ASO for App Store & Google Play by AppFollow

Updated 1 week ago by Evgeny Kruglov

AppFollow ASO team can improve your mobile app ASO strategy and perform ASO audit of your apps or games, create a new semantic core and improve app's visibility in the App Store and Google Play. 

Check out the reports examples: Basic iOS Report 1 and Basic iOS Report 2.

How it works

To begin with, we need to receive the access to App Store Connect (ex-iTunes Connect) and Google Play Dev Console for checking app data such as installs, conversions, impressions, views, etc.

It is recommended to make several ASO iterations in order to achieve the best results.

Why do we need several iterations?

  • Testing search queries. We should estimate the competitiveness of the application (by which queries it can be competitive and can get into top-20). The first 2-3 iterations include testing of queries. As the result only the best queries are kept in metadata.
  • Impact of different metadata on the same indices. Certain metadata such as keywords and screenshots influence on the same conversion indices. Due to the limits of App Store Connect (ex-iTunes Connect) analytics system, it’s not possible to understand what exactly had an impact on specific index without 2-3 iterations.

ASO audit

First of all, we choose the sequence of iterations needed for app optimization in stores.

Audit includes:

1. evaluate the current semantic core:

– which search queries the app can improve for;
– which keywords are missed.
2. evaluate the current app stats;
3. current optimization analysis (add missing requests and remove repetitions of names/keys, etc.),
4. setup the KPI’s after ASO optimization;
5. evaluate amount of search traffic for the selected country.

1st iteration: text optimization 

This step involves semantic core research and competitor analysis as well as new app name, keywords (App Store) and new description (Google Play).

The first round in the App Store includes:

  1. Increasing search visibility by using new search queries.
  2. Integrating the most relevant and popular keywords in the app’s title.
  3. Examining app localisation opportunities. Even if your app is not localized for Spanish-speaking markets, you can use this as your benefit for storing extra keywords, but remember that words cannot be combined.
  4. Checking up on the competitors starting from the most popular ones (at the stage of semantic core creation).

The first iteration for Google Play includes:

  1. Title optimization. Choose relevant search queries with high frequency of popular search suggestions.
  2. Checking up on the competitors starting from the most popular ones (at the stage of semantic core creation).
  3. Optimization of the description (particularly first 167 symbols) in order to get in the top-20 with the following queries.
  4. Adding new keywords to the description to improve the results with the following queries.
As the result 2 documents will be prepared: semantic core and final optimization for each store.

Once the iterations are finished, we will create a report* consisting of the following parameters:

  • positions
  • impressions (App Store)
  • product page views
  • app units
In order to prepare the reports we will need to access to App Store Connect (ex-iTunes Connect) and Google Play Developer Console and export the data.

2nd iteration: text optimization

When the 1st iteration is finished (approximately 14 days) we will review the results and provide new solutions and new versions, at the same time we will keep improving stores visibility.

Goal: improve app visibility in search engine and increasing the conversion from page views to units

3rd iteration [Optional]: improve screenshots

We will prepare one template of screenshots for testing. Requirements for screenshots and style in general (brand-book) are required. Further editions shouldn't be related to the text or general design conception that was chosen in the brand-book.

We prepare the screenshots including the recommendations on how they were improved. The client can either use our version, or design a new screenshot set based on the provided templates.

Goal: increasing conversion on the app page

For the App Store we will test screenshots consistently (in series). If there will be a need to speed up the process, it's possible to use external tools for A/B testing. 

For Google Play we recommend to use a native tool for A/B experiments. 

The iteration can be repeated several times until the moment when new images outperform the former ones or when the further optimization is considered to be ineffective.  

4th iteration [Optional]: app icon testing

We will prepare 2 or 3 versions. Requirements for banners and overall style (brand-book) are required.

Goal: Increasing conversion rate

  • For the App Store we will test icons consistently (in series). If there will be a need to speed up the process, it's possible to use external tools for A/B testing. 
  • For Google Play we recommend to use a native tool for A/B experiments. 

The iteration can be repeated several times until the moment when new images outperform the former ones or when the further optimization is considered to be ineffective.  

5th iteration [Optional]: improving promo banner (only Google Play)

We will prepare 2 or 3 versions. Requirements for banners and overall style (brand-book) are required.

Goal: Increasing conversion rate 

We recommend to use a native tool for A/B experiments. 

The iteration can be repeated several times until the moment when new images outperform the former ones or when the further optimization is considered to be ineffective.  

6th iteration [Optional]: short description (only Google Play)

We will prepare 2 or 3 versions. Requirements for banners and overall style (brand-book) are required.

Goal: Increasing conversion rate 

We recommend to use a native tool for A/B experiments. 

The iteration can be repeated several times until the moment when new images outperform the former ones or when the further optimization is considered to be ineffective.  

After the first and the second iterations the reports will be prepared. The final report will be created after the final improvements. Based on them we will plan further steps for optimization and support.

For tracking the results and improvements:

  • compare app positions on certain days
  • monitor changes in comperitor's apps positions
  • monitor changes of your app and competitor's apps in search results 
  • monitor user reviews and top apps

AppFollow ASO Tools are created to boost your ASO marketing and improve apps' visibility. Check all features here

ASO for other traffic channels

Iteration 1: increase the conversion rate

Steps:

  1. Review analysis: define the most popular words describing the app. Further, based on this information we can create app name, screenshot phrases and other meta data with a good conversion.
  2. Testing banners, short description, app name and screenshots in terms of promoted customer values. Do they match them or not?
  3. The best converting value proposition ads will be shown on app page. 

Once we make sure that value propositions on banners and app page are targeting the same audience, we start testing meta data from app page one element at a time.

It's recommended to repeat iterations until the best performing version is found.

Iteration 2

Steps:

  1. A/B testing of screenshots with a new design;
  2. A/B testing of screenshots with new texts;
  3. Selecting the most important app features based on reviews and placing them on screenshots;
  4. Adding search suggests from Google Play/ App Store to the text on screenshots.

We recommend to test several set of screenshots.

Iteration 3

Short description is the only part of app description in Google Play visible on smartphones. 

Steps:

  1. Testing short description
  2. Testing short description with popular and relevant search suggests from Google Play/App Store
  3. Testing short description created based on user reviews

Iteration 4

This iteration includes only A/B testing of promotional banner in Google Play

It's recommended to use bright and colorful banners with advanced graphics. 

Iteration 5

Steps:

  1. A/B testing full description in Google Play
  2. Testing if adding emoji symbols or bold text perform better
  3. Testing the influence of the first sentence 

Iteration 6

  1. Testing app icon in App Store and Google Play
  2. The app name can be also shown on the icon

We prepare all the data (texts, images, etc.) by ourselves based on the analyses mentioned above including review, competitors, search suggests data.

Summary

As the result we will improve app visibility in search results and increase conversion rates (especially if we test graphics).

ASO summary in 6 iterations:

  • Text optimization — testing new search queries
  • Text optimization — improving previous iteration
  • Testing screenshots
  • Testing app icon
  • Testing promo
  • Testing short description

What results do we expect:

  • Increasing conversion rate by 5-20% at the end of all iterations
  • Increasing number of app views, clicks and downloads

As each iteration should be taken solely one after another (otherwise we can misinterpret results), all in all it takes about 2 months.

Search Ads campaigns

We setup and control Search Ads campaigns for US App Store.

Iteration 1: find search queries with most app installs, increase app installs

Create ad campaigns:

  1. Automatic campaign 
  2. Campaign for semantic core

Result: 2 Search Ads campaigns.

Estimated time for setup and monitoring: 2 hours.

Iteration 2: make sure that we chose right search queries, increase installs

Create ad campaigns:

  1. Automatic campaign (w/o top-10 search queries)
  2. Campaign for semantic core (w/o top-10 search queries)
  3. Campaign for top-10 search queries (increase bid by $0.1)

Result: 3 Search Ads campaigns and report of first iteration

Estimated time for setup and monitoring: 4 hours.

Iteration 3: increase conversion rate from tap to install, increase installs. Adapt app’s page for Search Ads queries

Result: 3 Search Ads campaigns and report of second iteration, app’s page with new:

  • screenshots;
  • visible part of title;
  • first lines of description.
Estimated time for setup and monitoring: 2 hours.

AdWords Campaigns

This type of optimization is still in testing mode. We are ready to setup AdWords campaigns free of charge in order to promote the app in Google Play.

ASO Support

There is another way to help you improve ASO — 1-month long support. Before the release we prepare a new iteration for testing keywords and/ or app page elements. Afterwards we create a report on how app performance improved and suggest new hypotheses for the next iterations. 

The list of procedures for one month prepared and confirmed in advance. 

Skype consultation

The aim of 2-hour Skype webinar is to explain main principles of ASO, what are the "white" and "grey" optimization technics, how to pick the stage for optimization and which metrics to track. We highly recommend it to marketing managers who have no experience with ASO.


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