Launching a new app can be an exhilarating experience, but it also comes with its fair share of challenges. One of the biggest hurdles is getting your app discovered in the first place. That's where App Store Optimization (ASO) comes in – the process of improving your app's visibility and conversion rate to attract more users.
ASO is not just about ranking high in search results; it's also about creating a seamless user experience that drives installs and keeps them engaged. In this article, we'll dive into the basics of ASO and provide actionable tips for new apps looking to improve their discoverability and drive growth.
What Is ASO, Really?
ASO is often misunderstood as just a fancy term for SEO, but it's much more than that. It's about optimizing your app listing to make it stand out in the App Store or Google Play Store. This includes crafting compelling keywords, writing a clear and concise description, designing eye-catching screenshots, and creating an icon that grabs attention.
The ASO Mindset for New Apps
New apps often struggle to rank for broad keywords because they lack authority and visibility. Instead of trying to compete with established apps, it's better to start small by targeting specific, high-intent keywords that are more likely to convert.
For example, if your app is an expense tracker, you might target keywords like "daily planner" or "task manager" instead of going after the broader term "expenses." This approach allows you to build momentum and authority over time, which can then be leveraged to expand into broader keywords.
How App Stores Decide Rankings
App Store algorithms consider three key factors when determining rankings: relevance, performance, and trust. Relevance refers to how well your app's title, keywords, and description match the user's search query. Performance signals include conversion rate, retention, uninstall rate, crash rate, and app speed.
Trust signals, on the other hand, are all about building credibility with users. This includes ratings and reviews, review sentiment and freshness, developer reputation, and policy compliance.
ASO Pillar 1: Keyword Research
Keyword research is the foundation of ASO. It involves identifying specific words and phrases that users type when searching for an app like yours. Start by understanding your "jobs-to-be-done" – what problem does your app solve, and what outcome do users want?
Next, build a list of relevant keywords using brainstorming and competitor scanning. Finally, prioritize starter keywords that are specific, directly relevant, and high-intent.
ASO Pillar 2: App Name + Title
Your app title is one of the strongest visibility fields in ASO. Aim for a clear and concise title that includes your brand name and primary keyword. For example, "Grocito — Project Planner" or "Pulse — Habit Tracker."
Remember to keep it readable, not spammy, and aligned with your real value.
ASO Pillar 3: Subtitle / Short Description
Your subtitle or short description should quickly answer the question: What does this app do for me? Focus on outcomes, use simple language, and convey a sense of trust. For example, "Plan tasks, set reminders, and stay consistent" or "Track expenses, set budgets, and save more monthly."
Think of it like a billboard – short, clear, and helpful.
ASO Pillar 4: Screenshots
Screenshots are your #1 conversion driver in ASO. They should tell a story in 5-8 frames, showcasing the main feature, benefits, proof or trust, ease of use, and target audience.
Best practices include using big readable text, simple benefit headlines, real UI, consistent colors and layout, and prioritizing the first three screenshots.
ASO Pillar 5: App Icon
Your app icon is your "first impression" in search results. Make it count by designing a simple yet eye-catching icon that conveys your brand's value proposition.
By following these ASO pillars and tips, you can improve your app's visibility, drive more installs, and create a seamless user experience that keeps them engaged. Remember to start small, focus on high-intent keywords, and prioritize building trust with users. With the right approach, ASO can become your most reliable growth channel.
Get Started with ASO Today!
Need help optimizing your app listing? Grocito offers a range of ASO services, from keyword research to screenshot design, to help you improve visibility and drive installs. Contact us today to schedule an ASO audit and take the first step towards growing your app's user base.