Top 10 ASO Mistakes You Should Avoid

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Posted: August 30, 2016

Thomas Kriebernegg can look back on over 10 years of experience in Online Marketing and 4 years of experience in App Marketing. End of 2015 he teamed up with Christian Janesch and founded his second company appers gmbh. They are developing an app marketing software solution called App Radar.


Thomas Kriebernegg

Making any kind of app marketing mistakes may cost a mobile app developer a failure of her or his app business. ASO (App Store Optimization) marketing mistakes are among the most crucial ones. In this article we want to walk you through the list of top 10 so you can avoid them and market your app more efficiently.

Underestimating the power of ASO

Many app developers and marketers still underestimate the power of App Store Optimization (ASO). According to a study, more than 67% of smartphone users found their last app downloaded after they searched for it in the app store. At the same time roughly 24.31% of users downladed it after they were taken directly to the app page in the app store (clicking on an ad or link). Where there are 2.5 million apps in Google Play Store and about 2 million offered in the Apple App Store, getting your app discovered is probably the biggest issue faced by mobile app publishers. Positioning your app within the app stores using the right keywords, therefore, is the first step to success.

App Downloads generation: search vs. direct, by motivation

Source: Tune

Not understanding your target audience

Not researching and understanding your target audience is a common but fatal pitfall in app marketing. CB Insights, which analyzed about hundreds of startups, found out that 14 % of failed mobile app startups hadn’t examined their client. So the number one pitfall for young app entrepreneurs to avoid, is to plan functionality and design without having needs and preferences of their end users in mind. Hence, better figure out your target audience or your app so you can plan your features around their needs, use the best monetization model and develop a much more precise and effective marketing campaign.

Thinking app icons do not have an impact on downloads

Your app icon is the first impression for users – and as we all know, the first impression counts. The average user will decide within the first 5 seconds, whether to install, drop or further explore your app. During these 5 seconds, he will most commonly look firstly at your App Icon, Feature Graphic and the first two Screenshots. This means, these elements should deliver the core values and message of your app as they have the power to increase conversion rate.

Significance of an app icon

 Not making use of all available screenshot slots

Although the first two screenshots are the most viewed ones, it is a serious mistake to think adding two screenshot graphics is enough. As screenshots play a crucial role for your download rates, you should make sure they clearly communicate your apps main features. Furthermore, consider, users looking at your third to fifth screenshot decided to explore your app. Hence, you should utilize the remaining screenshot slots to inform interested users and give them a reason to download your app.Don’t providing attention to app descriptionA false claim that can be observed with mobile app publishers is, that app description isn’t important and therefore doesn’t deserve high attention. From an ASO perspective, the app description in Apple App Store does not have as much impact on search rankings as the keyword and title field. However, Google Play Store takes it into consideration for ranking. Aside from its impact on keyword rankings, the app description has potential to thrive downloads. Therefore, app descriptions should always get adopted to target audience and promotionally inform them about the app.Not using the keywords in the app titleAs mentioned above, the app title is one of the most crucial ranking factor in both Google Play Store and Apple App Store. On the one hand, the app title is important for app store search ranking, on the other hand, besides the app icon, an app title is the first impression, a user gets of your app. This means, the app title should be informative, meaningful and should of course somehow include the app name.

Mobile app title

Not localizing your app page

There is neither a global Google Play Store nor a App Store. This means, every country has its own version of app store, making it necessary to localize your app if you want to offer it in various regions and countries. According to App Masters, localization can increase your downloads by the tenfold. Hence, remember that potential users can come from different countries. This means, not only your app content but your app store page should get localized. Localization, means more than to translate the description text and especially your keywords. Also all assets displayed on the app store page as well as currencies and date formats should get adapted.Not taking Reviews and Ratings into accountRatings are one of the lead ranking factors in app stores. Although, you can’t influence a user’s opinion, you can impact the likelihood of other users to tap through or to download your app because of a good rating. A very common mistake, app owners make, is ignoring negative reviews. Every app some when receives one or another bad comment in the review section. However, you should always treat it with recognition and best, show the user that you are willing to solve the mentioned problem. Sometimes, a negative review can turn into a good experience for the user.

Not having an overview of your market performance

We often mentioned the importance of keywords in different app page fields. As soon as your app is submitted to the app store, you should start monitoring your business. Only by having a concrete overview of your key app metrics, you can efficiently improve your app performance. App Radar Keyword Tracker for example tracks and analyzes the visibility of your mobile app within both the iOS App Store and Google Play Store. Tracking your daily keyword rankings for all your apps, Keyword Tracker helps you doing App Store Optimization more efficiently.

Mobile app marketing performance tracking

Understanding optimization as a one-time event

Once you have everything in place and your app page is generating downloads, it does not mean, everything is done from now. Every day about 1,000 new apps come to the app store. If you seriously want to hold a good ranking, you need continuous optimization. Therefore, you should regularly test different ways to further improve your app store page. Only doing so, you can prevent your download stats declining.