You’ve put in the work, nailed the basics of App Store Optimization (ASO): keywords are strategically placed in your title and description, your screenshots are eye-catching, and your app icon is a masterpiece. You might be thinking, “Okay, I’m done, right?”
Not quite. While having a solid app store optimization foundation is essential, it’s just the starting line of a much longer race.
Think of ASO as a marathon, not a sprint. It requires ongoing effort, strategy, and adaptation to stay ahead of the competition and achieve long-term success.
Why ASO is a continuous journey
- The app store landscape is dynamic: App store algorithms are constantly evolving, user behavior changes, and new competitors emerge. What works today might not work tomorrow.
- ASO is multifaceted: It’s not just about keywords and visuals. Conversion rate optimization, localization, and app store intelligence all play a crucial role in driving downloads and maximizing your app’s visibility.
- User expectations are high: Users are bombarded with thousands of apps. To stand out, you need to consistently refine your ASO strategy to capture their attention and deliver a compelling app store experience.
The impact of ongoing ASO on organic downloads:
Let’s say your app currently has 100,000 organic downloads per month. With consistent ASO efforts, you can significantly increase this number.
By focusing on CRO, which in this context means optimizing your app page to improve the view-to-install conversion rate, and by continuously refining your keyword strategy to increase organic traffic, you can drive substantial growth in downloads.
For example, with a focused effort, you could potentially increase your monthly organic downloads to 120,000. This 20% increase translates directly to more users discovering and installing your app.
To illustrate further:
Assuming an install-to-payer conversion rate of 2% (this rate varies for each app), with 120,000 new downloads, you could gain 2,400 new paying users. If your average revenue per paying user is €50 (ARPU), this results in €120,000 in revenue from these new users.
Without the ASO improvements, with 100,000 downloads and the same conversion rates, you would have 2,000 new paying users generating €100,000 in revenue.
That’s a €20,000 (20%) per Month increase in revenue from new users, simply by optimizing your ASO!
What does it take to run the ASO marathon?
- In-depth keyword research: Go beyond basic keywords. Research long-tail keywords, competitor keywords, and search trend analysis.
- Localization: Translate your app information into other languages to reach a wider audience.
- Conversion rate optimization: Analyze which elements of your app page convert best and continuously optimize them. Consider A/B testing your icons, screenshots, and app description.
- Leverage custom product pages: Create tailored app store experiences for different user segments and marketing campaigns. This is especially powerful when combined with paid user acquisition channels like Apple Search Ads (ASA).
- Monitoring and analyzing your performance: Keep track of your app’s performance with tools like Apptweak. Analyze which factors influence your downloads and rankings.
- Responding to reviews: User reviews are invaluable! Respond to feedback, resolve issues, and show that you care about your users.
Ready to go the distance with your ASO?
At Wuzzon, we’re experts in helping app developers and marketers achieve ASO success. We’ll help you:
- Understand your current ASO score and identify areas for improvement.
- Develop a comprehensive ASO strategy tailored to your app and target audience.
- Optimize your app’s metadata, visuals, and conversion funnel.
- Track your progress and make data-driven decisions.
Get in touch with us today to learn more about how we can help you win the ASO marathon or other App growth related questions. Contact us by filling in our contact form here. We look forward to helping you go the distance!
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