- Posted by Timur Taepov
- On March 21, 2015
- app marketing, app reviews, app store optimization, app[ ]ranking, aso, track apps, track competitors
Welcome! Welcome everyone to another episode of the App Marketing – Growth Hacking Podcast! Today we are going to talk about app store optimization. What it is, why it is important, and an overview of its key elements.
So just what is ASO anyway? ASO stands for “app store optimization” and it’s the process of improving the visibility of a mobile app in an app store. You can think of it like search engine optimization (SEO) for websites – only for the App Store instead — if you’d like. More specifically, app store optimization is the process of ensuring that an application ranks highly in an app store’s search results and in the top charts rankings.
Also It’s necessary to emphasize that ASO is a long-term marketing strategy that must be continuously monitored over the lifetime of an app. You can’t simply pop in and do it one day and then never think of it again. because Conditions on the app store change on a daily basis and you need to monitor your keyword rankings regularly to take proper advantage of ASO techniques.
According to a Forrester study, 63% of apps are discovered through app store search. App store searches were the most common app discovery method in the study – to the tune of almost 2 times more often than all other methods combined! You can see why it is critical for your app to rank highly for keywords that people are searching for when looking for apps like yours.
ASO is a very cost effective way of getting more downloads compared to paid advertising. A May 2014 Chartboost study showed that paid advertising costs an average of $2.73 per iOS app installation in the United States. If you advertise on an advertising network using a cost per install (CPI) model, you pay a certain amount of money every time someone installs your app. The amount you pay is determined by a bidding system. App publishers like you bid on ad slots and the higher bidders get their ads displayed more often, and are thus more likely to be seen and get installs. At $2.73 per installation, you need to have a substantial advertising budget for this method to make sense.
On the other hand, ASO can potentially drive thousands of downloads a day for the relatively low monthly cost of the ASO data and a few hours of research each month.
Keep in mind though that as important as ASO is to the overall marketing strategy of an app and as low cost as it is, it is not a magic bullet. Magic bullets are never low cost. It is simply one piece of a marketing plan that can include paid ads, content marketing, and more.
But since ASO is usually the lowest cost strategy, it is generally the best place to start. Even publishers with large marketing budgets will benefit from proper ASO. It can allow them to expand their downloads and reduce what they spend on ads.
So what are the key elements of ASO?
In the next few episodes I will be digging deeper into ASO elements. For now though, I will give a very quick overview of the typical conversion funnel of a mobile app. This includes a few stages: awareness, app store search, download, open app, activation, and the final, which is very important, retention. Usually awareness includes paid traffic, this is the traffic that you gain from ad networks. Next — app store search — gives you free organic traffic directly from the app store and it refers to when people search for a mobile app by typing keywords in a search bar. However, they arrive there, when they get to to app landing page, it is what is responsible for converting this traffic into downloads. Other parts of the funnel relate to in-app optimization such as push notifications, usability, app mechanics, etc.
App store optimization is mainly about app store search and the download stage of the funnel. App store search results are based on keywords in the app’s title and in the keywords field for iOS and for Android – the title and description. The key elements of an app landing page in the app store are the icon, screenshots, videos, app description, and reviews.
That’s all for today! in the next episodes I will cover key elements of ASO in more detail.
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