App Store Optimization

Part 1 – By TKGB
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2
Agenda
Part 1: ASO Execution Part 2: ASO Measuring &
➢ Introduction & Objective of ASO Reporting
➢ Google Play & Apple App Store Ecosystem
(Overview)
➢ Understanding ASO performance KPI by
business types ➢ Tools For Managing Listing Page( Details)
➢ Improving Ranks & SLV/Sessions ➢ Tools For Tracking Ranks
➢ App Localization ➢ Tool For Analytics
➢ Optimizing Conversion Rate ➢ ASO tools comparison
➢ Common mistakes ➢ Introduction of App deep linking
➢ FAQs ➢ Introduction to App indexing
➢ Basic ASO Plan of Action ➢ FAQs

3
Introduction to ASO
App Store How Users Find Apps?
Optimization ✓ With well over 5 million apps available on the app stores getting your app in
front of the right users amongst all the competition remains one of the biggest
▪ ASO is the process of issues.
optimizing mobile apps to
rank higher in an app store’s ✓ A whopping 70% of mobile users utilize search to find new apps. Furthermore,
organic search results 65% of all downloads occur directly after a search.
▪ The objective of ASO is to
increase installs via organic
channel
▪ The higher your app ranks in
an app store’s search results,
the more visible it is to
potential customers

5
Importance of
ASO
✓ About 50%+ apps are discovered through app store searches

✓ The primary goal of App Store Optimization is to increase downloads and the number of loyal users.

✓ The first step of maximizing your downloads is to get your app more easily found by the right app store
visitors.

✓ Increased visibility on the app stores will lead to increase in traffic on the app profile page which will lead to
increase in downloads

6
 Organic Discovery of the
App

Desktop User Google Search Website App Listing

Landing Page Page

Mobile User Google Search Mobile App Listing App

Website Page Download

App App Listing

Search/Featured Page
Apps Page
Understanding ASO
Performance KPI by
Business Types
ASO Performance
KPIs
The main goals of Mobile Apps and
Games:

App
Business User
Visibility Conversions Monetizatio
Growth Retention
n

9
Understanding the ASO
KPIs
The KPIs involved in this stage can be measured with any ASO tool:
• Keywords rankings: position in search results on your target keywords and keyword combinations
• Top Charts rankings: positions in the Top Charts (Free, Paid or Grossing)
• Category rankings: position of an app or game in its category (e.g. arcade, or music)
• Featured: whether it gets featured on the stores’ main page. This KPI can be tracked, for example,
with App Annie.

Visibility
Conversion rate is affected by various ASO factors:
• On-metadata: App Name (Title), Description, Icon, Screenshots, Feature Graphic and Video Previews.
• Off-metadata: Downloads, User Ratings and Reviews.
In the conversion funnel that the user goes through, here are 2 types of KPIs for conversion to keep in
mind:
• Search Listing Visitors (SLV): No. of users that come across your snippet on the store (in Search, Top
Charts and Featured), and tap to view its product page.
• Conversion rate or Install rate: The percentage of visitors of your product page that have
downloaded your app.
Conversions In order to correctly analyze and improve the conversion metrics, you need to keep track of them and
conduct experiments with your listing elements with A/B testing instruments
10
Understanding the ASO
KPIs
• Installs is the basic KPI that can be tracked inside developer console on the stores.
• Increase in Installs leads to increase in purchase of products and services which leads to increase in
business

Business
Growth
• An important metric to analyze the ASO growth is user retention or the number of active users. The
main KPIs to measure in this case are Monthly Active Users (MAU) and Daily Active Users (DAU)
• User ratings and reviews are extremely important indicators of a stable and “healthy” app. They can
be used t understand the sentiment of the users which can help to increase user retention

User retention is important because it helps:

• Influence the size of your audience: More the active users more it will influence new users
• Influence the business revenue: longer users stay with you, the more loyal they become, and the
User more likely they will pay/buy
Retention
11
 Understanding the ASO
KPIs
To measure the revenue several KPIs are used:
• Average Revenue per User (ARPU): Total revenue divided by the number of users.
• Lifetime Value (LTV): A prediction of the net future profit for a particular user.
• Revenue: Total amount of income generated.

For an effective monetization of mobile app, the quality of the users matters more than the quantity of
installs. Few methods of app monetization are:
• Ad Revenue
App • Upgrade to Remove Ads
Monetizatio • In-App Purchases
• Affiliate Programs
n

Note:
Mobile apps pursue different goals depending on their product stages. It can be only organic ranking growth or the increase of
conversion rate, getting more installs and reducing user acquisition costs, increase in revenues or improvement in retention,
achieving certain engagement levels or improving the volume of Daily or Monthly Active Users (DAU and MAU).

12
 KPIs as per Business
Types Ecommerce Social Media
BFSI App Gaming App OTT App
App App
➢ UPI App ➢ Nykaa ➢ Cricket World ➢ Hotstar ➢ Facebook
Examples

Cup 2019
➢ Axis Bank ➢ Pepper Fry ➢ ALTBalaji ➢ TikTok
Mobile App ➢ Chota Bheem
➢ Bewakoof ➢ VIU ➢ Helo
Speed Racing
➢ Franklin
Templeton MF ➢ PUBG
App
Performance
KPIs

Legend:
App
Visibilit Business User
Conversions Monetizatio
y Growth Retention
n
13
ASO Ranking Factors
ASO Ranking
Factors
App Title

ON-APP RELEVANCE FACTORS

App Short
Description App Indexing

TECHNICAL FACTORS
(Android)
App Linking
App Sub-title
Other App Ratings

OFF-APP RELEVANCE
FACTORS
(iOS)
Technical Fixes App Review
App
Description Link Building App Age

OTHER POSSIBLE
FACTORS
App Icon App Speed
App Social Signals
Screenshots Brand Trust
App Demo
Video
App Category

IN ORDER OF IMPORTANCE

15
Google Play Store Store Listing
Elements
App icon

Reviews and ratings

App Video
App Title

App Short Description

Screenshots

App Long Description

16
iOS App Store Store Listing
Elements
App icon

Reviews and ratings

App Video
App Title

App Subtitle

App Promotional Text

Screenshots

App Long Description

17
Steps Involved in
ASO

Competitor Keyword Listing 3rd Party Tech Tracking and

Analysis Research Optimization Promotions Enhancements Measurement

18
Competitor Basis the below comparison pointers we can identify the closest
Analysis & best performing ASO competitor, which will help us plan our
ASO strategy:
Sr. no. Parameters
▪ Studying what all factors are
helping your competitors 1 App category
2 App title
ASO performance on app
3 App title (no. of Characters)
stores is important
4 App subtitle (no. of Characters) - Only on iOS
▪ It helps determine the correct 5 Short Description/Promotional text (no. of Characters)
TG basis their audience 6 App description (no. of characters)
7 No. of Screenshots
demographics
8 What is in the screenshots? (app screens/promos/others)
▪ Helps identify the keywords 9 Is there a video?
which needs to be included 10 What is in the video? (app demo/promotional offers)
in your target list along with 11 Average Ratings
12 No. of Reviews
the category ranking
13 App size
landscape
14 Frequency of updates (Last updated)
15 Total downloads/installs
16 Is App Deep linking done?
17 Is App Indexing enabled?
18 Total backlinks on profile page
19 Total unique backlinks
20 Backlinks with DA>60
21 Page Authority (moz) or Rating (UR from Ahref)
19
 Example
Chota Bheem Speed Chota Bheem Jungle Speed Racing Italic Speed Racing Smoote
Play Store Kids Racing Island
Racing Run Games Mobile
Games > Racing, Family >
App Category Games > Casual Games > Casual Games > Racing Games > Racing
Action & Adventure
Kids Racing Islands, race for
App Title Chhota Bheem Speed Racing Chhota Bheem Jungle Run Speed Racing Speed Racing
kids
App Title (no. of characters) 26 24 12 12 34
Short Description - - - - -
App description (no. of char) 2,639 2,779 577 519 828
No. of Screenshots 23 14 10 15 10
Screenshots Description Game screens Game screens Game screens Game screens Game screens
Is there a video in the profile? No No No No Yes
What in app video? - - - - Gameplay
Average Ratings 4.4 4 4 4.1 4.3
No. of reviews 47,948 108,880 269,027 5,494 1,012
App Size Varies with device 22MB 11MB 26MB 79MB
Frequency of updates (Last
April 12th, 2019 March 20th, 2019 January 8th, 2018 October 12th, 2018 September 2nd, 2018
updated)
Downloads (Installs) 10M+ 10M+ 10M+ 500,000+ 100,000+
Is app deep linking done? Yes No Yes Yes No
Is app indexing enables? Yes Yes Yes Yes Yes
Total backlinks on profile page 307 238 286 66 42
Total unique backlinks 93 89 130 33 17
Backlinks with DA>60 3 11 10 4 2
Page Authority (UR from Ahref) 34 34 36 25 23

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Keyword
Research Note:
• One of the most reliable tool is Google keyword planner. However, Google
The goal here is to establish a Keyword planner does not give app store specific keywords but we can use
keyword set for which you want keywords, which have “app” as a word in suffix or in prefix.
to be found within the app
stores. • Keyword suggestion in both the app stores can also be considered while
optimizing the store profile
Pointers while doing Keyword
research:
Tools that can be used:
▪ Try and figure out all
branded search queries***
▪ List the main features of the
app
▪ Synonyms describing the
features
▪ App’s category
▪ Terms that people commonly Sample kws of
use in this category different niche

21
 Profile
Elements
1
2
3

Optimizing the app store listing profile

using appropriate targeted keywords.
While optimizing profile changes we 4
need to optimize the below elements.
5
1. App Title
7
2. App Icon
3. App Subtitle (only in iOS)
4. App Screenshots
5. App Video
6. App Short Description (Android)/
App Promotional Text (iOS)
7. App Description 6

22
App Title
The App Title (aka App name) is what every user sees first. That is
why it is important to choose your app name wisely. Make sure
that your App Title is relevant to your app, easy to read and
unique.

Character
50 Characters 30 Characters
Tips for App Title – Limit
• Includes brand/app name
• Including the keywords that best
defines the app which will make users
install the app Examples:
• Clear and unique
• Doesn’t show other brand names
• Tells what the app is about
• Represents main message of the app 23
 App Icon
It is the first visual element that any user sees when they come across the
app in search results page, app page or top charts. Icon is an element that
has the most influence on user decision.

Tips to optimize your App Icon – • Final size: 512px x 512px • App Store
• App icon should reflect the main • Format: 32-bit PNG • 1024px × 1024px

Specifications &
purpose of your app • Color space: sRGB • iPhone

Guidelines
• Create a unique app icon which is • Max file size: 1024KB • 180px × 180px
different from what your competitors • Shape: Full square – Google • 120px × 120px
have Play dynamically handles • iPad Pro
• Do not overload the App Icon with too masking. Radius will be • 167px × 167px
many elements. Use vibrant colors and equivalent to 20% of icon • iPad, iPad Mini
clear shapes size. • 152px × 152px
• Avoid Text based Icons • Shadow: None – Google Play
• Add borders to your Icon dynamically handles shadows.
• Make use of A/B testing to determine
what users like 24
App Subtitle – Only in
iOS
➢ App’s subtitle is intended to summarize your app in a concise
phrase.
➢ A subtitle can be up to 30 characters long
➢ It is primarily meant to summarize a product in an additional
sentence and highlight the best features of your product.
➢ Subtitle helps appears on top charts and affects keyword
rankings.
➢ It can only be updated when uploading a new version of the
app.
Tips for App Subtitle –
• Highlight key features of your app
• Include targeted keyword
• Avoid generic descriptions such as
"world’s best app"
• Keep the subtitle engaging and
compelling for the users
• Avoid misleading or false product
claims or inappropriate content
 App Screenshots
➢ Just taking a glance at the screenshots, users will already decide if
they want to try the application or not
➢ Make sure you showcase your best features on the first two
screenshots

• Minimum 2 & maximum 8 • Minimum 2 & maximum 10

screenshots allowed screenshots allowed
Tips for App Screenshots –
• JPEG or 24-bit PNG • Different sizes for each
• Include screenshot of best features on the first two
• Minimum dimension: 320px device. Follow this guide
slots
• Maximum dimension: 3840px • Use app screenshots only, no
• Make sure to use all the 8/10 available screenshots
• The maximum dimension of promotional offers allowed
• Use landscape (suited for entertainment & gaming
your screenshot can’t be
apps) or portrait images
more than twice as long as
• Provide a challenging copy to encourage users to
the minimum dimension
install
• Use app screens, promos etc.
• Localize screenshots
26
 App Video
➢ You can create a YouTube video about your app and add this video
on your Google Play App listing and the video preview thumbnail
will become a feature graphic.
➢ Interestingly, the views from Play Store count as YouTube views.
➢ In iOS app store the developers can add up to 3 video previews
➢ They can be up to 30 seconds long and use footage of an app
experience captured from a device.

Tips for App Video –

• Show real experience
• Don’t use an age-restricted video as your promo
video (for Android since YouTube video is used)
• Localize your video in all the languages that your app • 1 video preview allowed • 3 video previews allowed
is available for Upload one video for each language, • Use YouTube video • Upload video directly to the
for android just use transcripts in different languages, • Can be promotional or app iOS connect
which Google will automatically show depending on demo video • Only app demo video
user location or device settings allowed
• Make the first seconds of your video really 27

compelling
 App Short Description/Promotional
Text
A well-composed short description/promotional text provides
a highlight about the purpose of your app, clearly describes
the app's functionalities and catches attention so the user can
expand it and go to see the full description.

• 80 characters • 170 characters

• Does not require a new app • Does not require a new app
version release version release
• Affects keyword rankings • Does not affect keyword
• Promote special offers here rankings
along with targeting • Promote special offers here
keywords
App short description App Promotional Text
– Google Play Store – iOS App Store

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 App Description/Long Description
➢ The App Description is another essential part of your app’s
metadata. It provides users with information on what your app is
about and gives an overview of its main features.
➢ The App Description is not only relevant for the users, but also for
the app stores algorithm.
➢ Especially for the Google Play store, this is the place where Google
finds the keywords to index your app.
➢ The Description in the Apple App Store is less relevant in terms of
keywords since you can specify them in extra field. However, it is
still a great way to convince the potential users in to download
your app.
Tips for App Description –
• Makes clear what the app is about
• Targeting relevant keywords is more crucial
• Localization • 4000 characters • 4000 characters
• Make is well structured • Does not require a new app • Requires a new app version
• Show most crucial facts above the fold version release release
• List main features & functionality • Affects keyword rankings • Does not Affect keyword
• Include support contact/website link
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rankings
 App Keyword Field (only in iOS)
➢ Apple has made a dedicated 100-character field for
developers to place the keywords they want to rank for.
➢ Keywords field has the biggest weight in search rankings.

Tips for App Description –

• Include only one word form for each keyword. Don't
include plural word forms if you have already
included the singular variant
• Separate words with commas and don’t use spaces –
Apple’s algorithm will already “mix and match” your
keywords, creating various keyword combinations to
rank your app
• Localization
• Avoid keyword repetition
• Avoid Special characters — such as # or @ — unless
they are part of your brand identity
• Avoid names of categories or the word “app”

30
Factors Influencing App
Ranking in Featured
Section
Featured Section in Android & iOS Stores

Editor’s Choice Top Apps Category Rank Top Apps Category Rank

32
Factors that Help Your App Rank in Featured
Section
➢ Currently there is no evidence that a specific factors only impact your app ranking in the featured section
of the app stores
➢ But below are few factors which both the app store algorithms may take into consideration while featuring
your app

Reviews & More Up to date

App Retention Active Users
Ratings Downloads with all bug
fixes

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Localization
App Store
Localization Why is Localization
Important?

Localization is a process to make

store listing pages visible &
appealing to the target local
users.

Not just word-by-word

translation of your listing pages
but focuses on enhancing the
experience for international Increase Visibility –
audience Especially For Non Grow Business
English Keywords Globally

Improve User
Engagement With The Boost Conversion
Listing Page
 Localization Approach
There are 2 ways to Look at Localization
US
“Come alive with Pepsi
Generation.”

China
“Pepsi brings your ancestors back
from the grave.”

Translation International
Translating Meta Data of App’s Store Optimization
Customizing App’s Store Creatives
Page Based on a Country’s Preferred which matches the cultural trend of
Language the Target Country
Things to Keep in
Mind
Signs that are acceptable in one
Human Translation better
language may turnout to be
than Machine
offensive in another
36
Localization - Evernote
Identified Huge number of download
from Japanese region of the English app

Tried to understand a Japanese User’s

Liking for the English App

Create a Japanese version of the App

Creatives & Meta Data e.g. Description

Customized for Japanese user as per their
preference

Growth in Conversion & Gain More Insight

Japanese Version English Version

37
What Can be Localized?

Play Store App Store

77 Different Language 40 Different Language

✓ Title ✓ Name {Title}

✓ Icon ✓ Subtitle
✓ Short Description ✓ Promotional Text
✓ Long Description ✓ App Description
✓ Video & Screenshot ✓ Keywords
✓ App Preview {Video} &
Screenshots

38
Steps To Localize Google Play
Select your
Target
Language

Add Language
Translation (Drop Down)
To Add/Remove
/Change(Default) language
Displays Selected
Language
Manage
Go To “Store Translation
Listing” (Drop Down)

39
Steps To Localize in IOS App Store
Connect
Click on Add
Language

Enter
Click Primary
Localized
Language
Meta Data

Go To “App Hit Save

Store” page

40
 App Store Localization Best
Practices

Human Translator rather than Tool & Regional Holidays & Events Visual Creatives – Image & Video
Localization For Each Country
➢ Above is an Example of tool translated Description ➢ Celebrate Their Most Popular Holidays With Them ➢ In the above Example, Google Maps uses landscape
From English to German pictures as per country
➢ Adding Some lines to Description or Some Details to
• Season [Eng] (✔Tor [Ger]) → ❌ Staffel (True For Tv Visuals can give users an impression that you really • Statue of Liberty for America, Eiffel Tower for France
Shows) understand their culture.
➢ Localize Visuals
• Goal [Eng] (✔ Saison [Ger]) → ❌ Ziel ➢ Above is an Example of Charm King App logo with
(Objective/Destination) Santa Cap During Christmas ▪ Local People & Local Language

➢ You Could Also Provide Multiple Version of Same ▪ Popular Sport for Fitness app
Language as Per Region
41 ▪ Local Dish For Cooking/Restaurant App
Example: English → UK, US, IN, Singapore etc
 App Store Localization Best
Practices

Culturally Appropriate Content Reading Style & Text Length Metric Scales & Color Scheme
➢ Always check cultural meaning of the content when ➢ Closer look at Title & Subtitle with 30 Char Length → ➢ Depending on the country and the language, people
localizing content for images Translation Could Increase Length use different decimal places and delimiter symbols, so
the same number looks very different
➢ In case of Arabic, screenshot with a Pig is missing ➢ Re-arrange Content as Per Reading Style
mostly because designers were mostly aware that they ➢ E.g. – Km, Metter & CM Vs miles, Yards & Inches
➢ English French Russian Etc is Read from Left to Right
are considered impure in Arabic countries
➢ Localize Color in your metadata→ E.g. White Color
➢ Arab or Hebrew read from Right to Left
➢ Another Example → Could Be Thumbs Emoji (👍) ➢ Japanese, Chinese read from Top to Bottom & Left ➢ Mean Peace, Purity, Elegance in Europe, US & other
to right Western Culture
• Sign of approval in Europe & Other Western Countries
➢ Sign Of Bad luck , death in China, Korea etc.
42
• Terrible insults in some regions in Africa & Latin America
Optimizing Conversion
Rate
Conversion
Rate
Conversion rate is the percentage
of your mobile app users who
accomplish an action that fulfills a
desired business objective.

Example: The goal with your shopping app is to increase

purchases for the month so you send a “free shipping”
promo code via push notification to all 8,000 users.

When 400 users use that promo code, you have a

conversion rate of 5% for your “free shipping” campaign.

44
How to Define
“Conversion” for
Your App? Conversion

Purchase/
An Install Registration Subscriptio
n

45
How to Improve Conversion Rate on App Stores

46
#1: Understand
User Behavior
User Behaviour
Designing the optimal app store
page begins by understanding Decisive Visitors Explorers
user behavior inside the app store.

Users who do not engage with the

app store before deciding to install
or leave. (60% of all app store traffic)

Users who engage with the content

available in the store to make a
more informed decision before
installing or leaving.(40% of all app
store traffic)
47
#2: Customize
Each Platform
The first impression is comprised
of the creatives that visitors see
the moment they land on the app
page.

These marketing assets are the

key drivers not only for the install
conversion rate, but also for the
quality of your installs.

The gallery is “below the fold,”

Screenshot gallery is most
making the top feature graphic
dominant and is “above the
and the short description key
fold,”
elements of the first impression.
48
 Messaging:
#3: Test Your Why should your audience download your app? How can you best display
First Impression your key selling points in a manner fitting with your specific audience?

There are three aspects to take Messaging

into consideration when designing
variations for testing:-
Retail Industry Gaming Industry
• Messaging Convincing, Improved Shopping Experience,
Looks for Fun, Cool Graphic, Sell Fun-Factor
• App Store Layout Money or Time Savings

• Creative

As each industry has its own

inherent challenges and
complete landscape, it’s
important to understand what
motivates your specific audience.

Example:
Marvel Contest of Champions 49
 App Store Layout:
#3: Test Your Landscape screenshots will increase video clicks but decrease gallery scroll
First Impression rate. Test what works best for you.

There are three aspects to take

into consideration when designing
App Store Layout
variations for testing:-
• Messaging Gallery Apple’s Featuring
Video Presence
• App Store Layout Orientation Elements
• Creative

While the layout of Google Play’s

product pages remains constant,
Apple offers several features that
completely change the layout
and first impression.

Example:
Bad Piggies Free 50
 Creative:
#3: Test Your Your messaging approach will vary according to the emotion you are trying to
First Impression elicit from your audience.

There are three aspects to take Creative

into consideration when designing
variations for testing:-
Feeling Feature
• Messaging Hybrid
• App Store Layout Oriented Oriented
• Creative

There are several trending

approaches for designing your app
store creative assets be it your
screenshot gallery or your feature
banner, test to see what your users
respond to best.

Example:
GRUBHUB, Booking.com 51
#4: On-
Metadata App Icon &
Title/App
They are the first factor that are taken into account while
browsing the app store, so they need to stand out, as we want
Factors Name users to visit our product page and interact with it.

You should focus on optimizing

the assets the user will see when
they first enter the listing:-
• Icon and Title/App Name
• Average Rating
• User Reviews
It will form a first opinion of the user, to
Average keep it high by having a good product!
Rating A good average rating (along with user
ratings) will also help to improve
visibility on the stores.

It’s one of the most popular factors

when it comes to decide. Other users’
User Reviews
experience is almost definitive to decide
whether to install an app, or not.

52
#5: Visual Assets App Store Google Play Store
Videos Play Automatically &
Videos don’t play automatically
frequently watched by users
Google Play and App Store have Keep video short, use a convincing
Explain your app’s value and why
different layouts, so we need to message from beginning and
the user should download it within
optimize our product page taking don’t rely on sound, as users
more or less than three seconds
into account their variations:- might not listen to it.
• Google Play – Feature Graphic
• App Store – Screenshot Gallery

Example:
Screenshots Gallery of the game 53

Hungry Dragon on Google Play

#6: A/B Testing

A/B testing is an approach that let

us experiment between two (or Brainstorming

more) options to choose the one

that gives better results in terms of
performance (visit / download). Variants

It consists on splitting our

audience into equal groups and Test
present them different variants of
one element.
Analyze and
Review

Apply

54 Keep Testing
#6: What we can App Icon
Icon is the first element people see when they browse the app
stores or when they compare our product with others.
A/B Test?
The first image users see when they visit an app store listing on
Feature
Google Play, driving lot of impact in terms of Conversion Rate to
What we can A/B Test? Graphic Download

▪ App Icon
Screenshots are (mostly on the App Store) the visual asset to be
▪ Feature Graphic (Google Play)
Screenshots optimized, as in most cases they are the only source of information
▪ Screenshots people use to decide whether to install an app or not.
▪ Short Description (Google Play)
and Promo Text (App Store)
▪ Video Short
Description
(Google Play)
Short Description on Google Play and Promo Text on App Store
&
are textual fields that help improve Conversion Rate to Download
Promo Text
(App Store)

The first thing users see after the icon, and in the App Store it
Video plays automatically, so it’s very important to find the one that
improves Conversion Rate
55
How App Reviews can get
More Conversions
App Reviews
Stats

Ratings and reviews are the

lifeblood of the mobile app world.
They provide social proof and are
responsible for making the first
impression on a customer when
they encounter your app in the app
store.

60
How to improve
your App Reply to all featured reviews
Reviews?
Monitor featured reviews for key markets

Report spam and extremely negative reviews

Make it Easy to Review Your Mobile App

Ask Users to Review Your Business App

Thoughtfully Time Your Requests for App Reviews

Offer Incentives for Writing an App Review

Respond to Positive and Negative Reviews of Your

App

61
Examples
Monitor featured reviews for Report spam and extremely Make it Easy to Review
key markets negative reviews Your Mobile App

62
Examples
Ask Users to Review Thoughtfully Time Your Requests Respond to Positive & Negative Reviews
Your Business App for App Reviews of Your App

Positive
Response

Negative
Response

Offer Incentives for Writing

an App Review

63
How to Project Reviews to Improve Overall
Ratings

Current Ratings Projected Ratings

Additional
Ratings No. of reviews Wt. Avg. No. of reviews Wt. Avg.
Reviews
5 26179 130895 21000 47179 235895
4 5690 22760 1000 6690 26760
3 2315 6945 2315 6945
2 1148 2296 1148 2296
1 4812 4812 4812 4812
Projected Ratings
Total 40144 167708 Total 62144 276708 Formula

Current Ratings – 4.2 Projected Ratings – 4.5

64
Common Mistakes
 ASO Mistakes
Implementing the
Not knowing ASO
same ASO strategy Thinking ASO is a Not tracking the
existence and its
on App Store & one-time job right ASO KPIs
impact in business
Google Play

Not using (the

Focusing on the Not Tracking Thinking ASO is
right) keywords in
wrong keywords Competitors SEO for apps
the right fields

Not being up to
Thinking visual Thinking product
Doing Black Hat date with app store
assets don’t have has no impact on
ASO algorithm changes
impact on ASO ASO
or updates

Other Mistakes: Not running A/B Not thinking in

Not using the right Not following
• Changing on-metadata (App Name, tests to improve localizing. Mobile
ASO tools these ASO Experts
metrics is global
keywords, short description,
description) too often
• Stuffing keywords to Title and / or
description
• Trying to success with a terrible product
• Using brands from others… 66
FAQs
FAQs

Answer
Question
Few Main KPIs to Look Out For Are
What KPIs to set For ASO?
• App Store Listing Organic Visibility

• MAUs – Unique Users to Listing

Page

• Conversion Rate

• App Installs

68
FAQs

Answer
Question
Yes, as per relevancy and TG
Should We Target Keywords in of your business you target
Different Languages for ASO? keywords in different
languages. However, it is
recommended to do A/B
testing for conclusive results

69
FAQs

Answer
Question
The backlinks are the fuel of the SEO
Does Off Page Activity Matter For (both for websites and for apps).
ASO? According to the some experiments, the
links do have an impact on the ASO
rankings (keywords) on Google Play
Store. Hence it is recommended to build
links for the profile pages on both the
app stores.

70
FAQs

Answer
Question
One should consider targeting
Should one opt for low search relevant keywords rather than
volume but easy to rank keywords only high volume keywords. One
or high search volume but difficult needs to figure out what would
to rank keywords? be the intent of the user while
searching something on app
stores.

71
FAQs

Answer
Question
• You will see an uplift in
What is the most critical metric impressions, your downloads will
that shows if you are doing ASO increase
correctly?
• Do a very quick sanity check, just
go and look at a small set of
really relevant keywords for your
app that have good search
volume. Make sure that you rank
in the top positions for that set
of keywords.

72
ASO Basic Plan Of Action

• Competitor Analysis, Keyword Research, Report Benchmarking

1
• Store Profile Optimization
2
• App Linking & Indexing
3
• App Reviews & Off page
4
• Progress Tracking 5
• A/B testing Experiments & Store Profile Re-optimization
6
73
Thank You