App Store Optimization is the process of optimizing app content, so they can perform better and gain more visibility in Google Play and the App Store. ASO is simple and can lead to many positive outcomes.
ASO for e-commerce
Reports show that an e-commerce’s purchase frequency and average takings are higher if users have their app installed. This makes ASO doubly important, since it ensures that your app will be better positioned, potentially leading to greater visibility and more installs.
How to stand out?
Your app needs to stand out and appear more prominently in app stores like Google Play and App Store, and paying for ASO – or doing it yourself – is the best way to get organic results. ASO is your best and most straightforward option for making an incredible impact.
Elements
To improve the app’s performance, try changing certain elements, such as the image (themed to reflect important dates in the calendar, for example), the title, the short description, screenshots and images, and the long description.
In the latter, you can include details about your app, and even your latest news and updates. These may seem like simple changes, but they actually improve application performance.
Metrics
Analyzing metrics is crucial to fully understanding your app’s performance. For example, during Black Friday, installations of an e-commerce app may shoot up as users take advantage of its offers. However, after a few weeks a similar number of users may choose to uninstall the app.
Findings
These were the post-ASO results of the Americanas app, including its position in the Play Store and App Store. A successful result which required zero costs or tools, simply from following the five steps towards optimization and changing specific app elements.
Tools
Several tools are available to help with ASO efforts. AppsFlyer allows you to measure and assess the many different media channels. AppAnnie analyzes your competitors, while Google Play Developer is ideal for experimenting. To find keywords, the tool to use is Apptweak. Finally, there’s the App Store, which needs no introduction.
App Store Optimization (ASO) is a set of techniques to achieve better positions and greater visibility in mobile app stores such as Google Play (Android) and App Store (iOS). The goal is to get your app to the top of these stores’ search results, increasing its chances of being installed by users.
Many people looking to start ASO work in Brazil ask whether it’s worth learning to optimize apps in the App Store, since most Brazilians use Android phones. The answer is simple: although Android has more users, income from iOS users tends to be higher, as they typically spend more and make more purchases.
The concept of app store optimization is similar to SEO, and SEO experts will find it easy to learn, achieving great results thanks to relatively simple optimizations. The Google Play and App Store algorithm is still fairly basic. Efficient optimization can be achieved with little effort, by taking care of certain details such as the app title, description and appearance, category, keywords and evaluations. Monitoring ASO results is also key.
How to get results?
For your app to succeed, it’s important to keep experimenting. This is easy to do in Google Play, which allows you to make changes to multiple app elements. The App Store is a little harder. To modify certain details, you’ll need to upload a new version of the app to the store. So ASO professionals will have an easier time tinkering with apps on Google Play.
What kind of changes are we talking about? You can change the app’s images to make it personalized for special occasions such as Carnival, Black Friday, Mother’s Day, Valentine’s Day and Christmas, among others. Metrics show that these small optimizations can improve an app’s results. Changes can and should be made to titles as well.
Following these steps will improve the position of your app and boost installations. Read more about the process, including a step-by-step breakdown of the process, here.
