When you decide to develop an app, it means you begin a fascinating journey. However, you know that completing the app development process is not the last step! Before and after you launch your app, follow some steps to achieve success and abstain from some steps as well. Above all, sustaining your success is more important. Yes, the accumulation of knowledge is important, but some things will be based on some experiences. Follow the benchmarks and appreciate the analysis or A/B testing, which are ongoing in your field. There are some Do’s and Don’ts, which are confessed by looking at this experience and analysis. Let’s check out them together.
While You Are Understanding Your Target Audience and Competitors
The perfect ASO strategy starts with recognizing your audience and competitors perfectly. Understanding your audience and competitors requires several questions:
These questions should be considered carefully. Things to do and not to do show up at this very point!
Plan your ASO strategy like you are in your customers’ shoes. Do substantial consumer research to find out your target keywords that can drive more traffic. Likewise, also survey the keywords used by your competitors and watch your competitors’ reviews, social media comments, and the language used by your most successful competitor.
Do not follow what your competitors are doing like a textbook example. Be sure your app is different to get a competitive advantage. Don’t use the same keywords as similar apps; it can make your app unjustifiable and invisible. Do not stick on the feedback of your app developers only; it will be a big mistake while defining your target audience.
While You Are Optimizing Your App Name, Description and Visual Components
The app name, title, description and icon are the most important components to compose the showcase of your app. There are best practices and bad mistakes on these topics. You can check all the best practices about them from our Infographic “The Ultimate ASO Checklist” as well.
Name: Make your app name memorable, unique and fitting for your app. Consider adding relevant keywords you find to rank higher in the app store’s searches. Use appropriate tools to decide ASO keywords.
Description: Give information in your description about the app, explaining how it works, what it does, and what the features are. The description text should be easy to read.
Icon: Make your app icon attractive and original. Simplicity is key to creating an app icon; pick a bold, unique shape. The icon should also illustrate the purpose of the app. You can see the Spotify (the music app) example with its pick and bold design and black lines, which represent the volume.
Design: Choose your screenshots of your app to guide users through the core features. Likewise, you can add videos to show how the app looks.
Name: If you don’t want your app to get lost in stores, don’t choose the frequently used words for your app name.
Description: Don’t push long and dense text that is difficult to read and boring.
Icon: Don’t make your icon too complex. Customers generally ignore apps with complex and illegible designs. Don’t use too many colors, shapes or excessive text spoils to showcase the app.
Design: Don’t include only one screenshot. Follow the best practices about it. Using several images will provide an advantage to you.
While You Are Localizing Your App
Localization is important for all over the marketing plan and for mobile apps. When you develop an app, you should think in a global framework. Don’t forget the world is not composed of only English-speaking nations. Steve P. Young, ASO expert at Appmaster, states that his customers have gained results of up to a 10X increase in downloads by localizing their mobile apps.
You should perceive the localization process more integrally. Analyze your target languages and cultures. Adapt your ASO for each targeted language. Besides, you should consider all assets of your app from brand communication to all features to adapt.
Don’t only translate your app content. Localization is something more than language translation. By doing localization, you both translate all the assets of your app and adapt all the feature requirements, such as currency and date formats to the specific country. Because of this, language translation is just one of the tasks of app localization.
While You Are Following Reviews and Ratings
Ratings and reviews are very important for app developers to analyze users’ intentions and attitudes. We mentioned the relationship of reviews and updating keywords in another blog “A Different Point of View: From Reviews to Updating Keywords”. Ratings and reviews are vitally important as they can affect the keyword choices. There are some steps to follow and avoid when you evaluate the ratings and reviews.
The most important thing to do is analyze the reviews carefully to update your keyword pool. The table below shows the keywords that are used in users’ reviews about the Facebook app. We can see the “friends” word in Facebook’s keyword spot. Then, the app owner should refocus on this keyword to give more priority and density to it.
There are no “love” and “like” words in the keyword spot or description to gain visibility, although users may write them in their reviews too much.
Moreover, you can send push notifications (in moderation) to encourage your active user base to rate and review your app.
If you have 100 ratings, don’t think that you have got the best app! As we mentioned above, you have to check all the reviews and examine carefully the negative reviews too. Updating and improving will be shaped based on not the number of ratings, based on content of reviews.