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9 Proven App Store Optimization (ASO) Techniques to Maximize Mobile Apps Downloads

With the ever-increasing use of smartphones, the mobile application industry has seen a surge like never before. According to Statista, as of the first quarter of 2021, there are close to 3.5 million apps available on the Google Play Store, and 2.2 million apps on the Apple App Store and this number is increasing every day. But besides creating and maintaining the best features of the app, another challenge that developers face is presenting their apps to the right audience. Furthermore, with the increasing numbers of apps, the competition is also increasing, and it is getting tougher for the app owners to increase the downloads of their apps.

Number of apps available in leading app stores

As shown in the given chart, most of the app stores are already occupied with plenty of applications in all different categories. To increase the number of downloads, it is important that your app be displayed in a relevant search query entered by users. In this article, I will explain everything about the app store optimization techniques (ASO) to improve the rank of your application in the app store. This is not rocket science; these are very basic techniques and can improve your app downloads.

ASO actually aims to increase the visibility of your apps within the App Store search engine, such as Google Play or the Apple App Store. With the increase in appearance, you can support other purposes, such as traffic in your online application and downloads.

The developers of mobile apps generally believe that their only job is to create an app and make it available on the app store. But in this world of marketing, there is a complete checklist to be followed by developers to ensure maximum users download their app. The team of developers and marketers who follow the complete checklist of app development ends up benefiting the most. Developing a mobile app is a 2-phase process, including pre-development and post-development.

While the pre-development phase involves developing the app idea and structure, pilot testing, and including development features, the post-development stage involves ASO and maximizing downloads through this technique. There are multiple app store platforms available today, including the Apple Store, the Play Store, the Windows App Store, and other customized stores like Samsung Apps and Amazon Apps, and your ASO should ideally target all these platforms.

Below is the App Store Optimization (ASO) checklist that should be followed by the developers to maximize the popularity of an app:

  • Keyword Research
  • Competitor’s Monitoring
  • Relevancy in Application Name
  • Screenshots of the App features
  • Application Preview by Video
  • Relevant Application Description
  • Review & Ratings by end-users

You will be surprised to know that most of the developers hardly focus on given points and end up complaining about no downloads! To be successful with app store optimization, you need to be aware of the factors that affect it. Its main factors include optimizing your app’s title, subtitles, and description, choosing the right keywords and categories, encouraging reviews, and more. This guide will explore each of them in detail.

And by following these 9 App Store Optimization Techniques, you can definitely impact the ranking and success of the apps. So let’s see them one by one…

#1 Create a Perfect Icon that beautifully describes your App

Create a Perfect Icon that beautifully describes your App

The app icon is believed to be a screenshot of your app, and it is what the user will see before installing it. Icon design plays a crucial role in helping users navigate their interfaces. A beautiful, recognizable, and memorable app icon will have a huge impact on app recognition and success. The app icon also helps the user to know the instructions, features and functionality of the apps. Therefore, a large icon can increase the volume of your downloads, which is why it is very important.

Hence, it is advisable to design an app icon that is recognizable, clear, in sync with the purpose your app serves, and actionable. An icon needs to express the app beautifully in a confined space, and it should represent your entire app perfectly. Take Yoga Curious as an example. It has a wonderful design that immediately attracts the searcher and makes him download the piece of application by just looking at the icon.

#2 Pick the correct Keywords

Keywords play a pivotal role in the world of app optimization. It has also changed the perspectives of people and businesses all across the world. Keywords are one major factor in App Store optimization. As customers use different keywords to search in your app, it’s important to design and create an icon that attracts them and forces them to click and download your services. Additionally, this increases your chances of finding potential customers for your brand.

Using the right keywords for an app makes a lot of sense, especially to target the right users who may download your application. Keyword optimization is an important technique in ASO where you can create a list of relevant keywords using a keywords research tool. There are various keywords tools available online which helps to analyze the keywords or in choosing better keywords. But poor keyword choices are one thing that ruins everything and makes you helpless despite doing good things. Keywords also help to understand the Competitor’s research. It is also an important factor while deciding the keywords for a particular app. Once the keywords are finalized, optimize the App name, App title, and App description using relevant keywords. Make sure you don’t do keyword stuffing; it annoyed users and is considered a bad practice.

#3 Define the App Title that fits your app perfectly

 App Title that fits your app perfectly

The app title is a very crucial part of the app. This helps your user in recognizing the real brand and simultaneously this also helps them in making a distinction among other apps available on the market. Fresh thinking and creativity are the keys to the success of any app, so choose the title which is unique and easily memorable.

The app title should represent the application theme and try to include the targeted keyword that has better search volume. Research suggests that having a keyword in your title will increase the chances to get a better search ranking of your app for that keyword. Thus it is clear that the app title holds significance in improving the ranking of your app. The length of the titles does not exceed 26 characters and five words.

#4 App screenshots and displays

App screenshots and displays

The screenshots explain the functions and purpose of your app. Although the Screenshots in your depiction, like symbols, icons may not have a direct impact on search results, they are the only thing that helps you get clients to download. Pictures provide more information about what it is and revitalize your plain text, allowing potential customers to see themselves using your software before downloading it.

So it is essential to keep a few things in mind before including screenshots of the app. It’s essential to consist of the main display which essentially captures what the app will do. The screenshots should also cover a considerable amount of content in order to connect the features with the users. Some apps like Share App have made things easier with their screenshots and explained why their app is useful for users without maintaining any distractions. By educating visitors, you are making them aware of your app functionality and will help them to make a download decisions.

Developers can also explain the process of installing the app and its different features. Apple’s health book application displays its menu to explain how it works in more detail. It’s also a good idea to share any deviations of your app from traditional functionality. Google Inbox is one of those apps that takes a step back from traditional messaging apps and displays it appropriately via screenshots. It’s also a good idea to include additional text with screenshots to explain the features and functionality of the app.

One can use the SketchtoAppStore tool to design amazing screenshots for iPhone/iPad apps to grab the user’s attention.

Here are some useful app store optimization tips for choosing colors for screenshot layouts:

• Colors used in the design should represent what it’s like to use it
• Colors used in the design should fit the message of your screenshots of the application.
• Keep your color palette concentrated and avoid making your screenshots a jumble of too many distinct hues.
• Colors should be appropriate for the age of your product and appeal to your target audience.

#5 Optimize the App Description

Optimized app description

The technique of enhancing mobile apps to rank better in an app store’s search results is known as app store optimization. The higher your app ranks in the search results of an app store, the more likely it is to be discovered by potential consumers. ASO is critical for getting more organic downloads and spending less money on paid downloads for your app. To get the greatest outcomes, the ASO strategy should be developed and implemented in tandem with the UA plan.

The first few lines of the app store description are what the users will read first, and hence it is important to put the main information on the top, which could be a sentence about why your app is better than other similar apps. You can also mention a specific award that your app received.

In the main portion of App Description, you have to list the main features or benefits of the application. You can also describe some of the features or independent details to provide deep information to application users. Because your app is more easily findable and discoverable, app store optimization makes it more accessible.

ASO is mainly concerned with increasing the visibility of your applications within an App Store search engine such as Google Play or Apple App Store. Other goals, such as visitors and downloads to your web application, could be helped by increasing the number of impressions.

Thus, it is important to choose the right category in the app store while uploading your app. It is always a good idea to put the app in the social networking section in the app store as the users here would know how to use your app better than, say the books section.

#6 Encourage users to give reviews or ratings

Application reviews and ratings

Application reviews and ratings are one of the most important metrics considered by the app store optimization to give a better search position to your app. When developing an app, always think of your customers and integrate appropriate functions. If they enjoy using your app, ask them to share their reviews via push notifications. Most of the users are kind enough to share their reviews if they really want to. Love your app. Be ready to improve your application based on the customer’s feedback, it will help a lot.

#7 Engage with your users to retain them

To retain the users who already downloaded your app is a great technique as far as app marketing is concerned. You will be surprised to know that about 25% of the downloaded apps are not used twice. It is important to keep posting updates with additional features and functionality will keep the users engaged.

Review your App Analytics from time to time to make better future strategies. Now App Store provides an App Analytics tool which describes complete analytic module to define upcoming plans and strategies to increase app users. There are various analytics tools available in the market, so the choice is all yours. Here is the screenshot from the Apple app analytics dashboard represent visual information about the performance of the app.

Apple App Analytics Dashboard

app analyticsApple App Analytics Dashboard – 2

app analytics

#8 Know your customer and your competition

Understanding how your customers use the app and information about competing apps can help you improve App Store optimization. Track your competition to find out which keywords they are targeting. This will help you decide whether to target the same keywords or a separate set of keywords for your unique value proposition. Equally important to understanding the market and customers are researching your competition to see which keywords similar applications to yours are targeting. You can then determine whether it makes sense to use these keywords or a separate set of unique keywords for your unique value proposition. Likewise, you need to decide how you want to engage with an audience.

#9 Your app listing should be localized

Localization is an integral part of optimizing the App Store, especially if the developer wants to expand their user base into new markets. When the localization is finished successfully, it will increase ASO’s probabilities of success, and therefore the method users in an exceedingly local market can receive the app.

By localizing your app in different languages, you can reach more people, rank higher on many popular searches, and stay one step ahead of the competition in local markets.

In addition, there are a plethora of low-cost translation or localization service solutions that can translate your app title, keywords, description, and screenshots into the languages of your wider segments. So before you localized make sure that your app provides the best experience for your international audience after downloading it.

Increase mobile app downloads with Paid Ads

Today mobile app marketers have access to a variety of user acquisition channels. And paid social media advertising is a great way to get tremendous audience exposure for a small investment.

PPC is a type of internet advertising in which marketers pay each time a user clicks on one of their advertisements. These ads appear when people are looking for things online using a search engine like Google, YouTube, Bing, or Apple search ads, especially when doing business research, which means that they are looking for something to buy through the sponsored search ad.

So if you want to increase your business reach through mobile app downloads then Paid Ad is the most convenient way.

Customer Life Cycle for ASO

While working on ASO, understanding of customer life cycle of application users will help a lot in defining the strategies at different stages.

Following are the stages of the customer life cycle for the app users:

  1. Reach – The purpose of your application is to reach maximum people and the offering should be marketed in such a way so that the people and businesses that your market is targeting will get to know about your app. It is a measure to increase awareness of your application. Here you can use paid and social media marketing activities to increase the reach of your app. Google adwords is one of the most popular platforms which offers a Mobile App Install campaign specially designed to increase the reach of your app.
  2. Acquire – It is important to understand the potential user’s requirements to create a product or a service that these customers would like to purchase. It is important to create a personalized communication that will convert the potential lead to customers who will pay for your services.
  3. Develop Relationship – Build a relationship with your app users once the first purchase is made. This is an important exercise to ensure that your customers are satisfied.
  4. Retain – It is important to convert one time customers into customers who continue to avail your services.  Thus it is important to take feedback from your customers to make them come back by improving your products and services.
  5. Advocacy– Satisfied users are not just loyal but they also become advocates of your brand in their social circles and friends. This helps the business meet potential customers through the existing customers.

Implementing this customer life cycle and managing it well would help the app developers to improve customer’s experience. Eventually it will help increase the usage of the app and ensure customer retention and word of mouth for your app.

The process of ASO requires a vital understanding of the target customer base which also includes an understanding of competitors’ limitations and the exact requirement of the audiences. Like every other marketing activity, the main purpose of ASO is to acquire and satisfy customers for a long-term association.  The team along with the app developers should try to ensure maximum customer satisfaction to the point that their app starts to spread through word of mouth.

If you are an Application developer or Application owner and need help in App store optimization? Contact us now to discuss your requirement.

The Quick Start Guide to Facebook App Install Ads to Increase Mobile App Downloads

Are you looking for a way to increase downloads of your mobile application? Does your mobile application is not performing well? If you facing such challenges with your mobile apps, this Facebook app install ads guide is for you.

The popularity and love for mobile apps have grown to such an extent that now there’s too many of them. Both the Play Store and the iOS App Store are crowded and it is getting harder for developers to stand apart from the crowd. Facebook App Install Ads come as the next best solution. The unending opportunities in the app industry have made social platforms like Facebook, Google and Twitter to step forward and have a share of the pie. However, earning the dollars requires gaining the trust of the developers. Facebook, especially, has the advantage of personalized discovery. Further, it had the attention of the developers and deep ad targeting. Facebook app install ads was launched in August 2012 and by the October that year, it started showing up. Over the years, Facebook app install ads have grown by as much as 346%. The global click through rates for Facebook app install ads have been a surprising 0.6%.

The best thing about Facebook has been its 900+ million userbase where App Installs are simple ads that takes the user to the Google Play Store or App Store app page. Similar to sponsored stories, these app install ads are shown in the user’s timeline, offering a direct invite for installation. Added to the app advertisement, these ads also contain helpful social info like the rating of the app and the number of friends who are using/installed the app. Highly targeted, these ads increase the chances of businesses connecting with potential customers. For example, if Facebook users who are photographers will receive app install ads like MakeMyTrip, Goibibo, etc.

While the success rate with Facebook app install ads is huge, businesses must understand what they actually need from a campaign. Compared to app stores, Facebook offers a better reach, lower per install costs and maximized installs. Most advertisers and developers also do effective App Store Optimization for mobile apps to boost downloads and that’s not a bad technique either. Here’s how businesses can look to set up their app installs ads in Facebook:

#1 Setting up a Facebook account

It goes unsaid that the first thing to have before using Facebook app installs is a Facebook account. Setting up a Facebook account for your business is very easy and Facebook just ask for few necessary details to help you out. Further, creating a business account in Facebook is completely free. Most businesses would already have this in place.

The next thing to do is navigating to the Ad Manager and fills up the necessary information for the ad account.

ads manager

#2 Creating a Facebook App

To be able to start an advertisement, businesses will first need to create and register the required app to Facebook App. Facebook wants you to add SDK to gauge the performance of the app. You can go to the Developer Account and add the APP.

Once you click on Add the app, it will ask you to enter your app name and contact email ID.

Create a new app ID

After creating new app ID you need to add app URL. It will be your app’s Playstore or Appstore link.

Next step after basic setting is to connect Ad account to your Facebook application. To Add Facebook Ad account ID go to Setting > Advanced. You can find Ad account ID from Facebook Ads Manager.

Next step is to add SDK. It is different for Android and iOS apps. Let’s look at an example of creating APP and installing SDK for an iOS app. It is necessary that the developer itself needs to complete the iOS SDK process. If you are not developer yourself then I recommend you to send below details to your developer for further process.

  • Download and install SDK to your XCode project
  • Configure the info.plist file
  • Add the Bundle Identifier of the application (Developer already knows this)
  • Add all the required code to your project and make it live

fb codeYou can also provide Facebook developers account access or complete screenshot of guide to developer (It will be good idea).

At the bottom of the page you require to enter bundle identifier of the iOS application. This will be the name which you used in Xcode that might be in this format – com.iphoneadd.iprotectalbum

app bundle identifierProcess of installing SDK is different for both Android and iOS apps. Developers will subsequently have to provide Facebook with the package name of the app, the hash key (self generated) and the activity name for Android Apps. Given these, the steps involved in setting up SDK are thoroughly guided.

After completing the process of SDK, add the app events to your application. It is necessary to add app event. If you are not adding app event to your application before starting campaign there will be a error message “This app isn’t linked to your ad account” while setting up campaign.

When you Click “Set Up Now” button, a setup guide will be open. Then choose your application to go next step of choosing event.

After selecting application choose the app category from the list.

Once you will select category of your app you will see app event list. Choose the events you need to track then click on continue.

Choose the important events you want to track and click on continue to get installation instruction via email.

You can verify your app after installing SDK and app events. Use this tool to verify App Ads Setup.

#3 Creating Facebook App Install Ads

After installing SDK and app events, you are all set to create the ad. You will need to navigate to the My Apps section and fill all necessary information. If any information is missing in it then Facebook will let you know.

I have tried and tested Facebook App Install ads for one of our Android App EyeSight Challenge – Puzzle game. Here I am going to explain how I created my first app install ad. In next step create your ads from ads manager account. Choose your objective as App Installs and enter the campaign name.

In the next step you need to create new ad set. Enter ad set name and right after it choose the application platform from the drop down. Then enter your application name or exact URL of Playstore/Appstore.


You will now move ahead to create your Ad Set where you required to add the demographics, users, budget and the interest in Ad settings. I recommend you to add meaningful name for the Ad Set because it gives you better idea to analyze Ad Sets in the future. If you are creating multiple Ad Sets with different targeting then set name as “App Name + Region + Gender + Age Group”.

Here you need to define:

  • Platform – Select mobile device you want to target ads.
  • Operating System – Choose the min and max versions of OS to target ads.
  • Devices – Choose devices (Smartphones, Tablets)
  • Locations – Enter one or country, regions, or cities to target ads
  • Age – Select min – max age where you find your ads would be most relevant
  • Gender – You can also target specific gender audience

platform section

To set up the target audience, you will have to define the:

  • Targeted interests (photography, travel,, etc)
  • Connections
  • Behavior

Now, while selecting the targeting audience, try to be specific. If you are trying to optimize a travel app, go for audience group who are in related groups and users who have constant check-ins. Don’t define too large an audience group as you will only speak with the general public. Once you define your interest then you can see the estimated daily reach audience number at the right side of the window.

You can also exclude those audience who already installed your app by selecting advanced combinations > exclude people who are connected to (Enter App Id) in connection section.

budget section

Now for the budget section, you will need to define the:

  • Budgets
  • Optimize for Ad Delivery (App Installs & Link Clicks)
  • Ad scheduling

Next is the ad placement column, where you will have to define the places where you ads will be features. Option will include:

  • Mobile News Feed
  • Instagram (Integrate Instagram account with Facebook ad to show ads on the platform)
  • Audience network

For businesses with a considerable budget, the best strategy would be to go for multiple ads and ad sets to target your audience group according to their age group, gender, banner ads and video ads. This process will also let you know the type of ads working best in your behalf. This process can also be better guided, if your business already uses tools like Google Analytics, such that you already know where your target audience lies.

#4 Setting up the ad

Adding an image for your ad is important. However, Facebook also allows you to create a video ad. However, be sure to check the image and video uploading guidelines like size restrictions, etc. The recommended image ad size would be 1200 x 628 pixels. Other important things to ensure when creating an image ad are:

  • No more than 20% of text should appear in the image. Check this tool.
  • Your account must be an admin of a minimum of one page

While creating the Ad you required to add Headline, Text and Image for the ad which must look catchy and attractive to gain CTR.

Here is the preview of Facebook Ad.

preview ad fb

Now your Facebook ad has been created and now waits for some good dessert.

#5 Measuring the performance

After you have put up your app install ad successfully on Facebook, it is advisable to keep track of its performance. You can use Facebook Analytics for this purpose. Facebook Analytics would show which category of ads are performing better.

#6 Optimizing the ad

Identify which ads are performing better in power editor whether it may be high CTR, low mobile app installation cost or high installs. List out those ads and modify its budget or add some extra interests in it. Take short steps to improve your ads and do monitoring them continuously. You can also reach below types of people by setting custom audience.

  • Recently opened your app
  • Recently completed a purchase
  • Completed large purchase
  • Achieved a certain level in game

Note – Currently Facebook don’t provide Remarketing feature for mobile app installs campaign. It means you cannot target those audiences who clicked your ad, visited app store but didn’t install the app. We have contacted the Facebook team regarding Remarketing feature and provided this suggestion to the team.

You can also set up the custom audience for your mobile app install campaign.

#7 Analyzing your app install ad campaign

Lastly, it goes without saying that you would be increasing your budgets in categories (places, gender, age group, etc) where your ad is performing better.

Facebook App Install Ad Case Study

As i told you earlier i have personally set up the ads for one of my app (FREE) and it works quite amazing. Check out below case study for the same.

Here is how my Ad displayed in mobile device to the users. Absolutely catchy isn’t it?

mobile ad preview

I have set up the campaign for $10 budget for 2 days and got whopping 41 app installs via App Install Ads.

fb ad sets

As this app seems to more fit for youngsters so for this campaign i targeted USA audience with Age Group of 15 – 30. My ad reached almost 4000 people and got 1.76% CTR which is commendable for App Install campaign. The most important thing for this campaign is cost per installation. Often advertisers set their cost per installation target while setting up the campaign and they must do that.

In this case i got $0.30 cost per installation for Facebook mobile app install campaign which i considered as a remarkable number. But remember here i have sets the ad for FREE application and it might be difference if you promote paid ads.

Facebook has easily become the new app economy in the industry. Developers are running into creating their own app install ads campaigns and it wouldn’t be long before this platform too becomes crowded. However, Facebook will always have the advantage of providing a highly targeted audience and users who exactly match your profile.

If you want to promote your application via App Store Optimization or Mobile App Install Ads or any helps in marketing activity. Contact us now to discuss your requirement.

ShareEasy – Revolutionary iOS App to Enhance Your Sharing Experience

Most iPhone, iPad and Mac users want to keep their device updated with all the latest software and applications to stay up to date. Hence, they keep searching for any recent useful application that might save their time and help them to use their gadgets more easily and smoothly. Apple is the absolute leader in the cellphone market today and has taken over the imagination of the millions of young users who swear by it. The major reason for iPhones’ popularity is its useful mobile apps and features that give much easier functioning and broad range of apps selections.

Some of the major features of Apple’s devices include better operating system with quick response time and much better performance when compared to any other smartphone in the market. Thus, more and more users are now attracted towards iPhones-iPads and are their happy users.

appstore downloadsIn June 2015 Apple announced that total 100 billion apps has been downloaded from its app store.

ShareEasy is an iPhone app that is specially made for iPhone users who wish to share interesting stuff including mp3/audio/music files, recorded audios as well as jokes through Whatsapp & other social media platforms. The iPhone app helps you to improve your social sharing experience without any restrictions. The easy share application has been built with many interesting features that would make you fall in love with the app.

shareeasy splash screen
The app has been specially developed for Whatsapp users since Whatsapp is one of the most popular communications medium across the globe that vows to keep us connected with our loved ones. The app is available for free download on App Store and requires iOS 7.1 or later version. It is also compatible with iPhone, iPad, and iPod touch. The application has been recently launched in November’15. It requires a memory of 4.9 MB and is available in English language.

The Whatsapp ShareEasy iPhone application is extremely easy to use and has some amazing features that makes it a must have for all iPhone and iOS users. Some of its unique features are as below:

#1 Music Player:

shareeasy music player

One of the major features on any phone is the user’s personalized music library which is much valued to the users. It has the library that allows the users to listen their favorite songs as and when they wish. The ShareEasy app is extremely easy to use and has all your music listed as a library in the app. User can play their favorite songs directly from the ShareEasy music library.

#2 Sharing Jokes:

shareeasy jokesIt is always fun to share interesting content including jokes and funny messages with your friends and family on Whatsapp. ShareEasy lets the users share jokes from multiple categories according to their wish. It also allows the users to save their favorite jokes from any category so that; they can share them later much easily. It lets the users share all this stuff with their Whatsapp groups, communities as well as on their individual chats.

#3 Audio Trimmer:

audio trimmerShareEasy lets the users edit as well as trim their favorite audio files or songs based on their recommended length and can save it in their iPhone music library. Later users can directly share trimmed audio files to their friends through WhatsApp or any other communication app.

#4 Audio Recorder:

audio recorderThe users can also create their own customized audio message and can also share their own recorded stuff very easily directly on Whatsapp from the list of recorded audios.

#5 Share on other platforms:

Users can also share Trimmed and Recorded Audio/MP3/Music files amongst other communication media apps as well like Hike, WeChat, Telegram, Facebook Messenger and many others.

The ShareEasy iPhone application empowers its users to record and share their own creation with the community via various social media apps on their devices. It lets the users share their talent and helps them become popular in their Whatsapp community. So if the users wish to enjoy all the features of the Whatsapp ShareEasy iPhone application without any restrictions, all they need to do is download the ShareEasy on their device and they are set to enjoy the experience and the true benefits of sharing!

Download ShareEasy iPhone App from the App Store

app store button

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