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3 analytical App Store Access mistakes you’re overlooking

  • Tech
  • Mobile app
  • Search engine technology

3 analytical App Store Access mistakes you’re overlooking

Binh Dang
Story by
Binh Dang

When Apple and Google alien in 2008 the App Store and Play Store, respectively, they were merely the tech giants’ marketplaces to administer mobile software (apps) to their customers. 12 years (and nearly four actor apps) later, they have transcended from simply a administration access into a acute business channel. App store marketing, or better known as App Store Access (ASO), has since been a vital aspect of many agenda and mobile business strategies.

Compared to other business topics, ASO tends to be accurately able when you look for high adeptness and low assurance on the business budget. Its accent on amoebic app growth activities (no big-ticket paid campaigns like announcement involved) promises just that.

Furthermore, its operations circumduct around accustomed app discovery. This means influences of alien factors on user install decisions are minimal. As a result, you’ll access higher-quality users whose decisions are their own, and thus they’re easier to retain and monetize.

Marketing apps in the accretion app stores prove to be acutely arduous after ASO (data by Statista)

However, with such an importance, and even though 2020 is accepted to be the year ASO will mature, the industry still isn’t as developed as many would like it to be. There are several systematic, expert-level yet axiological misconceptions about the topic that even some accomplished professionals are still making. They limit the true abeyant of ASO, and the beforehand you analyze them, the better you can avoid them.

Below are the top three most analytical among them to help you get started.

Wrong analogue of ASO

Most of my career in ASO has been developed at mobile business agencies and consultancies. As a perk, I get to meet, help and altercate about it with many mobile marketers, artefact managers, app developers and business owners. One thing I consistently notice in such discussions is that they mainly care about search or keyword access when it comes to ASO. In their view, ASO is merely “SEO for apps,”. This absoluteness scares me, for 3 reasons:

You see, ASO doesn’t mean only search optimization. There’s so much more.

ASO has been equated with Search Access for far too long (Image source: Tinuiti)

But how should ASO be defined?

To have a better compassionate of the topic, it’s important to think abiding and see the big picture. ASO, in a nutshell, means maximizing the adeptness of an app’s App Store and/or Play Store attendance to accomplish installs in organic, accustomed ways. In practice, it requires two types of efforts:

App store assets with the assorted estimated CVR boosts (Image source: Leanplum)
Examples of where apps are arresting and apparent in the App Store (Source: Apple)

Again, ASO is so much more than just search or keyword optimization. It’s twofold, multidimensional and across-the-board of both abstruse (e.g. ambidextrous with search baronial algorithms) and artistic (e.g. administration clear designs) aspects of mobile app marketing. Failing to see such a holistic account means missing out on many factors that could make or break your ASO strategies.

Wrong Mindset Towards ASO

Another major delusion about ASO has commodity to do with the scope of an ASO strategy. More specifically, it’s about “when” ASO should be run. However, the ways experts in the field access and assassinate this “when” vary greatly. For many, the catechism is “until when” — that is, “how long” — “can we keep optimizing ASO strategies?”.

This one scares me as much as the wrong definition(s) of ASO because that’s not how it works. It isn’t about how long you can optimize your ASO, it’s about how often you should do it. Here’s why:

ASO activities are meant to repeat in a “loop”, not end “after a while” (Image source: ASO Stack)

For example, when you accomplish keyword optimization, it’s common to think that at a assertive point in time, you’ll end up with the absolute list of the most important keywords that you could rank accomplished accessible for. That’s it — you’d now have a 100% optimized set of keywords, what else can you do?

But what about seasonality? What about those time-sensitive keywords like “e-scooter”, “camping app”, and “outdoor navigation”? Or the new keywords you just aback find because they become trending out of nowhere? What about the changes in the aggressive landscape, user behaviors and other movements in the market, among others? One keyword with a search acceptance score of 40 today could drop to just 5 tomorrow for such reasons. You’ll never know, unless you still keep an eye on it.

Keyword search volume is hardly ever constant, why should ASO be? (Data source: AppTweak)

More importantly, and as mentioned earlier, ASO isn’t just about keywords. About-face drivers like app store screenshots or ratings and reviews, to name a few, are also best optimized in cycles and active from time to time. Even when your app has a 100% CVR from all sources of traffic, you can’t be sure it’s going to stay that way. It could drop the next day because of a change in the traffic, or due to seasonality — annihilation could happen, so never let your guards down.

After all, mobile users are people. They’re unpredictable. You can’t expect all of your app’s new users to be the same kind of people, who want the same thing and will install it for the same affidavit all the time. Things change and so should your ASO strategies. The question, once again, is how often.

Wrong Priorities in ASO

ASO is accepting more and more complex, abrupt and multidimensional. This has made prioritization acutely difficult for marketers. You have to manage clear assets and do artistic optimization, while taking care of the diction and apery in metadata optimization, which is accompanying with a very technical, algorithm-debunking work of keyword optimization, not to acknowledgment that not all metadata assets are indexed for keywords so you need to be even more selective.

On top of that, chump abutment responsibilities are sometimes also appropriate when acknowledging to user reviews, all while watching over product-related metrics like Android Vitals. Worst of all, the inconsistencies between the App Store and Play Store make things unnecessarily overcomplicated — not to acknowledgment the often confusing, different methods to do A/B testing. All these moving pieces in ASO are still just the tip of the iceberg. There’s more, so much more — making so many marketers abashed about an important question: what should be done first?

I have worked with 30 brands, vendors, and other stakeholders in ASO in the last two years. Some of them are my clients, while others are ally or simply accompany with common business interests. One thing I’ve seen very often among them is they tend to crave afterimage more than annihilation else. As a result, they usually want to make a rush to boost afterimage first in ASO. When they don’t get bedeviled about keywords, they are crazy about accepting featured — and, to some, on many occasions, annihilation else really matters.

Visibility, as the top of the funnel, is the top antecedence of many ASO practitioners (Image source: Doofinder)

It makes sense at first glance, with the top of the marketing funnel being abased on visibility, and even industry-leading frameworks like the ASO stack starting off with afterimage advance first. It also makes sense from an efforts point-of-view, because convalescent an app’s (organic) afterimage is frequently fast and not resource-intensive, among other advantages.

However, absorption first on afterimage is very often counterproductive. It’s like contacting a recruiter to apply for a job you’re able for but with an ugly, ambagious and different CV. Nobody will be assertive that you can do the job well — so they won’t invite you to an interview. You need to make sure your appliance is relevant and convincing first, then worry about accepting recruiters to see it later.

In ASO, the abrogating furnishings of ambience the wrong priorities are often more severe because it isn’t just one person on the line, it’s a whole team:

ASO becomes a waste of assets when you focus on the wrong things (Image source: Ryan Stewman)

While it’s appetizing to start with the easy tasks in ASO, we’re declared to focus on what’s important. Ambience the wrong priorities tends to create a trap that makes you do more for less, sometimes even with abrogating outcome. It’s time to set your priorities beeline to avoid it.

Published March 29, 2020 — 17:00 UTC

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