In a previous blogpost we talked about App Store Optimization (ASO) tactics to reach users, as these can be the difference between success and failure. On this occasion, and taking these tactics into account, we will talk about some strategies with which you can complement them, having a real impact on the results of your app in the stores.
How to apply a successful ASO positioning strategy?
Many times, apps incorrectly define their approach or set unrealistic expectations for ASO. It is a competitive market and a significant number of companies are focusing on optimizing organic traffic for their target audience. At the same time, new tools and data sources are opening up.
If you want to be successful, it is vital that you understand what ASO strategies can and cannot achieve before executing plans. It's important to include realistic plans in your app strategy.
There are six main factors that combine in a successful ASO strategy:
There is a big difference between positioning an unknown start-up and an established one. For new apps, it is almost impossible to achieve a top 5 ranking for highly competitive keywords.
If you're a small app, you also won't have enough traffic to A/B test your store's assets that can improve conversions. This means that you will need to start with long tail keywords first and maybe buy some traffic to get enough volume for your tests. Later you can compete for more competitive keywords or test in specific markets.
If your business is more established in the market, conversion rate optimization (CRO) is easier to achieve and can have a massive impact on growth, especially if you run a paid user acquisition campaign.
The attractiveness of your application will define the size of your competition. For example, a niche app for crossfit fans will have a much smaller audience than a fintech app. However, having fewer competitors does not mean that your app will have an easy life. Smaller markets can be very specific and targeting users can be costly. The smaller your app's niche, the less traffic you can get from keywords, making targeting those keywords expensive. In these cases, it is advisable to explore options outside the Stores and try to attract users through content marketing and SEO.
On the other hand, mass attraction apps compete with each other to gain relevance for a limited number of high-value keywords. This can create intense competition. In these circumstances, other factors, such as download speed, can play a role if you aim for a higher ranking position. In this situation, you should include them within your marketing efforts.
In a market with many competitors, people stick with the brands they know. Users know what they are buying when they choose a well-known brand. If your app already has significant brand recognition, the right unique selling proposition (USP) will set you apart from big competitors.
A brand using Apple Search Ads can be a good approach in this situation, but you have to be careful not to cannibalize organic traffic. To start, use less popular, long-tail keywords to grow and expand into Tier 2 and Tier 3 markets first. By using Apple Search Ads, you will attract relevant traffic, but it is recommended that you focus on generic keywords rather than brand names.
A small app should gradually improve its ranking, something you can achieve by synchronizing your marketing efforts into a unified strategy.
Apps large and small can use some form of social proof to build and increase trust in their products.
The composition of traffic for an established brand compared to a new company is completely different. Visualization will help you understand where your traffic sources are coming from, detailing where your users are coming from, where the potential exists to attract more users, and how to mirror the distribution of traffic across your store listing to maximize conversion rates.
User Acquisition - UA
For UA and ASO to work together effectively, you can start with your current ads (an established company) or ASO (a new company launching a new app).
For maximum profit, think of the store as part of a much larger funnel: your listing > store > onboarding > product.
User intent and awareness of your product will differ from case to case. As a result, you need to reflect, using the information generated through traffic source analysis, on which of the user journeys produces the best users and optimize for it.
Since the store page is an important step in the user journey, remember to track changes in your UA campaign metrics after updating the graphical assets on the store page. The increase in CR after a series of successful A/B tests of the store page can give you information that you can use for future UA campaigns.
Outside of conversion rate optimization, paid UA is also closely related to keyword optimization. You should use an attribution tool like Appsflyer or Adjust to understand keyword revenue while running specific data collection campaigns with Apple Search Ads (ASA) so you know which keywords to target in ASO.
You should build on the key visuals and creatives that have proven effective during testing. The data generated from the UA and store experiments should serve as proof. You can try app store creatives on other paid channels like Facebook. The benefit here is that you can get results very quickly, divided into various user segments. The storytelling of a brand also helps to achieve better engagement. If you're on a budget, you can start with Google Play Experiments to test creatives further down the funnel.
What do we do after making the strategy and optimizing the ASO?
The tracking process for ASO positioning is very similar to that for SEO positioning. You must do a search for competitors and keywords followed by an optimization of the app listing to increase its visibility. It is important to monitor all actions and review the results to determine if the strategy followed is successful.
If we combine ASO positioning techniques and strategies with a functional, fast and well-designed application, success is guaranteed.
It is important that you first consider the six key drivers of ASO strategy before diving into ASO tactics and activities. Depending on your app, brand, and business, there are usually only a handful of activities that will generate a positive return on investment (ROI) at any given stage.