Here is an overview of how this App Store Optimization book will thoroughly help you.. The eBook includes all the crucial steps of ASO that are necessary for your app’s success. --> Improve Your App’s Title- The How and Why --> App Store Keyword Optimization- Keywords and Keyword Implementation --> App Localization --> Importance of App Icon Design --> The App Description --> Optimizing App Screenshots --> Optimizing App’s Landing Page --> Reviews and Ratings Download this free eBook now to discover the optimal practices of App Store Optimization.

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Table of Contents
Introduction .................................................................................................................. 3
Improve Your App’s Title.............................................................................................. 3
Keywords and Keyword Implementation...................................................................... 4
App Localization........................................................................................................... 5
App Icon Design........................................................................................................... 6
Your App Description ................................................................................................... 7
Optimizing Your App Screenshots ............................................................................... 8
Optimizing Your App’s Landing Page .......................................................................... 8
Reviews and Ratings ................................................................................................... 9
Conclusion ................................................................................................................. 10

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Introduction
When it comes to apps, the majority of downloads come from organic traffic – users
who find your app in the app store and decide it looks good enough to download.
According to a study presented at the 2013 App Promotion Summit in Berlin, organic
downloads increased 15 times from March to November of 2013. A similar study
conducted by Nielsen found that 63% of users found apps through a native app store
search.
Obviously, generating organic traffic in the first place requires optimization, but you also
need to do everything possible to convince those users that yours is the app they’re
looking for. That requires a great deal of strategy and work. At Openxcell, we specialize
in app store optimization, taking the hassle and stress off your plate. Of course, it pays
to know what’s involved in app store optimization, as well as why each step is so crucial
to your app’s success.
 Improve Your App’s Title
There are several key elements that will influence a user’s first impression of your app,
and your app’s title or name is one. The right name sums up exactly what your app is
about, including its purpose, its style and even the culture behind the development of
the app. The right name can give you a real leg up in sales and downloads, while the
wrong name can lead to users ignoring your offering out of hand.
A study put out by Mika Levo highlights the most important aspects of an app’s title,
including the following:

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 The title should describe the app – if it doesn’t describe the app, your users are
left wondering what your app does, exactly. Rather than reading your description
to learn more, many will go back to the search results.
 The title should be 20 characters or fewer – titles over this length are truncated in
app listings, which means that users only see a portion of the name, often too
little to make them click the link.
 The app name should be both original and appealing. That’s a tough mix these
days with the number of apps out there, and it only increases with more app
store submissions (if you submit your app to both Apple and Google’s app stores,
for instance).
 The app’s name should be easy to remember. The infamous game Flappy Bird is
a perfect example of a descriptive name that’s also easy to remember.
If choosing the right name sounds like a daunting task, don’t fret. Openxcell offers
industry-leading app store optimization services, including improving your app name.
 Keywords and Keyword Implementation
The Internet runs on keywords – it’s the way you find information through Google and
Bing, how you find products on Amazon, and how you shop on eBay. Unless you’re
typing in a URL directly into the browser bar or know the exact name of the company
you want to buy from, you use keywords to navigate the Internet. That concept applies
to your app and its place in the app store. Without the right keywords and the right
keyword implementation, your app can fail.
Now, there’s good news here. Keyword targeting and implementation within the app
store environment isn’t as widespread as it is with PPC ads and other uses. In fact, a
study conducted by ASO Professional found that within the study’s target niche, 90% of
the apps ranked in the top 20 did not have appropriate SEO. Only two apps within the
top 20 rankings used appropriate keywords in their description and throughout the rest
of their app store pages.

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Why is that good news? Simply put, it means that currently, competition based on app
description optimization and keyword implementation is not as stiff as it could be. It’s
easier to rank, and rank higher, with the right keywords. Of course, you have to use the
optimum keywords to drive traffic and reach the top of the list. That means you have to
find the right keywords in the first place.
Finding your keywords can be difficult. There’s a significant tradeoff here. The more
highly searched a keyword is, the more people will search for it, but the harder it is to
rank with. The less frequently that keyword is used, the fewer people will use it, but the
easier it will be to rank. It’s better to rank high with a moderately used keyword than to
be ranked at 100 with a high-traffic keyword.
Your keywords also need to be accurate to your app, and they need to be implemented
in the right place. Apple only allows you 99 characters for keywords, so make them
count. And remember that they need to be used correctly in your app name as well as
throughout your description.
 App Localization
App localization is a hugely important consideration for any developer hoping to target
users outside their geographic area. For instance, in order for an app developer based
in Spain to have a hit app with an American audience, the app would need to be
localized for the American market. That requires more than just ensuring that the
language strings within the app are localized. The same thing applies to app developers
in the US hoping to make it big in Germany, China or Korea, all of which are booming
markets.
At Openxcell, we localize every element of your app and your app store presence to
maximize your success. Important areas for localization include:
 Internationalization – This is the process of preparing your app for an
international audience, and includes things like changing date formats.

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 Language Strings – The language strings within your app all need to be localized
to each specific audience, whether you’re marketing in China, Spain, India or the
US.
 Keyword Localization – Your keywords need to be localized for two reasons.
First, you’ll need to use the appropriate language to rank in your market. Second,
users in another country might use different keywords than in your home market.
 App Name Localization – Your app’s name needs to be localized, which involves
more than just translation. You may even need a completely different name to fit
your target market.
 Description Localization – You’ll need your description translated, the new
keywords implemented, and everything tweaked to click with your target
audience.
 Screenshot Localization – Screenshots are important tools, but you’ll need
localized versions featuring the translated language strings for your listing.
 App Icon Design
More than your app’s name and more than its description, the element that gets users
to check out what you have to offer is your app’s icon. It’s eye-candy in a sense – the
icon is designed to perform several different functions, but the most important of those
is to draw attention. However, as the case study by Mika Levo points out, grabbing
attention is only part of an icon’s uses.
Your icon needs to give your users an idea of what the app does. For instance, an
astronomy app might include the image of a telescope, or a star field. It should also tie
in with your company’s culture and brand. It can do that by including your logo, or it can
tie in with your company’s website or logo design. Multiple apps from the same
company should maintain the same look and feel. That doesn’t mean they should be
carbon copies, far from it, but they should be recognizable as coming from the same
business.

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Your app should also stand out from the competition. One way to do that is to look at
the app store and investigate the icon design for the most popular apps in your niche.
You’ll find a number of elements on which to draw here. Remember – you’re not trying
to design the “best” icon. Rather, you’re trying to design one that stands out from your
competitors.
 Your App Description
Your app’s description doesn’t have the same level of impact on discovery as its name
and icon do, but it is nevertheless a very important part of app store optimization. It
provides you with a way to give potential users more information about the app, it lets
you use your keywords to improve app store SEO, and it also allows you to set the tone
for your app and connect with your ideal audience through style and tone.
Of course, not all parts of the description are created equal. In fact, the presentation
Gaston Irigoyen gave at the App Promotion Summit in Berlin actually ranked the
description as one of the lower value components in app store optimization. That’s
because only part of the description is visible to users unless they click on the “read
more” link, which most don’t do.
The most important part of your app description is the top portion – the first three lines.
Make the most of those few words. Optimize them with your keywords, and ensure
they’re written in a style and tone that speaks directly to your target audience, but that
also evokes the feel of the app.
Finally, make sure you include a call to action right there at the end of the first three
lines. Resist the temptation to put the CTA at the end of the long description. Put it
where the most eyes will see it, and include a second one at the end of the long
description.

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 Optimizing Your App Screenshots
Screenshots are important tools. They give your potential users a look at the app and
how it works. They provide a showcase for graphic design, character design, text
display and functionality. However, they need to be optimized for the best impact. Your
screenshots should:
 Provide high-quality images of different aspects of your app
 Give prospective users a good look at your app’s functionality and style
However, if you think you’re limited to using pictures to speak for you, it is time to
rethink your stance. Screenshots can be combined with text to achieve a number of
things – they can be localized to speak to your target audience, they can provide
detailed information about functionality and capabilities, and they can include calls to
action, encouraging your users to take the next step.
As a caveat, make sure your focus is more on providing high-quality screenshots of
your app in action rather than on implementing calls to action in text above or below the
picture. Most users choose whether to download your app based on your screenshots
(not your description).
Creating optimized screenshots and combining them with additional graphics and text
requires serious skills and experience. That’s exactly what you’ll discover with
Openxcell.
 Optimizing Your App’s Landing Page
Let’s be clear on this – your app’s landing page is NOT part of the app store. You have
no control over the page layout or design within the app store beyond the areas we’ve
talked about previously. Your app’s landing page is tied to your website, or is a
standalone page on the World Wide Web. It does exactly what every other landing page
does – it gives your potential users information, it incites curiosity about your app, and it

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primes them to take the next step, which would be to visit the app store and download
your app.
Your app’s landing page needs to be effective. In order to do that, it needs to use the
right graphics, lead off with a call to action, and provide a strong connection not only to
your company, but to the app in the app store as well. The landing page needs to
include screenshots of the app, a representation of the app’s icon, as well as a
description of what the app does. Your keywords should be used throughout your
landing page in order to boost visibility through SERPS.
Creating an effective, professionally designed landing page is hard. Openxcell offers
expert graphic and web design services to help you get over this hurdle, and our
experience in developing and marketing apps ensures that we’re able to create an
evocative, high-performing app landing page.
 Reviews and Ratings
While keywords and a great icon design will do a lot to get potential users to visit your
app store page, if you have no reviews and ratings (or worse, you have negative
reviews and low ratings), you can expect them to be more than a little leery of
downloading your app.
70% of Internet users trust online reviews, and the same percentage consults reviews
before making any purchase online, including apps. 90% of those purchasing items
online said that reviews played a role in their decision to purchase (or not purchase)
something. As you can see, reviews and ratings can make or break your app.
Contrary to popular belief, you have at least some measure of control over those
reviews and ratings. Perhaps the most common problem experienced by app
developers releasing their product into the wild is a lack of any reviews or ratings
because their apps are invisible. With no reviews and no ratings, the app store doesn’t
promote your app. Without any promotion, your app can’t gain traction. Openxcell
specializes in building your reviews and ratings through a number of methods. We:

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 Submit your app to various app review sites, helping to build visibility, traction
and word of mouth
 Guarantee coverage at app review websites, taking the guesswork out of the
process
 Promote your app through a robust mobile app bloggers’ community
 Create a YouTube video for app reviews
With a multifaceted approach to generating buzz and discussion, you can drive traffic to
your app store page and build those all-important reviews and ratings. Getting around
the Catch-22 situation created by having no reviews or ratings is simpler than you might
think, particularly when you have an expert partner on your side.
 Conclusion
Finding success with a mobile app is hard. The market is glutted. The app stores are
overflowing with apps. Just getting your app noticed in today’s market is difficult to do.
App store optimization offers you a multifaceted, robust solution to the problem. By
combining different elements, including keyword optimization and implementation, app
name optimization, icon design, description creation and screenshot optimization,
Openxcell creates a proven path toward success for app developers.
Whether you’ve got the next Angry Birds or Flappy Bird, or you’re developing a new
mind-mapping app, we can help you gain the traction and visibility necessary to see
results and success. Our expertise extends beyond app store optimization as well, and
Openxcell is proud to offer app consulting services, PR and marketing solutions,
advertising and more. Your success is our business. With more than 400 app
developments to our credit, as well as the distinction of being named the “Top Mobile
App Development Company” for 2012 and 2013 by GEISA, Openxcell is your clear
choice.

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OpenXcell App Marketing
At OpenXcell, we have the experience, expertise and technology required to build your
app business. Our innovative mobile marketing solutions help you delve into important
metrics, track and analyze performance identify ideal ad networks and more. We’re here
to support you throughout the app lifecycle.
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