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Guide

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7 Steps to Product Roadmap Success

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Mobile Marketing

Advanced Mobile App Marketing Strategies to Improve App Store Optimization (ASO)

Madeleine Doyle  //  February 10, 2022  //  4 min read

There are hundreds – if not thousands – of articles in the world covering App Store Optimization (ASO) essentials. While it’s critical to perfect these fundamentals, we want to spend time diving into some of the more advanced mobile app marketing strategies to improve ASO.

App store optimization goals

The ultimate long-term goal of ASO is to reduce the cost of acquiring new customers by making the search and decision-making process faster. However, there are several additional goals that all bubble up to this larger goal.

  1. Increase visibility in search results
  2. Drive traffic to the app store listing
  3. Increase click-through rate
  4. Drive downloads
  5. Reduce the cost of acquiring new users

ASO essentials

  • App name
  • Subtitle
  • Description
  • Keywords
  • Visuals and creative assets (Did you know an app video can increase install rates by more than 25 percent?)

Advanced mobile app marketing strategies to improve ASO

Different app stores require different ASO approaches

Although the Google Play Store and the Apple App Store look similar at first blush, they are fundamentally different platforms. Given this, they both need to be optimized uniquely.

  • Creative: Both the design and the layout are different, so this calls for unique creative. For example, apps can provide screenshots for different devices (iPad, iPhone, iMessage) on the Apple App Store but not on the Google Play Store.
  • Audience: There are different types of people who have Android versus iOS phones, and therefore they need to be treated differently. Images or copy that might resonate largely with the Android population might not ring as true with iOS users.

Localization  is key

At the bare minimum, creating more personalized experiences results in higher conversion rates. We know this as mobile app marketing 101. So, why would your app store experience be any different? However, tailoring your content to be unique for different countries isn’t just about providing a unique or personalized experience. Different customers in different locations also have different cultural preferences, values, lifestyles, likes, and dislikes. What might attract a customer from one country might repel a customer from another.

According to Store Maven, here is a quick snapshot of how different customers in different locations behave:

  • US: Customers often have higher explore rates than other regions and are almost 2x more likely to explore than UK users. US visitors are also more likely to scroll through an app’s Gallery than other regions.
  • UK: In more than 50 percent of tests, the app store version that won in the UK was different from the winner in the US.
  • Brazil: iPhone owners often prefer English over local Portuguese.
  • India: Customers favor images with people who look like they’re in India.
  • Japan: Customers are accustomed to heavy text images and reading descriptions (200 percent increase from US benchmark).

Highlight the benefits rather than features

An app with plenty of features is great, but the benefits these features can add value to your target customers’ lives are far more valuable. If you can get across in your screenshots how your app can solve certain problems your customers have, then you’ll see higher click-through rates.

Think long and hard about what the main selling points of your app are when creating your screenshots and writing your copy. What exactly makes you different and better than your competitors? This is your opportunity to show why your one little app out of millions, deserves a highly sought-after spot on the customer’s phone.

That said, don’t overwhelm the user by trying to show a handful of different benefits in one image. Choosing one main focal point per screenshot will be much more effective as too much information will scare the user off.

You also want to clearly show how your app is used. This is especially useful if your app is used in a rather unconventional way. Plus, nobody wants an app that is going to be tricky to use, so highlighting just how straightforward it is can set you ahead of the competition. Keep the instructions simple and to the point, and use images that show exactly what to do.

Prioritize your app ratings and reviews

Ratings and reviews play a major role in your app’s growth long after consumers have found their way to your app store product page. They serve as social proof to indicate your app’s quality in an otherwise blind evaluation process. And in both app stores, review recency matters more than ever before, which means being able to identify and activate your fans on an ongoing basis is critical.

For more on improving your app’s ratings and reviews, check out our guide Mobile App Ratings and Reviews: Where to Start and How to Win.

(Source)

Deploy frequent app updates (and test, test, test)

Both the Apple and Google app stores allow you to change and update your screenshots as much as you wish. Make use of this and test new strategies. Discover what works better whether it’s the use of different background and text colors, re-wording of any text used, or a completely new image altogether. It’s ok to take inspiration from your competitors, too—just don’t be a copycat.

Chances are you won’t get this right the first time anyway, so play around and A/B test everything.

Don’t forget to update your screenshots every time you update your actual app, too. These carefully selected images need to show the app exactly how it is now, so any changes to the interface should be reflected in your app store screenshots.


Ultimately, like most mobile app marketing strategies and fields of practice, ASO is a complex beast that’s constantly changing. Following some of these more advanced ASO strategies will help set you apart from your competition, ultimately resulting in higher downloads and lower customer acquisition costs.

If you’re ready to take your mobile app to the next level, start a 30-day free trial with Apptentive.Within a matter of days, you can start driving more positive ratings and reviews, capturing feedback, analyzing data, and using those findings to prioritize your product roadmap.

About Madeleine Doyle

Madeleine Doyle is the Senior Content Marketing Manager for Apptentive. No stranger to B2B tech, Madeleine enjoys translating complex concepts into easy-to-digest pieces of content.
View all posts by Madeleine Doyle >

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