App Store Optimization (ASO) for eCommerce Apps: Boosting Discoverability and Downloads

In this world of continued innovation and changing demands, creating an app is just like sowing seeds and not watering the plant.

In simple words, getting your app listed on Play Store or App Store will not encourage users to download or even find your app. It requires continuous monitoring, strategizing and upgradation and here comes the role of App Store Optimization (ASO).

Some popular studies by Statista say that there are 3.48 million apps on Google Play Store, & 2.11 million on Apple App Store as per the study conducted in 2021, and the number keeps increasing daily.

With such a high volume, ranking your app and making it visible to the target users is difficult. This situation can be handled with the help of App Store SEO strategies. ASO acts as a valuable tool for app publishers and developers, enabling them to promote their mobile applications effectively.

By implementing ASO strategies, apps can secure higher rankings within app store listing results, ultimately aligning with the specific intent of users seeking particular solutions or services.

To help you understand what exactly ASO is and how it helps your ecommerce business, keep reading:

What is App Store Optimization (ASO)

ASO is simply the process of enhancing mobile apps’ visibility and search engine ranking to encourage more downloads and user interaction. It gives your app the best possible chance of being seen and downloaded. The better your app is optimized, the higher its visibility and chances of ranking high on the app store.

ASO has a primary focus on two objectives, and these are; discoverability and improving the app’s conversion rate. Let’s study them in detail:

Discoverability

It is the way/ways how users find you on the play store or apple app store.

• The most popular method for users to find new apps is through keyword searches. They enter particular keywords into the search field, and if your app’s metadata contains pertinent keywords, it is more likely to appear in their search results.
• Being featured on the app/play store. The editorial staff of the app store occasionally chooses particular apps to highlight on the home page, and thus, downloads may increase, but you have less control over this process because it depends on their choice.
• Users can browse top charts to find new apps by looking through categories like finance or photography. However, your app needs many downloads and high-quality content to appear in these charts.

Whether your app is a startup or an established one, optimizing it with pertinent keywords is critical to increasing the likelihood that users will find it. You have more control over how visible your app is using this method.

App Conversion Rate

Once the users find your app, it’s up to you to persuade them to download it; this process counts your app conversion rate. You must make your app listing appealing and informative because first impressions count. For conversion rate optimization, pay attention to the following factors:

• Icon, screenshots, and video: Visual components are significant in grabbing the attention of users. Your app’s video, screenshots, and icon should all be appealing and accurately depict its features.
• Title: The app’s title is essential for conversion and search engine optimization. While being evocative and compelling to users, it should include keywords.
• Ratings & reviews: When deciding whether to download an app, users frequently look at the ratings and reviews. Positive reviews from satisfied users should be encouraged because they have a big impact on your app’s conversion rate.
• Compelling and crispy description: Though not all users read app descriptions, a well-written one can encourage more users to learn more about your app. Make it interesting, aesthetically pleasing, and simple to read, and for Google Play, optimize it with pertinent keywords as the algorithm indexes it.

Note – In addition to these factors, app quality is essential for user satisfaction. A valuable and well-designed app is more likely to get better ratings and reviews, increasing its conversion rate.

Why is ASO Important for App Growth?

As per Statista’s data, Google Play Store had a whopping 3.3 million apps by the end of Q1 in 2022. Similarly, Apple’s App Store boasted over 2.1 million apps during the same period. With a combined total of more than 5.4 million apps available in these two major app stores, achieving and maintaining high app rankings has become an increasingly daunting task.

For app marketers and publishers, securing app downloads and expanding their user base are top-priority Key Performance Indicators (KPIs). There are primarily two ways to achieve this:

• Running paid app campaigns, which involve a specific cost-per-install (CPI).
• Optimizing your app for organic traffic by implementing ASO best practices.

Both these tactics are crucial for driving app growth, and astute app marketers leverage them concurrently to maximize their impact. However, investing in paid advertising can be challenging, especially for beginners venturing into the app industry. On the other hand, while ASO does come with its costs, it forms the foundation that app developers must master to ensure their app’s long-term success.

ASO encompasses numerous goals, but its primary objective is to amplify both the number of app downloads and users’ loyalty.

The Basics of ASO for Ranking Your App

If you want to rank your app and get more and more downloads, you should focus on ASO. Like search engines, app stores use sophisticated algorithms to rank apps, and understanding how to navigate them is essential for success. Here are some efficient ASO tips to guide you on this journey:

A. Dive into User-Centric Keyword Research

Keywords are the heart of marketing and are just as crucial for ASO. Your first step towards successful ASO is conducting thorough research on your target market, users, and competitors. Knowing their desires, needs, and search language related to your app’s solution is the key to winning the ASO game.

Build a comprehensive list of keywords that you can use in your app’s store listing. This step requires focus, time, and helpful resources. Here are some suggestions to make keyword research easier:

1. Utilize App Store Searches: Whether launching on the Apple Store or Google Play Store, use a keyword you know suits your app to discover new variations and related keywords through autofill features.

• Ensure the keywords you find.
• Describe your app’s main feature.
• Define your app’s category.
• Are popular among users.
• Have high search volume and low competition.

While this process may reveal some irrelevant autofill suggestions, trust your judgment to select the most fitting keywords.

1. Analyze User Reviews: Check out the reviews of your competitor’s apps to find valuable phrases for keyword optimization. This will help you describe your app in terms that resonate with your users. There are various online tools, like App Annie, that can assist in analyzing these reviews for popular keywords and searches.
2. App Store Optimization Tools: Just like SEO tools, ASO tools can help you increase your app’s visibility. They gather relevant app store keywords from various sources, centralize them for analysis, and aid in keyword selection. These tools may require an investment, but they allow you to track numerous keywords efficiently.

B. Choose the Perfect App Name

Selecting the right name for your app is a critical step in app development. Your users will identify your app by its name, so make sure it’s memorable, descriptive, and contains one or two keywords.

Additionally, keep it within the character limits specified by the app stores (25 characters for Apple App Store and 45 characters for Google Play Store).

For instance, a perfect app name should be easy to remember, short, keyword-rich, and descriptive, like “BigBazaar.” This name effectively conveys the app’s purpose, like buying bulk under one market and standing out.

C. Craft Accurate App Descriptions

The app description also plays a crucial role in conveying your app’s features and functionalities to users. Therefore, your app’s description should:

1. Be informative and easily understandable
2. Incorporate important keywords
3. Clearly state the problem your app solves and how it accomplishes it

The description is your opportunity to articulate your app’s idea, so approach it carefully. Keep in mind that the Google Play Store and Apple App Store have different rules and guidelines for app descriptions. For Google Play Store optimization, you have a short field of up to 80 characters and an extended field of up to 4000 characters. Google indexes content from both fields to rank applications, allowing you to rank higher by strategically repeating essential keywords up to five times.

On the other hand, Apple App Store optimization discourages keyword repetition in the description or title. Although these elements are not indexed, using relevant keywords to highlight your app’s uniqueness is still essential. Additionally, employ a solid call to action that compels users to download your app.

D. Optimize Your App’s Icon

It’s crucial to focus on image-based App Store Optimization to achieve desired app rankings and downloads. An ideal app icon should captivate users with its appealing design, elegant shapes, and harmonious colours. Consider the following tips when designing your app’s icon:

• Let Simplicity Shine

Avoid forcibly incorporating your company’s logo or name, especially if it’s lengthy. Such an approach can detract from the visual appeal and strain users’ eyes.

• Embrace Simplicity

Optimize your app’s image size and quality while ensuring that the icon accurately reflects the core concept of your app. For instance, the icon of a weather app should intuitively communicate its functionality.

E. Add Videos and Screenshots

Visuals are powerful in catching users’ attention amidst the sea of apps in the stores. Use compelling screenshots and demo videos to showcase your app’s experience and functions. Screenshots act as promotional graphics, giving users a glimpse of your app’s value without the need to read lengthy descriptions. Research shows that videos influence 78% of people to download apps or software, making them an excellent tool for engagement.

F. Encourage Positive Reviews and Ratings

Although you can’t control your app’s ratings and reviews entirely, you can take steps to improve them.

Third-party factors, such as ratings, downloads, and reviews, significantly affect your app’s ranking and overall brand image. Genuine and positive reviews highlighting your app’s usefulness and value are crucial. Encourage users to leave reviews through word of mouth or push notifications, but ensure the reviews are honest and coming from users who genuinely used your app.

High app ratings are equally important, positively impacting app store rankings.

Still Confused? We are just a call away!

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You got us! At Twinr, we deeply understand businesses’ struggles when connecting with their desired audience. Without a doubt, an app is now an essential tool to expand your online presence.

Here at Twinr, our platform specializes in transforming your website into an impressive mobile application. We are committed to assisting businesses and website owners like you in harnessing the power of the thriving mobile market. Rest assured, our conversion process is efficient and seamless, guaranteeing your app is up and running quickly.

Take a leap of faith with Twinr, and let us propel you towards unparalleled success. Embark on your app journey today and experience the tremendous growth and achievements your business truly deserves!