10 ASO missteps that could cost you dearly and how to fix them

Increasing visibility, garnering high intent users through that magic word (downloads) and ultimately seeing your app grow without unsustainable acquisition costs; These are every app developer’s dream, right?

To achieve this ideal scenario, there is one vital component of your app marketing strategy that you can never ignore: App Store Optimization (ASO).

In ASO, it’s less about do’s and don’ts and more about absolute do’s and “oh god please don’ts”. If you want to create a lasting and winning strategy, ASO is a science consisting of many details. But don’t worry; We’ve outlined 10 key components to your organic strategy that you really don’t want to miss.

Mixing Google Play and Apple App Store strategies

It’s a common mistake to assume that what works on Google Play will also work on the Apple App Store (or vice versa). Each platform has its own algorithm and best practices; for example, Google indexes app descriptions for keywords, while Apple uses specific keyword domains. If you plan to offer your app on both Google and iOS, tailoring your ASO approach to each platform is crucial to get the best results.

When optimizing apps for ASO on Android and iOS, developers face different challenges due to the different approaches of each platform. Google Play emphasizes the integration of keywords within the app’s title, description, and backend metadata, relying heavily on description for search indexing.

On iOS, the focus is on the custom keyword field, which prioritizes the title and subtitle for indexing; Explanation plays a secondary role, aiming more at transformation. Only 2% of users actually read the description on iOS because the majority decide to download the app after looking at screenshots, so it’s important that all the main features are showcased there.

Visual elements also vary, as Google Play allows up to eight screenshots and includes YouTube videos directly in listings, while iOS supports up to ten screenshots, displaying the first three or one video in search results to attract users.

Understanding these nuances is crucial for developers to effectively adapt their ASO strategies and increase app visibility and engagement on each relevant platform.

Ignoring metadata updates

Regularly updating an app’s metadata is crucial to maintaining and increasing its visibility and appeal in app stores. It is essential for iOS developers to efficiently use the limited space in metadata fields. Avoid repeating terms in the tagline (it is better to avoid repetitions in all areas), as each character is important to attract the attention of potential users and increase search visibility. Instead, focus on unique identifiers that highlight the app’s features and benefits in a concise and engaging way.

Metadata includes textual descriptions and visual elements such as icons and screenshots. These should be refreshed regularly to reflect the latest features and user interface improvements of the application. This approach keeps the app updated and can increase download rates because updated images can re-engage existing users and attract new users.

For those managing iOS apps, leveraging platforms like APPlyzer can provide insights into effective metadata strategies.

These tools provide analytics and recommendations tailored to the iOS environment, helping developers understand how changes to their metadata may affect their app’s performance in the App Store. You can make an installation PRACTITIONER Sign up for an account completely free and track up to 100 keywords, so it’s a great place to start your keyword research efforts.

Understanding these nuances is crucial to implementing updates that align with current trends and user expectations and ensuring the app remains attractive and competitive in a crowded market.

Overlooking the impact of creatives

The impact of creatives like screenshots, videos, and the overall graphical presentation of your app cannot be overstated when it comes to converting viewers into users. There are many things you can do for optimize your apps Conversion Rate (CR)

These elements not only attract attention, but also play an important role in the user’s decision-making process and serve as a key differentiator in crowded app stores.

When it comes to testing creatives, make sure you cover the basics:

A/B testing

While it may not be groundbreaking, it is a vitally important aspect of creating a winning ASO strategy. By regularly testing different versions of screenshots, videos, and other graphic elements, you can collect data on your users’ preferences and effectiveness in terms of engagement and conversion rate optimization.

copy test

While images capture the user’s attention, the text content in your creatives is equally important in influencing decisions. Copy testing involves fine-tuning the wording in your app’s description, call-to-action buttons, and even text within images to see which versions drive the most downloads. This process helps refine messages to ensure clarity and appeal, aligning your app’s communication with user expectations and increasing the likelihood of conversion.

you can use Store Entry Experiments (SLE) for Android and Product Page Optimization (PPO) For iOS to run A/B tests on each relevant app store. There are a few minor differences between them; So PPO focuses more on visual elements, while SLE also allows you to test text elements. Ultimately, both allow you to run A/B tests to improve your CRO strategy and are extremely useful tools to explore.

Localization is more than translation

Effective localization adapts your app to cultural nuances and the specific demands of each market beyond simply translating text. This can significantly increase your app’s appeal and user engagement worldwide.

Localization goes beyond mere translation by tailoring your app to the cultural nuances and specific preferences of each target market. This strategy is critical for engaging with users on a deeper level as it respects local traditions, cultural references and even regulatory requirements, thus improving user experience and increasing global appeal.

Effective localization involves several layers:

• cultural adaptation: This involves modifying content to suit local tastes and cultural practices (such as changing colors, layouts, or images to align with local preferences).
• Legal and regulatory compliance: Ensuring that the app complies with local laws and regulations can be crucial, especially in regions with tight controls on digital content.
• Local user behavior: Understanding and integrating local user behavior can significantly impact how the app is perceived. This may mean changing the app’s functionality or interface to better align with how the target demographic uses technology.
• Language localization: Beyond translating text, this includes localizing into dialects and idioms to ensure the language feels natural and engaging to native speakers.

By addressing these aspects, you can significantly increase the relevance and attractiveness of your app in foreign markets; This can lead to improved download rates and user retention rates.

Rating and review management

Managing ratings and reviews is critical to an app’s success as they significantly impact an app’s reputation and visibility. Effective strategies to manage this aspect are important.

Effective rating prompts

Strategically timed and worded rating prompts can greatly increase the likelihood of receiving positive feedback from satisfied users. The best approach involves asking for ratings at high points in the user experience (for example, after completing a task or reaching a milestone within the app). This timing makes users more likely to leave positive reviews because of the immediate sense of satisfaction they feel. Tools like Google Play’s In-App Review API and Apple’s SKStoreReviewController can help implement these prompts seamlessly.