In today's competitive app market, mobile marketers must improve their app's visibility to drive more downloads.

With over 6 million mobile apps available, 70% of mobile users discover new apps through the search bar, with 65% downloading immediately after searching.

How can you maximize your app to stand out among millions of others? App Store Optimization (ASO).

What is ASO and Why Do You Need It?

Your ASO strategy is crucial for getting your app to the top of search results. ASO optimizes mobile apps for higher rankings, making it easier for users to discover and download your app.

Let’s look at some ASO best practices to increase your discoverability in the Apple App Store and Google Play.

1. Invest in Keyword Research

Keywords are one of the most essential factors for visibility. The Apple App Store uses a specific keyword field, whereas Google Play focuses on keywords within the app description. Consider these factors when optimizing your keywords:

• Competitors: Analyze which keywords work for your competitors. For example, food delivery services often rank for competitor brand names to capture relevant traffic.

• Audience: Understand the specific terms your potential users use to search for apps like yours.

• Reviews: Monitor user reviews to identify common phrases and pain points.

• Testing: Continuously test keyword variations to find what drives the most downloads.

2. Optimize Your App Title

Your app title is a primary visual anchor. It should be attention-grabbing and capture your app's unique benefits. Titles are limited to 30 characters on both major stores and should include your most relevant keywords.

3. Create a Compelling App Description

While the Apple App Store doesn’t use the description for ranking, it is vital for conversion. Once a user clicks your listing, the description must highlight unique features and selling points to convince them to download.

4. Make an Impactful First Impression with Your Icon

Your icon is the face of your app. It follows users throughout their browsing journey and must be visually appealing. Consider A/B testing different designs to see which generates a higher click-through rate.

5. Tell a Visual Story with Screenshots

Screenshots are the second most influential factor in the decision to download. The first few screenshots provide an immediate glimpse of the in-app experience.

Consider these questions for your screenshots:

• Are they high-quality?

• Do they display your best features and benefits?

• Do they use text overlays to explain what the user is seeing?

6. Highlight Key Features with Video Previews

Video previews are like movie trailers for your app. Keep them under 30 seconds and focus on the first few seconds to hook the user. Since many users watch with audio off, always include text overlays.

7. Encourage User Reviews and Ratings

Social proof is powerful. High ratings and positive reviews significantly impact both ranking and conversion. Ask users for reviews strategically—ideally after a "win" (like reaching a new level) or within the first 72 hours of download.

8. Consider Localization

To reach a global audience, you must adapt your app listing for different languages and cultures. This involves more than just translating text; it includes adapting imagery and design to resonate with local users.

What Is Your ASO Strategy?

Analyze your current listing and look at what your competitors are doing. Where can you sharpen your ASO to drive better results?

Are you interested in optimizing your app? Contact CRAFTSMAN+ for a free consultation to start your ASO strategy today.