The good news is that the mobile app market is skyrocketing - which is great for app marketers and consumers alike. The not-so-great news is that seemingly everyone wants in on the action. It’s become an uphill battle for businesses to get their apps noticed. However, with the right strategies, it is a battle you can win.
With so many apps out there, to succeed in the mobile universe your app needs to be discoverable. This is done via the effective use of App Store Optimization (ASO). After all, studies show that 60 percent of app downloads in the app stores are made through search - ASO is what allows your audience to find you.
Here are six important things you’ll need to remember in order to achieve ASO and stand out in a highly competitive crowd:
1. The name really matters. Your app’s name not only shapes your user’s perception of your app, but it can also make or break your chances of being found in search results. Therefore, it should contain your brand name and the most relevant keyword for your app’s primary use, while also being as short as possible.
2. Looks also matter. In the app store, as in life, first impressions are important. Your icon must attract users’ attention and inspire them to click through for more details. Make sure it visually speaks to what your app is all about - and don’t be afraid to be bold. Also, the right screenshot can do wonders for your app’s chances of being downloaded, so make sure it captures your app’s most advanced, unique, and impressive features.
3. Keywords require homework. Research what kinds of keywords your competitors are using and make sure you match up. Then add any keywords that distinguish you from the competition. Also, if you’re doing business internationally, it’s important to note that different countries have different words for the same topics, so you’ll need to research those as well.
4. Choose the right category. Your app’s category also impacts which users will find it. When deciding which category suits your app, consider not only how many customers you’re likely to reach in a specific category, but also which customers you’ll reach. Making sure to select the most relevant category will help your app get found in the correct places.
5. Your description is your sales pitch. Always be clear, concise, and descriptive; a long description will have users scrolling through to the next app. Explain how the app will help users, and how often it is updated.
6. Ratings and reviews are crucial. App store searches favor the top-rated and best-reviewed apps. Provide a customer experience that will have users raving about how awesome your app is. Then follow up and ask them to put their mouths where their money is by rating and reviewing it.