ASO step-by-step algorithm

  • Tutorial
App Store Optimization is the most underrated factor when promoting a mobile application.

There are two reasons for this:

1. According to the latest data, 60% of the total number of organic (free) installations of an application are received from the search in stores.
2. The average CTI (conversion from page view to install) in the market is 25%. Visual optimization of the application page allows you to raise CTI up to 40-50%, which accordingly reduces the installation cost by 2 times.

In this article, we will describe each of the steps on ASO, how to configure it, and show examples of how to and how not to do it. This article will be useful for beginners in the field of ASO as well as developers whose CTI is below 20%.

If interested, welcome to cat.

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To emphasize the importance of ASO, I will give the following example:
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CPC - cost per click, CR (CTI) - conversion from click to installation, CPI - cost of installation.

Improving ASO and, correspondingly, increasing CTI from 4% to 7% allowed reducing the installation cost from $ 2.5 to $ 1.43. In case your LTV $ 2 - this can play a key role in the success of your project. And this is just the visual part of ASO.

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This article is a revised synopsis of the speech by Yegor Karpov (founder of AppDiamond ) within the framework of the Program for Management of Gaming Internet Projects from HSBI.

In order to make the article more understandable for beginners, we explain the basic terms:

  • CPC / CPI - click / install cost;
  • CTI (CR) - conversion from click to install;
  • Key words - a list of search queries for promotion in search engines;
  • The semantic core is an ordered set of search words;
  • LTV - how much the user will bring us money for all the time;
  • ROI - the ratio of CPI and LTV (return on investment).

Types of ASO


First, let's see what happens ASO. We divide ASO into two categories: visual and technical.

Technical ASO


To simplify it a lot, the task of technical ASO is to promote your application by keywords in the Google Play and App Store top search.

The following factors (in order of importance) affect the position of our application in the search for stories:

For the App Store:

  • Title;
  • Keywords;
  • Company name;
  • Copyright

For Google Play:

  • Title;
  • Short and complete description;
  • Company name

Visual ASO


Visual ASO is what the user sees on the application page in the store, and directly what CTI depends on.

Visual ASO includes:

  • The icon;
  • Application Name;
  • Screenshots
  • Description;
  • Video;
  • Work with reviews;
  • Compliance of the advertising banner and the page in the store.

1. Compilation of the semantic core


The semantic core is the foundation of technical ASO. It is a set of keywords by which your application will be promoted in search engines.

There are several methods for compiling the semantic core (in particular, collecting keywords). In order of use:

1. No matter how trite it sounds - think for the user. How will he search your application? For what requests? At this stage, we usually act as follows:

- we take 5 to 10 people (colleagues, acquaintances, relatives - the more “mixed” the list of people, the better);
- we explain to them the function of the application and ask them how they would look for such an application in the search for stories;
- the most common keywords that they call are added to the semantic core.

This stage is very important, because different people are looking for the same application in different ways. For example, a Match3 game can be searched for by the queries: “Collect 3”, “3 in 1”, “Puzzle 3 in 1”, “Puzzles”, “Match 3”, “Collect squares (!)”, Etc.

2. Yandex Wordstat and Google’s keyword planner can serve as a technical counterpart to the first paragraph.

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3. Tips on the App Store and Google Play - by typing in keywords you can understand their popularity (the higher the hint, the more popular it is) and find other popular queries.

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Sensor Tower for collecting semantic core


After completing the 3 points described above, we at least have an understanding of how users search for our application. Now we will analyze a more professional tool for collecting semantics -  Sensor Tower .

The service allows you to:

1. Independently download a list of key requests and find out:
- what relative traffic can be obtained from a specific request;
- how difficult it is to get to the top under a specific request;
- what is the location of your application for each of the requests.

The Sensor Tower uses a bar from 1 to 10. Where 1 is the smallest metric, 10 is the largest.

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2.View the top 10 competitors for each search query. Which in turn will allow you to analyze, which allowed a certain competitor to get into the top for this request.

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3. Compare the key queries of your application and your competitor

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. Together, all these tools allow you to create a fairly competent semantic core, which you will use for technical ASO. This will be discussed later.

2. Keywords on the App Store


As mentioned earlier, in the App Store the description of the application is not taken into account in search ranking. The second most important place for search queries (after the name of the application) is a string of keywords. It is 100 characters long, with keywords followed by a comma.

Things to consider when writing a keyword string:

  • The closer the keyword is to the beginning, the more “weight” it will have;
  • Remove the words that are already in the title;
  • Morphology in the App Store is very poor. “Children's game” and “Children's games” are two different key queries. Accordingly, if you do not enter one of them, you will not receive traffic from it.

To check how correctly your keyword list is compiled, the aforementioned Sensow Tower will help:

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3. Name of application


The recommendations are general for both visual and technical ASOs:

1. Indicate the function in the application name (if this is a non-game project)
If you have a taxi, hotel reservations, food ordering at home, then write so. Do not shove the name of the company in the first place (if you are not a major brand).
Ideally, if the main function of the application matches the most frequent key request from your semantic core.

For example, the history of the name change of the application “Ostrovok” in the App Store:

  • Ostrovok.ru;
  • Ostrovok.ru - hotel reservation;
  • Islet - search and book hotels around the world;
  • Hotel Search - Ostrovok - booking hotels, hostels and apartments around the world;
  • Cheap hotels on Ostrovok.ru. Convenient search and booking of hotels, hostels and apartments in Moscow, St. Petersburg and around the world;
  • Search hotels on Ostrovok.ru - cheap hotels, hostels, hotels and apartments: Moscow, St. Petersburg and booking hotels around the world;
  • Hotels, hostels and hotels on Ostrovok.ru.

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Example with a game application:

Application "Bike Race Free - a racing game"

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In the name of the application, the developers indicated the most popular queries:

  • Bike
  • Free
  • Racing game

These keywords allow the user to easily find the application in the store.
The application contains the name - "Bike Race Free" and the function - "racing game".

2. App Store - a maximum of 50 characters in the name of the application
3. Google Play - a maximum of 30 characters in the name of the application
4. Put the essence of your application in the first 15 characters. Because the visible part of the application name in the store is limited. Example:

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5. You should not indicate key queries that are not related to your application in the name. For example, an application called: “Scanwords are better than checkers, chess, backgammon, poker”, of course, the store didn’t pass.

And now we are seamlessly moving directly to visual ASO.

4. Application Icon


The icon is the first thing the user sees, and his first impression of yours is formed precisely by the icon.

Recommendations for creating the icon:

1. The icon should convey the essence of the application.
This is its main function. If you have a taxi order - show a checker on the icon, if a flashlight - show a flashlight, if a racing game - show a car.

To illustrate this point, I will again turn to the Ostrovok application. Relatively recently, the company changed the icon: The

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new icon is much better, it conveys the essence of the application and does it competently.

2. Attract attention - the second most important function of the icon. In one session, the user sees dozens, or even hundreds of applications. The purpose of the icon is to draw attention to your application.

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On Google Play, you can use the unique form of the application for this purpose.
For example, Google’s own applications:

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3. Do not block. Speaking about the literacy of the icon in the first paragraph, I primarily meant minimalism. It is not difficult to guess that due to the small size of the icon on the smartphone, it does not need to be cluttered.

4. Test the icon on different wallpapers. On different wallpapers, the same icon can be perceived very differently.

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Test icons


It is highly advisable to test several options for the icon. Create 5-10 icons for the application and ask your friends to rate them by specifying the application function in advance. For example: “tracker for running”

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Find out from them: which of the presented icons would they be more likely to click if they were looking, for example, “tracker for running”. Why did they choose a particular icon. After choosing the best, compare it with the icons of competitors by conducting a similar test.

Example of testing the icon of the “Turn Play” music application: It

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perfectly illustrates all of the above recommendations:

1. The application function
is clear 2. Made quite bright and non-standard, which attracts attention
3. The icon is not cluttered, unlike draft options

5. Screenshots


Application screenshots are a key factor affecting CTI. It is for them that the user understands (or does not understand) what the application is about and what tasks it solves.

Recommendations for making screenshots:


1. One screen - one advantage

Game example:

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Non- game example :

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2. The first two screenshots are the most important. Because if we talk about the App Store, it is their user who sees in the search.

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3. Use mostly vertical screenshots. Because the width of the vertical screenshot takes the place of two horizontal ones. Accordingly, you can convey 2 times less information.

You shouldn’t do this:

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Exceptions are simulated games, where with one screenshot you can convey the whole essence of the application:

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4. Use large text on screenshots, and no more than 25 characters.

From left to right - bad, a little better, good:

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6. Description of the application


With the description in the App Store, everything is quite simple, due to the fact that it does not affect the search ranking of the application. The ideal format is two paragraphs that clearly and briefly describe the essence of your application, followed by 5-6 marked benefits.

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On Google Play, the description will have to work a lot more thoroughly, since it directly affects the ranking of the application.

The description on Google Play is divided into a short (80 characters) and a full description (4000 characters). The main keywords and the main essence need to fit exactly in the first 80 characters.

In compiling the main description, in addition to the visual part (which is described in the paragraph about the App Store), it is difficult to advise something. Google itself advises to focus on their recommendations for website optimization .

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7. Application Updates


Changes introduced in updates are read by users. If you correctly fill out the update field, you can get additional positive ratings and good reviews.

It should be understood that just writing is not enough: “bugfix”, “fixing bugs”, “fixing bugs”, etc. The most correct decision in this situation would be to write a text in which you describe all your changes as simply and clearly as possible. Users do not need "dry words." It is necessary to maintain dialogue with players and communicate in their language.

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8. Customization of the application page


Most likely, you saw some applications in the App Store that are beautifully designed and have their own unique design.

The App Store allows the developer to customize their application. Usually, Apple employees contact developers themselves and offer them to customize the application. But if you were not offered this, there is another option. You can contact Apple with a request for customization. In most cases, Apple employees respond positively (we were given the go-ahead in 2 out of 3 cases).

Customization of the application is included in the visual ASO. Do not forget about this feature, as the more attractive the application’s page in the Store is, the higher the likelihood that it will be downloaded.

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9. Video on the application page for a non-gaming project


Recommendations for creating a non-fiction video:

  • Video Duration: 15-30 seconds
  • If the application solves one problem, it is necessary: ​​to identify the problem; demonstrate the proposed solution; urge the user to download the application and show where to download
  • If the application solves several problems, it is necessary: ​​to demonstrate all the advantages of the application in the allotted time; urge the user to download the application and show where to download

An example of a good video of a non-gaming project:



This video clearly expresses:

  • Problem (the girl urgently needs to be at home);
  • Solution (order Yandex.Taxi);
  • How to get (link to the site, from where the user can download the application).

10. Video on the application page for a game project


Recommendations for creating a game video:

  • Video duration: 15-30 seconds;
  • Demonstrate the gameplay of the game;
  • Show the user vivid emotions;
  • It is also important to show the user where he can download the application from.

Great example:



This video clearly shows:

  • Gameplay (game process);
  • Positive emotions;
  • How to get (link to the side, from where the user can download the game)

11. Fichering


Fichering is a collection of applications on the main page of the store. To get into phishing is a dream of almost any developer, as this is a guaranteed increase in free installations and income. Collections can be different: top new products, top paid games, collections dedicated to the New Year, etc.

It is important to know what applications feature:

  • Living people;
  • With a rating of 4.5+ (in most cases);
  • Best or unique;
  • Which maximize the capabilities of the operating system.

How to increase the likelihood of getting into phishing:

  • Покажите выгоду для Google или Apple. Воспользуйтесь новыми возможностями операционных систем (например: авторизация в приложении с помощью отпечатка пальца);
  • Выпустите обновление, приуроченное к празднику (Новый год, 23 февраля или 8 марта) и измените свое визуальное оформление (иконку, скриншоты);
  • Свяжитесь с редакторами. Поинтересуйтесь у них: как лучше реализовать новые возможности операционной системы в вашем приложении. После их ответа реализуйте советы, и поблагодарите за оказанную помощь. В приличной долей вероятности ваше приложение зафичерят.

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12. Работа с отзывами


The main differences of the story in working with reviews:

- On Google Play, you can and should respond to reviews, since it is the user's last rating that is recorded. A competent answer from the developer can easily convert a disgruntled user into a loyal client.
- In the App Store, reviews are updated with each new update.

Things to consider when working with reviews:

  1. Reviews and ratings in the stores primarily affect CTI. It is obvious that if the user sees bad reviews, the conversion to installation will be lower. And vice versa.
  2. The impact of reviews and ratings on tops is extremely small (5-10%). The only thing they affect besides CTI is fichering. You should not rely on feature storing if you have negative reviews and an average rating of <3 stars.
  3. Ни в коем случае не стоит закупать мотивированные отзывы. Сторы это легко отслеживают. Лучше попросить 5-10 друзей/знакомых/коллег скачать приложение и написать вразумительный отзыв. Этого будет достаточно.
  4. Просить поставить отзыв нужно тогда, когда пользователь с наибольшей долей вероятности лоялен к вашему приложению. Когда он прошел уровень, или дошел до определенного этапа в приложении.

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Quite often, the following mechanics are now used to increase the average score:

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On a banner, a person is invited to rate the application for 5 stars, or 1-4. If he chooses "Rate it with 5 stars" - he gets to the side. If 1-4 - it gets into the inner caliper.

The most important thing is not to motivate a person to give a positive review. For example, "Put 5 stars and get a sword" - for this you immediately get into the ban from the administration of the store, or at least get a warning letter.

13. Bringing to the top for search queries


We at the company have always been against motivated traffic, due to the fact that it has not paid for itself over the past 2 years. But this tool is still more than payback.

It consists in the following - you pour motivated traffic with the task of downloading the application specifically for a specific request. Due to this, the application rises in the top just for this request.

This works in theory (and so far in practice) as follows:

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The effect of the first place lasts about 2 weeks, then the application "rolls back" to its previous positions, although slightly higher than before.

In order not to be unfounded, I will show an example of our colleagues in the shop:

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Despite my negative position on motivated traffic, we use this tool, and so far it is quite successful.

Conclusion


It is getting light soon, so it's time to finish the article. ASO, as we have already seen, is a tremendously important tool in mobile marketing, without which effective promotion is impossible. I hope the tips presented in this article have been helpful to you.

Friends, feedback from you is very important. Do you like this article format? What is missing, what is superfluous? To emphasize a more professional language and terminology, or vice versa to make articles easier? If you like, we will prepare more articles on promoting mobile applications and also develop a telegram channel .

Note:
Some examples are taken from presentations by Anton Sharifullin

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