Strategic Guides

Using app store optimisation to increase discoverability of your app

Competition is fierce in the app stores. Learn the key app store optimisation (ASO) tactics to help you stand out and grow your user base with our strategic guide below, written by Pugpig’s Kevin Anderson for the Mobile Matters community.

17th September 2024

Application Store Optimisation helps you stand out from the millions of apps in the Google and Apple's app stores. Photo by Cristiano Betta, from Flickr

Welcome to the Mobile Matters community guide on App Store Optimisation (ASO). As the go-to community for all things mobile publishing, Mobile Matters is the place to connect with industry peers, exchange tips, tricks, and best practices, and stay ahead of the curve with expert-led discussions and shared resources.

In this guide, we’ll explore the essential ASO strategies that will boost your app’s visibility, drive downloads, and elevate your presence in app stores. Whether you’re a mobile pro or just starting out, this guide will help you turn your app’s potential into performance. Let’s dive in…

What is ASO and why is it important for your media business?

Application Store Optimisation is a process to maximise the discoverability and downloads of your mobile app. ASO addresses one of the main challenges that you face with your app: discoverability. There are more than 8 million mobile apps in the world. How do you stand out and attract new users?

Why is a good ASO strategy important?

It helps improve app store listings. Some 70% of mobile users find apps via search and 65% of downloads happen after a search.
It ensures you’re using the keywords most related, and unique, to your app. ASO is, in many ways, similar to SEO. Search is important to discovery, especially in the Google Play store, which uses more of your listing to determine its search results.
It works to improve the quantity and quality of your ratings and rankings. One of the signals that app stores use in increasing the visibility of your app is your ratings and rankings. By increasing user feedback of your app, you can move up the app store listings and send a strong signal to users that your app is worth downloading.
It informs a marketing strategy to increase awareness of your app. By building a profile of your target users, you can determine how best to reach them.
It uses data to improve conversion rates. A strong ASO strategy provides you with the data to understand how the assets in your store listing are helping increase conversions and what elements you can improve to increase downloads.

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Key steps to getting started on your ASO strategy

1. Review the keywords driving discovery of your app

There are several services such as data.ai and AppTweak that will allow you to see the keywords that people are using to find your app and what your search ranking is relative to other apps for that keyword.

You can also review the keywords that are commonly used to find your content, but you will want to focus on your mobile site because that will most closely correlate with your app users.

2. Review the assets for your app store listing

Make sure that all aspects of your app store listing are working for you, whether it is your images and video or text including release notes. Based on industry case studies, optimising your listing assets through A/B testing can increase how those assets contribute to conversion by up to 40%.

3. Develop a clear profile of your target audience

There are many channels you can use to market your app including social media or search ads. By having a clear profile of your target audience, you can decide which paid channels are most important for your app marketing efforts and the best ways to target the audience you want to reach.

4. Select your channel mix for paid campaigns

Just as with SEO or social campaigns, there are organic and paid elements to an ASO strategy. You can buy in-app-store advertising or run pay-per-install campaigns on social or search. The audience you want to reach will help determine which channels to use.

5. Improve your ratings and reviews

Both the Google Play and Apple App Store take ratings and rankings into account for search visibility. Increasing engagement with your app can drive ratings and, to a lesser extent, reviews. It’s also important to remember that users can change their reviews so it is important to have a review management process in which you monitor and reply to them. By taking a proactive approach to reviews, you can iterate your app and also encourage reviewers to view your app more positively through good customer service.

Conclusion

ASO is essential for maximising your app’s visibility in both Google and Apple app stores and driving downloads. By optimising keywords, enhancing your app store listings, and actively managing reviews and ratings, you can significantly boost your app’s performance in a competitive marketplace. Remember, ASO is an ongoing process that requires regular updates.

As part of the Mobile Matters community, you’ll get access to valuable resources and a network of industry peers to support your journey. Build connections, share your experiences, and stay ahead of the curve on current mobile publishing trends.

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