Articles4 min. read

Most popular questions in 2021 about ASO

Valeriya Shalimova

ASO Manager, Appbooster

In our practice, customers often ask us about ASO. We decided to gather all the popular questions together and answer them in detail. Here’s our ASO FAQ.

What is ASO?

App Store Optimization, or ASO, is a process of optimizing the app’s page on the App Store or on Google Play. Optimization implies editing and improving visual and text components of the app, including titles and subtitles, description, icons, screenshots, videos, and rating. Proper ASO may upscale the app’s visibility, drive more organic traffic, and enhance visit-to-download conversions.

Is ASO essential?

ASO is a must-have practice for every app, no matter the plans for further promotion. Having store-optimized the product, you can multiply the number of installs at a minimum cost.

Can I delegate ASO to your company?

Sure! Appbooster has a dedicated team specializing in ASO, You can find one of our cases in the Blog section of our website, where we tell how we managed to increase the organic traffic volume 44 times and conversion by 70%.

How do I know whether my app needs ASO?

To find this out, you need to analyze — or, to be clearer, audit—your app. We offer free audit services for all types of applications, so feel free to seek our expert opinion.

What is conversion?

Conversion is the percentage of users who installed your app after they visited your app’s page.

Do you guarantee my conversion will soar?

Every case is unique, so there’s nothing we could be 100-percent sure about. For starters, we need to analyze current conversions, ASO indicators, and organic traffic: this research will help us outline further steps. You can get a free consultation and decide whether to engage in ASO activities on your own or delegate them to a team of professionals.

How long does it take to optimize an app?

In most cases, development of the takeoff ASO procedures lasts around two weeks. Once the initial strategy is ready, we start testing: change the icon and see what happens, change the title and monitor the consequences — all until we see everything works perfectly.

ASO is basically an ever-lasting process, right?

Actually, yes. Our goal is to ensure maximum efficiency for the app page within the shortest possible time. And you might guess what’s next.

How do App Store and Google Play algorithms work?

This is a closely guarded secret. We can only suppose, but only App Store and Google Play chiefs have the full picture of how their platforms operate. But we do know something: specifics of every store, and this helps us carry out ASO activities efficiently. For instance, we know that when searching for an app on the App Store, the user sees not just the title and brief description, but also three first screenshots from the app’s page. And to boost the click-through rate, we need to focus on these very elements that appear in search results.

I did some optimization work but nothing changed!

You might have modified the wrong parameters or elements, or your changes did not just get to apply and deliver results. Or, you might have not understood how the factor you changed could affect your app’s performance, or it just did not work. Bad things happen. And this is why we come to help.

Can I fully delegate ASO processes to you and focus on other things?

To ensure the best effect of optimization, you need to improve both the external — application store—and internal—application—landscapes. Internal measures include onboarding, prompts inviting the user to rate the app, etc. — all these pieces are equally important, as they shape your future success. Apart from that, we need your opinion regarding the target audience and its interests, expected app’s functions, and other crucial parameters.

Can I drive incentive traffic before ASO?

You can, but it’s inadvisable. When promoting your app, we are strengthening your app’s in-store visibility, while visuals — your app’s face that determines conversions — remain the same. As a result, a large body of organic users (who are your target users) may back off from downloading your product.

Can I order text optimization without graphical materials, or vice versa?

We recommend holistic approaches to ASO. Text optimization helps boost in-store visibility, while visuals affect conversions. Only integrated measures can lead you to substantial results.

Can I use App Store text optimization techniques on Google Play?

No. Like semantic kernel works, text optimization is always a unique process for every store. Audiences of these two platforms may differ radically, so what works in one store may fail in the other. Besides, you need to take into account all the distinctive features of every marketplace.

Do I need two ASO strategies if I want to promote my app on both platforms?

Yes. And we can promote your app both on the App Store and on Google Play.

What is A/B testing?

A/B testing is simultaneous testing of two or more options. For instance, you can test Icon A and Icon B at a time—in a bid to find out which supplies better visit-to-install conversions.

What apps need A/B testing?

Newly-published apps do not need A/B testing. On the opposite side, it’s critical for apps seeing stable, massed traffic: applying split tests, developers can test out all the conversion revamping hypotheses and figure out what the audience likes most.

I know which icon is better, I don’t need any tips!

Marketing hates intuition. You want other people to install your app, right? To know for sure which icon, screenshot, or description will strike a chord in your users and secure good conversions, it’s vital for you to read numbers.

My brand is well-known. Do I need ASO?

Yes! Major companies often don’t include anything but the brand name in their app title, and thus hold follow-up positions and lose users. This is also true for visuals. If a user seeks an app that could address their problem, they are possibly unaware of the related brands. Therefore, the only thing that may influence their decision is your app’s graphics. If your visual elements shine, they will convince the user from the very first seconds that your product can help them.

What tools are used for ASO?

We use data of Appbooster’s corporate data, as well as data from ASOdesk, Appfollow, Apple Search Ads, App Annie, and Sensor Tower. You can assemble the ASO arsenal on your own.

Does every country (language) need unique ASO practice?

Yes, sure. Spanish users don’t search for apps covered by Russian queries, and Russian users don’t look for Spanish-keyword apps.

Valeriya Shalimova

ASO Manager, Appbooster


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