discover how to optimize your app to appear first – WAU

The world has never been the same since July 7, 2008, when the first mobile app store, Apple’s App Store, was launched. Since then, apps are no longer new and have become common features of our routine. Given this scenario, creating an app has become […]

The world has never been the same since July 7, 2008, when the first mobile app store, Apple’s App Store, was launched.

Since then, apps are no longer new and have become common features of our routine.

Given this scenario, creating an app has also become attractive to companies of all types, who have found a new way to engage, educate and retain customers.

The challenge is to compete in such a competitive market, against millions of other apps of various types, which compete for attention and space on users’ devices.

That’s where the app store optimization comes in, the best way to make your app appear first and reach as many downloads as possible.

Are you ready to learn more about it? So come on!

What is app store optimization?

Never heard of the term, but does it look familiar? It’s probably because you are linking App Store Optimization (also known as ASO) with Search Engine Optimization (SEO), and that relationship makes perfect sense.

After all, the goal of SEO is to make your site more easily found by search engines – like Google – and appear first in search results.

ASO’s idea is the same: prepare your app to appear prominently in the rankings of app stores and, even more, gain the attention of users amid so many other options in different categories.

10 tips you need to use now to put your app first in the app store

Optimizing your application to generate downloads requires care and attention to several factors that directly influence the choice of users.

We must remember that our choices are motivated, at various times, by criteria that seem secondary at first.

For example, the packaging of a product does not determine its quality, but it directly interferes with the choice of customers on a market shelf, just by the perception it causes.

The same happens in app stores, that is, several points are analyzed in a matter of seconds, and apps optimized according to the following tips have much greater chances of being downloaded. See what they are:

1. Choose an unforgettable name

The choice of name seems to have nothing to do with placing your app in the rankings of the app store, right? But there is, and a lot!

The truth is that a well-chosen name manages to arouse a good feeling in the user.

Whether because it describes the function the application performs well or simply because it is easy to remember and pleasant to pronounce, a good name makes:

  • your app is more easily found by direct searches, which represent about 63% of downloads, according to researches;
  • it’s easier for a user to recommend the app to others, and this will result in new downloads.

2. Create a striking logo

The logo plays a role as important as the name, not least because it is also used to identify your application and separate it from others.

How many times have you seen someone describe an app with its icon as a reference? This happens for 3 reasons:

  1. many users pay more attention to the logo than the name;
  2. it is possible that the person forgets the name and remembers only the shapes that he observed in the logo;
  3. there are many similar names, and the logo serves to differentiate the app permanently.

3. Do a good job with your keywords

In terms of keywords, it is worth remembering that the two main app stores today, Google Play and Apple’s App Store, have different rules and characteristics, which need to be taken into account.

In fact, if you intend to place your app on other platforms, such as the Microsoft Store, it’s worth seeing what the rules are, too.

In summary, the difference from Google to Apple is as follows:

  • Google Play: offers 4,000 characters for you to make a description aimed at users. In the middle of this description, the keyword must appear sometimes;
  • App Store: 100 characters available, which should be used to include the most relevant keywords to rate your app.

4. Choose the category accurately

The choice of category will directly impact the placement of your application in the app store, mainly because some are more popular than others.

In addition, you need to think like your users and choose the category that is most relevant to them. Otherwise, you will lose many downloads simply because people are searching for one category and your app is in another.

The Apple App Store also has subcategories that allow you to further deepen the niche, something that can help decrease the competition of your app, even more if it is for a very specific activity.

5. Describe your app clearly

What does your app do? What is your value proposition? Why is it worth downloading instead of dozens (or even hundreds) of other options available? If it gets paid, why invest money in your solution?

All of this can (and should) be answered in the description of your application. This is the space you have to convince users and present yourself as the best solution for them.

Considering that the person’s decision time is short, be as clear as possible.

Do not invent with difficult words or elaborate phrases. Rather, be direct and speak simply.

6. Use high quality videos and images

Part of the process described above, in which you have a space to convince your audience about the value of your app and to persuade as many people as you can to download it, also involves using images and videos.

Take photos of your application’s screen, preferably in the order in which they appear to the user during use. This will help you understand how the app works before you even download it.

Also, use a short video to explain in a more dynamic way everything that words and images already say. Just don’t forget to use high quality video footage!

7. Invest in outreach outside the app store

There are many strategies that you can use to advertise an application outside the app store and generate traffic to the download page. The main ones are:

  • content marketing: it is possible to produce content on your blog, as well as on partner blogs with well-designed links and CTAs directing to the store;
  • sponsored links: Google Adwords is already known when it comes to online ads, but today there are also social networks with different formats to explore;
  • social media: betting on marketing through social networks and even channels like WhatsApp can be a powerful way to generate traffic to your app.

8. Encourage user ratings

User reviews weigh heavily on users’ decisions, as they serve as social proof and indicate how effective the application is in accomplishing what it proposes.

Therefore, encourage your recurring users, those who have already downloaded your app and use it on a daily basis, to evaluate the experience and recommend it to others.

The easiest and most practical way to do this is by asking for a review while users are in the app, preferably after asking if they are enjoying the experience.

This allows that, in the event of a problem, any suggestion or criticism is made privately, and not publicly.

9. Update the app frequently

Updated apps often give a positive impression to the ranking algorithms of the app stores, as they understand that their desire is always to improve the user experience.

It also makes a good impression on users, who realize that it is a product that receives care all the time, it is not an abandoned app.

Another positive point of updating the application is that it helps to get more ratings, since many users take the opportunity to leave their comments on each update.

10. Analyze your performance

Evaluating the performance of your app, for monitoring its evolution in the rankings of the app store, observing the evaluations left by users and monitoring the progress of strategies outside the store is essential.

With data from all these important sources, you will be able to determine the real efficiency of your ASO strategy and know what you need to improve over time.

The rule is simple: analyze the data, make plans based on them and put them into action. Only then will you get better results consistently.

It is not enough to have a quality product that delivers value to your audience, it must be found and attract more attention than others. Therefore, app store optimization, or ASO, is indispensable for your application to be successful in today’s competitive application market.

Do you want to go deeper into the subject and ensure that your app is an absolute success? So now see everything that is involved in marketing for apps!