advanced optimization software provides a solution to this challenge.
Visibility in app store search results is only part of the path to acquiring organic users in the app store. Once a potential user sees your app’s listing, the app title, icon and screenshots play a large role in converting a viewer into a user. An increase in conversion from 25% to 30% can mean thousands of new users in your app. Because the icon and screenshots make up the majority of an app’s store listing - investing in optimizing these creative elements has shown to have a large impact on app store conversions. Google not only sees creative testing as a tool for developers, but as a way to for developers to provide a better user experience to users. They recently announced support for live multi-variate testing in Google Play. Since traffic is live, and because Apple does not yet support testing in their app stores, testing bigger variations of your icon, screenshots and even the order of screenshots with a focus group is a recommended approach. Another key benefit to testing creatives with a focus group prior to making changes in the live app store listing is receiving qualitative feedback. More than just identifying a winner, this feedback can provide insights as to why a design performed better than another.
As with many closed systems, from Google’s web search algorithm to email spam filters to the app stores, where there is mystery - there is someone profiting from selling hacks. Some approaches to app store optimization are extremely short sighted, and many result in an app’s removal from the store or even developer account suspension. Check out our best practices and top ASO hacks to avoid here.
Google has virtually eliminated the abuse of keyword stuffing in app titles by limiting the app name in Google Play app listings to 30 characters. Apple, on the other hand, provides a whopping 255 characters for app titles! App publishers recognized there was no reason to sweat the selection of keywords used in the 100 character limit in the keywords field, as there were 255 characters to play with in the app title. Apple has since responded by rejecting apps who abuse this app title space, removing (key)words from the title and rejecting an app’s metadata and requiring a new app submission without the keyword-stuffed title. The market has caught on as well, where apps with keyword-stuffed titles perceived as low quality and spammy.
As mobile device usage continues to increase, with app usage growing even faster, implementing a process for ongoing app store optimization just gets more critical for companies invested in mobile as a channel, hub or resource for clients, partners and leads. Armed with these app store optimization tips, and with the right partner, marketers and published have a solid foundation for long term mobile app success.