The Biggest Mistake in Marketing Your App – Ignoring ASO

Sun 28 May 2017 Written by Evi
Evi

 

Intro 

It took a while, but you did it – through blood, sweat, and tears, your hard work has paid off; you’ve developed a brilliant app. Only one problem remains: no one’s downloading it.

What happened? Where did you go wrong?

Well, if you’re like many developers, you might have stumbled head-first into one of the major pitfalls of marketing your app; namely, ignoring ASO.

 

What is ASO?

App Store Optimization, or ASO, is the ongoing process of improving your app’s discoverability and rank inside of an app store. Just like a search engine’s web site index, the App Store and Google Play use a mix of factors—such as keywords, number of downloads, and positive reviews—when determining what gets displayed first in search results and charts.

Perhaps unsurprisingly, content is the key. Finding keywords that fit your product; keywords with a high search volume, and less competition. Strong keywords are paramount; if you can incorporate your title and description around those keywords, you’re on your way to success.

Once you’ve done that, it’s a simple matter of monitoring your progress, and tweaking your keywords to stay in-sync with what people are searching for.

 

So, ASO’s Essentially SEO for Apps?

Yes and no.  In addition to working with keywords, there’s also a strong graphical element – search engines don’t see your icons and screenshots, but people sure do!

  

 

Why is ASO so important?

Because most people find apps by searching in the app store! Whether you’re developing for Android, iOS, or both, browsing or searching inside an app store is overwhelmingly the most common way an app is discovered.

According to Forrester, 63% of apps were discovered through app store searches back in 2013 – and the number’s still climbing, with recent studies hitting 68%, and hovering close to 70% and beyond. In addition, ASO is remarkably low-cost when compared to other marketing options; with the right touch, your ROI can be tremendous.

 

Why do People Neglect ASO?

You might see those numbers and assume that everyone’s using this method; yet in my experience, most app entrepreneurs wind up neglecting it! If it’s so great—and it is—why would so many otherwise savvy people ignoring it?

As with most missed opportunities, the answers can be complex. Some developers simply aren’t aware of it, while others might find it difficult to execute themselves, or have trouble finding someone to implement it for them. But whatever the reasons, I think it’s a huge mistake. Regardless what kinds of apps you make, ASO absolutely needs to be part of your marketing mix.

 

Who Should Handle my ASO?

Here’s where things start to break down for so many entrepreneurs. You don’t have to do everything yourself – but ASO’s too important to neglect. So who do you get to do the job?

Well, there exist plenty of experts; people who know the rules of ASO inside and out. Still, understanding the basics of ASO is pretty simple; anyone who’s motivated can learn the do’s and don’t’s in a relatively short amount of time. At the end of the day, it’s less about experience, and more about savvy, commitment, and an understanding of what makes your app great to begin with.

 

So if I use ASO, I’m a Guaranteed Best-Seller?

Of course not – nothing in life is guaranteed, especially in marketing. There’s no silver bullet, no magic answer, no One Weird Trick; getting users to discover and download your app requires a dedicated, and diversified marketing mix.

A mix that’s simply incomplete without ASO