3 ASO mistakes that even big brands make

3 ASO mistakes that even big brands make

I’m a cell advertising generalist with intensive information of App Store Optimization (ASO) and Subscription Optimization. I’ve labored for a lot of high businesses, together with Gummicube, Phiture, and NP Digital. This text relies on a webinar, the place I shared my expertise and advised about the commonest errors in ASO.


Table of Content

Mistake 1: utilizing solely branded key phrases 

If you happen to don’t use non-branded key phrases, you miss out on site visitors. Branded key phrases include model names: Adidas coaching, Verv, Google match. Non-branded or basic key phrases are search queries with no firm identify. For instance, health, shed weight, workouts, and many others.

For many large manufacturers, model search drives as much as 95% of all their searches. However there nonetheless is that 5%, which is made up of generic key phrases or competitor-based key phrases. If you happen to solely use branded key phrases, you miss out on quite a lot of site visitors.

After I began working with a well-liked health app, I spotted that it had solely two key phrases within the key phrases discipline for years. After we began utilizing non-branded key phrases, we noticed a 1% improve within the variety of installs. 1% won’t sound like lots, however when you’ve got greater than 100K installs, and also you’re in a position to enhance by 1%, it may be lots.

Due to this fact, you will need to frequently analyze search queries, and use each branded and non-branded key phrases — particularly in extremely aggressive classes.

Mistake 2: trusting non-experts to obtain metadata

Don’t depend on different individuals to make updates for you. You shouldn’t ask individuals who don’t have expertise in ASO to add your app metadata — moderately do it your self.

I noticed individuals who requested the builders to add metadata and put areas as an alternative of commas between the key phrases, and it ended up with six key phrases within the key phrase discipline out of 18-20. That’s why it’s best to keep in mind that builders write code. Don’t allow them to choose key phrases.

Due to this fact, be sure you management the loading of metadata. Carelessness or ignorance could cause the app to lose 1000’s of downloads.

Mistake 3: not checking the competitors and demand in your utility area of interest

If you happen to’re deciding to construct a brand new app, do key phrase analysis and competitor analysis. You’ll perceive whether or not it’s value creating an utility for this area of interest and the way troublesome it will likely be to put it up for sale.

For instance, there are quite a lot of widespread relationship apps, and it will likely be troublesome so that you can climb the search outcomes for the best key phrases.

I labored with a startup app that was tremendous nicely funded. Founders of the app mentioned that they wished to do ASO. They believed that ASO would assist lots and so they deliberate to have the massive launch very quickly. However they didn’t do any testing and so they by no means had a smooth launch. They wished to launch the product with out analyzing demand, competitors, and appropriate promotion strategies. There have been solely assumptions based mostly on their very own concepts, and never on information evaluation. This strategy is a giant mistake.

Earlier than creating the appliance and beginning to work with ASO, verify the variety of opponents, analyze their apps, verify the standard of natural site visitors, branded and non-branded search queries. Assess the quantity of natural site visitors in your area of interest.