App Store Optimization: A Comprehensive Checklist for a Successful App Launch

1. The App Name

It starts with the name of app since it tells the potential users what the app is about, making app visible in the app store search results.

A good app name should have the following features-

• Creative and captivating

• It should be unique. A unique app name will rank on top in the app store search

• Relevant and descriptive so that users get a fair idea of what your app is all about, and it ranks better for relevant keywords

Relatively easier to spell and pronounce

2. Using Appropriate Keywords

Users generally use a couple of words or 2-3 word feature-based phrases to find apps on the app stores. It is crucial to note that relevant search traffic is possible only when the appropriate keywords are used.

Developers could understand the user search behavior using accurate mobile data, to better optimize their app. Here, it is essential to note that developers who have an app in the iOS App Store have a character limit of 100 characters wherein they have to fit in their keywords.

App developers should opt for the most relevant keywords to their app and integrate them within the description, as unrelated words penalize your ranking. Developers should keep the following aspects in mind while using keywords-

• No spaces or repetitive words should be used

• Importance should be given to title keywords

• Either singular or plural word forms should be used

• Other localizations should be made use of

• Typehead search suggestions, Search Ads suggestions, and related searches that are suggested by the app stores should be used.

3. Including Icons and Screenshots

Since your app icon is the first thing that a user sees while searching for apps on the app stores, it is a deciding factor to optimize your app.

An icon should be creative, simple, recognizable, and striking. It should be such, that it stands out from the long list of apps available on the app stores, and is captivating enough to grab the attention of the visitors at the very first glance. At the same time, it should also give a fair idea of what your app does.

The following should be taken into account while deciding upon an icon for your app-

• Avoid using too much text or small details.

• A clean color palette should be used.

• Contrasting colors make for a good combination.

• The concept on which the icon would be based should be simple and clear.

App screenshots are an integral factor as they stand out in both the search results listings, and the app page. They have a significant impact on conversion rates and require a lot of attention.

When it comes to putting screenshots, it is essential to describe caption text that conveys a story and highlights the feature. It is better to analyze competitors and get ideas from their apps. App developers should use all five screenshots.

4. Compelling Description

A powerful and compelling description is essential to increase the user base. The app’s description should focus on targeting the customer base. For potential customers, it should spur them towards downloading the application.

An ideal description should include the following aspects

• What the app does, in concise and simple language

• Power-words should be used and it should be customer-centric

• Enlist the USPs and the benefits of the app

• The reader should feel compelled to download after reading the description

The first few lines of the description should communicate what the app does and how would it benefit the users. It should grab the audience’s attention. The first 250 characters of the description must have as many relevant keywords as possible. Ensure that you don’t stuff too many words.

With each new update, the description and the entire product page needs to be modified. The changes should reflect in screenshots and descriptions every time you apply an update, to show new features, and present them precisely.

5. Reviews and Ratings

The rankings of an app also depend on the reviews and ratings that the app has got. The more positive reviews and ratings that your app gets, the more successful it would be in the niche it has been designed for.

A series of positive reviews serve as the highest form of validation of your app’s quality and is one of the highest determinants of ranking.

Apps with the highest rating count in the app stores are those which keep their customers engaged and proactively seek their feedback to outline their product roadmap and any further updates.

The majority of the users need extra engagement or need to be prompted to give their feedback. Rational rating and review prompt can help you boost your ratings, and eventually, your app’s rank.

6. Localization of Apps

In case you’re planning to cater to a local area or market, you will have to modify the content as per the market. Changes would have to be made in the communication of the brand, audience language, screenshot captioning, and more so that it becomes easier to reach out to the local audience.

App publishers who focus on giving unique preferences based on customer groups gain a wider customer base. If the target audience includes a non-English speaking audience, you could try adapting the language and brand communication based on the requirements of each group.

You can localize your listing in both the app stores to make readability and discoverability easier for users who communicate in different languages.

As more customers will be able to find the app in their native language, it will boost both the adoption and conversion of your app.

7. Adding a Preview Video

A preview video is a make or break factor in deciding the success of your app. Developers should test new video previews uploading them to the app stores.

A preview video should be concise and to the point. It has been observed that 80% of the users stop watching a preview video after 12 seconds, hence, no beating around the bush! Moreover, you need to avoid the inclusion of any fade-in and welcome message at the beginning of your video.

8. Driving Traffic to Your Page

Information hosted on your app from an SEO optimized website will boost the traffic directly to your app store pages. It will also help in the ranking of your app on Google, making your app more visible to the users for download.

Building an online presence with social media, seeking ratings and reviews, and investing in online advertising will boost the traffic on your application.

App indexing is the process of making Android and iOS app content linkable and searchable from a mobile web search or web search.

You can also use paid app advertising to boost the traffic to your application.

9. Researching Your Target Audience

The ASO strategy is about targeting the keywords that have the most traffic and being found easily in the app store searches. It is basically to put yourself in the customer’s shoes.

Knowing more about the target audience or the users who you are looking to cater, and who will most likely use the app is the key to achieving success in an ASO strategy. A well-articulated ASO strategy hinges on understanding how your customers use and get benefited from your app.

10. Competitor Research

Keeping a check on the other players in the market is vital before formulating an effective strategy. A careful study of the competitors helps you get ideas of introducing something innovative, distinct, and compelling that gives you a competitive edge over the others.

It is important to identify which keywords are being targeted by apps similar to yours. It helps you determine whether the same keywords should be targeted or a different set of keywords that are unique to your value proposition should be used.