App makers are spending more money than ever before to increase downloads. Global app installs ad spending is predicted to double by 2022, reaching a high of $118 billion. As a result, app marketers constantly look for innovative strategies to drive sponsored downloads while controlling spending. However, some people still expect ASO to purely increase organic downloads without recognizing that ASO should also improve the overall quality of app store pages and assist in maximizing the impact of following paid promotion activities.
Some people continue to believe that ASO is solely about keyword optimization. However, remember that all app store traffic leads to your product page, whether through Facebook advertisements, TikTok, influencer marketing, or directly from the stores.
You must have a consistent and seamless consumer journey across acquisition channels to reduce drop-offs and boost ad conversion. Remember that your app reviews and ratings play a crucial part in conversion and, if poor, might work against your ad efforts. Also, having a well-optimized product page is critical, which involves aligning your store assets (textual metadata and creatives) with the advertising referring to your shop listings.
The significance of app reviews and ratings
Ratings and reviews are the most visible public indicators of your app's health. App ratings and reviews are essential conversion factors. Users are likely only to install an app with 4.0 stars. Given the bitter rivalry in app stores, even an app with fewer than 4.5 ratings is at a disadvantage compared to the higher-rated competition. Indeed, an increase in average rating from 4.4 to 4.6 can result in a 30% rise in CVR.
Creating a rating prompt is critical for increasing your chances of receiving favorable feedback and ratings. Responding to reviews has also been shown to help raise average ratings. Furthermore, reviews are a proper information niche: they allow you to learn about customer problems and the elements of your program that they appreciate the most. These findings can inspire future ad strategies, increasing the likelihood of their success.
ASO can help you improve your Google Universal App Campaigns.
Google App Campaigns are an excellent way to promote your app because they will place your ads subtly throughout the Play Store as well as other acquisition channels such as Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network to get your app in front of the right audience.
Google, like ASA, uses your app metadata to determine where and how to promote your app. As a result, ASO is just as critical for Google UAC as other acquisition channels. The keywords and features displayed in the screenshots will suggest your app's core features and value proposition to Google's algorithm. Thus both text metadata and creatives will be used.
Boosting paid traffic through optimization of creatives
Consistent messaging from the traffic source to the product page is critical for app conversion. This section will look at how your app's creatives fit into the game.
App Screenshots
Screenshots are one of your app's most significant features in determining whether customers should download your app. If you want to boost your app's conversion rate, start by analyzing and revamping your app screenshots.
Remember that many consumers would instead look at your screenshots than read the lengthy description to get a sense of what your program is about. As a result, the first step is to understand and adhere to ASO best practices for screenshots and connect their messages with the value propositions highlighted through other acquisition channels.
Unique product pages
Now that app developers can profit from custom product pages (App Store) or custom store listings, creative optimization is even more vital (Google Play). These native marketing solutions enable app marketers to develop one-of-a-kind landing pages for user acquisition. These can include different advertising language, screenshots, and app previews than the usual product page.
Remember that you can develop up to 35 custom product pages on iOS, each with its URL and capable of being connected to Apple Search Ads (ASA) and other traffic sources (social media, email, etc.). CPP can then send traffic to a custom product page from a specific set of keywords or a social media campaign.
You can have up to 50 custom shop listings on Google Play, which can be used for external and organic traffic (for example, if you want to create a customized custom store listing for a specific market/region). Using these landing pages wisely will improve the conversion rate of your advertisements.
In-app events aid in retention.
In-app events on the App Store generate excitement about impending product/game releases, which may keep users from leaving or persuade a churned user to re-download your app.
Consider the following scenario: you are about to unsubscribe from a streaming app since you no longer discover exciting movies. Then, as you're browsing the App Store, you notice an in-app event announcing that season 2 of your favorite TV program is soon to be launched on the app. You could reconsider your decision to unsubscribe as a result.
Making use of A/B testing on mobile devices
The higher the conversion rate, the cheaper the cost per install. Regularly work on app store optimization and A/B testing studies. You may enhance conversion rates while cutting costs by optimizing these creatives - icons, images, app previews, etc.
Overall, this is a continuous component of your product marketing that should be addressed. There is always space for development and new methods of engaging potential users.
Engaging previously acquired consumers may lead to more intriguing ways to enhance referral rates, cut acquisition costs, and boost overall marketing efficacy farther down the funnel.
