5 March, 2019

44 ASO Expert Tips for 2020

ASO tips
So you have an app and you think you are on the right track with your growth strategy. If you’ve Googled ‘app marketing’, you have probably already made some effort to optimize your app’s store listing page… but if not, KEEP CALM AND READ ON.

In this article, you will find all the areas of interest and focus that any ASO (App Store Optimization) effort should take into consideration. This ASO tips list has been put together by the talented minds of the yellowHEAD ASO team, who over the past 5 years have optimized over 400 apps. Follow along to plan out your App Store Optimization strategy and monitor your ongoing efforts.

The article is split into 4 sections for your convenience:

  1. The Basics
  2. Getting Past the Basics
  3. Conversion Optimization
  4. The Role of Product

ASO Basics:

1. Optimize within the right character limits

Google Play and iOS have different text assets for keyword targeting. Try to maximize your optimization within the specific character limits of each asset. Note: Character limits include spaces and commas!


2. Use SEO tools to generate keyword ideas

Good keyword research for ASO starts with brainstorming.
SEO tools are super helpful for keyword brainstorming, generating long-tail phrases, creating different combinations of individual words, and identifying search trends – all of which are also applicable to ASO keyword research.

Just be sure to check traffic scores with ASO tracking services, since web search volume and app store search volume are often quite different.

We recommend the following free SEO tools to get started:
AnswerThePublic – Slightly awkward at first with the impatient man, but he does a great job generating phrases based on your keyword query. Keyword phrases are delivered in form of questions, prepositions, comparisons, alphabetical suggestions, and related phrases.
Suggestion Keyword Finder – Find search suggestions for a keyword.
Keyword Combination Tool – Takes two lists of words and returns every possible long-tail combination of those words, so you won’t miss a thing.
SeoStack Keyword Tool – A very powerful and useful Chrome extension from SeoStack that provides a ton of keywords from several search engines. You’ll find search suggestions, keyword ideas, and related searches in different countries and languages.


And of course,
Google Keyword Planner – Generate keyword ideas for a specific language or country.

3. Monitor keyword rankings and search scores

Keywords are a gateway to organic installs. Finding the right keywords for your app is not as simple as you think. As part of ASO, keyword tracking is an ongoing process which involves tracking and monitoring the keywords that you are targeting.

There are two main metrics that help us optimize the app’s search visibility: the search/traffic score (an estimate of the popularity of the search term – the higher the number, the better) and the ranking position of your app in any list of search results (the lower the number, the better).

Understanding how you can affect the rankings is the basis of ASO. Understanding which keywords bring in the most relevant users is key for an effective ASO strategy.

4. Compare your keyword rankings to those of your competitors

When attempting to select which keywords to target, a good strategy can be to look at where your app ranks in search results, relative to your closest competitors.

With the help of ASO tools, you can create comparison tables for yourself and discover keywords your competitors are targeting and you aren’t (yet!). Identify specific keywords that you want to outrank your competitors for and put extra efforts in those targets.

5. Target the most relevant keywords with higher search scores

When selecting the keywords you would like to target within your store listings, aim for the balance between medium-high search score and relevancy.

If you manage to get ranked well for a high traffic search term such as “strategy game”, but your app is in fact a match-3 game, users who find your app using that search term and then visit the listing are unlikely to install it.

Furthermore, the users that do decide to install your app using that search term are likely to uninstall it, resulting in a bad retention rate.

6. Target competitor brands with caution

Targeting competitors within the app’s listings is a popular strategy among many developers who want to entice store visitors searching for a competing app to install theirs. However, if you do it in an explicit manner, you risk getting your app rejected from the store.

Therefore, it’s best to avoid this tactic and instead write your listings according to best practices: target competitors’ names only in the hidden iOS keyword list, or use names that are also generic words as part of a sentence within the Android long description. (For example: Miniclip’s ‘8 Ball Pool’ app is a name that can be targeted generically in a sentence, but will also target users searching for that particular game.)

7. Check the search volume of common typos

When performing keyword research, make sure to include the variations of common typos and spelling mistakes that users might enter in the search bar.

Many of these terms have a significant search volume and might be worth targeting from within iOS keyword lists (not visible to users, yet scanned by the algorithm).

8. Make the description easy to read and representative of the app

Though, statistically, the description is one of the least viewed assets in the store listing, it should be well-written and attractive for those 1-6% of visitors who do read it. Structure the description with headings and bullet points to clearly highlight your app’s USPs and any special offers at a quick glance.

Use tone of voice strategically to communicate about the app – Is it playful? Professional? For kids, teens, adults, seniors? Speak to your users at their level.

9. Know the differences between the Google Play and iOS search algorithms

Android looks for the exact long tail you’re targeting, while iOS mixes & matches all your possible keyword combinations. That means that in iOS, try to target in your listings many relevant individual words that make up many relevant long-tail keywords when combined together in every possible way.

There is no need to repeat the same word twice within the title, subtitle and keyword lists – one appearance will assure every possible combination with every other word to form innumerable long-tail phrases.
In Android, on the other hand, you should target the different long-tails within the title and description. The Google Play search algorithm will look for exact match long-tail keywords.

10. Don’t waste character space in iOS

In the iOS App Store, ASO research has proven that certain words are provided as a given as parts of keyword phrases. When building your ASO strategy, the metadata you choose and the keywords that you target need to be very efficient and effective because space is so limited.

Avoid wasting those precious character limits on words that Apple gives as freebies anyway – for example, ‘app’, ‘online’, prepositions, etc. Other keywords depend on the categories that you have chosen for your app.

In the example below, the app in the categories “Games”, “Casino”, “Card”, “Entertainment” is indexed for those specific keywords (as well as “free” and “grossing”) without having to mention them in the metadata.
Identifying what these freebie keywords are and strategizing to get the most out of them is crucial for targeting an even wider variety of keyword phrases.


11. Know when to upload metadata changes

Congratulations! You’ve finished modifying your metadata in an external document. The next step is to upload your modifications to the developer consoles. Not sure when this is possible? Here’s how it works:

On App Store Connect: Title, Subtitle, Description, Keyword list field, What’s New section and graphics can only be edited after a new binary is submitted for review. Selecting new store fronts from the App Store Connect drop menu is also only made possible at this time. Changes can be implemented when the new version is in “Prepared for submission” status.

It is important to note that for apps built with Xcode 9 or later, the icon needs to be added in the build itself and cannot be changed on App Store Connect.

Promo text field can be edited at any time.

On the Google Play Developer Console: Title, Short description, Full description and graphics can be changed freely at any time but keep in mind that changing texts while a graphics A/B test is running can compromise the experiment.

12. Localize separately for each English-speaking country: US, CA, AU, UK

English is not the same everywhere. Naturally, due to cultural differences, keywords and long-tail search terms will have different search volumes even between English-speaking countries. You always want to make sure you target the most correct and relevant keyword phrases.

There’s a great example in the casino vertical, where you’ll find the term “Fruit Machines” is quite popular in the UK for slot machines, but in the US it’s better to target Slot Machines, whereas in Australia ‘Pokies’ is equally popular. Be sure to perform localized research by country, rather than by language.

This applies, of course, to other languages as well: French for France versus Canada; Spanish for Spain versus Mexico, Portuguese for Portugal versus Brazil, etc.

13. Avoid using the word ‘free’ in iOS title and subtitle

Best practices do not allow for references to pricing in the metadata. Mentioning “free” in your title or subtitle is enough grounds for rejection, so don’t risk it. Instead, use this valuable real estate for other relevant descriptors of your app.

Officially, Apple gives you the word ‘free’ as a freebie word anyway.  For more freebie words, refer back to tip #10.

14. Prioritize keyword targets over content in the Google Play Long Description

Only about 3% of store listing visitors unfold the full description to ‘Read More’. If it’s a matter of choosing, better to use this space to target as many keywords as you can in the context of the app, rather than worry too much about the content.

Even though many apps use the thousands of characters space to deeply describe all the different features of the app, only a fraction of visitors unfold it, of which only a much smaller fraction actually read it. Graphics tend to influence conversion rates much more.

Therefore, while it’s important to consider that small public of readers and structure your description accordingly, it’s even more valuable to target your different keyword variations.

Nevertheless, avoid keyword stuffing or spamming. Just as in SEO, the Google Play search algorithm detects the frequency of each keyword in a listing and if there is excessive targeting, your app can easily be flagged and penalized.

15. Take Advantage of the Google Play Developer’s page

Google Play recently made it possible for developers to promote their brand and apps by creating a page dedicated to the developer. With this developer page, you’ll have an assigned URL that you can use to share your page with users, showcase your brand and provide access to your full library of apps.

If you don’t set up a developer page, other apps you’ve published will continue to be displayed on your developer-specific app collections on Google Play. So go ahead and create one – make sure all content you publish on the page follows Google Play policies.

16. Choose 2 categories in iOS for additional discoverability

In the iOS App Store, you can choose up to two app store categories for your app. If your app is a card game like Spades, choosing the Games category as your primary category with Cards as your first sub-category and Strategy as your second sub-category will boost your app visibility.

You can also choose a secondary category like Entertainment, for example. The advantage of being listed under more than one category is the potential exposure within category lists and, therefore, greater discoverability.

Of course, this assumes your app is ranked in a high enough position; anything over 50 probably won’t bring you much visibility. So do your research before selecting your category and take caution if you’re considering changing.

Ensure you are in a category that is both relevant and has the best potential to achieve higher ranking – and don’t change categories if you already rank well in your selected category.
Also, remember that the category names are ‘free’ keywords (Tip #10), as the iTunes App Store will automatically index your app for these keywords, freeing up some character space in your metadata.

17. Understand what affects your category rankings the most: Basically, installs velocity

Always wondered how you can influence your spot in Category charts? Well, it’s not as easy as optimizing your listings. Both Apple and Google calculate their top chart rankings based on the velocity of either downloads (top free/paid) or dollars (top grossing, Google-only) of revenue that an app earns.

That is, the velocity of downloads of free apps for the “top free” chart and the number of downloads of paid apps for the “top paid” chart, as well as the velocity of dollars an app earns for the “top grossing” chart. The higher an app’s download or dollar-earning velocity compared to other apps in the same category or country, the better that app is ranked relative to its competitors in the category.
Google’s Play Store charts are calculated a bit differently than Apple App Store top charts. While the way that Google’s top charts initially worked was based on similar logic to the Apple App Store, reportedly throughout 2016, Google began incorporating additional factors into its ranking algorithm, and in February 2017, we saw Google starting to factor in user engagement and other signals for games, such as star ratings, in addition to download velocity.
Bottom line: if your app is getting downloaded at a high rate and has happy users, it will get ranked higher in category charts. With a proper marketing strategy in place that focuses on ASO, UA and a quality product, your organic discoverability will increase in turn via increased exposure in top charts.

18. Get to know your traffic @ iOS App Store Connect Analytics

When using iOS App Store Connect App Analytics, it’s important to differentiate between the source of the incoming traffic.

Whether it be Impressions, Product Page Views or App Units (Installs), it’s crucial to understand the source of the traffic to reach actionable insights. Under Metrics, we recommend filtering by source type to see the significance of the organic compared to paid traffic.

For organic traffic, sum up App Store Search and App Store Browse, and for paid traffic, sum up App Referrer, Web Referrer* and Unavailable (*some Web Referrer traffic may come from organic web assets).

You can also filter for more in-depth data on traffic from different Regions (countries) to report on your localized listings’ ASO progress. If you want all this done for you instantaneously, check out our proprietary Data Analytics Platform for ASO.

ASO: Getting Past the Basics

19. Don’t just translate – Localize!

Make your app accessible in as many countries as possible to expand your market reach. But do it right. Foreign listings, just like English, should be used for keyword targeting to increase local search visibility.

If you simply translate the listings from English, you can miss opportunities to rank well for more popular local slang terms or synonyms. Proper localized keyword research in each country is necessary for your app to reach its full ASO potential on a global scale.

20. Use the local Google Web Search for basic localized keyword research

Focusing on keyword targeting in a specific country? Start your keyword research by searching the local Google website. Open an incognito tab, type Google into the search bar, change your settings to the country of choice and – voila!

To get some seed keywords in that language, start by searching for brands from your competitors. Using Google Translate, investigate what keywords are popular in the top results for keywords in that language. Once you have a collection, check their traffic scores in your keyword tracking tool and research long-tails (see tip #2) based on the popularity of the seed terms.

If you’re unsure a word means what you think it does, run it through Google Image Search for visual confirmation. Once confirmed, add them to Google Adwords Keyword Planner to ‘Get Ideas’ in that language and country. Repeat the whole process and soon enough you’ll have a good bank of foreign words to start targeting.

Google Local Store

21. Open your app’s US-Spanish listing

According to the 2012 American Community Survey conducted by the U.S. Census Bureau, Spanish is the primary language spoken at home by 38.3 million people. Many of these Americans will choose their device main language to be Spanish – and having your app listing address them in their native language will give you better CVR!

As an added bonus: you can target valuable English keywords in the Spanish listing for US, without taking space from your EN-US listing.

22. Reply to Reviews – Thank You!

Why should you reply to reviews? Well, first, it shows professionalism and a high-level of customer care and service, which increases retention. Second, when you reply to negative reviews, you not only give that user a chance to revise their ranking, but also influence the other potential installers who are reading those reviews.

Conversion and app store visibility are deeply rooted in customer reviews, so even if you get a bad one – give it a response to show everyone you care. Third, research has shown that the stores’ algorithms detect keywords in the reviews as well, so that’s a good spot to further use your keyword targets.

23. Stay updated about changes in the stores

The app store environments are extremely dynamic. Both mobile platforms are constantly changing due to multiple factors.

In 2018 alone, we experienced monumental changes such as Google’s shift to quality & Apple’s new search ads creative testing, Google’s new app page layout, as well as other game-changing ASO updates. To be an effective mobile marketer, you have to stay on top of these changes as they directly impact your KWO & CRO strategies.

24. Extend your Chrome with StoreMaven’s ASO Tool Box extension

One thing you’ll notice when trying to gather information about mobile apps on your desktop browser is that some app page elements are missing.
Android apps: The Feature Graphic and Short Description don’t appear. iOS apps: The App Previews don’t appear.

Luckily, StoreMaven came out with a nifty Chrome extension that solves this problem: the “ASO Tool Box”. With the help of this extension, you’ll be able to preview the full mobile layout for both stores, switch between locales and even download all the creative assets. It makes spying on your competitors a breeze!

25. Revisit Australian listings in iOS – It’s no longer global

Up until November 2018, we observed that both UK and Australian metadata were indexed globally on the App Store.

During this period, it was better not to include colloquialisms in the titles and graphic assets, as they would show up for other locales where they had no relevance.

Now, based on keyword ranking analysis, it appears that Australian metadata is no longer indexed globally, nor is UK metadata in Australia and New Zealand. This means it is now okay to fully localize the Australian listing. G’day!

26. Share updates and encourage installs with What’s New/Promo texts

Added a new awesome feature? Fixed an annoying bug? Use the Release Notes section to let your users and app-page viewers know!

Additionally, to encourage conversion on iOS, you can write a 170 character-long promo text that will be shown above the fold on the app page, just above your description. This field can be updated at any time – no need to wait for a new version submission.

27. Promote in-app purchases to increase search visibility

In the iTunes App Store, you can promote specific in-app purchases offered within your app.

The promotion will be visible below your app’s listing in search results, almost doubling the visual real estate about your app. Visibility in the store is super important, and with this form of featuring, your app not only gets more visibility – your competition gets less of it.

28. Stop guessing about your USPs – Check your 5-star reviews and get smart

No one knows your app’s best features better than your clients. Reading reviews that were written by users can often teach us a lot. Reviews are a powerful resource that can provide incredible insights, and smart developers will capitalize on that.

One of the ways to do so, for instance, is to focus on the 5-star reviews and check for repetition of specific USPs, keyword terms and jargon, and then incorporate those ideas into the store listings metadata, screenshots and/or promo video.

What’s been proven to satisfy your users will likely be what converts future store listing visitors into installers. Use what works.

29. Monitor the effects of Featuring

Featuring in the app store can increase app visibility and installs significantly. Install spikes in iOS have been known to reach 800% increases, with Google Play featuring contributing up to 200% increases.

It’s important to keep abreast of how featuring affects your app, since every case is different. If you know ahead of time, you can follow your KPIs throughout the featuring period. Often, however, we will notice a featuring after the fact, as we see a spike in installs, page views, or impressions.

If we can’t link the period with an aggressive temporary UA campaign or any black hat techniques (neither of which we recommend), we hypothesize the app was featured in the app store for the duration of the spike. Our favorite tool for diving into app featuring on iOS is AppFollow to visualize and really understand the type of visibility achieved.

Now that both Google and iOS provide breakdowns of Search traffic versus Browse/Explore, it is easier to follow the effects of the featuring by checking the Browse/Explore KPIs. Follow through and track the quality of the users, the effects on conversion rates, and other metrics to gain important insights on how the extra visibility can be more productive in the future.

ASO & Conversion Optimization:

30. Implement short, clear, visible CTAs in your graphics

A/B testing has confirmed time and again that calls-to-action (CTAs) work wonders in converting store-listing visitors into installers. Encourage visitors with quick captions that include verb commands and also promote the app’s unique selling points (USPs) in your graphics. Feature Graphics, videos, and screenshots are perfect locations for CTAs.
CTA captions should be very short, easy-to-read and relevant to the image. Fonts should be clear and large enough to be seen at a glance. How to turn your marketing message into a CTA? Focus on the consumers’ point-of-view and the benefit they gain. Tell them to benefit: “Save Time” instead of “APP saves you time”; “Win Big Bonuses” instead of “Many Chances to Win Bonuses”, etc.

31. Test screenshot orientation

Generally, AB testing has shown that when the screenshots orientation matches the app’s UI, the CVR is higher, which makes sense for initial retention – expectations were met. But more importantly, always AB test it on your own app.

AB testing, in general, should start with a hypothesis about any and every characteristic in your graphics – you’ve now been given one, but it needs checking for your app. It’s a good idea to test horizontal against portrait orientations every so often just to be sure.

32. Adjust your store listing graphics with the season

Local holidays and special events (such as Christmas, summertime, Chinese New Year, FIFA World Cup, Back-to-School, etc.) are a great opportunity to add some special spice to your graphics and to show your potential users that your app is current and up-to-date.

Research has shown that seasonal graphics have a positive impact on CVR (yet, remember to always AB test), and the app stores are more likely to feature you during these times under relevant themes.



Above, GSN Casino Screenshots adjusted for Christmas

33. Take full advantage of the 1, 2, 3! App Preview Videos in iOS

Time and again, including videos about your app continues to drastically raise conversion rates. In the iOS App Store, you can upload up to 3 videos that will start playing automatically, one after the other. Make 3 short yet captivating videos, all of which will be visible directly in search results, and your app will already be a step ahead of any competitor that uses only stills.

On a very simple level, when your visuals start to move in search results, it catches the eyes of potential users. Furthermore, you are given the opportunity to communicate your whole story without asking the browser to scroll through 10 screenshots; it’s laid out there for the user – engaging, telling, convincing.

It also gives a preview of the level of quality the user can expect, especially for games. Create an engaging video with incredible graphics, and your users will instinctively understand that your app will follow suit, and be interested enough to download it. If you stay in the past with still images, you will have to work much harder to communicate those same messages.

While preview videos tend to improve conversion across the board, proper videos which really prepare the user for the experience will also result in stronger retention because the installers better know what they are getting.

34. Roll with the Roll-outs – Modify your graphics in response to page layout changes

Things change quite often in the app stores, and the layout of the app page is no different. In the past few years, we’ve seen some pretty drastic layout changes in both stores.

For example, after months of testing different iterations, Google launched a new design of their Play Store in October 2018. The Feature Graphic, a header banner that was a central element in the previous layout, was moved to the left of the screenshots, but only when the listing includes a video.

The layout change had several effects on app graphics strategy which required quick modifications. For example, the new layout pushed the screenshots almost entirely out of the first impression view. Now, only the edge of the first screenshot remains visible. And, if your first screenshot has a white background with wide margins, it becomes completely invisible.

The result is that users might not think to scroll past your feature graphic banner. Make sure that the background of at least the first screenshot is colorful so that users will be encouraged to scroll and view your screenshots as well.

So, it’s important to watch carefully what changes occur and how they can impact your current graphics. A seemingly small item like the border edge of your screenshot could be the difference between engagement-to-install and lack of interest.

35. Showcase your most important USPs in the first screenshots

Most store visitors who view your app page will not scroll to see your entire set of screenshots. Therefore, you as the developer will want to make sure to open with the app’s most important and unique selling points and showcase its most enticing features in a descending order of importance. Unlike in real life – do NOT save the best for last.
Need help deciding which features to showcase first? See tip #28 about scanning reviews.

36. Check your funnel regularly in the consoles

Monitoring conversion is a must! It is an important aspect of ASO (App Store Optimization) and app conversion optimization. Each store’s analytics console provides a different level of data breakdown.

While the Google Play Developer Console provides traffic breakdown across 5 acquisition channels, there is no isolated data about impressions, but rather just Store Listing Visitors and Installers.

App Analytics for iOS, however, can be better employed to understand weaknesses (and strengths) in conversion rates for each source type at each step in the funnel, including impressions.

Understanding the different iOS ASO funnels, from impressions to installs or from impressions to page views to installs, is vital for any app. The App Store Connect dashboard will show conversion rates, but filtering this even further to source type and country will help you pinpoint specific elements of your app that need further optimization.

If you would like this drill-down displayed automatically, learn about our ASO Analytics tool.

ASO & Product:

37. Make your app compatible with all Apple devices

The more Apple-friendly your app is, the more Apple will like you. Not only do you open your app up to additional sources of downloads, but you also become something like an ambassador for Apple products – which gives you extra points with the store.

ASO experts know that if you’re hoping to get featured in App Store lists and stories (and earn more organic installs), you stand a much better chance if you make Apple-wide compatibility a priority. So if you have the resources, go for it!

38. Got game? Build a trial version of your app

Google Play’s Instant-Apps feature allows developers to demonstrate their app to store visitors prior to installing it, using the TRY NOW button.

Showcasing your gameplay so a user can see and feel what the game might look like on their device is a great way to attract the most relevant users that are most likely to enjoy the game. You’ll get a better retention rate and better user reviews and ratings.
Strong retention rates – especially within the Google Play store – will help the search algorithm detect your app as a quality one and push it up in different store rankings. Moreover, attracting relevant high-quality users to install your game will, in turn, result in better ROI.

39. Get real user feedback BEFORE launching on iOS

You think your app is the greatest product with amazing new features, but what do your target users think?
With TestFlight on iOS, app developers can give access to beta testing with a public link. What better way to avoid the pitfalls of a lousy product with negative customer reviews than to beta test it with real users?!

Public sharing on social media, newsletters, and numerous other channels will bring a more heterogeneous test base AND promote interest in the app. Get extensive feedback before launching in the app store and keep your rep clean.

40. Make product quality your #1 priority

App optimization can only be effective if the app quality is highly maintained. Attempts at optimization for an app suffering from issues such as bugs and bad UI (to name a few) aren’t likely to produce great results. One of the most important tasks of an ASO professional is to be an authority on matters concerning app performance. Make sure you are providing your users with the best user experience possible.
Some suggestions include:

  • Run app tests routinely
  • Ensure quick navigation
  • Don’t include too many SDKs that can slow the app down
  • Make sure the app is compatible with all devices
  • Frequent version updates

Remember: Product is king!

41. Monitor your ANRs & crash rates

For your app to rank well, it is important to be aware of the various signals factored into the store search algorithms. Keyword targets and frequency are not the only things considered. App performance also affects your app’s positioning and visibility in the stores.

Google considers app stability as a ranking signal and has been known to ‘punish’ apps with excessive crashing, slow rendering or poor battery management (excessive wake-ups). Negative ratings and reviews, attributed to bad app performance, will also negatively impact your ratings.

Apple has not yet come out with a benchmark for crashes specifically, but it definitely plays a part in the App Store’s algorithm, along with product retention rates, ratings and reviews.

42. Perfect the onboarding process

Make onboarding short, fun and simple to minimize uninstalls. Not only will you increase retention, but the search algorithm will also see your app as a crowd-pleaser, and this will help in rankings. It’s important to evaluate the onboarding process and ensure it is user-friendly, gives a clear and quick tour of the app’s main features, and keeps form-filling to a minimum.

You might want to consider a short video as part of the onboarding process. Users that see the video get a better understanding of the app and are more likely to be engaged and stick around.

If the process is confusing, not educational enough or boring, it could cause users to open the app, lose patience, delete – and worse, write bad reviews. Keep it short, explain why you need the details you are soliciting, do not force new users to sign up for everything, and remember to allow social media login for ease of access.

43. Push your notifications with… Push Notifications!

Push messaging is a crucial component of a full app marketing strategy. It’s what allows you to directly reach and re-engage your users even when they are not using your app.

Research has shown that push notifications are effective in getting users to open your app after long periods of inactivity, lead to longer app sessions, and encourage a higher-level of app engagement. Users who opt in for notifications are four times more engaged with apps and are twice as likely to be retained than users who opt-out.
At a time when opting out is on the rise, it is more important than ever to employ the right strategies when trying to convince users to opt-in.

Some examples of creative strategies include:

  1. Make a good first impression with a friendly splash page that the user sees upon first use
  2. If you’re not a well-established brand, better not to prompt for permission right at onboarding – wait for the user to become familiar with your app
  3. Create a pre-permission message to gauge interest – that way, you aren’t squandering your one and only chance to get permission to send push notifications
  4. Time your permission request based on user activity – this will get you a chance to demonstrate value to the user before prompting for permission, and can increase the likelihood of them opting in

44. Coordinate your marketing and product teams for updates

Know the restrictions involved in making changes to the Store Listings. In iOS, in particular, any change in metadata needs to happen with a version update, so let your product team know your content schedule for making changes to keyword targets and/or graphics.
Specifically, your product team should know, for example, that if the app version runs on Xcode 9 or later, the icon needs to be part of the build – it is not a file that can be uploaded separately like in the past.
Furthermore, the marketing team should know about any and all changes to the product – highlighting new features in the screenshots, release notes, promo text and descriptions wherever possible. When new features are added, the app could benefit from additional keyword research around those aspects, so the app will show in related search results as well.

Not only will such changes make your app listings look current, it will also showcase the best and newest aspects of the app to increase conversion – so all teams win!

Final Thoughts

SO… if you got this far, we thank you for reading just a few of our App Store Optimization tips. ASO is an ever-changing field with updates and changes that occur often. Know that our ASO specialists are always open to questions.
Also, stay tuned for updates on this article. We have more ASO tips for you in the making and will update this article in the future.

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