Which Critical App Store Optimization Mistakes You Are Overlooking?

App Store Optimization(ASO) isn’t just a tricky game; it’s also a vital aspect of successful app marketing. Every app owner’s goals should be to improve app visibility, increase downloads, and achieve better results faster. If you’re unable to accomplish any of the above, you may be falling victim to some common ASO mistakes.

Whether you’re a mobile app developer, marketer, CTO, or something in between, your ASO strategy is likely succumbing to some common (but easily avoidable) App Store Optimization mistakes. No worries! I’m here to discuss some of these critical ASO mistakes and go over how to avoid (or fix) them. Let's get into it!

10 Crucial App Store Optimization Mistakes You Are Overlooking

With millions of apps in the app stores, one of the most prominent challenges marketers face is maximizing their app's visibility in the oversaturated market. By avoiding some basic ASO mistakes; however, you can make your app easily discoverable and drive maximum installs.

Repeating Your Keywords

Repetitive use of keywords can negatively impact your ranking in the app stores. In many cases, keyword overuse can actually result in your app getting suspended or banned. Apple App Store recommends using keywords only once in the metadata. However, when it comes to Google Play, repeating the keywords in various parts of your metadata is good for your ASO. 

Keep in mind that keyword repetition and keyword stuffing are two different things but are considered negative practices. Doing either can lower your search ranking in both app stores (Apple and Google).

Not Localizing Your App

China, India, the USA, Brazil, and Russia are the countries with the highest number of app downloads globally, but keeping your ASO centered on foreign markets can cost you almost 90% of your potential users. Both Apple’s App Store and Google Play Store let developers localize their store listing to become visible worldwide. Having said that, you shouldn't neglect to localize your app to your specific country.

Underutilizing Metadata

I have seen countless apps that underutilize their metadata fields. I assume that the developer doesn't know that underutilizing metadata fields lead to apps with a significantly smaller keyword footprint, resulting in reduced installs. Fully utilizing the available metadata fields will help your app rank for thousands of keywords and increase its reach and conversion rates.

Neglecting the Impact of the App Icon

Your app icon may feel like a purely creative decision; changing your app icon can actually lift conversion rates by almost 20%. Neglecting your app icon is one of the most common ASO mistakes. Using a strong central graphic element, simplifying the design, testing various icon shapes, colors, and backgrounds will help you create a perfect icon for your app and attract more potential app users.

Overlooking Low and Negative Ratings

Leaving negative reviews unanswered is one of the worst mistakes an app owner can make. Negative reviews and ratings affect the app visibility and conversion rate instantly. Low average ratings and negative reviews may also kill your chances of getting featured by the Apple App Store and Google Play. You can improve app ratings and reviews by checking them regularly, relying on featured reviews, notifying users, and using in-app rating requests. 

Ignoring Competitors

Everything is public on the internet. If you are not making the most of it, you are missing out on your greatest opportunity. Any app has three primary types of competitors: those that compete strictly as a product, those that compete for chart rankings, and those that combine previous ASO and product competitors. Monitoring your competitors is essential to staying ahead.

Not Using the Right ASO Tools

ASO tools allow you to monitor the main KPIs: keyword rankings, chart rankings, reviews, and ratings. The biggest mistake developers, startups, and brands make are not leveraging ASO tools like Apptweak, Sensor Tower, Mobile Action, and others that track everything related to the app's presence in stores. 

Not Running A/B Tests

Marketing should be about data and analytics, both of which can be deeply flawed without running A/B tests. With the experiments feature, you can A/B test almost every single factor you control on the Google Play developer console, including title, description, screenshots, icon, and others. You can use A/B testing tools such as SplitMetrics and StoreMaven.

Overloading Screenshots with Marketing Messages

In trying to hook users with the screenshot section, marketers often overload screenshots with text and marketing messages. App store users don't like reading, and especially not small text on a colorful background. Your marketing message should be simple and to the point: reveal your key message on the first two screenshots, check the guidelines, and test.

Not Tracking the Result

You can't just set the ASO and forget it; you need to keep tracking your ranks actively to understand what's working and what isn’t. App Store Optimization should be a continuous task if you want to achieve the desired result. Track keyword rank trends and stay ahead of your competitors. 

Key Takeaway: Keep these ASO mistakes in mind, fix them, improve your app's ranking game, and maximize your revenue.

Have anything else in mind related to App Store Optimization? Feel free to share your thoughts with us!