The App Store Optimization Issue

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Hi Marketers,

This month, The Lead Magnate is diving headfirst into the ever-evolving world of App Store Optimization (ASO).

Why does ASO matter? Because it determines how easily users can discover your app. 82% of users find new apps:

a) by browsing or

b) by relying on recommendations directly from app stores

Unfortunately, many ASO strategies forget to integrate app store optimization within the larger context of organic marketing. In fact, SEO tactics you use for Google can also be applied directly to ASO.?Remember, ASO and SEO are a powerful combo, not rivals.

Moving Beyond the Basics

For the purpose of going deeper in this newsletter, we’re assuming you’ve got a firm grasp on the essentials already. This includes optimizing your app icon, title, descriptions, visuals and your rating & reviews strategy (click here if you need guidance).

Now, while ASO ensures your app gets seen, success hinges on one key action: getting users to install. To craft a holistic strategy ensure you:

Create App Landing Pages

Simply adding app and play store icons to your website is not enough. A dedicated landing page is essential to:

• Highlight your value proposition
• Add an additional owned asset to take up valuable SERP real estate for branded queries and
• Build a strong internal linking strategy

You can also use your app landing page as a testing ground to:

• Track User Interest: Make feature descriptions clickable or use heat mapping tools like Hotjar to see which features grab user attention.
• Refine Your Messaging: A/B test different landing page layouts and copy. Use these insights to optimize your app store metadata and creative assets, ensuring they resonate with your target audience.

Optimize App Listing Pages

App store listing pages are crucial for ASO. They're like mini websites within the app store, showcasing your app and influencing downloads. Strategies to implement include:

• Keyword Research & Competitor Analysis: Tools like Semrush help with analyzing competitor app listings and identifying valuable keywords. See what keywords they rank for, their app ratings, and use this to inform your strategy and optimize your metadata (title, descriptions etc.) across both app stores.
• Building Backlinks (Google Play Only): Unlike Apple, Google Play considers backlinks when ranking listings. Building backlinks from relevant websites can boost your app's visibility.

For Advance SEOs & ASOs - Leverage Google Play Android Vitals: Google's Android Vitals toolkit goes beyond basic SEO and measures how well your app performs. Here's the key takeaway:

• Minimize crashes and freezes: Keep crash rates below 1% and ANR (app not responding) rates below 0.5% to improve your app's visibility in Google Play.

This is similar to Core Web Vitals for websites, but more in-depth.

Finally, with the launch of newer products like Apple Vision Pro, ASO is bound to become more intricate with new devices and app stores. Companies that prioritize acing ASO today will be poised to dominate in the future.

If you’re after a detailed guide to walk you through App Store Optimization, we’ve got you covered. From understanding the difference between various app stores to optimizing for them, learn more here.

Further underscoring the importance of ASO is the data shared in our Demat & Stock Trading Search Trends Report. "Demat and stock trading app" searches have grown by 38.17% in FY 2023

To know more, download the report now.

ICYMI: At Techmagnate, we frequently publish industry performance reports based on the overarching search trends in a given industry. These reports, put together by our in-house experts, are thoroughly researched and offer search trends data that every marketer can utilize for creating a stronger digital presence.

You can find them here.

We increased app installations by 243% for a leading loan app (from 49K downloads to 170k downloads)

We also improved the app’s rating from 3.1 to 4.2.

Read our case study.

We hope you enjoyed reading The Lead Magnate. Let us know in the comments if you have any suggestions or feedback!?