Great App – No Downloads!

Like many people you have an amazing idea for an app. You have chosen to develop your app with with an amazing team that have your best interest at heart. Finally the day arrives and everything is perfect, from the design to the look and feel, clearly it is going to be a winner. After uploading your app to the store you sit and wait for the numbers to tick over, but nothing happens. This is a story that we have heard all too often. What follows is a state of self doubt? Is it that the idea was not original enough? Is the market not ready for it? Or is is that you have not engaged in effective App Store Optimisation (ASO).

Positioning your app in the store is the key to a successful app. Just like SEO and trying to get your website listed on page one of a web, App Store Optimisation is the process of your mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’ search results, the more visible it is to potential customers. With thousands of apps being released every day, it is no longer a certainty that people will simply stumble across your app and use it.
Below are a list of must does before launching your app!

1. Choose the right app name

We find that the best results with ASO generally come from those apps who include relevant keywords within the title. On average, apps with relevant wording in the title have 10.3% higher hit than apps without a title keyword.
Titles in the App Store can be up to 255 characters, allowing for plenty of keywords or keyword phrases. However, don’t take this as an opportunity to stuff every keyword you can think of into your title; after all, your app’s name is, first and foremost, your first impression to a potential mobile customer.

2. Know your customer and your market.

Who are your customers and what does your competition look like? A well-formed ASO strategy hinges on understanding how your customers use your app, as well as having a deep understanding of your competitors.

• How do they describe my app?
• What are their top reasons for downloading and using my app?
• What is my competitive advantage?
• Which keywords do my competitors target?
• How easily can I compete against these apps on the same keywords?
• Should I target the obvious keywords or the less obvious (and less trafficked) keywords that better speak to my unique offering and points of differentiation?

Just as you need to understand what you think your keywords will be, It’s equally important to survey your competition to identify which keywords are being targeted by apps similar to yours. Similarly, you’ll have to decide if it makes more sense to rank in the top 10 for a few highly competitive keywords or to rank in the top spot for keywords but have a much smaller amount of them.

3.Create a compelling description

With the exception of a few of the pre mentioned strategically placed keywords, your app’s description should be targeted toward your customer base, rather than a search engine index. Your description should be viewed as a call-to-action for potential customers. Describe what it does in simple and concise language, list the unique benefits it offers, and compel the reader to download it.
Technically speaking, we feel you have about three lines to capture your audiences attention, so it is wise to make them powerful.

4. Maximise your keywords

I is important to remember that one size does not fit all. The App Store and the Google Play Store have two very different approaches when it comes to ASO keywords.

-The App Store
The App Store has a 100-character keyword field. It exclusively uses title and whatever keywords or keyword phrases you include in these 100 characters to determine which search strings your app will show up for.

-Google Play
On the other hand, the Google Play Store takes an approach more similar to modern SEO. Google does away with the specified tags and scans your app’s description to extract relevant keywords. In this scenario, you’re given 4,000 characters to describe it in natural, customer-facing language. A recent study showed that the optimal number of times to repeat a keyword in an app store product page is five, at which point you will maximise the likelihood of ranking prominently for that keyword. Anything more than that and you are not doing yourself justice.

5. Icon Selection

As your potential customers browse a nearly endless list of apps, your visual icon is the first impression they’ll have of yours. Make it count!
Aside from making your icon stand out, it is important to note that both app stores have different sizing requirements, so don’t simply go with the one size fits all approach, tailor your icons as required.

6. Listing Locally

Very rarely does “one-size-fits-all” in any market, and the same can be said for APO. Remember that of those of us in the English-speaking world, 72% prefer to use their native language when shopping, even if they’re fluent in English. This is a massive benefit for app developers who are able to tap into this market by catering to the unique preferences of its customer segments.
Put simply, if your audience goes beyond the English-speaking world, consider adapting your brand communication and language to the wants and needs of each audience segment.
Is this day and age there are a plethora of solutions for low-cost translation or localisation services that can translate your app’s title, keywords, description, and screenshots to the languages of your largest segments.
Both the iTunes App Store and the Google Play Store allow you to localise your listing to make both discoverability and readability easier for customers in different countries. By doing so, you can increase both adoption and conversion, as more customers find your app using keywords in their language and as more customer download it after seeing a welcoming product page in their language. Together, these two effects can add up to as much as a 767% increase in downloads.

7.  Video’s and Screenshots

Having screenshots in your description may not have a direct effect on search rankings, but they do drive downloads. Images convey more about what your app is all about and they also bring your descriptive text to life, allowing potential customers to visualise using your app before they make the download.
While you can upload up to five screenshots for an iOS app and up to eight for an Android app, only your first 2–3 screenshots will show in the gallery on page load, so once again make them count! Take special care in ensuring that these screenshots speak to your biggest customer benefits and are strong enough to convince the reader to browse your additional screenshots or download it.

For your first 3 slides, focus all your attention on your app’s most pivotal features, latest updates, and the pages on which your customers will spend most of their time.

The final word

At the end of the day, it’s important to remember that on-page optimisation is just one tool in your mobile marketing kit. Some other considerations that will help you increase your customer base are listed below.

-App indexing

App indexing allows you to drive downloads and app store traffic directly from a search engine results page. App indexing has quickly shaken up the world of search, with 40% of searches now returning app indexed results.

-Update Update Update

Mobile customers are looking for apps that are constantly improving, with regular updates based on customer feedback. Apps that are frequently updated are seen, by both the app store and the customer, to be of a higher value and more customer-centric. Consequently, app updates highly correspond to better reviews as each new and improved version of the app should naturally receive higher ratings than the version before.

-Encourage Ratings and Feedbacks

It is as simple as the title suggests, always encourage feedback and where warranted, listen, dissect and act! The apps with the highest rating counts are those that keep their customers engaged and proactively solicit customer feedback to shape their product roadmap and future updates.

For more information visit Nick Thorn Design