ASO is Essential, So Why Does Your App Need it?

4 min read
Jan 17, 2019

With millions of apps in the main app stores, it can be a difficult and hard job to try and get your app noticed to the mass. As there’s an abundance of apps available on both the Apple and Google Play Store, it can become a scary place to run a business. However, with the best and expert optimisation methods, you can help market your apps successfully, regardless of whichever app store you plan to venture into.

App store optimisation (better known as ASO) is the process of using various methods to help your mobile app rank higher in the app store search results. The higher your app’s rank, the easier it is for potential customers to discover it. This means more visits to your app page and possibly more downloads for your app. With a successful ASO strategy set in place, you are guaranteed to have a stable plan with the goals of long-term user retention within the respected app stores that you choose.

Why is ASO Important?

Statistics show that most new apps are discovered and downloaded as a result of searches in app stores, such as the Apple App Store (AAS) and the Google Play Store (GPS). Almost half of iOS users found an app through Apple’s App Store’s search system, while 53% of Android users did so on Google Play. Also, 65% of iOS downloads and most Android installs are consequences of searches – via keywords – in both of the app stores, respectively. So if you didn’t have a secure ASO strategy set in place when creating your app, you would be at risk of little-to-no discovery, which is the last thing you’d want to happen. 

With millions of apps in the main app stores, it can be a difficult and hard job to try and get your app noticed.Click To Tweet

ASO Before and After Launch

ASO is a two-part process: ensuring that your app is visible in app store searches before launch and optimising your conversions after it. But, what do you need to ensure you know between the two?

The Pre-Launch Stage

Before you launch your app, you should have a clear marketing strategy.

Identify your target audience: Your target audience depends on user preferences, your app’s benefits for them, the ways you can best engage your audience and how better your app is compared to the rest of your competitor’s within its category.

Create a landing page: Landing pages helps showcase your app’s features and benefits. The components essential for your page should include your app name/title, a thorough and detailed description, keywords, a download form/feature and your app’s social media handles.

The landing/app pages of the AAS and GPS differ. Both stores allow app name/titles, descriptions, and visual elements, such as icons/logos, screenshots and gameplay videos. They also allow keywords. So, you should be taking all of this into consideration when formulating your ASO marketing plan for your app as they are the essential foundations to help take your app successfully off the ground. The title and description used for your app should contain a variety of relevant and trendy keywords that people would often use to search for similar apps. The visual elements should be simple, interesting, and represent your app and brand in an engaging way.

Engage influencers: Influencers feature your app on their websites/social media accounts, review it, and recommend it to their followers. If possible, engage with a well-known and relevant influencer to help promote and expose your app to a wider and valuable audience.

Follow guidelines: Follow the submission guidelines closely of app stores to ensure a smooth launch of your app.

Conduct beta tests and collect feedback: Conduct beta tests, learn from the testers’ feedback and tweak your app accordingly. AAS and GPS recommend beta testing and having relevant guidelines for that process so that you can avoid having to make crucial changes later on in the app’s lifecycle.

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The Post-Launch Scenario


Track and adjust: It’s important to monitor your app’s ranking position and to modify your app page regularly after it has been released. This is so it can remain visible, be reviewed often, and gain the best exposure/popularity.

Attract customers: Create a great first impression with a clutter-free, elegant app page. Post eye-catching visuals, gameplay and screenshots as well as regular updates about your app.

Monitor ratings and reviews: Present positive reviews where they are easily seen and don’t be scared to address any negative feedback by being social and conveying your written manner well. It’s always important to remember that any publicity is good publicity!

Retain users: On an average, only 30 apps out of the 90 installed are used each month. Your app’s installation and retention figures can majorly influence search rankings. Consider using push notifications and casual incentives to ensure retention and promotion of your app.

So, in short, how does ASO benefit YOU?

  • ASO’s main advantage and purpose is greater visibility, which leads to more downloads and profits.
  • ASO ensures that you reach your most relevant audience and increases app activations.
  • ASO helps your app to stand out amongst its competitors.
  • ASO builds credibility, as the top ten results of a search are trusted more by the audience, allowing your app to be considered being promoted in the ‘Featured Page’, leading to great exposure levels.
  • You are able to receive feedback, which can be used to uniquely improve your app.
  • If you handle ASO yourself, you can save A LOT of money!

ASO should not be done once and then forgotten. To get the best traffic from searches, you need to constantly monitor and optimise your keywords effectively. App stores will always be a highly competitive environment. However, ASO helps you to navigate through them with dexterity. If you have an app idea, Talk To Us today! You never know, your app could be featured in the respective App Stores!

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