation is launched - coverage of major application stores, download markets, large platforms, and download stations. The first step of promotion is to go online, which is the most basic. No need to break the bank, just maximum coverage. Application stores such as Google Market, Android Appstore, Appsfire, Appbrain, App Store, GetJar, etc. Second: Promotion - forum promotion, Weibo promotion, soft article promotion Forum: You can see many industry forums at the bottom of mobile phone related websites. It is recommended that promoters post promotional posts in the form of official posts or user posts. They can also contact forum administrators to do some event promotion. After posting, you should regularly maintain your posts, promptly answer questions raised by users, and collect user feedback so that you can update and improve the next version. Weibo: The promotion of Weibo is limitless, and marketing has no limits. It requires everyone to study it slowly. This is the lowest cost, but if successful, the effect will be the most amazing. Soft article promotion: If it is a good soft article, generally once it is published by one website, other websites will reprint it.
Third: Cooperation and promotion in exchange for mutual promotion
Mutual promotion by exchange of traffic was not mature at the beginning. It mainly relied on the promoter's own interpersonal relationships and required our application to recommend other applications or sites. The exchange ratio was generally one to one, and there was no specific measurement standard for the results. Others might bring us hundreds of traffic a day, but we could only bring them dozens of traffic. When the volume was not enough, it would be difficult to continue the cooperation. Of course, if we have a strong relationship with our partners and they are willing to help us promote it, that’s another story. You don’t have to find a separate app to exchange traffic. There are many software that specifically recommend apps or have software recommendation columns. Finally, we can also promote through platform cooperation. We can pay for our own promotion or exchange promotion for volume. If our volume is large enough, we can also promote other applications to make money for ourselves. Fourth: Application recommendation website
App recommendation sites: Very helpful in driving downloads. (You can often post on such recommendation websites)
Websites with application service recommendation and search functions, such as Appoke, AppStoreHQ, etc.
App recommendation engines, such as appESP, Applolicious, Chomp, AppsFire, AppBrain, Appboy, AppAware, Smokin Apps, iApps.in, etc.
You can view the cross-platform application recommendation engines 16apps, Apptism, Freshapps, ScatterTree, Frenzapp, etc. that your Facebook friends use;
Sidebar, a recommendation platform built specifically for developers;
iPhone app recommendation platforms Chorus and Appsaurus, etc.
Fifth: Professional media coverage (you can find relevant cooperation resources)
Another effective way is to increase the media exposure of the app, especially paying attention to choosing authoritative media that specializes in evaluating the app. Mok said, "Most people underestimate the role of public relations, which is especially important when we want to attract users." He believes it is necessary for developers to have a public relations staff. In addition, letting the relevant application news first be exposed on the Internet and then spread virally through social channels such as Facebook and Twitter is also a method that should not be ignored.
Sixth: Optimize application search channels (SEO)
In application development, it is necessary to optimize your website through traditional search engines and convert website visits into application downloads.
Seventh: Join the social platform
OpenFeint provides users with some free game download services. If the application is good, social cross-promotion can produce explosive word-of-mouth impact.
8. Give away apps for free
Offer limited-time free promotions for app products, making them available free to website visitors during a specific period of time and recovering the costs through online advertising.
Ninth: QR code offline promotion
At present, while QR codes are providing services to the Internet of Things, they are also bringing new highlights to marketing activities. One of them is the QR code electronic coupon. The online QR code electronic coupon can be directly photographed into the mobile phone and then used during transactions. For applications, this will make it more convenient for users to obtain application download links from offline channels, such as magazines, newspapers, DM leaflets and other promotional channels.
Tenth: App Information Station Group
App information site group, the audiences of these websites have obvious app usage habits and good user stickiness.
12. App ranking station group
Submit your app to mainstream overseas app category ranking sites.
Thirteenth: Invite overseas authorities to try out/experience
Overseas authorities are given a free trial, but are required to write a review.
14. Submit to the free download site
Submit a demo to a free download site. 2.Payment strategy It includes built-in paid promotion, pay-as-you-go promotion, advertising alliance paid promotion and other models. There are many entrepreneurial or individual developers at the moment, and most apps have not yet started to make a profit. Everyone holds the mentality of attracting users first and then making money. In this case, I personally think that large amounts of paid promotion are not very sensible. It is more feasible to do a good job in basic promotion and creative promotion with marketing mindset. Of course, there are some applications with good profit models that are worth promoting. Paid promotion is the fastest promotion model. 1. Online Advertising
Online advertising is very effective in driving traffic and increasing awareness.
PC online advertising: hard advertising, rich media advertising, search advertising, etc.
2. Pay-Per-Installs
Developers bid for prime advertising space in the app store based on the number of downloads. Developers can also set their own maximum daily advertising budget and use the App Store's exclusive information services to promote a variety of promotions based on region, phone or operator positioning. The bidding system for this solution is similar to the service offered by Google AdWords.
