A lot goes into the making of an app; right from the point when someone gets an idea about making an app to the point the app is launched, lots and lots of time, effort, and money go into it. And if the marketing and promotion of the app are not done the right way, all this effort is bound to get wasted.
Promoting an app involves a lot of things, some of which are general and can be easily done. There are a few things that are more technical, and you need to understand them before working on them.
One of these things is App Store Optimization (ASO), which means optimizing your app’s position on app stores, that is, improving its ranking and visibility and encouraging people to download it.
Here are a few basic app store optimisation techniques that will help you achieve your desired marketing goals:
Keywords
Just as in the case of SEO for websites, keywords hold importance in ASO too. You must very carefully choose the keywords for your app; they must be directly related to what your app offers. The keyword helps in locating your app on an app store while a user searches for it. Common terms of the industry you operate in and their synonyms you must consider all these things before choosing the appropriate keyword for your app.
Category
As important as the keyword in determining your app’s discoverability on an app store, choosing the right category for your app also holds equal importance. Analyze all that your app offers and the categories available, and carefully choose the most relevant category.
If your app fits into more than one category, then try to put it in the least competitive one, as the scope for a higher ranking will be more there.
Name
What’s in a name? – Everything! This Shakespearean philosophy might not work when it comes to the name of an app.
The name of your app is the first thing that a user gets to know about your app. It sort of creates a first impression in their minds. A unique, interesting, self-explanatory, and, most importantly – the easy-to-pronounce name is what will make for a good first impression of your app.
Description
Even though you choose the most appropriate category and keywords for your app, and you name it such that it suggests the use of the app, you will still need to give a brief description of what all your app offers and how it will help the users.
This description must be as such that it clearly defines the features and functions of the app, plus it persuades the viewer to download it.
Visuals
It is not just the name that makes the first impression of your app. It also depends a lot on how your app looks. Now, this essentially means the icon of your app, as before downloading an app, it is the only visual aspect users see.
More importantly, you must also include a video description of your app. This video, apart from clearly defining the features of the app, must be attractive and convincing enough for the users to use the app.
One more point must be noted when it comes to incorporating visuals in your app description. Before downloading and using an app, the users would love to see how the app looks, that is, the overall layout of the app. For this, you can include screenshots of your app in the app description part.
The more visually appealing the introduction to the app, you will be able to convert more viewers into users.
Ratings and Reviews
Be it Google Play Store or Apple App Store, there is a provision for the users of an app to rate and write a review about the app publicly. And to some extent, these ratings and reviews do matter in another user’s decision to download the app. To promote positive reviews and ratings for your app, ask long-time existing users to post reviews.
Even if you get some negative reviews for your app, try to take it positively, as it will only help you promote your app better by creating a good image in the minds of the people.
Language
All apps and their descriptions are available in the English language, as it is the common medium of communication all across the globe. But if you have the aim to increase your reach to a broader set of people across the world and have a global target audience, you must try to make the description of your app available in certain local languages also.
Conclusion
App Store Optimisation, as the name suggests, aims toward optimizing your app on app stores. If you want to grow and increase your reach, then your ASO becomes an inevitable step towards the successful marketing of your app.
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