Understand ASO in 3 minutes! Those who are new to operations and promotions, please look here!

This article is 1,300 words long and is recommended to be read for 3 minutes.

What is ASO ? What's the use? What are the elements?

What is ASO?

ASO stands for " App Store Optimization", which refers to the process of taking optimization measures to make the app rank higher in store search results.

ASO includes:

Understand the target audience of the app;

l Research keywords with high matching degree;

l Add keywords to the application.

This increases the probability of the application being searched and brings more traffic to the application page.

Is ASO important?

As of January 2017, there are 2.2 million apps in the App Store and 2.6 million apps in the Google Play Store. The number of applications is growing rapidly, and how to make applications reach more users has become a difficult problem faced by Internet promotion practitioners. According to data from US consulting firm Forrester, 63% of apps are discovered by users searching in stores. According to mobile advertising platform Fiksu, search accounts for 80% of quality, effective downloads.

It can be said that ASO has become a key link in mobile application marketing .

7 Key Elements of ASO

1. Name

If you've developed a killer app, it's time to give it a catchy name.

l The name should be popular and down-to-earth - it should be what it is like in real life. With some creativity, you may be able to come up with a unique name.

l Try to be relevant to the product and reflect its characteristics. For example, if you are making a drawing app, you can name the app based on the target users , product tone, usage scenarios, etc.

If possible, include your primary keyword in your app name. This will directly affect the app search ranking!

Follow the character limits set by the app stores – 25 characters for the Google Play Store and 50 characters for iOS.

2. Keywords

Keywords determine the ranking of the app.

Draw up a keyword list based on product and user characteristics, combined with search popularity and competitor information. According to mobiledevHQ research, apps that include keywords rank 10.3% higher than those that don’t.

If possible, it is recommended to use the main keyword directly in the app name and do not repeat it in the keyword field.

3. Description

Let’s be honest, not many people will read the content summary of an app in detail, but that doesn’t mean this job is not important.

l Keywords in the app description may be indexed by Apple’s search engine . Therefore, it is important to cleverly embed your main target keywords in your app description.

l Don’t repeat keywords. The upper limit of keywords is 100 characters. Repeating keywords will not increase the probability of inclusion, but will waste words.

The first few lines are extremely important, and few people have the patience to click to read more. Write a nice description opening that builds suspense so that users browsing your store read more.

l The description should briefly point out the purpose of the application, how to use it, and list all key functions and application features.

If your app has been featured in the App Store or received an award, or if you have developed other well-known apps, you may want to mention it in the description. This provides endorsement for the application and increases the chances of being downloaded.

4. App Icon

The application icon should not be the same as the cheap ones out there. It should be carefully designed based on the characteristics of the product and users.

If you want to update your icon, I recommend doing some A/B testing first to see which one works better.

5. Screenshot

Although almost no one will read the summary of the app content, someone will definitely look at the screenshots. There are a few things to note here:

The first two screenshots are key to grabbing the user’s attention. If the screenshots are not sophisticated enough and cannot convey the functions/concepts of the app to users, it is very likely that potential users will be lost.

If the app is also suitable for tablets, please be sure to upload screenshots of the corresponding size of the tablet.

l Set the device to portrait orientation by default for screenshots.

Screenshots should be A/B tested

6. Video

Mobile videos in China are becoming more and more popular among users. Creating an explainer or preview video for your app can highlight the key features and functions of your app. If the app is complex, a video can provide a visual guide on how to use the app.

Don't be long-winded, keep it short and sweet.

7. Reviews and Ratings

In recent years, the App Store ranking algorithm has given more weight to reviews and ratings, and reviews and ratings play a major role in app rankings. From the user's perspective, other people's opinions are important, will influence purchasing behavior, and help save decision-making costs.

Therefore, as an operator , you should consider more about how to make the ratings and reviews of the app better.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @ CQASO compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map