The Power of Conversion: Optimized Apps & Your Company
As of Q4, 2020, the number of apps at the top app stores in the world stood at approximately 6.25 million, with the following breakdown:
- Google Play Store – 3,148,832
- Apple App Store – 2,098,224
- Windows Store – 669,000
- Amazon Appstore – 459,167
It is worth pointing out that the number of apps is constantly in flux, given the arrival and departure of many apps, quality control initiatives (regular removal of low-quality apps by Google and Apple), and the ongoing development in the tech sector. It is against this backdrop of millions of apps, many of which are competing against one another in a congested space, that companies attempt to position themselves for success.
* Source: Statista
Fast Facts: Mobile Is the Go-To Search Option
It comes as no surprise that Google recently announced mobile smartphones, tablets, and phablets are responsible for more searches than desktop. For this reason, visibility on mobile devices is sacrosanct. Companies are continually working to improve their website rankings organically, and through use of app store optimization tools. As far as website optimization is concerned, this takes the form of SEO (search engine optimization), and where App Store optimization is concerned this is known as ASO (App Store Optimization).
Mobile apps actually have to be optimized for the app stores in particular, not for search engines. For the most part, users tend to search for features of apps when visiting the App Store. Indeed, Google attested to the fact that some 25% of searches for apps take place at the Google Play Store itself. Ranking factors are derived directly from the number of downloads that are taking place. The greater the number of downloads, the better the rank of the app at the App Store or the Google Play Store.
Much like Search Engine Optimization, and search results, users tend to focus on first page results, and don’t bother with pages 2, 3, 4, 5 et cetera. Various elements come into play when positioning a company’s offerings for the App Store. These include the icon itself, which speaks to the intent of the product offering. Unfortunately, a great many marketing professionals and app developers tend to overlook the significance of ASO, but that’s where professional providers of app store optimization services come into play.
How are Providers Optimizing their Apps for Users?
App providers who don’t focus exclusively on ASO tend to believe that paid advertising, social media marketing, and blogging are the best ways of optimizing apps at the App Store. Unfortunately, this is patently false. Other factors that are much more important include the actual images of the app, its features, and functions for the Google Play Store, or the App Store. Equally relevant, perhaps more so – are the meta titles, meta descriptions, in-app content that is used to describe the main features and functions of the app to users.
App Store Optimization (ASO) focuses on the bigger picture; all of the in-app search variables that users look to before downloading and installing apps. It comes as no surprise that 67% + of downloads for apps at the App Store actually take place via search at the App Store. By deduction, it makes sense that optimization efforts center around increasing visibility, relevance, credibility, and search results. If apps don’t show up in the search, they are not going to be downloaded, and this is going to erode user confidence in your ability to promote your app.
The process of ASO is an ongoing one. It’s not a once-off and then retreat back into obscurity strategy. The App Store, like the Google Play Store, is a dynamic ecosystem which is constantly being tweaked, tested, and amended. New apps are introduced, displacing old ones, or challenging them for dominance. Quality control is continually being implemented, to ensure the most relevant results for users. The raison d’être of ASO is simple: increase app downloads. When implemented effectively and correctly, ASO is the most cost-effective way to increase traffic, downloads, and optimize ROI. Since organic traffic does not require paid marketing, it’s a win-win for companies. By positioning your product ahead of the competition, with the right audience, you invariably guarantee better results and greater downloads.
This results in stability, and enhanced growth prospects for the company. Higher revenue and increased conversions bode well for the company. Your ASO strategy is the single best way to achieve these golden objectives. At the App Store, various ranking factors come into play, notably the name of your app, the subtitle, the URL, the keywords you use, the number of installations, the reviews and ratings, and the number of in-app purchases. These are similar to Google Play Store ranking factors, to a large degree. With Google, updates of the app are also important.