To handle ASO right, you should keep an eye on your competitors. Either you get ahead of other apps when it comes to ranking, or they get ahead of you. After all, everyone’s goal is to jump as high as possible and become more visible. Stores are an incredibly competitive environment. The figures don’t lie. That’s why it may be important to track your competitors and adjust your promotion strategy fast. Let’s take a look at five directions of working in the context of ASO tracking.
1. Check your competitors’ ASOindex
ASOindex is a way to assess the quality of your competitors’ optimization in no time. This value will help you grasp an idea of someone else’s ASO and compare it with your own performance. The higher the number, the better the optimization. After that, you may want to explore ASOindex Overview as it is a more detailed estimate. It includes all the major parameters that may influence ASOindex. For example, you can quickly find out that your competitor has a great text ASO but is experiencing some issues with ratings and reviews.
2. Track keywords and changes in text ASO
You have to fight your competitors for a place in the sun. Text ASO and keywords are the major weapons in this fight. Success depends on how well your app is indexed by keywords. It may be quite important to keep track of changes in text elements (how often they occur) and your competitors being promoted by queries that are relevant to you, like ranking or update dynamics. This will help you understand the balance of power in order to make informed decisions. Ranking changes can occur due to your competitors’ updates (text elements, conversion optimization, or bug fixes). It can also indicate that they use ad traffic. Sharp jumps are most likely a consequence of using motivated traffic by a certain keyword. You may want to track traffic in order to adjust your strategy in time. For example, you can realize that you shouldn’t rely on certain keywords right now, at least for organic promotion.
Watch our webinar «Comparative analysis in ASO: how to become the first?» or read its summary. It contains more details on how to track your competitors’ keywords.
3. Track changes in graphic ASO (screenshots, icon)
Explore how often your competitors change their icons and screenshots. What is their relationship with situational marketing? Do they adjust to seasonal holidays and news feeds? How often do they update the graphics? Is it different in different stores? You also can compare graphic ASO for various time intervals. Apart from icons, you may want to pay attention to screenshots. What do they highlight in the very first screenshots? What text do they use? Is it easy to read? When it comes to graphic ASO, the more you look, the better you become at looking. Therefore, you may need to study your competitors to see their weak spots and get a good understanding of how to stand out. In case you need an introductory guide to graphic ASO, check out this tutorial.
4. Track competitor reviews
Competitor reviews are a super useful resource. Especially negative ones, not only because they are fun to read (indeed they are, to some extent 😂) as it might be quite entertaining to watch your competitors trying to cope with disaster if something goes wrong, but also because it can help you avoid similar mistakes and get a grasp of how to stand out. Say, users may complain that an app lacks some functionality. Use this as an idea for your new feature. It also may be useful to study how your competitors communicate with users, how they handle negative reviews, and what communication mistakes they tend to make. By the way, we have a detailed guide on how to work on reviews.
5. Track localization success
Evaluate the success of your competitors’ localizations. Explore ASOindex as a whole and by certain parameters in various countries. To do this, you can use the map in ASOindex Overview. The more vivid blue the country is highlighted, the higher your ASOindex. On hover, you will see the ASOindex details for each item. This helps you quickly gauge the success of your localization.
You can display ASOindex by country as a list and use filters for more convenient data analysis. Filter by region or sort from lowest to highest ASOindex.
If you have any questions regarding ASO, feel free to ask. Maybe you think we should cover a certain topic or you have a great idea for a post? Please send your feedback to [email protected].