In the last couple of years, the mobile application industry has grown to be worth millions of dollars. Today, there are more than 102 billion apps in the Google Play Store and Apple’s iOS Store and this number is growing at a pace of 29.8% every year. Every modern business seeks a presence in a customer’s smart device and this has led to severe competition among publishers. Getting your app discovered, let alone be used, can involve a lot of strategies. However, it is also important that businesses market their apps rightly as the potential for brand awareness and revenue generation is huge.
When talking about app marketing, the best way to ensure your success is through app Store Optimization (ASO). This is a process wherein applications are optimized for the app stores such that they are more reflected in search results. This is more like the basic Search Engine Optimization (SEO) with the only difference being it limited to the app stores (can be also viewed as the app search engines). Today, the mobile application industry is dominated by two major players; Google’s Android and Apple’s iOS. In terms of Operating System market share in the market, the figures turn out to be:
As it is, the app industry is a horse race between Android’s Play Store and Apple’s iOS Store. For businesses looking to make a mark in these stores, it is essential that they come up with unique strategies to drive more traffic into their apps (raise more interest for it).
Why ASO is the Best Solution if your Mobile App doesn’t Rank high In the App Store?
The goal of ASO here would be to drive more traffic for maximum download of your app and subsequent use and popularity of your brand name.
As per Gartner, the number of paid and free apps in major stores will soar to 269 billion by 2017. Consumers today don’t need to try out if a certain app meets their expectations – there is always something that is better and more reliable. With so much of competition, most apps fail due to lack of consistency, slow and less agility, poor marketing strategy and lack of innovativeness. However, all of this failure starts with a poorly placed ASO. You mustn’t also overlook the sheer number of devices that the smart world is being catered by and herein device compatibility is also an important element to consider. The problems are endless but for customers, it’s all about being able to make an impression and all its starts when they are able to find and check out your app.
Difference in ASO approaches
With so many different types of devices and target demographics, businesses look out for a unique combination of ASO strategies to fulfill their needs. While some businesses would be more focused on marketing the brand name, some would be more inclined towards increasing sales and revenues. Mobile applications are a great way to reach out to the crowd, but it depends on what you want to communicate or get back.
How important is ASO for businesses
App Store Optimization is important but at the same times a surprisingly overlooked opportunity for most businesses. As already said, there is quite of an overlap in processes between ASO and SEO and though ASO is in a relatively infant stage, it is the only way to understand and communicate with the end user.
ASO requires a critical understanding of the customer base and involve identifying and working upon the keywords that potential customers use to search for an app similar to yours. Further, you must have a well defined marketing plan to make sure you get the maximum exposure and more chances of getting seen.
How soon ASO will show up?
Just like SEO, ASO takes a bit of time. Businesses would understand that a face value isn’t created in a matter of days or even a month. It may take several years for a brand to be perceived as the leader in its industry. However, ASO guarantees that the subsequent benefits are consistent and long term. It’s easy to get the attention but creating regular impacts is a matter of great strategy, planning and creativity. It’s the same with App store Optimization. It may further be noted that once ASO is put in place, it needs to be constantly updated to enjoy the benefits.
What involves a successful ASO strategy?
As with SEO, App Store Optimization involves various elements. According to a study conducted for more than 200 apps, the factors that seem to be most relevant to ASO include:
1. App Title: Keywords in the app title can help target a specific traffic. The use of a keyword will only mean a higher ranking achieved by higher click through rates.
2. App Description: The body description of an app should also be keyword targeted to make it to the search engine results.
3. Keyword Data: Keyword Tagging, though considered to be a phasing out strategy, does help your app to become more accessible to the mainstream audience.
- CTR: Click Through Rate can be focused upon through social marketing and other means of reaching out to the audience.
- Usage Weight: The more the duration that existing customers use your app, there more the chances of it being seen by a new one.
- Downloads: The number of Downloads is directly proportional to the ASO
- Reviews: Positive Reviews have more relevance with app stores that compared to their online counterparts
- App Updates: New features and better optimizations puts your app in a more authoritative position
Mobile applications are a fast growing industry and the explosion in products will continue to make ASO more relevant for businesses. Make sure you can make a mark among hundreds of thousands of competitors.