What is ASO and what role does optimization serve in app promotion?
ASO refers to the process of optimizing mobile app pages in app markets for Android and iOS devices. This work improves app visibility and increases the number of downloads. There are two types of optimization: graphical and textual.
In essence, ASO functions similarly to SEO. It involves the careful selection of metadata, which helps the app rise to higher positions in search results. You can find more accurate information about ASO optimization on the AffCommunity website. The team constantly keeps up with the latest news in affiliate marketing and shares cool case studies on their blog.
Elements that may be included in ASO
- App title.
- Subtitle.
- Keyword field.
- Description.
- In-app purchases.
- Promo text.
- Developer name.
- Screenshots.
- Icon.
- Video.
- Reviews, rating.
- Localization.
Work Stages
The entire process can be roughly divided into several sequential stages. Sometimes, not all stages are included, as certain steps may be skipped to focus resources on other aspects.
The main stages include:
- ASO Audit: This involves a detailed review of the app page and a competitive analysis. Conversion rates are studied and analyzed in comparison with average metrics. The graphics and text components, ratings, reviews, and, if necessary, localization are all examined. Before implementing new text or graphic materials, A/B tests are usually conducted to assess the impact of changes on ranking and user response.
- Textual Optimization: This is the most critical part of ASO. It involves creating a semantic core and filling in the data fields. The semantic core includes any keywords that allow users to find the app in the store. This process generates a large list of words related to the app's theme in some way. The most relevant queries are then selected from this list and added to the metadata. Textual metadata includes the title, subtitle, and both full and short descriptions. Different app stores handle keywords differently. For example, the App Store allows for a keyword field, which is absent in Google Play.
- Graphical Optimization: Proper graphical optimization can make an app stand out among competitors. It's important to design the app icon effectively, as it is the first thing users see. The icon essentially serves as the app’s business card in the app store. It should convey the essence of the app. The most effective icons are those with a simple design, clear shape, and minimal text. Text that serves as an advertising tool is better placed on screenshots. A video can also be added, especially for games, to showcase the app's graphics and exclusive gameplay mechanics.
- Working with Reviews and Ratings: User reviews and app ratings directly impact conversion rates. People tend to trust the opinions of those who have already tested the app more than the app’s flashy descriptions.
Possible Mistakes
App promotion involves a complex set of interconnected components. Changing one part inadvertently affects the others. To avoid mistakes in ASO, it’s best to avoid the following:
- Neglecting localization in different languages: By doing so, you miss out on a large portion of the potential audience. Even if your app works with only one language, such as English, you can create copies of its pages in other languages. This will attract more users to your app.
- Ignoring regular updates: To keep your product interesting to users and ensure successful online promotion, you must constantly monitor the latest trends and continuously improve it.
- Publishing a large number of changes simultaneously: In this case, you won’t be able to determine which change affected the increase or decrease in key performance indicators. It’s better to implement one change at a time and then analyze it to get a clear understanding of the optimization process.
- Forming opinions based on misinterpreted or unreliable optimization data: To obtain an objective view, try to use multiple data sources for comparison.
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