If you must think of this in terms of App Store Optimization (ASO), this is your storefront. Imagine you were walking through a street full of shops. You suddenly see one of the display screens and it’s clean, inviting, and practically inviting you to step inside and explore. How should your app listing feel to someone scrolling through the App Store or Google Play? That is exactly it. If they do not feel the pull of the post, they are just going to scroll. No second chances.
Why ASO Matters to Me
During the years I have spent diving into tech from automotive to the latest gadgets, one thing stuck with me presentation shapes perception. It is no different with ASO. So, it is all about making a listing that is so compelling that users ca not help swiping up and choosing download and not swipe past. Having worked with many brands over the years, I have seen firsthand what small tweaks can do. So, what is a killer app listing exactly? Now let’s break this down with some practical tips (and of course what I have learned from my own experiences).
Nailing the App Name
Your app’s name is the headline of your listing so think of something that stands out and makes users want to learn more. The ideal name should be short, clear and it must instantly gives people exactly an idea of what your app is all about. I will tell you from very first impression of yours app name. Attention spans are short after all. If you are selling a fitness tracker, you do not have to fly too creative. And, for now something like ‘FitTrack’ does the job. It was no frills. It was all about business.
However, I have known for awhile that including keywords in the app name is not the ‘spammiest’ and it feels spammy. Your title has to be both natural and optimized by search.
Keywords: Your App’s Best Friend
If you have ever worked with SEO, you know that keywords are the secret sauce. In ASO, it is about getting the right balance. If you use too many keywords, you will come off as desperate. If you have too few, no one will find your app. It turns out that sprinkling the ones most relevant into your title, subtitle and description work wonders. The trick? Don’t force it. Be natural you are talking to a friend not trying to sell them something.
Telling a story with screenshot
In this post, we are going to look at how to tell a story using screenshots.
Now, let’s talk screenshots. If a picture holds a thousand words then an app screenshot is an invitation to tap download. If your screenshots aren’t dull or confusing, you could be super successful even if you have the best app in the world. Personally, I like real in app shots of using the product exactly how a user would. The catch here is that those screenshots have to tell a story.
A good flow for screenshots is like a little journey: A quote like, “This is where you start,” “Here’s what you can do,” and “Look at these awesome results” doesn’t help. If someone can’t see the key features just from looking at your screenshots, you have probably gone back to the wrong drawing board.
Bonus Tip: Video Preview
Here’s a little secret a video preview is your app’s movie trailer. I have learned that a 30 second clip that features the product’s best qualities can be the difference maker. Make it short, punchy and engaging like a great trailer where you want more. Do me a favour videos make your app different from all other static screenshots.
The Perfect App Description
This is where a big number of apps sink or swim with new users. Telling people exactly what your app does and why they need it should be included when writing the app description. That is it. I explain it like I am explaining the app to a friend over coffee simple. No fancy words, no fluff pure and simple talk about how the app could help make their life a little easier, more fun, whatever!
What I do for descriptions is highlight the benefits. So I wouldn’t say, “Instead of bogging down in paperwork, our app helps you save time.” It takes just minutes to finish via our app. See the difference? One sounds casual, the other robotic.
Be Clear, Not Clever
And let’s be real, you are always tempted to be clever with app descriptions and boy does it backfire. I have gone down that route trying to weave in some quirky lines that didn’t, and then cutting them back out again. Spoiler alert they don’t work. All people want to know what your app does and how it is to benefit them. Blacklist the wit for another day and use some clarity instead.
Ratings and Reviews: Your Social Proof
But here’s where we are getting to how many apps have I not downloaded because of bad reviews? I am sure you have done it too. Just being a great app doesn’t mean you’ll get great reviews, you need to go asking for them and you need to do it at the right time.
Here’s a little trick I always suggest request reviews only after users reached this, so people are able to do it. Imagine your fitness app, where the user logged their tenth. That’s an ideal time to request a review too. They have invested, they are feeling good, and they are more likely to leave you a good one.
Responding to Reviews
Respond to your reviews whether good or bad. And people like to know someone’s listening. If you can take criticism on the chin it can in fact enhance your credibility. Nobody gets an app “right” the first time but users do expect the developers to care.
ASO is an Ongoing Process
And just as SEO, ASO is never a set it and forget it deal. You have to keep an eye on it. I check in on it every 3 – 4 months to watch what’s working and what’s not. Are the keywords well received? Are you gaining any downloads from the screenshots? But if you are wondering if something is working change it. It’s like a recipe—I’ll tell you what: as a short order cook you keep tweaking it and tweaking it and you get it right.
My Final Thought
In a nutshell, ASO is taking that effort and applying the same tactics to your app listing as you would to the perfect storefront on a busy street. Make it simple, clear, exciting. Get your app name, keywords, screenshots, and description right, and you are already halfway there. At the end of the day, ASO is to reach people. I have observed listing that feel more human and relatable also do better. Then place yourself in the shoes of your user and write your app listing as you would if you were speaking to a friend. The magic takes place there.