Creating a killer ASO strategy is critical for growing your user base in a scalable manner.
Because the App Store and Google Play are two of the most competitive markets in the world, there has always been a demand for distinction. Smart marketing teams have traditionally used an App Store Optimization (ASO) approach to obtain a competitive advantage.
An ASO strategy, which may be a subset of a bigger app marketing and growth strategy, maybe a collection of ASO tactics aimed toward increasing an app's visibility in app stores while simultaneously increasing its capacity to convert app store traffic into installations and users.
So, what exactly is an ASO marketing strategy?
ASO Keyword Optimization is the process of developing and implementing a keyword strategy to improve App Store and Google Play search results. ASO Creative and Conversion Rate Optimization — the process of experimenting with and enhancing App Store and Google Play store listing creatives (icon, screenshots, videos, title, etc.) to increase app store conversion rates. ASO measurement is the process of determining the impact and value of various ASO methods on organic and total mobile install growth.
Both markets have grown in terms of the number of available applications since their start, and as a result, the potential for an app to be found has decreased. This has compelled app marketers to concentrate their efforts on getting their app recognized and generating installations in the face of increased competition. And then, lo and behold, App Store Optimization (ASO) was born.
Creating a killer ASO strategy
1. Understanding Your Target Market
Most app marketers get off to a bad start because they don't know who their target customer is. You must first identify your target group (or groups) before adapting your app marketing efforts to develop an effective ASO plan.
Choose a specific set of people for whom your app is intended and build a target profile from there. Age, gender, culture, education/socioeconomic status, location of residence, and so on should all be included in your target user profile. All of these factors influence the choice to download your app.
After identifying a set of app users to target, you will begin to gain an understanding of their preferences and will be able to develop an initial plan around those people. Is my app metadata (app icon, app name, app description, keywords, and app preview videos/screenshots) created with my target customers in mind?
2. Hypothesis-Driven Optimization is the foundation of a successful ASO strategy
A solid ASO strategy is based on predictions about which creatives and messages will entice the most consumers to download your app. You risk squandering money on unfocused experimentation if you don't do (excellent) hypothesis testing. A good hypothesis is a specific assertion that can be confirmed or disproven and should be utilized as a starting point for future research. Good hypotheses are clear and structured in a way that will help you better understand your app store users.
3. A solid ASO strategy entails much more than just keyword optimization
Keyword optimization is unquestionably a vital component of a good ASO approach, and it can undoubtedly assist you in achieving greater organic growth through improved discoverability by ranking higher in app store search results. The issue is, keywords and creatives work well together. When you are aware of the key phrases that drive app impressions, creatives that show on the search results page and appeal to your target user will boost your “tap-through rate” and/or conversion rates. The greater your “tap-through rate” and conversion rate are for a given keyword search, the higher the search algorithm values your relevancy and you rank for that term.
4. Strong Creative and Messaging Are Required for Successful Tests
When you have a test hypothesis and want to start developing creatives, there are a few things to think about:
- Visitors have a limited attention span: The average app store visitor will decide whether to download or remove an app within 3–6 seconds of visiting a page in the app store. Visitors' attention spans are at best short, so don't expect them to watch the entire film, peruse all screenshots, and make an informed conclusion.
- The displays on mobile devices are small: Keep the size of the canvas in mind and paint accordingly. Too much material is too tiny a space confuses visitors and drives them to abandon the site.
- Crowdsource: You are intimately familiar with your app. The typical visitor does not. As a result, what appears to be a significant difference in creatives and message to you may have little to no influence on the typical visitor.
5. A Successful ASO Strategy Is a Data-Informed Cycle
A healthy analysis stage might look like this:
- Analyze app store engagement: evaluate page asset performance to determine what people respond to the most, and discover the strengths and shortcomings of all versions.
- Determine whether there is a winning version that should be added to the live shop.
- CVR lift should be quantified in the live shop.
Use the results of your post-test analysis to generate and test new hypotheses. It's called the ASO Circle of Life. This is why a solid foundation is essential for a successful ASO strategy—each stage is informed by the stage before it.
Because your market, rivals, and consumers are all continuously changing, your approach should be cyclical as well. As a result, you must continually evolve. According to our research, leading applications test their creative assets at least 2-4 times before each app release.
In conclusion... A successful ASO strategy is more than simply a game plan that will result in a one-time increase in CVR. Rather, it is about developing a solid, long-term plan that will allow for continuous performance improvement of your app store.