Typical Mistakes Newbies Make in App Store Optimization

Do you know where your app starts? Your app starts in the App Store or Google Play. You can have a very nice app, but if you don’t attract any customers, development effort will be lost. One of the ways to promote your app is to ensure that it is Optimized for the App Store. Below we will highlight typical but critical mistakes developers make, even TOP brands.

Mistake №1: I have a big brand and I don’t need App Store Optimization

You are a big brand, run a huge marketing or PR campaign, and already have a huge customer base. But there are still two reasons for you to optimize your store page:

– You are a big brand so you should have competitors then, right? How will you beat them? For example, if I type Tinder in the App Store, it will show the Tinder app, but also relevant suggestions (other apps). What if another icon is more attractive and I download a competitor app?

– Second point: what if I don’t know your brand? This happens. Even if you are the Tinder of the dating industry, if a user types in “dating” in the app store and gets the list of the apps, they may just download one of the top 3 apps. By working on ASO you will be able to get on top of the search by increasing app conversion.

Mistake №2: I want beautiful screenshots

Once, when I was working on Pure dating app, I released a new set of screenshots. Off course they were tested, I always ask my friends how they liked it. One friend told me: “Like in a supermarket”. She got the same feeling, when she sees badges in the shop “Best Price!”, “70% off”. And then I realized — “Yes, you ARE in a supermarket”. You are not in a museum or art gallery to make a piece of art. Imagine your app in real market and sell it.

Mistake №3: No call2action

Many apps in store don’t use marketing tricks. Better music player. Millions of free music. There is no action for the user to take. Tell your customers what they should do. Listen? Play? Share with friends?

Mistake №4: Apps are not showing main features.

Because they show it too small, so showing doesn’t count! Make it bigger, show a player, buttons, UX. Customers will like it and conversion will grow. Take a look at Spotify Music app. All what is shown inside the phone frame is 90% useless, because user doesn’t recognise on what to “hook”.

Mistake №5: Following the leader.

It’s wrong opinion to make your assets just like your competitors: colors, texts, screenshots order, etc. The users see the same apps in store and download nothing. Do research and do things different than your competitors.

You see? Same colors and same icon image — musical note.

Check this advice by conducting an A/B test with RaiseMetrics to see what works and what doesn’t. Create different versions to choose the best one.

Originally published at raisemetrics.com on April 26, 2017.