App Store Optimization (ASO): Benefits and Best Practices

A mobile app can be a powerful tool for generating revenue, engaging with users, and boosting brand awareness. In Malaysia, the development and usage of mobile apps have increased from time to time. There are approximately 1,262 Malaysian mobile App developers active on Google Play.

However, with millions of apps in the app stores, it’s important to set yours apart. To stand out in such a crowded marketplace, you need to implement strategies to aid your target audience in discovering and choosing your app over the competition. 

Therefore, the app store optimization (ASO)  can be a solution for this obstacle. Take a look at this guide to learn more about what is ASO and its best practices!

What Is App Store Optimization? 

App Store Optimization (ASO) is the process of improving the visibility of a mobile app in app stores, such as the Apple App Store or Google Play Store, to increase reach and app downloads. 

Similar to search engine optimization (SEO) for websites, ASO is also done by optimising various elements of the app listing to rank higher in search results and attract more users. 

This practice includes optimising the app title, description, keywords, visuals, and other factors that influence an app's visibility and attractiveness to potential users.

What Are the Benefits of ASO?

Here are the reasons why ASO can be beneficial for your app growth:

1. Get Your App Noticed by the Right People

ASO helps your app be seen by users who are searching for apps similar to yours. When optimising your app listing with relevant app store keywords and appealing content, you can attract users who are more likely to engage with and benefit from your app.

2. Boost Your App Downloads in a Sustainable Way

Unlike paid ads, which can be expensive and offer short-term results, ASO focuses on organic growth. 

By making your app more visible and appealing in the app store, you can secure a steady stream of downloads over time without spending a lot on paid user acquisition.

3. Cut User Acquisition Costs and Get Continuous Growth

Effective ASO reduces the need for expensive user acquisition campaigns by driving organic traffic to your app.

Enhancing your app store listing can help lower your user acquisition costs while continuously growing as more users discover and enjoy your app.

4. Increase App Revenue and Conversion Rates

ASO not only helps increase downloads but also improves conversion rates. With a strategy, you can persuade more users to download and engage with your app which will lead to higher revenue and better overall performance.

Malaysia App Statistics

In 2022, Malaysians downloaded roughly 1.26 billion mobile apps, marking a slight increase from the previous year. 

That same year, consumers in Malaysia spent about 639.9 million U.S. dollars on mobile apps and in-app purchases.

Some of the most downloaded apps in Malaysia included a variety of categories, such as:

• Messaging apps
• Social media apps
• Shopping apps
• Mobile wallet apps
• Video editing apps
• Government related apps

How Does ASO Work?

If you’re just getting into ASO, think of it as SEO but for your mobile app. If SEO is the process of optimising a website to rank higher in search engines, ASO is a strategy to make your app’s listing stand out in the app stores.

In SEO, you primarily deal with search engines, like Google, Yahoo, etc. On the other hand, ASO involves two major platforms, e.g. Google Play and Apple’s App Store. 

What Do Users Want to See from an App Store Listing?

Getting your app seen in the app stores is just the first step. You also need to get users to download your app.

The number of instals you get affects your ranking in app stores. It's a cycle: the higher you rank, the more instals you get, and the more instals you get, the higher your ranking.

Here are the key factors for user downloads:

• App Icon: The most visible element in search results and recommendation lists.
• App Details: Includes your app name/title and a short description.
• App Rating: Average rating/review score visible in search results and app listing page.
• App Description: Users see a brief description first, so it should be impactful.
• Visuals: Images, screenshots, and demo videos that highlight the app's benefits and user experience.
• User Reviews: Potential users often look at existing reviews to see if an app is good.

Apple App Store vs. Google Play

While both the Apple App Store and Google Play require ASO, there are some differences in their optimization strategies. 

The Apple App Store places more emphasis on keywords, which can be added to a specific keyword field, while Google Play relies heavily on the app description for keyword indexing. 

Visual elements and user reviews are important for both platforms, but the nuances of optimization can vary, so it's essential to adjust your ASO strategy to each app store.

How to Do App Store Optimisation

To optimise an app, you need to learn the app store optimisation strategy. Here are the app store optimisation best practices:

1. Optimise Your App’s Title and SubTitle

The app title and subtitle are important for ASO so make sure sure you include relevant keywords in your title to help your app appear in more searches. 

The title should be descriptive and give a good idea of what the app is about. The subtitle allows you to include extra info and even some secondary keywords.

2. Add Keywords (Apple App Store Only)

If you're submitting to the Apple App Store, you can use the keyword field to include relevant keywords that users might use to search for your app. 

This field lets you add keywords without making the app title or description too cluttered.

3. Write an Engaging App Description

Your app description should be informative and engaging. Be clear about what your app does, what features it has, and what users can get out of it. 

Therefore, you can use bullet points for an easy read and include relevant keywords naturally.

4. Add Compelling Visual Elements

Next, you can also add some eye-catching visuals since it can be a great way to grab users' attention and encourage them to download your app.

Screenshots and videos are great for showing your app's features and user interface. Make sure the visuals show off what the app can do and are up to date with the newest version.

5. Encourage Reviews and Rating

Positive reviews and high ratings can significantly impact your app's success. So, you must get your happy customers to leave reviews and ratings. This is one of the greatest ways to show people that your app is worth checking out.

6. Maximise Your App Getting Download

Users tend to trust an app with many downloaders. So, you need to get as many downloads as you can. 

To achieve this, you can make a well-written title, subtitle, and description, as well as engaging visuals. Also, you need to update your app regularly to keep it relevant and address any issues that users report.

7. Update Regularly

Not only does this improve the app's functionality and user experience, but it also shows users and app stores that you're actively maintaining the app. Updates often lead to better reviews and higher rankings in app store search results.

8. Monitor Results and Keep Testing

ASO is an ongoing process. Therefore, you need to check-in regularly to see how your app is doing and make changes when needed. 

You can also use analytics tools to track the key metrics and test different elements of your app listing to find what works best to optimise accordingly.

Conclusion

That was the guide to ASO optimization. To maximise your app’s visibility and downloads, you can integrate ASO with other marketing strategies, such as SEO for your website. 

By leveraging your website to attract potential users through engaging content, you can direct them to your app in the app store. 

Therefore, SEO Services by cmlabs experts can boost your website's performance and enhance your overall marketing efforts. For further discussion, reach out to our team today and find out how we can help with your ASO marketing!