two screenshot alternatives), randomly showing each variation to separate groups of users, and then comparing the conversion rates. This process involves creating different variations of a visual asset (e.g. It is recommended to measure the impact of creative optimizations through A/B testing.
As both the App Store and the Google Play store require developers to comply with specific guidelines (size, content) for each asset, it is essential to stay up to date with the stores’ specifications. Conversion rate optimizationĬonversion rate optimization aims to increase an app’s downloads. It involves the selection of highly optimal and relevant keywords which will subsequently be included in an app’s metadata (title, subtitle, description, keyword field).Īccording to Apple, 65% of app downloads occur directly after a search on the App Store. Keyword optimization is one of the most substantial ASO tasks. Monitoring app store changes and competitor updates to maintain visibility.Increasing the app’s visibility in editorial content, featured stories or ‘Similar Apps’ placements.Implementing a review strategy to ensure a steady stream of positive reviews.Localizing the app’s product page into foreign languages worldwide.Optimizing creative assets, such as icons, screenshots and videos, to encourage more users to download your app.Executing keyword research to optimize metadata with the most searched keywords.As store guidelines have become increasingly strict in recent years, ASO has steadily become more relevant.ĭepending on a company’s priorities, goals and key performance indicators (KPI), ASO can consist of: The term gained recognition in the industry, with sites such as Search Engine Watch and TechCrunch advocating the practice by February 2012. Google Play is currently supported on Android smartphones & tablets, Chrome OS, Android TV, Wear OS, and the web.ĪSO has begun to develop into an established procedure. Over 50 apps were initially available, with this number rising to around 2.8 million in 2020.
The Google Play Store, originally called Android Market, was released on October 22, 2008, alongside the T-Mobile G1. A variety of Apple devices currently offer store use, including the iPhone, iPad, Mac, Apple TV, and Apple Watch. Since then, the popularity of the App Store has risen immensely, counting around 1.82 million apps available in the store in 2020. It offered users the possibility to download over 500 native applications for free. On July 10, 2008, Apple's App Store was launched along with the release of the iPhone 3G.
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