Say you are looking for an app to help you get fit. How do you find that perfect fitness app? Chances are you’ll head to the app store for some window-shopping. Naturally, the apps that have better visibility and smarter positioning will stand out in the sea of apps competing for customer attention.
While an amazing app icon is important, it’s not the only thing that drives traffic to the app. App Store Optimization (ASO) strategy is an ever-evolving process. A form of search engine optimization, ASO is used for ranking mobile apps in the app store. The higher the app ranks, the more it will be visible to potential customers, increasing the prospect of app downloads.
Unfortunately, though, not many enterprises realize the importance of using the right meta descriptions in optimizing their apps for Google Play (Android) and Apple’s iOS store. Meta descriptions are just as critical in ASO as they are in the online space for Search Engine Optimization (SEO). Wondering how to make the most of data-on-data to bring more leads to your app store links? Here are some guidelines:
Bring on the keywords
What’s your target audience? What are the keywords they use to find apps similar to yours? What are the keywords used by your competitors? Answers to these questions will help you zero in on your keyword choices. The process may seem exhausting, but it’s well worth the effort. Right from the app name to the subtitle, you can make every word count, with the smart sprinkling of keywords. Remember to place the keyword with heaviest search traffic in your app name. Because apps with keywords in the title rank higher than those without a keyword in the title.
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Make a great first impression
Now that you have the all-important keyword in your app name, there’s a good chance that potential customers will reach your app’s profile page. But how do you make them stay? Three lines is all you get to capture customer attention. This “above the fold” text has to be engaging enough for someone to tap on the “more” link to read the extended description on the page. Although facts and figures are great to share, the text also has to invoke emotions. Or else, downloads may not be that forthcoming.
Keep it user-centric
Everybody loves a good story, especially when it’s something they can identify with. So, narrate the app’s story from the user’s point of view. How will it make life better for the user? What are the pain points it promises to solve? The trick is to make the story resonate with your target audience. Focus on features that add value to the narration. Keep it simple; don’t overcrowd the text with too many details. The idea is to invite the user to download and experience your app. You don’t wait until the end of the page to do that.
Define, the smart way
The best meta descriptions are those that clearly and effectively explain what the app is and what it does. Although the 4000-character limit on descriptions may seem like a humongous challenge, with the right keywords and rich formatting you can do it smartly.
Remember to organically add the keywords throughout the description – with the best and boldest ones right on top. When it comes to formatting, use basic HTML with special characters and bullet points, making it visually appealing and easier for users to read. And if you can, localization is the way to go.
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Spread the good word
Did you get a good press review? How about positive customer testimonials? Mentioning these on your app page is a great way to build credibility. Along the way, as the download numbers go up and awards start coming in, keep updating the page to stay on top of your game at the app store.
Visual treats, anyone?
There’s nothing like showing a potential customer what your app can do, with the help of some striking screenshots. Experts recommend highlighting the best features of your app with multiple, visually-compelling screenshots. How about a short video to demonstrate the app in action? No matter what you do, don’t forget your keywords. Use them intelligently throughout the text that accompanies the pictures.
App previews are also a good opportunity to put your app description to the test. If the user is able to figure out what to do next in your app within 10 seconds, you have a winner on hands. After all, simplicity is a much-desired feature.
To sum it up
There are new apps being published every single day. The competition is tough and market crowded. The apps that succeed – in terms of better ranking and higher downloads – are those that are able to constantly adapt themselves to the new realities of ASO.
Contrary to popular perception, ASO is not a one-time effort, but an ongoing process that demands the monitoring and updating of app keywords on a regular basis. App developers need to keep testing and experimenting with the keywords to rank well and drive more traffic to their app page. They need to track their own rankings as well as the rankings of their competitors over time. It’s a long-term investment, but with worthwhile returns.
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