Month: August 2017

7 Crucial Tips To Promote Your App For Free

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Mobile app discovery is one of the toughest tasks facing indie developers. Around 270 billion apps are forecast to be downloaded across global app stores in 2017, an increase from 228 billion last year (data from Statista). If you’re a budget conscious developer, ad networks may not be the first feasible point of call to acquire new users.

  • Consider your app store distribution strategy

Don’t limit yourself to just iOS or Google Play App stores. The smart strategy to increase your chances for more downloads is to launch across other app stores in geos in which you’re launching into. The core duo are of course Apple’s App Store and Google Play. Beyond these two market leaders, there are a myriad of other additional app store options available.

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Number of apps available in leading app stores. Statista, March 2017

Research and try different selections of relevant keywords to increase the organic visibility of your apps. Using tested keywords in your app title or name is a proven method to increase app store rankings. It’s worth noting that utilising keywords multiple times doesn’t increase your rankings on app stores. It is critical to test different combinations of keywords, descriptors and synonyms to discover which combination yields the best organic search results. In our experience it’s preferable to appear in the top five search results of a targeted specific keyword search, than compared to appearing in a top 100 list of a more generic keyword search. Additionally, if you wish to explore professional premium App Store Optimisation (ASO) tools, there are a number of key providers which can fulfil this need like Supreme Media.

  • Explore cross promotion communities and promote yourself within

Ad networks are a powerful and proven channel for acquiring news users. If your development studio doesn’t have the necessary budget to invest in ad networks yet, you should explore the various cross promotional communities available for free.

Most of them work on the same premise – a network or community of app developers exchanges users or ads for free. This is a strategy which can benefit everyone, whether you are a new indie developer or part of a large franchise of mobile games. Many leading app developers use cross promoting as a primary means to increase downloads when bringing new apps to market.

Integrating a cross promotional mobile ad strategy has powerful benefits. Developers can conduct highly targeted ad delivery with options to choose specific geos across various vertical industry sectors, e.g. deploying banner ads for a casual puzzle mobile game launching into UK, France, Germany and India, across similar casual gaming titles. Once developers have activated a cross promotional ad campaign, they can then capture and evaluate their campaign data, such as being able to view click-through rates and gauge impressions. To optimise your cross promotion activity, you’ll of course need to conduct lots of testing and analysis to deliver the best results.

  • Implement a creative, engaged and targeted PR strategy

As you’re intimately involved with the development of your app, this makes you eminently qualified to promote it across target media outlets, influencers, blogs and social media platforms. Ensure you create an end-to-end PR strategy to help create buzz and excitement. For example, app gamers like to hear about up and coming new games which possess unique features and innovative gameplay mechanics/graphics.

Other possible news announcements include interviews with lead developers, leveraging any notable IPs which may be involved, inviting influencers/journalists to your development studio, writing development blogs and providing insights and recommendations to your community. Also, nurturing an inspired and engaged community is a great source of feedback and ideas, so it’s important to be responsive to your fans and media.

Research and try different selections of relevant keywords to increase the organic visibility of your apps. Using tested keywords in your app title or name is a proven method to increase app store rankings. It’s worth noting that utilising keywords multiple times doesn’t increase your rankings on app stores. It is critical to test different combinations of keywords, descriptors and synonyms to discover which combination yields the best organic search results. In our experience it’s preferable to appear in the top five search results of a targeted specific keyword search, than compared to appearing in a top 100 list of a more generic keyword search. Additionally, if you wish to explore professional premium App Store Optimisation (ASO) tools, there are a number of key providers which can fulfil this need like Supreme Media.

  • Optimise app design and visual assets

App store logo 

Ensure that at your app logo or app store icon is clear, succinct and eye-catching. . Research what your competitors are doing and deliver something unique for potential new users. Test a few different candidate logo options via a/b testing, and see what delivers the best results.

App store screen grabs and descriptors

Using your best screenshots which sell the unique propositions of your app. Regardless of your app’s category or key functionality, this part of the app store experience needs to be executed with finesse. Ensure you include descriptors for your screen grabs, highlighting features/benefits/selling points. Consider using video content if relevant as this is a potent way to communicate your app’s key benefits and messaging within a few seconds.

  • Enter business and consumer awards programmes

Shout about your successes and achievements by promoting your talent and apps through various award platforms. This is a potent way to gain the respect of your target audiences and your industry peers. Winning awards recognises business achievement accolades, that resonate with audiences whether consumers, investors or other.

  • Build a microsite or website

Many indie developers forget to implement this vital step. Establish a website or microsite as a key destination for all your important stakeholders, whether they be consumers wishing to be notified about your latest app updates, or businesses researching your latest blog or publicity. In our experience, a good site empowers you to engage with traditional marketing practices like SEO, banners and link exchanges. Often enough, having a simple site with app store download options is sufficient.

Check it out Here to  estimate for FREE how many downloads could ASO bring to your App!

 

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Google Play Vs App Store : App Store Optimization 2017

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Many developers decide to have their apps in both, Apple App Stores and Google Play. This is a great idea! However, to optimize your app perfectly in both stores, it is crucial to understand that there are differences. Many things that are really important for Google Play, are not even considered by Apple App Store. That being said, you need to know about these differences in order to optimize the best way in each app store.

Keywords and the App Store Algorithm

To do App Store Optimization effectively, it is crucial to understand the algorithm used by each app store. Even though, the algorithm, classifying and ranking apps is not public, you will see that some trick in the Google Play Store won’t work in the Apple App Store. Let’s have a look on the most relevant difference: The App Store Algorithm.

Keywords play an important role in both stores, but the way they are read is different. Both take into consideration the app developer’s name and the app title when showing the search results for specific users. Other elements vary either in weighting or are specific for one of the stores.

The algorithm of both the stores, is also influenced by the total number of downloads and the number of downloads in a short period. To classify the app, the algorithms combine and scramble keywords present in your app listing.

Tweaking Google Play’s search ranking algorithm

Google Play Store’s algorithm takes almost every textual element into consideration for keyword indexing. The most relevant keywords come from the app title, short and full descriptions of your app. However, other elements like the developer name, URL and package name might also influence your keyword rankings.

ASO Tip: In order to get a keyword indexed, it needs to be included between two to five times in the Google Play description or once in the App Title or Short Description.

Looking behind Apple App Store’s search algorithm

While Google is relatively flexible in finding keywords, Apple provides a specific field to write your keywords. Sometimes Apple App Store’s ranking algorithm gets keywords from your competitors and the category name. Apart from that, it is believed that Apple’s algorithm takes into consideration apps that produce higher revenues.

In contrast to Google Play, at Apple App Store, it is not advisable to repeat keywords in the title and in the keyword section due to field limitations. Also misspelling words and repeating the word in the singular and in the plural forms, is not a good strategy.

ASO Tip: When thinking of long tail keywords, use the separate words in the keyword field to save valuable space and to keep the option to combine keywords.

Supreme Media helps you to track the performance of your app in the chosen keywords, giving you suggestions of keywords and also the traffic related to the chosen ones. By doing this, you can also list some of your competitors, and in addition, you can track their performance in these keywords. Click here to check it out.

While everyone is waiting for the all new App Store, Google Play made some layout changes too. In the end of 2016 and early 2017, they have been experimenting with different search result layouts. It looks like these experiments now result in three different layout options.

In concrete, that means, if the search term matches the brand name of a specific app, Google Play gives you a more detailed preview of the best match. Thus, not only app title, icon, developer name and the average rating are shown in this listing, but the number of reviews and downloads, content rating as well as screenshots and the preview video (if available).

ASO Tip: Make sure you have your brand name clearly included in the app title to ensure, your app is shown in this layout. Also, make your screenshots appealing and recognizable even when they are displayed in a very small size.

Moreover, if Google Play thinks, you are searching for a very specific app, it shows the app icon and full title even directly within the search suggestions while you are typing. (Layout Option 3 will most likely influence the number of app page visits since clicking the search option with the icon will bring the user directly onto the specific app page.)

App Page / Store Listings

While Google shows the average of your rating, Apple shows the recent reviews and ratings – every time you update your app, the old reviews and rates are gone. At least it will be like this till iOS 11. Afterwards, Apple will provide users with a total average rating and all-time stars count (instead of current app version rating only).

ASO Tip: This is good and bad news for all iOS devs. If your app already shows a positive rating, this is fine and you finally won’t have to start all over again after an update. If you still lack of ratings and reviews, you should get active by now since the rating will become an essential selling point with the new layout.

Let’s come to the possibilities of customizing an app page with visuals. Google allows up to 8 screenshots per localization and one preview video. Plus, it asks for a feature graphic banner, which is shown above the app title and icon or at any featuring spot in the Play Store, if the app is featured. So far, Apple allows a custom background, up to 5 screenshots and one video, however with the new update, some chosen apps will get a promo banner, placed above the app name and app icon. (we will keep you updated on this)

App Updates

Unfortunately, to make changes in everything, apart from your description, what’s new text and URLs, you will need to be approved by Apple. However, at Google you can submit changes immediately. To make the process of publishing in both stores easier.

Different app platforms – different audience

Both mobile stores seek for bringing high-quality mobile apps and games to the right users. But in the end, both serve two – in some points very different – audiences.

What fits for both user bases, visual elements attract the most. Google Play’s users, however, decide more quickly than Apple’s users do. Android phone owners take their download decisions based on feature graphics, icon, rating and the short description, which means they interact less with the page than iOS users, who even scroll to check all your screenshots. In general, it can be said, that users in the Apple App Store are more likely to catch up on the app with the help of various app page elements.

ASO Tip: It is important to know where you to put your efforts to attract your potential user. Thus, A/B testing your app page is recommendable.

Due to the huge offer of free apps, users of Android users are less likely to download a paid app. This fact makes it even harder to profit with an app offered for Android. It is easier to achieve direct sales via Apple App Store, even though, both stores get 30% of sales.

Conclusion

Both stores have their advantages and disadvantages when it comes to offering your app. Together, they count the largest number of apps just as well as the largest user base. Within this article, you now have all the necessary information you should know to succeed in the ASO of each store.

Calculate for FREE how many downloads could ASO bring to your App, Check it out Here!

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