ASO: Monitor, Measure, Track, Repeat
The popularity of mobile apps continues to grow, keeping pace with the ever increasing public demand. Actually, we count more than 85 billion apps downloads on the Apple App Store since its launch in 2008.
App Store Optimization (ASO) is getting increasingly popular. This trending technique is the mobile equivalent of what SEO is to websites. It involves the optimization of the different factors impacting the App Store algorithm (app name, keywords, screenshots, ratings & rankings, etc.).
Today ASO is absolutely indispensable in any app marketing strategy. Indeed, when a new app lands on the Apple App Store or Google Play Store, it is confronted with around 1.4 million other apps in each store. Hopefully, these apps are not all competing for the same market, but still, the competition is absolutely huge inside any app store category.
Given the fact that 63% of apps are discovered organically by general browsing or search within the App Store, app store discoverability should be a top priority for any app developer or marketer. And this is precisely what App Store Optimization is about.
Optimizing an app is a long process and it should not be taken lightly. Expecting to see fantastic results after tweaking a few keywords is absolute nonsense. ASO should be integrated into a strong app marketing strategy. Of course, the app itself should be worth downloading.
It’s All About Data
Before getting started with ASO, it is highly important to set goals and objectives. That way, it will be easier to measure the impact of any ASO efforts and see what’s actually working or not. This may be seen as common sense for certain, but there are actually a lot of app developers or marketers that simply skip that part.
There are various ways of monitoring the success of an ASO effort. The most important is to thoroughly measure the before and after (count 4-6 weeks) of any ASO changes made to the app.
As you can imagine, there is a range of different metrics that can be monitored and tracked. Some are more precise than others. Some are harder to measure. Some are less relevant. Some require the implementation of an SDK.
However, there are some very important basic metrics that you can measure very easily to evaluate your app success.
- Global and category ranking
- Ranking for specific keywords
- Number of downloads
- Number of reviews and ratings
- Global rating
- Number of in-app purchases
- Revenue generated
From there, you’ll already have a good overview of the impact of your ASO work. What’s interesting is to try to find a correlation between your efforts and the impact on your downloads or rankings for example. That way, you’ll be able to determine easily your ROI.
There is nothing worse than making changes in the air without any structure and tracking. Everything should be carefully planned and measured.
It is also highly important to measure and track how your competitors are doing. It can be extremely insightful to see what keywords work for your direct competitors for example.
Getting Started with ASO Analytics
Although you can track your global app’s performance by yourself, there are some tools that can help you measure and track your app performance more easily and deeply. Moreover, some tools allow you to see how your competition is doing on the market.
For example, AppTweak, our App Store Optimization platform, provides powerful analytics features allowing marketers to track your competitors’ both daily global and category ranking. It also enables you to track any keyword’s performance and see how other apps are ranking for them.
Once you’ve chosen the method that suits you the best, you’ll need to analyze your market and start tweaking your ASO elements one by one. Take your time, your patience and efforts will certainly pay off if.
In a nutshell, it’s important to remember that App Store Optimization needs to be done seriously in order to see some successful results.
Similar to any marketing or SEO campaign, your ASO efforts need to be carefully tracked. Before you start anything, you should have clearly defined goals and objectives.
It is also highly recommended to monitor your competition to understand your market deeply. Getting inspired by their strengths and learning from their failures can save you a lot of time.
From there, it will be easier for you to evaluate your ASO performance and achieve the best results.
About the Author:
Laurie is content strategist at AppTweak. Passionate by new technologies and apps, she loves finding new ideas to spread valuable content on App Store Optimization and App Marketing. She’s in charge of the company’s blog, crafting articles helping users to increase their app downloads and rankings. She’s also at the head of the ASO University, teaching App Store Optimization basics through video tutorials, all available for free on AppTweak blog.