App Store Optimization and Why You Need it
If you’ve developed and published a mobile app recently, then you know one of the biggest challenges is not in app creation, but in distribution and marketing.
Between converting website and mobile web visitors and the rise of mobile social media, it’s easy to forget that the vast majority of mobile app installs still come from an app store search. Yet organic marketing is often overlooked in favor of paid install/user acquisition campaigns.
Both Apple and Google use the details in app store listings to index mobile apps for search results. The app name, keywords and description tell Apple and Google what your app is about and for which searches your app is a relevant result.Where your app ranks in those results is impacted by several variables, including conversions, installs, install velocity, the quantity and quality of ratings, and reviews and more.
Here are few things you should know about why ASO will be your most important app marketing strategy for 2016 and beyond.
App Store search is the top discovery channel for mobile apps
Several reports have shown the app store to be where users discover and install apps most.
- Nielsen reports that 63% of apps are downloaded following an app store search.
- Google shared that for most apps, Google Play search represents the vast majority of installs.
- comScore reported more than 50% of app installs are acquired via app stores search.
If you are not positioning your mobile app for discovery in app store search, you are missing out on the largest channel for new users.
Paid user acquisition is getting more expensive
Mobile app marketing firm Fiksu shares monthly indexes on cost per install and cost per loyal user (any user that opens an app 3 or more times) for iOS and Android.
The cost per loyal user as of September 2015 on iOS is more than $4, which is double what it was 12 months ago! Android is following a similar trend.
As more companies allocate their advertising budgets to include mobile, ad inventory becomes more constrained and prices go up. Where we once saw retail products and brands compete with mobile app publishers for ad space, we now see brands promoting their mobile apps as well.
All signs point to more competition and increasing costs for acquiring users through paid channels, which makes a user acquired organically more valuable.
Paid user acquisition is becoming expensive, especially as app store traffic is the top source for new user acquisition. Organically acquiring loyal users is absolutely essential for mobile app marketers and publishers. When developing a strategy to market an app, App Store Optimization should be one of the first steps taken.
The Basics of ASO
App store optimization starts with a definition of an app’s target market and the app’s key features and differentiators important to this target market.
Start with defining your audience. Who is your app for, and why do they care?The more specific the better, especially when it comes to the specific problems your app solves.By focusing on features and benefits, you are making sure you target the right keywords and phrases.
Gummicube has created an infographic to help mobile app marketers navigate the often-confusing challenge of optimizing your app listing for Apple’s app store.
Broken down into 7 clear steps, these tips and best practices will help you position your app for maximum visibility in the Apple’s App Store.