ASO 101 for Startups: How to Achieve Top Ratings in the App Store
Learn how to increase traffic to your app, boost installs and save resources while attracting new users.
What is App Store Optimization (ASO)?
App Store Optimization (ASO) is the process of optimizing an app or game in app stores (Apple App Store, Google Play Store, Microsoft Store) to increase visibility, improve conversion rates, and drive organic installs.
ASO helps increase the number of views and organic downloads. This means greater brand visibility and, most importantly, higher revenues.
For example, if someone is searching for a workout app and types "workout app" in the App Store, the difference between being ranked first and being on the fifth page of results is enormous.
Improving your ranking gives you a competitive advantage. The top position is like a restaurant in the busiest street of the city, while the fifth page of search results is like a hidden alley tucked away in the shadows. In this article, we cover the most important aspects of ASO, which companies will benefit the most from it, key metrics, and ways to make your ASO strategy smooth sailing. As a bonus point, we added a FAQ section, featuring our ASO specialist, that will share the tips and tricks to improve your app growth.
Do you need ASO?
Short answer: Yes. ASO is crucial for any app because it significantly impacts your app’s chances of being found by potential users. Around 70% of users discover new apps through app store searches. In such a competitive environment with millions of apps, ASO helps your app stand out and drive installs organically.
At MobileXapps, we focus not only on developing apps but also on app optimization, app monetization, and ad integration. If you’re looking for ways to generate income from your hard work and sustain the app's future development, reach out. Leave a message for our experts and book a free consultation.
ASO for Startups VS ASO for Mid-sized companies
App Store Optimization is beneficial to companies of any size, although startups and established companies might require different strategies.
For startups, competing for users' attention with well-funded companies might require a lot of resources, time, and money. But there’s a way to do that without relying heavily on expensive paid marketing strategies. Here are a few reasons to choose ASO as a product startup company.
Organic growth
Having limited marketing resources makes ASO an essential tool for organic growth. Instead of pouring funds into paid ads, startups can optimize their app position to attract organic traffic.
Startups can also see significant ROI through organic downloads. Once the app listing is optimized with the right keywords, visuals, and descriptions, it becomes a great source of downloads and monetization.
Finding your niche
Startups can get noticed by targeting niche categories or markets with less competition. Even without a well-known brand or big budget, startups can move up in app store rankings by using specific, targeted keywords that attract the right audience.
Collect reviews and improve
For startups, the early stages of an app launch are crucial to establishing a loyal user base. The data and feedback from users can be used to improve your app and generate positive reviews, which further boosts app listing.
While startups use ASO to be discovered, more established companies use it to keep their app visible and maintain customer loyalty. ASO helps these companies hold onto their user base and strengthen their brand.
User Retention and improving LTV
Established companies often release updates and new features, and ASO makes sure users know about these changes. Highlighting new features in the app store’s “What’s New” section encourages existing users to keep engaging. Managing reviews is also important: with a larger user base comes more feedback, so ASO strategies focus on showcasing positive reviews and responding to negative ones to improve the app’s reputation.
Expanding to Global Markets
ASO is a critical step in acquiring international users. Optimizing the app store listing in multiple languages with relevant keywords, screenshots, and descriptions helps established brands capture new markets.
Additionally, companies with several apps can cross-promote, linking their apps in the app store to drive traffic from one app to another. This helps broaden their overall reach and visibility.
Case Studies: Successful ASO with MobileXapps
Challenges and Pitfalls in ASO
Lack of or Insufficient General Keywords
Users who want to install an app are generally divided into two categories: those who know exactly what they are looking for and those who don't. In the first case, users search for brand-specific queries, such as "Spotify," "Toggl," or "Shazam." In another case, they use general search keywords like "sports and fitness," "meditation," or "calorie tracker."
Therefore, when building your keyword search, it's important to consider not only keywords directly related to your product but also indirect ones that potential users might use to search for the app.
For example, for a flight search platform, keywords like "airplane tickets," "buy tickets," and "cheap tickets" are not enough. You should also include terms like "travel," "cheap flights," and "book a plane ticket." You can find these keywords using tools like Keyword Tool or Sensor Tower by entering your primary search terms.
To create a high-quality search:
- Identify queries that are associated with your app.
- Use ASO tools (such as ASOdesk, AppFollow) that provide competitor analysis, market analysis, and optimization reports, as well as track the performance of specific keywords.
- Add popular app store keywords relevant to your product, which can also be identified using ASO tools.
- Analyze competitor app search queries.
- Remove irrelevant keywords from the list. If the app doesn’t meet the expectations of a specific search query, that keyword should be eliminated.
Lack of Competitor Analysis
Competitor analysis is a crucial step in optimizing a mobile app. You can get ideas for visuals (icons, screenshots) and descriptions.
When selecting keywords, focus not only on search frequency but also on their relevance to your app. Assessing the relevance of a keyword without competitor analysis can be tricky.
When selecting keywords, focus not only on search frequency but also on their relevance to your app. Assessing the relevance of a keyword without competitor analysis can be tricky.
For example, if you're developing a mobile game but are unsure which keywords to use in the description or what to feature in icons and screenshots, you can analyze the top 10 competitors in your niche. If a specific design element or color combination frequently appears among competitors, it’s likely the result of testing. You can rely on these findings when drafting design requirements for your app’s icon.
The same goes for screenshots: if you notice common elements in competitors’ screenshots, this can give you clues about what helped them achieve high rankings.
Analyzing competitors’ text blocks can also provide insight into which words are most frequently used to describe similar apps.
Analyzing competitors’ text blocks can also provide insight into which words are most frequently used to describe similar apps.
Treating Different App Stores the Same
ASO for Android and iOS apps differs, and it’s essential to keep this in mind.
If you attempt to use the same ASO strategy for both markets, you may encounter the following issues:
Differences in field indexing: For example, Google Play does not have hidden keyword fields, while the App Store does not index descriptions.
Character limits in indexable fields: Currently, there are differences in the allowed number of characters in short descriptions. In Google Play, you can use up to 80 characters, while the App Store allows only 30.
Visual elements: In the App Store, the app page shows the title, icon, and rating at the top, followed by a gallery where you can upload up to 10 images. Google Play showcases the app’s graphics across ⅓ of the screen, including the app’s title, icon, rating, download count, and a short description.
Differences in field indexing: For example, Google Play does not have hidden keyword fields, while the App Store does not index descriptions.
Character limits in indexable fields: Currently, there are differences in the allowed number of characters in short descriptions. In Google Play, you can use up to 80 characters, while the App Store allows only 30.
Visual elements: In the App Store, the app page shows the title, icon, and rating at the top, followed by a gallery where you can upload up to 10 images. Google Play showcases the app’s graphics across ⅓ of the screen, including the app’s title, icon, rating, download count, and a short description.
Users often focus on the most popular mobile app stores, like the App Store and Google Play. However, it’s important to remember that stores like AppGallery, Cydia, AppCake, Aurora Store, and Amazon Appstore have different search query popularity and ranking algorithms.
Not Responding to Reviews
Reviews are a valuable source of information about bugs that may have been overlooked by testers, as well as inspiration for updates and new features. Responding to user reviews also increases their loyalty and LTV.
If you don't address reviews, your app’s rating will either drop or remain stagnant. According to MobileAction, 13% of users read at least seven reviews before installing an app, and this number jumps to 33% for paid apps. A low rating and unanswered negative reviews decrease the conversion rate for installs.
— How do the platforms differ in terms of ASO? Could you give some examples where Google Play and the App Store required different approaches?
— From an ASO perspective, app stores differ significantly, so strategies need to be tailored for each store individually. The biggest difference is in how the full description is ranked. In the App Store, the full description does not affect an app’s ranking, whereas, in Google Play, it plays a major role in ranking for keywords and being listed in relevant categories, helping the app appear as a "You might also like" option for competitors and similar apps. This makes it essential to approach the description thoughtfully and thoroughly.
Additionally, unlike in the App Store, elements like text on screenshots and responses to reviews make a difference in Google Play. While their impact on ranking is smaller, this is an important point to consider while publishing an app.
Additionally, unlike in the App Store, elements like text on screenshots and responses to reviews make a difference in Google Play. While their impact on ranking is smaller, this is an important point to consider while publishing an app.
— Does user rating affect app position on distribution platforms?
— An app’s rating plays a crucial role in converting views to installs. It’s no secret that we all want to choose a reliable, high-quality product. Ratings and reviews help us decide, but to read the reviews, a user has to click on the app in the search results. Who would click on an app with a 3.5-star rating when there’s a similar one rated 4 stars right next to it? Plus, app stores want users to download high-quality apps, so they naturally prioritize apps with higher ratings, pushing down those considered “low quality.” The main goal for any app is to stay above 4 stars, with an ideal rating of 4.5 stars or higher.
— How do user experience and the overall app’s performance affect the number of downloads?
— This again comes down to boosting conversion rates and app quality. The better the reviews, the more likely people are to install the app. It’s essential to keep an eye on which reviews are visible, ensuring that only positive ones are highlighted.
App performance directly impacts user experience, which in turn affects ratings and reviews. We all know people are less inclined to leave good reviews but quick to share negative feedback. If an app has issues or frequent crashes, for example, the store lowers it’s position in search results.
App performance directly impacts user experience, which in turn affects ratings and reviews. We all know people are less inclined to leave good reviews but quick to share negative feedback. If an app has issues or frequent crashes, for example, the store lowers it’s position in search results.
— Explain the way you approach the new projects. What companies should do before promoting their apps?
— I approach new projects with excitement and enthusiasm, as exploring and promoting something fresh is always interesting. I start by conducting an ASO analysis of the niche in which the app will be promoted. To kick off the project efficiently, we also ask the client to complete our ASO services brief, allowing us to get started as quickly as possible.
— What kind of apps will benefit more from ASO optimization?
— It’s most cost-effective to promote apps in niches where organic traffic dominates and branded traffic is minimal, such as tools, fitness, and some gaming categories. In highly competitive fields, like housing rentals, competing with giants like Booking and Airbnb is tough since their brand searches capture nearly all the traffic in that niche.
However, even in such niches, ASO is still essential. ASO optimization should be done thoroughly from the start, with a review of rankings and keywords every few months to cover blind spots. Visual optimization (icons, screenshots, videos) is equally important. This is an ongoing process, as it’s ideal to test new visual elements regularly to keep improving conversion rates for installs.
However, even in such niches, ASO is still essential. ASO optimization should be done thoroughly from the start, with a review of rankings and keywords every few months to cover blind spots. Visual optimization (icons, screenshots, videos) is equally important. This is an ongoing process, as it’s ideal to test new visual elements regularly to keep improving conversion rates for installs.
— How much time does it usually take to set up a strategy and get the first results?
— This process is highly tailored to each client, depending on the niche and the app: whether it’s a new launch or an established app in the store, the quality of the app, and so on. Everything impacts downloads. No matter how well you do ASO or user acquisition (UA), people won’t download a low-quality or irrelevant product.
Overall, promotion through search keywords is a long and ongoing process. Typically, we start with low-frequency keywords and gradually move up to higher-frequency keywords as the app gains traction.
Overall, promotion through search keywords is a long and ongoing process. Typically, we start with low-frequency keywords and gradually move up to higher-frequency keywords as the app gains traction.
— How do you integrate ASO with other marketing strategies (like social media, influencer marketing, etc.)?
— I can say one thing: well-executed ASO lowers the cost per install and boosts conversion rates from all traffic sources to the app’s page.
— What are the biggest misconceptions about ASO?
— Many still consider ASO unnecessary for app growth and distribution. In reality, high-quality ASO is essential for increasing traffic to the app’s page, boosting installs, and lowering install costs (especially for paid traffic). This means ASO helps save money and increase revenue from the app.
Related articles
This guide covers the top ways to effectively generate revenue from your Flutter app in 2024.
