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App Store Optimization (E-book)

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Download this App Store Optimization e-book. Complete step by step process for ASO.
Content includes :
-Introduction
-Competition Research
-Keyword Strategy
-Categories
-App Name
-App Description
-App Icon
-App Screenshots
-Video Preview
-Localization
-Ratings & Reviews
-ASO Tools

Published in: Mobile
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App Store Optimization (E-book)

  1. 1. A Complete Roadmap to App Store Optimization
  2. 2. Table Of Content What is ASO.............................................................................................................. 3 Why you should do ASO ............................................................................... 4 ASO Checklist ........................................................................................................ 6 Competition Research ..................................................................................... 7 Keyword Strategy .............................................................................................. 10 Categories ................................................................................................................ 12 App Name ................................................................................................................ 14 App Description ................................................................................................... 16 App Icon ..................................................................................................................... 18 App Screenshots ................................................................................................. 20 Video Preview ........................................................................................................ 22 Localization .............................................................................................................. 24 Ratings & Reviews .............................................................................................. 25 ASO Tools ................................................................................................................. 27 Bonus : Why apps get rejected from app store .......................... 28
  3. 3. What is ASO App Store Optimization (ASO) is the process of improving the visibility of a mobile app in an app store - Wikipedia It is similar in principle to the search engine optimization (SEO) for web. The goal of successful ASO is to drive traffic to your app page on app store and which will turn into more downloads.
  4. 4. Why you should do ASO 6 OUT OF 10 People discover apps by general browsing in an app store 10% out of total apps on app store had 500,000 or more downloads - app-promo Successful apps spend 14% of their time on marketing -app-promo Currently, there are 1,252,777 apps available in the App Store, and as many as 60 thousand apps are added per month – and this rate is itself growing.
  5. 5. Why you should do ASO Contd.. Higher ranking in app store will ensure more downloads as compared to the app without ASO . The key is to keep fine tuning your ASO strategy until you get desired results. Higher ranking means more visibility, more downloads, more conversions which will derive more revenues .
  6. 6. ASO Checklist #1 Competition Research #2 Keywords Strategy #3 Category #4 App Title #5 App Description #6 App Icon #7 App Screenshots #8 Video Preview #9 Localization #10 Ratings & Reviews
  7. 7. #1 Competition Research What to research ? Competition research is the first stepping stone of App Store Optimization. It equips you with crucial inputs about your competitors. Search for your primary keywords in app store and see which apps rank higher Identify Top 8-10 apps which rank higher in your category and those which have similar functionalities as your app Install these apps and thoroughly understand their functionalities See what makes them different than others Compare app features, pricing and monetization What's making them rank on the app store ? Find clues in app store reviews - which feature users like the most, what they don't like etc.
  8. 8. Example :
  9. 9. Example : Using App Annie
  10. 10. #2 Keywords Strategy Defining Right Keywords Fixing on right keywords can make or break your app when it comes to app store downloads. The keywords you finalise at this stage will be further used in your app title and description to boost the app store rankings. Don't just guess the keywords. Identify the actual keywords that users are searching for. Make the most of iTunes’ keyword field 100-character limit. Use all the characters in keyword field. Use keywords with high relevancy, high search volume and low competition. Separate keywords with commas Don’t use the same keywords you used in the app title these keywords have already been targeted. Don’t mention competitor's app names as keywords
  11. 11. Example : Using Sensor Tower
  12. 12. #3 Categories Selecting Right Category Positioning your app in right and the most relevant category can boost your downloads significantly in two ways - a. Getting into the top charts for that category b. Recommended in related apps sections Identify two to three categories which are most relevant to your app Analyse the competition level in these categories If your app is new, select the less competitive category to improve the chances of getting higher rank
  13. 13. Example : Apple App Store
  14. 14. #4 App Name Picking the right App Title App name has to be unique and easy to remember. Here you also need to consider the best way to optimize the app. Drafting a tagline which contains keywords can alone drive significant number of downloads. The app title should be easy to remember and easy to spell It should attract users' attention and generate curiosity Most importantly, check if there is any other app on the app store by the same name. If there is, try different name Use 2-3 primary keywords in the tagline which will appear next to your app name. The limit for app title in Apple app store is 255 characters. In Google Play Store, it can have 30 characters. Don't make it too long Don't stuff too many keywords Apps with keywords in the title rank, on average, 10.3% higher than those without a keyword in the title. Awesome
  15. 15. Example : Apple App Store
  16. 16. #5 App Description Optimizing your app description App description plays key role to drive downloads for your app. Though your app description is not searchable in Apple app store as compared to Google Play Store, you just cannot afford to ignore it. Majority of users decide whether to download the app or not simply by reading the app description. Focus on getting the message out in first few lines A good description explains what app does for the user along with it's important features Adding short testimonials from your users in the description always helps. Use keywords with a relevant density; don't just stuff them Keep it clean and simple. Avoid technical jargons Most importantly, don't forget call-to-action text like "Download Now", "Install Now" etc. towards the end of the description to trigger the download decision. Double check for any misspelling or grammatical mistakes
  17. 17. Example Social Proof Features CTA
  18. 18. #6 App Icon Best Practices for App Icon Design App’s icon is the first thing people notice about the app, you can't afford to sideline it. A stellar app icon can boost your click-through rate in search results, as well as install rates ont the app page. It should also stand out among number of other apps installed on users phone to intice user for the usage. Remember, your app icon represents your brand so adhere to general branding priciples You app icon should reflect your app's functionality. For example, if your app shows nearby shops, it makes sense to include location symbol in your app icon Avoid using words in app icon. It should be made of pattern or a single number / character best describing the app It should be simple and easy to remember.
  19. 19. Example W H I T E A N D Y E L L O W P A G E S ( Y E L L O W P A G E S A P P ) L I F E L I S T ( T O - D O L I S T ) U R H E R E ( N A V I G A T I O N )
  20. 20. #7 App Screenshots Best Practices Your screenshots should clearly reflect what your user will see once he installs the apps and starts using it. Visitors make the decision whether to download an app or not based on how attractive it looks in the screenshots. Look at screenshots as an early conversion point. Try to maintain the flow of functionalities among all the screenshots Show the user what the experience is going to be like. Strictly follow app store guidelines Upload high resolution images Use all available screenshot slots - 5 for Apple’s App Store, and 8 for Google Play and Windows. Consider each screenshot as an opportunity to generate a download Add short texts describing each screenshot.
  21. 21. Example
  22. 22. #8 Video Preview Best Practices Video previews provide an opportunity for you to tell the user how to interact with your app, what is fun about your app. Consider it as chance to elevate your app detail page to the next level Video previews take good efforts to craft but it's all worth it You can always post it on YouTube and other video sharing platforms, promote it on your social media channels and place it on your marketing site / landing page. You video should focus on selling the major features and functionality of your app Keep it short. Apple app store - 30 seconds, Google Play Store - 120 seconds Hire a professional if required to produce a good quality video Maintain branding elements throughout the video Try communicate your message in a story format Don't violate copyrights of music and visuals
  23. 23. Example
  24. 24. #9 Localization How to localize an app To maximize your app’s revenue, you should start thinking beyond the U.S market. Localization offers great way of expanding your app audience at a global level through optimizing your app for various languages & geo locations. However, even though app localization is simple and straight forward, it stil lrequires some work. You need to make sure that your app is designed from the ground up to support localization. You can build multiple versions of your app with the in-app content in different languages The other way is to create translated versions of your app metadata - the title, description & keywords - in different languages. Publish your app, with the translated ASO content, in the relevant country stores (every other country gets the English version) and based on results, localize the in-app content Make sure to get your translations right. Hire a professional translator if required
  25. 25. #10 Ratings & Reviews Best Practices App Store Reviews and Ratings play key role when it comes to downloading your app by users. Positive reviews and ratings ensure more downloads Reviews also help you reflect upon whether you are moving in the right direction. They also contribute to search rankings within the app store. Ask users for feedback whenever possible. Add call-to-action for reviews and ratings Respond to unhappy users quickly with solutions to their problems Find clues from reviews for new features or functions that might be included Users tend to shy away from low and unrated apps, so you must keep an eye on your score.
  26. 26. Example Listen to Suggestions
  27. 27. ASO Tools SensorTower : Mobile SEO and Keyword Optimization for iOS Apps AppTweak : Instant App Marketing and ASO report AppMind : Discover any iOS app’s keywords App Annie : App Ranking, Analytics, Market Intelligence Jargon : Ship your app in any language (SDK) iCanLocalize : Expert translation
  28. 28. Bonus : Why Apps Get Rejected From App Store Long load time : Apple does not likes apps that take more than 15 seconds to load. The load time means the time from which the app icon is tapped till the first screen of the app appears. Lesser loading time also leads to more impressed users. App Logo & Screenshots do not adhere to the 4+ age rating : No matter you are submitting the app with 9+ or 17+ rating but your app should always have a logo and screenshots adhering to the 4+ age rating. Apple has a very strong reason for it - even if the users (4+ rating) cannot install the app they can still see the app icon and the screenshots. Mentioning other app stores : Apple rejects the apps that have a mention of other app stores or if the app promotes the users to download the same app from different app stores.
  29. 29. Why Apps Get Rejected From App Store Contd.. No way to report user generated content : If your app has user generated content (images and videos uploaded by users, user comments, etc), there should be a way in the app for other users to ‘report’ or ‘flag’ that content as inappropriate. Outside payment integration : If the users of your app has the ability to purchase digital content through the app, then it should always be only through the iTunes in-app purchases. Unfinished apps : Apple does not allow beta versions of the app or unfinished apps to be released for the users. So make sure your app does not have any partial functioning features. In-app purchases : If your app has in-app purchases, the users should have the ability to restore the previous purchases
  30. 30. Why Apps Get Rejected From App Store Contd.. No privacy policies : Apple recommends a detailed privacy policy for the app. If not directly into the app, the app should atleast have the link to some external webpage from where the privacy policy of the app can be easily accessed by the user. No iPad Compatibility : Even though you are building the app only for iPhone users make sure your app looks good also on iPad. Guideline 2.10 states that the iPhone apps should run without any modification on iPad at 2x iPhone 3GS resolution. Trademark and logo violation : Strictly avoid using Apple logo anywhere in your app or your app store page. Also do not use any Apple trademark icons in your app

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