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Mobile applications pursue different goals based on their product steps. It can be an organic growth or conversion rate increase, achieving more installations and reducing user acquisition costs, increasing revenue or improving retention, achieving some engagement levels, or daily or monthly May improve the amount of active users (DAU and MAU).
App Store SEO / ASO is equally important at any stage of the product development cycle. Initially, it aims to improve visibility and search capability on app stores, whose main goal is to drive organic installs and reduce the cost of user acquisition and paid marketing functions. In subsequent product phases, the ASO strategy aims to maintain growth and maintain the top position in the charts and in search, benchmarking performance with competition, improving conversions, retention, and user feedback. The ASO strategy is a long-term process that must be implemented and measured to achieve and maintain the steady organic growth of an app. Let's take a closer look at the key goals within app marketing strategies, identify the corresponding KPIs or metrics, and see how to measure and optimize them. Because what has not been measured cannot be adapted!
1. Visibility in the stores
The KPIs involved in this step can be measured with an ASO tool:
Keyword Ranking - Position your search keywords and keyword combinations in search results
Top Chart Ranking - Posts in the top chart (free, paid or gross)
Category Ranking - The position of an app or game in its category (such as arcade, or music)
Similar / related applications - Which apps are linking to our app? How many apps are linking to our app?
Similar apps are traffic cases.
Featured - Whether it is displayed on the main page of the shops. This KPI can be tracked, for example, with AppAnnie.
The above metrics are necessary to understand and measure visibility and discoverability at the store. Monitoring their growth daily and monthly in all countries and benchmarking these rankings with competing products is the basis of the App Store optimization strategy.
2. Conversion Rate of the product page
Improving conversion rates is another important goal for establishing store listings after visibility. When the user application finds out, it is important to make a great first impression about it - here is where the role of the conversion rate gets initialized.
Conversion rate is influenced by various ASO factors:
On-metadata: App name (title), description, icon, screenshot, feature graphic and video preview.
Off-Metadata: Downloads, User Ratings and Reviews.
In a user-led conversion funnel, there are 2 types of KPIs to take into account the conversion:
Click-through rate (CTR), or tap-through rate (TTR): The percentage of users who come to your snippet (search, top chart, and feature) at the store, and tap to see its product page. This is mainly influenced by your app name and icon.
To establish conversion rate (CR): The percentage of visitors to your product page who have downloaded your app.
Both TTR and CR are important parts of your listing's conversion funnel on the store: by optimizing them, you ensure that of all users who somehow find your app on the store, the maximum percentage of interest The product, the pages engaged by the product, and the end of the download. To properly analyze and improve conversion metrics, you need to track them and conduct experiments with A / B testing tools with your listing elements, for example, Splitmetrics, TestNest or Google Experiment Android Developers Are available in their Google Play console.
3. Mobile Growth
There are different ways to measure the growth of mobile. The main development trigger for ASO will be the number and velocity of installs, but across the entire set of app marketing strategy, development is much more than that. One of the main goals of app store optimization is organic development, so the number of installs plays a great role here. The install is the original KPI that can be tracked inside the developer console on the store. However, if you are doing paid marketing, you may want to separate your organic traffic from non-organic. Devices that help with mobile attribution trackers, such as AppsFlyer or Adjust. Having a deep understanding of organic and non-organic sources of installation, we can measure another important KPI for mobile apps: organic regeneration, or organic multiplier. This effect is related to the natural increase in organic traffic due to paid marketing actions. Purchased installs will elevate the app in search and top charts - which, in turn, will give it more visibility and attract more organic users.
4. User feedback
User ratings and reviews are extremely important metrics for a stable and "healthy" app. In ASO, they play two main roles: first, they are taken into account by store algorithms for ranking in search and top charts, and second, they have a great influence on users' decisions to download, and this Type, case for conversion rate. . The more ratings and reviews you have the overall user sentiment, the more impact they will have on the ranking and overall visibility of an app. In turn, too many negative reviews and low average scores can significantly reduce product page conversions and lead to fewer organic installs. Fortunately, both the Apple App Store and the Google Play Store are now offering developers the opportunity to respond to user reviews - and it may also help them change their ratings. Never leave your users - try to solve problems they have experienced, and always respond to negative reviews.