The Digital Marketer’s Guide to App Store Optimization
App Store Optimization, or ASO, is the continuous process of improving an app’s rank and discoverability in an app store. Similar to how a search engine indexes websites, the App Store and Google Play incorporate a range of factors including app store keywords, app downloads, and app reviews when deciding which apps to show first in a search result or top chart. ASO is a way of ensuring your app meets all of these ranking criteria and rises to the top of a search results page.
A smart alternative to costly customer acquisition campaigns, ASO is responsible for driving 68% of all new app discoveries. Its goal is two-fold:
- To drive discovery and awareness by putting your app in front of more potential customers.
- To drive revenue and conversion by encouraging downloads, updates, and in-app purchases.
Whether you’re vying for market share or aiming for a piece of the long tail, securing downloads and revenue ultimately come down to ASO. And our new Digital Marketer’s Guide to App Store Optimization will teach you exactly what you need to stack the odds in your favor.
What you’ll learn
The Digital Marketer’s Guide to App Store Optimization is jam-packed with expert tips and data you won’t be able to find anywhere else.
- How to leverage ASO as a catalyst for app store discovery
- How you can use ASO to drive conversion
- The anatomy of a top 100 app
- Tips and checklists for implementing ASO strategies
- How to track your app store rank
- Advice from the experts
And so much more!
Why App Store Optimization matters
First and foremost, ASO is helps drive discovery and awareness of your app. Optimizing for these metrics means increasing the visibility of your app in the App Store or Google Play. When a potential customer browses a category top chart or searches for keywords relating to your app, you want your app to be among the first results they see. ASO is the process of ensuring just that.
As mentioned above, ASO drives a staggering 68% percent of all new app discoveries (and 82% of millennial app downloads) as potential customers browse the top charts and featured listings or enter a search query to find that perfect app. This latter method, app store search, individually drives nearly half of all app discoveries.
So how do you ensure that customers can find your app amid a sea of 1.5MM+ apps? By first understanding how your rank is determined.
While neither Apple nor Google have revealed specifics about how they calculate search rankings, it is generally accepted that both app stores factor in:
- Rating/review quantity
- Rating/review quality
- App usage statistics (How engaged are the people using your app? How frequently do
they use your app?)
- Uninstalls (How much customer churn does your app experience?)
- Growth (How have daily download counts changed over time?)
- Manual and contextual keywords
Over the course of this guide, we’ll touch on each of these points—and how they drive higher ranks.
Grab your copy now
What are you waiting for? Grab your free copy of the Digital Marketer’s Guide to App Store Optimization today!
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