Improve retention and conversion through App Store Optimization

Filipa says: “This year, you should be considering App Store Optimization.

Now, in the AI era, it is really important to be in a good position everywhere on the web – not only on traditional search engines. I'm talking about ASO because app stores should not be left behind.

You should be doing ASO as part of your activities. Of course, it only applies if the website that you are working on also has an app. If you have an app, this is 100% something that you should be looking at.”

Should you create an app just for the additional opportunity to drive traffic into your ecosystem?

“It really depends on the area your website is in.

I've mainly been working with e-commerce, and I would say the benefits of having an app are quite significant, but it really depends on where you are operating. You shouldn't create an app just for the sake of it, obviously – only if it really makes sense for the business.”

If you were to launch an app, what would you do initially to get as much traffic to it as possible?

“A bit like in SEO, it all starts with auditing and competitor analysis. It’s very similar to what you would do in SEO, but the analysis is different because you have to do it on the app stores.

There are also specialised tools that can really give you an analysis and an overview of both app stores. I say both because, although there are thousands of app stores out there, in the end, the ones that we work on the most are definitely App Store Connect for Apple and Google Play Store for Android.

In terms of tools, I personally use AppTweak a lot, which is really good for auditing and looking at competitors. It can give you a really good overview of what your competitors are doing, which keywords they are using, etc.

Then, you can also do keyword research; however, it is a particular kind of keyword research because the way users search on app stores is completely different from the way they search on traditional search engines like Google.

If you do keyword research for exactly the same website and app, the results are very different. App store users are more likely to search for just one or two words, and they are essentially just describing the type of app that they are looking for. The behaviour is really different, which is interesting to see. Even the results between Android and iOS are different, which is important to keep in mind.”

How do you do keyword research for app stores?

“Again, there are several tools out there. I personally like AppTweak, which is the one I know best. You can search for keywords just like you would in any other tool, like Semrush or Ahrefs.

These app store tools will typically only give you results related to app stores. On traditional SEO tools, you get an average search volume. On these app tools, you actually get a number between 0 and 100. It's not an average search volume; it compares one keyword with another and gives you an estimation from 0 to 100.

Unlike traditional SEO tools, you won’t really know the average number of users who look for that keyword.”

What's good practice when it comes to optimizing visual assets, like icons, screenshots, etc.?

“That's definitely something that you also have to work on with ASO. It’s key to consider the screenshots that you are showing on the app, the app icon, and even the videos. For that, you want to work with graphic designers or motion designers who do those graphics.

There are a lot of best practices that you can apply, but there is no one formula that fits all. When you are doing App Store Optimization, I would encourage you to do A/B testing all the time and to test what works best in terms of the colour of the background, the screenshot, the font, the CTAs in the screenshots, etc.

The best way is to A/B test and see what the outcome is. You can actually do an A/B test directly on the platforms for both Apple and Android. They have these platforms where, as an App Store Optimization specialist, you can log in and do the A/B testing directly.

It's like Google Search Console, and it also allows you to change things directly, like the metadata, the title, the subtitle, the description, and everything related to the visuals.”

What are the biggest mistakes that brands tend to make with their apps?

“The first thing to look at would definitely be their title. You have a character limit, but a lot of apps only have the app name and that's it. Usually, it is advisable to also include certain keywords that will fit within that limit.

Then, you could look at whether they are using the right keywords in the title, in the description, and everywhere else.

I have personally never had a rejection with the name due to incorporating keywords into the title. They usually allow them, as long as they’re related to the app itself.

You are more likely to face rejection on the visual side. The rules are slightly different on Android and iOS, but if you are heavily targeting price discounts, promotions, and this kind of information, it is most likely to get rejected. The visuals really have to showcase the app experience and not be too commercial.

Really showcase what the app is about, and avoid things like ‘best prices’ and ‘best offers’.”

How important are reviews and ratings?

“They are extremely important. Obviously, it’s not something that you can directly control, but you can reply to them, and they play quite a big role. When users are on your app profile, they will be able to see those reviews, and that can be the deciding factor as to whether they will download or not.

I wouldn't say that the number of them or how recent they are is a direct ranking factor, but it affects conversion rate, and it can have a snowball effect. Just like in SEO, you can encourage users to give you a review.

It works very similarly to leaving a review on a Google Business Profile. You can use a banner on the app or something like that to encourage users to do that.”

What KPIs do you track to test whether or not your app is as successful as possible?

“In SEO, we have the traffic and the clicks that we receive. The equivalent of those are probably app installs, which is the ultimate goal of App Store Optimization.

Of course, conversion rate can also play a big role, particularly when you are doing A/B testing. However, the ultimate goal would be the app installs. That's what you are looking for.”

Is it possible to combine App Store Optimization and SEO?

“You could potentially create SEO landing pages that give the user incentives to download the app, creating a web-to-app funnel. They can’t be directly related, but at the same time, they can help each other.

Generally, SEO is really good for attracting traffic, and ASO is better for the retention side because users who have your app tend to be more loyal. They can definitely be combined, and they can help each other a lot.”

Is there a best place to ask someone to download an app?

“Sometimes, users will just want to use the desktop or mobile site the first time they interact with you. If you keep telling them that they have to download your app, it can be frustrating, and it might stop them from completing that purchase.

However, if they have a good experience and are considering repurchasing in the future, they might be more willing to download the app. If you are very pushy, that can be a bit annoying.

A lot of e-commerce sites tend to offer exclusive first-app-order discounts to encourage users to download the app. At the same time, you want the website to also work very well on mobile and desktop, without the need to download the app.

It’s hard to say when the best time to ask would be. It really depends on the type of business and how often your users would buy something (if we are talking about e-commerce, of course).”

Filipa, what's the key takeaway from the tip you shared today?

“If you are working on a website and that website has an app, they can work really well together. SEO will fuel the discovery, and then ASO ensures conversion and retention.

That can create sustainable growth of the business overall.”

Filipa Serra Gaspar is an SEO and ASO Manager at zooplus. Find out more over at seolipa.com.