What is ASO and why every mobile app needs it

So you've built an app. Congratulations! Now comes the tough part - getting people to find and download it. Sure, you can throw money on app install ads and invest a bunch of time trying to get your userbase to grow organically. But none of that means anything if your app can't be found on the app store, and/or if its page in the app store is not attractive enough to get people to download and install.

(Source: Pixabay)

Enter ASO

ASO, short for app store optimization, is the mobile app cousin of SEO (search engine optimization). Except it holds another crucial component: conversion. App store optimization is a process that includes a lot of research, quite a bit of playing with spreadsheets and TONS of creativity. Its result: organic userbase growth and higher ROI on your ad budget. Both are not easy to achieve in today's competitive mobile apps arena.

Part 1: Getting found

A quarter of app downloads originate in the app store search engine. People search for apps using the app name or keywords related to whatever it is they seek.

(Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.)

There are differences in the way Google and Apple index apps in their markets. While Google is an expert in indexing and search result display algorithms, Apple iTunes is still figuring things out, and demanding developers enter keywords when publishing their app.

With both markets, selecting the right keywords to put in the title, keyword field (with iTunes), short description and the long one - it's important to take the time and research the keywords to target in each.

Part 2: Getting picked

The average user spends about 7 seconds deciding if your app is worthy of downloading or not. What makes them decide?

Screenshots

Don't just upload simple captures from the app, but use the images to deliver as much information as you can about the app features and advantages for the users.

Here's an example:

Video preview

Just as important as the screenshots, but less often viewed.

Ranking

Low ranks are bound to drive away new users. Do your best to keep those ratings up by replying to user rating comments and improving your app to address their concerns and issues.

Description

Only a small percentage of users will bother to read your app description. Regardless, it needs to be well written and professional in case they do. 

Don't spare words and add as much text as you can, including the relevant keywords. Don't spam, and try to make it fun. 

A good example is a client I worked with - the official Reddit app. If you know my writing, you might notice that special techslutty touch in places. :)

The bottom line

Some app marketers neglect ASO in favor of install ad campaigns. Having worked with some major brands and having seen the results of well-executed ASO combined with smart advertising my advice to you is to invest in ASO first, and advertising second. Because bringing users to a page that doesn't create downloads is a sad waste of your app's marketing budget.

Got questions? Ask me in the comments!

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Notes: Felt like taking a break from creative writing and sharing my work expertise with you, as I am certain there are some app developers in the audience.

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