With the spread of smartphones, many apps are now available. However, I think there are many companies that are happy with the distribution of their apps, but are worried that the number of downloads is not increasing.
Therefore, what you should implement is ASO measures. In this article, we will provide a detailed overview of ASO countermeasures, specific initiatives, benefits, etc.
Deepen your understanding of ASO measures and aim to increase the number of downloads of your company’s apps.
What are ASO measures?
ASO measures are measures to increase the awareness of your app in the app store and increase the number of downloads. ASO stands for App Store Optimization, which is called app store optimization in Japanese.
The purpose of ASO measures is to increase the number of downloads of your app and have more users use your app. For this reason, ASO measures are centered around
SEO
and CRO.
ASO measures involve optimizing app names, descriptions, etc. for ranking
algorithms
in app stores.
Why are ASO measures important?
The reason why ASO measures are important is because many users search for apps in the app store and then download them.
Many users use the search function within the app store to display apps that meet
their needs
, then select and download the one they like. Therefore, increasing the exposure of your app in the app store has a significant impact on the number of downloads.
In order to increase the number of downloads, it is important to display your app at the top of search rankings, and for this reason, ASO measures to optimize within the app store are important.
In order to increase the number of app downloads, there are ways to increase exposure through banner ads, video ads, etc., but advertising costs a certain amount of money.
On the other hand, ASO measures do not cost as much as advertising. If you can get your app displayed at the top of search results using ASO measures, you can increase your app’s visibility while keeping costs down.
Specific initiatives for ASO countermeasures
What kind of measures are needed to address ASO? Here, we will introduce specific initiatives for ASO countermeasures.
Insert keywords in app title
Include keywords in your app title.
Keyword selection is important in order to rank high in search rankings. Try to choose words that are easy to search for or words that represent the features of your app. We also recommend using specialized tools such as Google Keyword Planner.
Once you have selected a keyword, put it as far to the left of the title as possible. This is because search engines place more emphasis on the keyword being on the left, i.e. at the beginning of the title.
Choose the best keywords and include them in the title.
Increase the number of reviews for your app
We will take measures to increase the number of reviews for the app.
Review scores represent the quality of an app and affect its appearance in search rankings. Of course, you cannot manipulate the scores or content of reviews.
The purpose of ASO measures is to attract users to reviews and increase the number of reviews. The number of reviews will accumulate as users request reviews while using the app and give high ratings.
It’s also important to respond to reviews you receive. Be sure to respond not only to high ratings but also to low ratings.
Increase app usage rate (retention rate)
Measures to increase the usage rate (continuation rate) of the app are also necessary.
An app’s usage rate and retention rate are also related to its high ranking in search rankings. You also need to think about what happens after your app is downloaded.
Using small keywords is effective in increasing usage and retention rates. Small keywords are niche keywords with little competition or keywords that combine multiple words.
By narrowing down your needs, you can improve usage and retention rates after downloading.
Increase app downloads
Increase your app downloads.
The search ranking algorithm takes into account not only the number of searches and reviews for an app, but also the number of downloads. It is also important that the ratio of downloads to searches (conversion rate) is high.
Increasing the number of app downloads is the number one goal of ASO measures, but on the other hand, if the number of downloads increases, it will be possible to display the app higher in search results.
Increase mentions of your app in search engines
Increase mentions of your app in search engines.
In the app store Googleplay, the app’s visibility in the search engine Google is also important. In other words, how much an app is mentioned on Google’s web pages has a bearing on how high it appears in search rankings.
It is especially important to have many mentions on highly trusted web pages.
Set an icon that reflects the content of the app
Set the app icon to something that indicates the content of the app.
Your app’s icon is what users see when searching for it, as well as after it’s downloaded, so it’s important to use an icon that makes it easy to recognize the content of your app at a glance. Also, keep the icon design simple so that it is easy to understand even if it is small.
Also, when creating an app icon, consider both originality and commonality with competing apps. You should take your time and carefully set up your icons.
Set up a deep link
By installing deep links, we aim to increase the number of installs.
Deep links are links that take users directly from within a website or app to specific content in your app. By setting up a deep link, you can move from within a website or app to an app without returning to the home screen.
By migrating users with deep links, you can increase app downloads and improve search rankings.
Insert keywords in the description
Include keywords not only in the title of your app, but also in the description.
By including the keywords in the title in the description, you can increase your ranking in search rankings. However, blindly using keywords can have the opposite effect. Create a description that clearly conveys the content of the app, and include keywords to the extent that it doesn’t look unnatural.
The App Store and Google Play warn against overusing keywords, so be careful not to overuse them.
Also install screenshots
Please include screenshots to better convey the content of your app.
Unlike descriptive text, screenshots are effective in increasing the number of downloads because they allow users to visually understand the content of the app. It is important to include screenshots to convey how the app responds to user needs and what the app’s strengths are.
Are the ASO measures different for the two stores?
Different measures must be taken for the App Store and Google Play. This is because the two have different functions within the app store.
The differences between Appstore and Googleplay are as follows.
The number of characters for app titles is limited to 30 characters in the App Store and 50 characters in Google Play. You can also register keywords as metadata on the App Store. Therefore, keywords in the description will not be reflected in search results.
On the other hand, Google Play does not have a keyword registration function, but search rankings are determined based on frequently used keywords in the description.
Since A/B testing is possible on Google Play, we often see a trend of testing on Google Play and then reflecting the test results on the App Store.
Benefits of taking ASO measures
There are two benefits of ASO measures: “increase in the number of downloads” and “increase in sales.” Let’s take a look at the benefits of each.
Increase in app downloads
One of the benefits of ASO measures is an increase in the number of app downloads. As mentioned above, ASO measures aim to increase the visibility of your app in app stores and increase the number of downloads.
By displaying your app at the top of search rankings, more users will see your app, which will result in more downloads. Increasing the number of downloads is the main purpose of ASO measures, and it is also a great benefit for the company.
The company’s sales increase as the number of downloads increases.
As the number of downloads increases, the company’s sales will also increase. With ASO measures, you can not only increase the number of downloads, but also acquire organic install users.
Organic installers are users who download an app of their own free will without being influenced by advertisements. Because they are not downloading an app for some reason, organic installers can be expected to have a high retention rate.
Not only is the number of downloads directly linked to sales, but if the retention rate is high, sales from in-app advertising and in-app purchases will also increase.
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Does ASO countermeasures cost money?
If you carry out ASO measures yourself, there will be no cost. However, if you are doing it in-house, it is effective to use a dedicated tool, and using a dedicated tool will incur running costs.
Additionally, if it is difficult to take measures in-house, it is possible to outsource the measures. Please keep in mind that the average cost when relying on outside services is at least 400,000 to 500,000 yen per year.
However, the market price is only a guideline, and pricing varies depending on the company. There are cases where there is no initial cost or a performance-based fee system, so please carefully consider cost-effectiveness when outsourcing ASO measures.
summary
ASO measures are measures aimed at increasing the number of downloads of your company’s apps.
Many users download apps using the app store’s search function, and by displaying your app at the top of search results, you can increase your app’s exposure. Also, the visibility and understandability of the details page has a big impact on the download rate of the app, so be sure to take proper measures.
Please refer to the specific efforts introduced in this article to take measures against ASO.