Your new task is getting your app out there and up the charts, as you quickly realize, there are thousands of apps all looking to do the same.
That’s where ASO comes in.
Essentially, this is where you work with the app stores to improve visibility, rankings and even conversion rates to ensure your app gets as much traffic and sight as possible, ensuring a more popular app and therefore more downloads.
When you’re in the middle of developing an app, you’re often so focused on completing the project and just getting the app ready for use, you don’t even think about what it will take to optimize your app after launching in the app store. However, when you take a second to think about it, there’s no point in having a great app if no one sees it. It could be the best app in the world, but if no one comes across it, it’s pointless.
Better Visibility
As we touched on earlier, getting the app to the targeted audience is just as important as the app itself, so ensuring the app is as visible as possible is key. Each app on a store will have its own title, subtitle, logo, description and screenshots of the product. Alongside this, it will have relevant tags and keywords.
The most effective way to drive people to your page is by including a wide range of relevant descriptors. For instance, instead of only using “fitness tracker” or “calorie counter,” also incorporate terms like “weight tracker” or “exercise.” This ensures your app appears in search results for multiple related queries.
It’s all about maximizing traffic, as the more people that get directed to the app, the more people are likely to download it. That, in turn, boosts your ranking in the listings, which further increases visibility and continues the cycle. If you can nail this, you’re onto a winner.
Views to Download Conversion
Attracting the right people to your app store page is only half the battle; if your app store listing looks unpolished, rushed, or cheap, people will quickly look elsewhere or for alternatives. A clean, fresh and polished page on the app store, like the DraftKings Sportsbook & Casino app, which offers unique ways to bet online, can significantly boost the appeal. Conversion is just as important as discovery, since the app store listing is the final touchpoint before a user decides to download.
Think of it like shopping in person; if you see a product and it looks cheap or tacky, you’ll probably look elsewhere or find a better-looking product. Investing in a high-quality logo, compelling screenshots, and a polished overall design can be the tipping point for users who are undecided. So, if you’re thinking about cutting corners or cheapening out on the advert, we’d advise considering spending some more time and money on getting a good-looking logo and some great screenshots of the app.
Growing Over a Period of Time
Whilst paid advertisement can be a great way to get some quick new customers, it rarely sustains in the long run; that’s what ASO is designed for. On the app store, many of the most visible apps are often those that have been around for years, gradually climbing the rankings until they dominate the charts.
For a new user, they’re more likely to download an app that has 1 million downloads and has been in the charts for say, five years, than a brand-new app that’s right at the bottom. The newer app may even be the better product for them, but the user will likely feel more comfortable downloading something that many other people have tried before. Established apps also benefit from a large volume of reviews, which reinforces user confidence and drives higher conversion.
In conclusion, building an app is no easy feat; however, getting it onto people’s devices is arguably the harder task. Growth doesn’t happen overnight. By investing in a polished, optimized store page and steadily building credibility, you give your app the best shot at long-term success in an overcrowded marketplace.
With the app stores bloated with many low-quality quick-profit apps, getting your well-built product out there is a real challenge; however, by following the above best practices and building a strong foundation with ASO, you’ll be well on your way!
