App Store Optimization is the process of optimizing a mobile app page in stores.

Helps solve three global challenges:

  • Enhances the position of the app in the issue
  • Generates user loyalty
  • Efficiently talks about the features of the application

The higher the app is located in the issue, the more potential users and buyers will see it and install it.

Main factors:
1. Position in the issue
2. TTR — conversion from issue to tap
3. CR (CTI) — conversion from click to installation

Technically, the position in the issue is influenced by:

  • Total number of application installations in a particular country
  • Number of application installations by a specific key word
  • Retention Rate – customer retention rate
  • Application rating

ASO Parameters

1. The name should

  • Be relevant to the proposed product;
  • Contain the most popular relevant key words;
  • Be adapted to the template “Name — short description”.

2. The icon should

  • Correspond to the brand-book;
  • Correspond to the proposed product;
  • Contain a graphic image WITHOUT text.

3. The description should

  • Display the main brief message in the first two lines;
  • Have a clear structure (paragraphs and headings);
  • Mention all the USP of the application
  • Contain key words (for Google Play);
  • Be well-written.

4. Screenshots should

  • Reach the maximum amount possible (5 for App Store and 8 for Google Play);
  • Include an explanation;
  • Show the key advantages of the product;
  • Be designed according to corporate style of the company;
  • The first screenshot should have the maximum amount of information, reflect the USP and may have s different design.

5. Video

On Google Play, the video will substitute the cover of the app. On the App Store, the video will be placed instead of the first screenshot. With the release of iOS11,it became possible to upload up to three vertical videos, as well as single horizontal. The videos can be set up to play automatically.
The use of videos is highly recommended for gaming and/or paid applications. The effect of the video on conversions rates can be measured by consequent or A/B testing. In most cases, a quality video showed positive influence on the click-to-download rate.
The video can include instructions on how to use the application or speak about the features of the business in general.For games demonstration of the real playing process is advised.

6. Working with keywords suggests

  • Composition of the Semantic kernel (list of all the key words relevant for the application);
  • Always-on monitoring of search results page by words from the list;
  • Analysis of search dynamics;
  • Analysis of competitor strategies.

For the App Store

  • Inclusion of the main keywords in the title (30 characters total) and the subtitle (30 characters);
  • Compilation of a list of keywords for additional locations: English (UK) and English (Australia) for Russia. A maximum of 100 characters;
  • The keywords with the highest search frequency should be included in the title.

For Google Play

  • Inclusion of keywords in the description and the title (50 characters);
  • Keywords with the highest search frequency should be included in the first paragraph of the description (167 characters);
  • The main keywords should be repeated a couple of time in the description.

7. Reviews and ratings

Most users make a decision on whether to download an application or not based on its reviews and ratings.

We recommend
  • To reply to negative reviews;
  • To motivate loyal users to post reviews and rate the application

Influence of ASO parameters on the decision
to download an application

Source: TUNE | How mobile users make app install decisions on Google Play and the App Store | 24/01/2017