One of the fundamental differences between SEO and ASO has always been the timing of actions you perform on the relevant channel. SEO is concerned with bringing the traffic on to the web page/website whereas ASO is concerned with what said traffic does once it’s on. Both fall under marketing, however, so you have to pave the way for both. One thing however that modern SEO experts point out is:
“Our purpose isn’t generating app-page traffic, but instead making sure your app is discovered by relevant, loyal users who will not only visit the app page but continue to install your app and use it on a regular basis. It’s not about traffic; it’s about conversion.” – Garbi
App optimisation works in some similar ways, too, though. Like SEO, the objective is to ensure that your app’s packaging comes across as appealing and “worth the download”. A lot of that is also concerned with tactics you can use “in app” to ensure that the customer stays connected to your app. But, the basic tricks of the trade work in a mostly similar manner.
When we talk about content being king, we mistakenly think it to mean long App reviews and previews. A user often is suggested apps when he is looking for one App. He may or may not download what he was looking for, but the apps he comes across can definitely appeal to him based on quite a few things. The app description is one of them, and that is literally, where successful Apps lose out against unsuccessful ones.
The key to a good description is all about knowing the kind of audience that will be reading. Take App store games as an example: when you’re downloading, the way the game is described makes a huge impact on whether you download the game or not. If the text is something along the lines of “Score along and keep the run” then confusion and disinterest is your result. There goes the App.
The Name and Logo
I talked about description because this part is tricky. On one end, your logo’s uniqueness and creativity is always a plus when a download is on the line. But, a logo becoming too unique and not appealing enough is just as common a factor. A lot of times, people refrain from downloading an app because they could not notice or relate with the logo at all and that’s where sometimes great apps end up failing, particularly mobile games.
Another killer for logos is when the App possesses great ideas but ends up being lazy by borrowing art from other logos. Remember, in stores, the eye is quicker to notice and remember so when you’re stealing art, the chances are good that you can get caught as well.
But, the last bit comes in for the naming convention and though this is relatively rarer but your App will get passed over if the name sounds something which the audience cannot agree or relate with. Angry Birds has a nice ring to it: relatable and yet unique.
For the clever cookie who is not sold on names and descriptions, the next great way to convert is by letting them see yours in-app screenshots. But, the better way to go is by giving a video preview of how the App works. This is a win-win situation for you. Because not only can you provide an in-app workaround of how things are a function but you can give tips as well.
Another good strategy is to tell user stories or ads around your App with videos. Animations, presentations and even short visual effects are not a bad way of advertising what your App is about. A large part of it depends on what your App actually does of course, but a video preview is an excellent tool that no App developer looking to put themselves out should miss upon. As is the case with most marketing, it becomes annoying if the App Store optimisation is pushing the ads on your face and is not being subtle enough. In the day of smart marketing, you just cannot underestimate the importance of being subtle.
For info on related topics check out these guides:
The Essential List of 31 Digital Marketing Tactics for Small Businesses
15 Effective SEO Strategies for Small Businesses