12 Practical Ways to Prevent Your App from Becoming a Zombie
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Are you familiar with the concept of "zombie applications"? This isn't referring to a particular mobile game , but rather to those apps that are virtually invisible in the app stores . According to the latest data, people download nearly 51,000 apps from Google Play and Apple iTunes every minute, but as many as 1.1 million zombie apps are lurking in the corners with almost no downloads. In today’s discussion, we’ll focus on some key App Store Optimization ( ASO ) strategies to ensure your great mobile app doesn’t become a zombie: 1. Choose your app name carefully The name of an iOS app can be up to 255 characters long, and the Google Play Store requires a maximum of 30 characters for app names. But regardless of the store, smartphone users, who are the primary downloaders, will only look at the first 25 characters, so this part of the name title is very important. Do a thorough research on your competitors’ target keywords and try to include them in your app title as well. Avoid using any special characters in your app name and make sure the app name you choose is not too similar to the name of an existing app as that will only bring more competition. In this respect, app store optimization is actually very similar to search engine optimization ( SEO ). 2. Describe your app appropriately People decide whether to download a mobile app by browsing its description. This, in turn, highlights the importance of your app store description: it must be high quality and compelling. Emphasize in your description how your app can benefit users and how it meets specific needs, rather than simply listing off your app’s features. Here’s the thing: words like “free” and “new” shouldn’t be used in app descriptions. But when used in the right context (like "free iOS multiplayer game"), these words can become extremely persuasive advertising slogans. Android developers should make the best use of the 4,000 words to give a suitable and detailed description (iOS app descriptions must be much shorter). Remember, people browsing the app store on a smart device will only read the first five lines of your app description (before tapping “more”); so developers need to grab users’ attention from the get-go. Note: There is no need to use the application name as a keyword because it is already one of the keywords. 3. Score points by taking screenshots Experts in the field of mobile app development agree that screenshots and icons (more on this later) are the two most important tools for visually promoting your app. The App Store allows developers to upload 5 screenshots, while the Play Store can hold 8. Regardless of platform, you’ll need to select your two most important app screenshots as your “Primary Screenshots” (these are what will appear in search results). Other screenshots should focus on making users understand why they should spend time and money on this app (if it is a paid app), why they should download it and take up space on their smartphone, and also highlight the in-app navigation. Contrary to what many new app developers think, screenshots don’t need to be arranged in chronological order, just to visually illustrate the app. 4. Choose the right category for your app If you get it wrong, it will be difficult or even impossible for your target audience to find your app. Browse through the list of app categories in the store and choose the one that suits you best. If you have to choose a subcategory, please choose: A) accurate; B) not too competitive. Don’t just put your app in the wrong category to avoid competition — you may get penalized and users will notice. 5. Create a promotional video This trick only works for Android app developers. Seize opportunities to increase user engagement, including placing short videos promoting your app on the Google Play Store. The video should be around 120 to 150 seconds long and should include the most important features of your app right at the beginning. Adding a video is very simple (by adding a YouTube link), and the video will appear in the first position on the app listing page. People browsing the Play Store on a mobile device can see the promotional video in the "feature graphics" section at the top of the Play Store. 6. Optimize application icon Without exception, the icon is the first point of contact for the average user to interact with the app. The icon should be designed to give potential users a clear idea of the nature of the app even before they look at its name and description. Ideally, the icon should be in PNG format (1024*1024) with no text or app title on it. Many mainstream app developers prefer to add borders to app icons to ensure that the app icons look good in any background. Use a single dominant theme in your icons to stay creative while maintaining consistency across platforms. For example, suppose your app has iOS, Android, and Windows versions, the icons of the versions that users see in different stores should be consistent. Use the same icon on your website and social media channels to gradually build your app’s brand. A socially-friendly app icon can increase downloads by 30%, which translates to tens of thousands of downloads. 7. Keywords Unlike Google Play, where keywords are only included in the app title and description, the Apple App Store has a dedicated area for developers to enter multiple keywords or tags (up to 100 characters). Don’t waste space between keywords with spaces, as they are invisible to the average user; don’t add words like “like” or “the” to keywords. Use Arabic numerals when writing numbers (i.e., "5" instead of "five"). Don't keep repeating the same keyword, otherwise it will be equivalent to spam. App Store researchers also emphasize that shorter keywords can increase app exposure more than carefully crafted long-tail keywords. Note: Whenever possible, use plural versions of the same word (e.g., don’t write “download,” use “downloads”). Plural terms have slightly less competition, but perform the same in app store searches. 8. Be compatible with as many devices as possible This is obvious. Of two mobile apps with the same degree of optimization, the one that is compatible with more devices will obviously have higher downloads. Most of the best iOS apps have versions for the latest iPhone, iPad, iPod Touch and even Apple Watch users. On the other hand, Android apps should be tested more and be compatible with as many devices as possible, but this task is quite difficult due to the large number of suppliers. If you plan to enter the global market, you must also provide multi-language support. This can also increase downloads. 9. Pay attention to reviews and ratings A survey conducted by some mainstream online software and mobile application companies found that almost 50% of downloads in the App Store are based on word-of-mouth (the corresponding ratio for Android is 42%). To put it more clearly: many people download mobile apps based on recommendations from friends, family, or acquaintances. Continue to track ratings and reviews from users who abandoned the app early. Encourage users to share feedback in your app. People will hesitate to download a mobile app with a low rating. If the reviews of the app are not so good, try to find out the problems faced by users and solve them. NOTE: Beta testing your app is important. Let users see the most valuable parts of your app before releasing the full upgrade. 10. Web search data is different from App Store search data Apps that used keywords correctly in titles and keywords performed nearly 10.5% better than those with incorrect or lacking keywords. Developers and mobile app promoters must realize that the search data generally presented on the Internet is very different from what users see when searching the App Store. Sure, free tools like Google Keyword Planner can give you some initial guidance on choosing the right keywords, but you need tools designed specifically for app stores, like AppAnnie and SensorTower. The keywords you choose should be carefully researched, not randomly chosen. 11. Downloads in the first 72 hours Initial downloads are critical and can largely determine whether your app appears in the popular list of the app store or falls behind and becomes a "zombie app". In the Apple App Store, you need to consider the first 72 hours of downloads after the app is released (the first 24 hours are the most downloaded). In the Play Store, you have a little more time — the previous 30 days of download data are taken into account when determining the app ranking. Run paid promotions on Google, Facebook, and other popular channels to increase app download data. Publish blog posts, submit press releases, and share them in the "What's New?" section. Publish your app on quality sites to get reviews and generate reviews on FB and G+. Creating strong buzzwords for your app will lead to downloads and better rankings. 12. Don’t over-hype It's easy to be tempted to overstate the app's performance when writing the store listing description; however, please don't provide false information. Apple's review is smart enough to pick out exaggerated compliments, whether they exist in the description or metadata. Even if the app passes review, it may not meet user expectations. Convince smartphone users to download the app by describing it in a way that is informative, touching and, most importantly, authentic. If the app is good enough, the reviews will prove it, without the developer having to lie. For apps with a regional target market, developers need to adjust keywords and use descriptions that are in line with local terms. Remember that app testing is an ongoing process that needs to be considered for the continued success of your app in the long term. Nearly 65% of iOS downloads and 58% of Android downloads are downloaded by users while casually browsing the store, which further emphasizes the importance of effective app store optimization. In the US app store, the top 10 apps account for more than 100,000 downloads, while in the UK, Germany, France, and Italy app stores, the requirements for app ranking are lower, but the challenge remains. Unless ASO is done well, it will be difficult to: 1) make your app visible; 2) convert page views into actual users. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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