App Store Optimization (ASO)
What is App Store Optimization?
App store optimization, or ASO for short, is the science of improving the performance of an app store listing. There are three major aspects of ASO: conversion rate optimization, keyword optimization (or improving discoverability), and measurement.
What is App Store Conversion Rate Optimization?
The science of optimizing the different creative components of an app store page in order to improve the messaging and increase on-page conversion rates. This process usually involves user research, competitor research, and a/b testing.
What is App Store Keyword Optimization?
The science of optimizing the keywords an app store listing is ranked for. This process involves updating keywords in the app’s metadata and in all the indexed text elements on an app store page, such as the title or description.
What is App Store Optimization Measurement?
The science of measuring changes in ASO (either creative updates or keyword updates) to quantify the impact on paid and organic install growth. Measuring the impact of ASO changes and updates is key in identifying the most impactful areas for an app’s growth.
Why App Store Optimization is Important
Let’s look at the app landscape: as of 2020, there are over 2.6 million Android and 2.2 million iOS apps.
With such a competitive and growing market, it’s not only about having the best app (although that is a key factor). App marketing teams need to know their target market very well to stand out in this ever-growing market. Mobile marketing teams who know what drives their audience to install an app will have the insight needed to create better conversions, and targeting the right keywords will inevitably drive higher conversion rates.
There is a domino effect: as you get a higher conversion rate, you will gain new users for a lower cost while climbing up the charts and on search.
While knowing your target market is the foundation to success in ASO, there are other factors that come into play.
In a level playing field, ASO is the secret weapon.