In today's fast-paced mobile landscape, app store optimization (ASO) has never been more crucial. With the IDFA deprecation on the horizon, user acquisition strategies are evolving, and it's time to refocus on building a strong brand foundation. In this article, we'll dive into the top ASO tips for 2021, helping you optimize your mobile marketing efforts and drive growth in the new year.

Focus on Improving Brand Awareness

In 2020, users began exploring less on app stores, opting for specific names instead of general search terms. This trend is expected to continue in 2021, making it essential to prioritize brand awareness. By building a strong brand identity, you'll be better equipped to attract new users and retain existing ones. Consider incorporating your brand name into the app's or game's icon to boost recognition and loyalty.

Leverage Titles with Brand Name and App Description

Building on the previous tip, using titles that incorporate your brand name and app description can be a powerful ASO strategy. This approach has been shown to increase conversion rates through SplitMetrics' mobile A/B testing experiments. Even large companies have found success by tweaking their app store titles and descriptions. Before making any changes, however, it's crucial to test different variations using app store A/B testing.

Resort to Visual Salience for Data-Driven Decisions

In today's competitive app stores, visual salience is key to capturing users' attention. By incorporating visually striking elements into your icon and screenshots, you'll be more likely to induce users to tap on your app's page or install it immediately. The three pillars of visual salience are color, orientation, and size. To maximize the effectiveness of your creatives:

  • Choose contrasting colors to make your app stand out in search results.
  • Highlight calls-to-action with salient colors to draw attention.
  • Use tilted elements on your icon or screenshots.
  • Opt for horizontal screenshots instead of vertical ones.
  • Incorporate an item of a larger or smaller size among objects of the same size.

Run Mobile A/B Tests

To make data-driven decisions, it's essential to run mobile A/B tests with your visual assets. This includes testing different variations of your icon, screenshots, and app previews using third-party tools like SplitMetrics. Some tips for effective mobile A/B testing:

  • Pay special attention to the first two screenshots or app preview.
  • Place the most effective keyword on the first screenshot.
  • Test the video cover.

Pay Attention to Non-Obvious Elements Indexed by Search Engines

Lastly, don't overlook the importance of non-obvious elements in your ASO strategy. These include:

  • Icon design: Ensure it conveys the idea behind your app or game.
  • Screenshot placement: Place the most effective keyword on the first screenshot.
  • App preview: Test different variations to optimize performance.

By incorporating these 5 essential ASO tips into your mobile marketing strategy, you'll be well-equipped to drive growth and success in the new year.