APPSTOMIZATION - The art of app store optimization

With more than a zillion apps on an app store, it’s a jungle full of apps aping each other and making consumers fall into its bewilderness.

Users are flooded with undifferentiated options leading to the Paradox of Choice; making the user face the Hamlet-ian dilemma of “to download or not to download”.

Here are some suggestions to keep your app distinct, useful and get more and more users to download, upgrade and use it frequently to become LTV (Life Time Value) users and in turn help your app rise in ranking.

MAKE THE FIRST IMPRESSION

It’s essential to impress users and draw their attention while they are browsing through an app store. Make that first impression by designing an app icon that is unique and attractive enough to create curiosity for users to tap on it and dive for more information. Keep it simple and relevant, do not make it complex or use large amounts of text. Vibrant but few colours will do the trick.

WHAT’S IN A NAME?

Be descriptive in your app name - After your app icon, the next thing your potential user would see is your app name. The words you put in the app name act like keywords and therefore it will be an excellent idea to have your brand name & 2-3 most relevant keywords in the app name. Too many keywords is spammy.

GIVE A REASON QUICKLY TO DOWNLOAD

Got their attention? Now very quickly give reasons for users to download your app. An app without a description is like a book without a preface. A quick pithy intro to your features using bullet points makes it further unmissable.

DIFFERENTIATE BY IMMERSIVE DESIGNING

Show off the core features of your app with well designed screenshots that walk through a complete journey of your app. Add explanations to screenshots to make it easier for users to understand the app in terms of key features and user flow. 

BECOME FINDABLE

No matter how great your app is, there is always a way to make it even better. Keep innovating and updating your app with enhanced / new features. Every time you update your app, include release notes so users see changes.

Keep updating your app regularly with usefulness to ensure your app does not fall in ranking. High ratings work like a catalyst for your app’s download numbers.

Encourage active users to rate your app but that’s not enough. NPS or Net Promoter Score Campaigns are a good way to gauge customer loyalty. 

PRICE MORE. GIVE MORE

Lets get back to the app jungle, you cannot survive here if you price your app too high, be price competitive. A premium price must carry premium usefulness to the consumer.

Even if your app is free to download, let there be a catch, monetize your app with useful and immersive in-app purchases and feature this in your app listing.

ONE APP. MANY LANGUAGES

“Happy Birthday to you” – the most popular song in the world is sung in almost every language in the world. Similarly releasing your app in only one language would make it cater to a very small group of people. Reach out to new users who speak different languages, who use different phones with different operating systems. Multiple languages and device compatibility will increase its chances of downloads manifold.

APP-ROPRIATE YOUR CONTENT

Stay relevant and stay there! Or else you face the risk of getting axed for another app. The usefulness of your content and its constant updation determines your user-stickiness. An app that simply pushes messages like “We missed you” will be renegated to the dark realms of lost memory. For example, travel Apps that can keep me up do date on gate changes, weather delays, offers, events etc will stay on with the user than those with standard information.

SMART ANALYTICS FOR SMART MARKETING

Real time analytics for some highly targeted and personalized in-app messaging has no substitute to ensure your user stays interested and invested in your app. This with some clever and continuous A/B testing will improve your impressions, CTRs and conversions.

The ultimate aim and true test of your app is when your paid acquisitions turn into influencers and promoters and bring you organic impressions and conversions. If you create an app and leave it there so will your customer. But then, it doesn’t take much to stay loved, does it?

Happy Appstomization!