We’ve noticed that there are many newcomers to ASO among our users. If this is about you, then a checklist with ASO tips will help you. We collected the main points for better optimization from ASO keyword research to the app localization. Please, use it!
1. Do ASO keyword research and select relevant ones
You are found by keywords. What could be more important? Pick the right ones. Don’t be afraid to combine keywords – this way they will have more weight. Let’s say «nutrition» and «diet» are appropriate for your app. The general keyword may be «proper nutrition and diet». Basically, three keywords in one. Do ASO keyword research first.
2. Include keywords in the app title
Enter the most important keywords in the title. For the App Store it’s 30 characters, for Google Play – 50.
3. Write the keywords in the right places and in the correct form
Keywords are indexed differently on different platforms. On Google Play, they work in all fields: name, short description, and description. Besides that, mind that! – developer’s name and URL. Another note: keywords also play a role in user reviews. The App Store has fewer features: the app name, subtitle, and keyword field. Do not duplicate words from the title and subtitle. Remember that iOS doesn’t bend words – write the keywords in the initial grammatical form.
4. Make a short description for the App Store
Keywords in the App Store description are not indexed. However, the text affects the conversion rate. The user sees the first offers and this may affect their choice.
5. Change the description in the Google Store only if the old one is poorly indexed
Don’t hesitate here. You have 4000 characters. But it is best to use 2500. Your description shouldn’t look like a minefield. If you have a search query through each word, you’ll get the opposite result (because of the spam). Keep the balance. Use each keyword no more than twice. Mind that if they have good indexing, it is better not to change anything. Otherwise, there the reindexation takes place – it doesn’t always work for the better. Google Play is a bit of a lottery.
6. Create a description with titles and margins
A text-canvas is bad. Divide the description into paragraphs and lists. Use headers and place keywords in them. You can use HTML formatting. Despite the fact that the full description is viewed by no more than 5% of users, it makes sense to work on the text. This way you will attract users who carefully study the app before installing it.
7. Select the appropriate app category
Research the market and select app categories in which you can get higher positions. For example, Twitter is a social network, but the app is in the «news» category.
We did the research of 20 popular categories taking into account ASOindex benchmark.
8. Keep track of your competitors
You are not alone in the market. Either you are right behind someone’s back, or they are. Follow your competitors to know what they are doing and change your promotion strategy in time. Try analysing your competitors with our help. Don’t forget we have app competitor analysis tools for you.
9. Take care of user ratings and reviews
Try to respond to all reviews. Work with the negative ones – the user can change their rating in the future if their problem is solved. For optimal conversion, you need to keep the score around 4.5-4.8.
10. Don’t overdo it with the icon
Examine your competitors’ icons. You need to stand out from their background. At the same time, the icon should clearly reveal the essence of the app – it is easy to read. Especially if the brand is not yet promoted. If possible, test different icons and use the most effective ones.
11. Write on the screenshots
Avoid greetings and unnecessary messages. Screenshots should contain a brief text that reveals your advantages. It is better not to use hackneyed ratings such as: best, effective, productive, and others. Talk about specific advantages (try to fix a person’s problem), use facts, and call to action. Images should display the actual interface/functionality of the app and correspond to the description if possible. Screenshots are worth testing. The font should be easy to read.
12. Conduct A/B testing
Try to test all the graphic elements (icon, screenshots, videos) to find the most winning options. If you are unsure of your visual taste, you might want to do an ASO audit first.
13. Take a closer look at the video
Use attractive videos along with screenshots. Especially it’s relevant for the game apps. The nuance is that on Google Play, videos don’t always work, as the horizontal format almost completely hides screenshots. It’s better to test them beforehand. You can upload videos from 15 to 30 seconds in the App Store. There are no restrictions in Google Play. Most often, the average length is 30 seconds. But it may vary depending on the type of your app. You can only include one video in Google Play, and up to three in the App Store.
14. Do situational ASO
Adjust ASO practices to events or seasons. For example, update the icon and screenshots ASO for Christmas, Valentine’s Day, Easter, and the world Cup. You may still need to embed the appropriate keywords in the title and description of the topic.
15. Pay attention to the size of your app
Make sure that the app does not exceed 150 MB. Since there may be a restriction on downloading via the mobile Internet. Otherwise it may result in a small percentage of installs being lost. Alternatively, make some of the content downloadable.
16. Update regularly
The app store like the updated apps/games. So this practice will help attract new users.
17. Use ASO in conjunction with the ad traffic
This bundle works well. The total number of installs contributes to the growth of the position and impressions.
18. Use knowledge about how locales work
The App Store has adjacent locales. For example, in the United States, English and Spanish are indexed. In Google Play, you can not translate words on the contrary – it translates them.
19. Track ASO productivity
Don’t forget to track ASO’s key performance indicators: keywords, visibility, installations, ratings, reviews, and revenue. Do not stop optimising with text and visuals. Graphics is outdated, keys get changed.
20. Pay attention to SEO
SEO affects ASO. If you rank well in the web search, then the positions in the store will be higher.
How many of the 20 points did you complete? 15-20? You’re an ASO master. Follow our updates to get even more useful ASO tools. 10-15 points? You’re really good! We recommend you to check our Advanced ASO articles. Less than 10? Basic materials will be useful to you. Have fun!