App Store Optimization is becoming more important in the mobile app business as the number of applications is rising every day. Last year 230 billion applications have been downloaded worldwide. All this shows how important it is for the application to stand out from the rest and to be optimized at the same time.

 App Store Optimization is the process of increasing your app’s visibility and rankings in the App Store.  App store optimization is key to getting more downloads from Google Play & App Store search results. 

Difference between the App store and Google play

Even though App Store and Google Play both serve the same purpose and have a lot in common, there are still many differences between them.

The platforms have not released their algorithm’s intricacies, but it’s still possible to draw conclusions about which one is more relevant to your app.

The goal of both app stores is to maintain perfect quality. However, Apple’s review system is significantly longer than other platforms. To get the most out of your app, you’ll need to leave a three-day buffer for iPhone apps. 

One of the biggest differences between the app stores is how they use keywords. The Google Play Store indexes all of the content included in an app’s description, while the Apple App Store only uses a specific field for adding relevant keywords. 

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In addition to all this, Google Play and the App Store have many other differences that must be taken into account when optimizing the application. But to begin with, some steps are necessary in all cases

Steps to optimize your application

These are the essential things to consider for app optimization. To maximize the visibility of your app on both the Google Play and Apple App Store, make sure that you pay close attention to the differences between these platforms.

App’s title and subtitle 

The title of your app is the first thing that users will see on the search results of both the Apple and Google Play stores. It’s also used as a ranking factor for apps. Your app’s subtitle in the Apple App Store also aids in providing context and extra explanation.

Keywords need to be used with care. The most significant weighting of any ranking element is this one, however, you must use keywords organically and make sure your name is catchy and interesting.

Description

Your description is one of the primary content items indexed and reviewed by the algorithm for ranking purposes on the Google Play Store. Considering this, you should properly add the keywords you wish to rank for.

The character count for the description is limited to 4,000 both on the Apple and Google stores.

If you think about it, the description of your app should assist customers to understand what it is, what its major features are, and any additional information you need to offer.

Right screenshots and the preview video

As was already established, raising your exposure is only one aspect of ASO; the other is getting users to click on and download your software.

Selecting the appropriate designs to grab attention is one of the most effective things you can do to boost the CTR on the Apple App Store. On iOS, images are visible both in the listing itself and in the app search results. On google play, They only appear when someone clicks on your app.

This is your chance to visually present your application even before a customers click on it. And there is an opportunity to be creative and produce very distinctive images.

Conclusion

How you share your app is just as important as the app itself. So you’ve built a great app. Now let’s review the process that will maximize your downloads and visibility in the marketplace. We’ve highlighted the essential parts of ASO to help you better understand how to create a winning app that users will find, download, and use!

More ranking means more exposure and more downloads which in turn means more revenue for you. If you have any concerns about the best way to rank higher, then rest easy, our experts weighed in and help you to make your application the best version of itself. 

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Why is Mobile Application strategy important?

If you just launched your first mobile App and you are celebrating, it is a little too soon cause no one knows about it, and your application might get lost in the endless number of apps. For more clarity, approximately 3.4 million applications are in App Store, and more than 80 thousand apps are in Google Play. 

It is not difficult to realize how low your chances of approaching your target audience are without a proper marketing strategy. 

80% of the world’s population owns a smartphone and uses different apps for 6-7 hours daily. So having a mobile app isn’t only essential. But also a great competition, too. To stand out, you should build a marketing strategy for your mobile app. 

What is Mobile Application marketing?

Mobile Application marketing is a marketing technique used to promote Apps. It is very similar to traditional marketing, but it has a few differences you should know before starting to work on mobile app marketing.

Marketing your mobile application does not mean just making people interested in your product. It means guiding users altogether, teaching, and communicating with them. Mobile App marketing strategy has three main stages during app development.

1. Awareness stage
2. Acquisition stage
3. Retention stage 

Let’s see each stage closely and find the main steps to make your mobile app attractive for users. 

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Awareness stage

This stage is often called the pre-launched stage. That is the phase when your main goal is to make your product visible and known. Before starting work on your brand’s awareness, you should have a vision of your brand’s values, positioning, and messaging. 

Everything starts with launching, but Before deciding on the launch date of the app, you should consider some important things. Firstly, make sure that nothing important is planned for that date, because it may outshine your application and put you in second place. Also, consider that Apple reviews apps more strictly than Google. 

Another crucial thing you should do for successful launching is a market research and building a user persona. It will help you understand who your ideal customer is, what is important for them and how the market responds to their desires. 

From there you are starting building awareness for your app, use every possible channel, but use them wisely.  Social media, influencers, and websites, all of them will help you promote your app. 

Acquisition stage 

Congratulations! You moved on to the user acquisition stage, where you have to work on gaining users, it is time to be creative, try different methods, and focus on achieving as many downloads as possible. 

You can use various strategies to reach your users, for example, paid ads, App store optimization (ASO), and many more. 

Always keep an eye on where are more downloads coming from and work on it. The more downloads you get, the more chances you have to appear on the top of App Store searches. 

Retention stage 

The next step is to make your new users into your loyal customers because if the app isn’t used there is no benefit for the business. To improve your app, You should communicate with your users and make them want to use your product every day.  You can use in-app messages, and push notifications, offer them a referral bonus, ask them for feedback, etc. you should make your mobile app user feel involved. 

Also, another important thing is user experience. If your application is hard to use, the interface is not interesting and simply, there is a big chance to lose most of the customers soon.

To find out how to keep your Apps user friendly and aesthetically attractive make sure to check out our article – When should I hire a UI/UX designer?

Conclusion

As you saw as any other product, a mobile application also needs a well-planned marketing strategy. If you want to have a successful mobile app you should set your goals, keep track of all the important metrics and never stop the development of your product. It sounds like a hard and complex process as it is, but our team can help you with every step. 

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Why is Communication Strategy important?

Humans are different from every other creature because of their communication ability. People interact every day with each other. Communication skills are crucial for every relationship, whether in work or everyday life.

We exchange information with this, make new friends or even say goodbye to old ones. Have you ever heard the phrase –  communication is key? It is, in every kind of situation and marketing is not an exception. 

In the digital world, we reached a critical point of communication, there is an enormous amount of unwanted content we receive every day on every channel started from social media, email, TV and others. and it is challenging to be outstanding, This is why an accurately creative communication strategy is dramatically important. 

Types of Communication Strategies

There are three main types of communication strategies: verbal, non-verbal, and visual.

• The verbal communication strategy uses words to deliver a message, either in written form or oral. Blog posts, letters, and email messages are examples of written verbal communication. 
• Non-verbal communication strategy includes facial expressions, hand gestures, hugs, smiles, handshakes, etc. 
• A visual communication strategy makes visual content for exchanging information, for instance, any kind of graphic design, art, illustrations, and many more.

The best practices for Mobile Applications

Even if your product is perfect in any way if the customer doesn’t have information about it, it does not have any value and after gaining all the customers, it doesn’t end here, you want to keep them purchasing and continue to use your product. This is exactly why you need a proper communication strategy.

There are a few practices that may be a good start for your business to master communications, but keep in mind that to stand out you need your unique style which will be suitable for your product and customized for your target audience. 

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Customize the message

People are very self-centered. They like when companies talk to them personally. So try and make your messages as customized as available. To do that, you should collect as much data about customers as possible, create a few segments and make people think that you talk to them personally. 

Think twice before choosing a communication channel

There are so many ways to tell mobile user news, mobile marketing is diverse enough, For example, push notifications, in-app banners, etc. But by considering which your target audience is the best place where your massage should appear changes. In some cases, push notifications work better. For instance, Gen Z is more likely to open notifications than millennials or bummers. 

Look beyond conversions

Purchases are essential, but if you are only pushing your customer to buy something with a call to action button and do not communicate with them in any other context you will lose them soon. So try and make them feel special, ask them their opinion or provide them with new information. That will help you keep your active users with you. 

Invest in CRM

CRM( customer relationship management) is dramatically important for mobile applications. Some companies do not consider CRM until they realize they are losing customers. So be sure to plan your communication strategies from the begging. 

Control your effectiveness

Always be on the truck what is working and what is not. Nothing is constant and neither is communication strategy, people are changing all the time, and trends are different every week and it is important to be aware of these changes. 

Do not be afraid of experimentation

There is no right answer or a unique formula that works for every mobile app, so never stop testing and experimenting, try new things, people love creativity, and different approaches. If one thing doesn’t work try another, but there is one thing – never forget your brand values and always keep in mind your customer’s interests. 

Summing up

With the growing market, when we are receiving push notifications every minute it is more and more difficult to reach your user, but with an effective communication strategy, nothing is impossible. But once again keep in mind that every brand and every App is different and they need different approaches, our marketing team can help you find the best strategy for your product and company. 

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Mobile Applications Today

Nowadays, mobile applications are the vital part of your company’s digital marketing and communications. So, let’s discuss-why is that? Keep in mind, that current customers tend to use their smartphones far more often than their laptops. In many cases, when creating a website for their business, enterprises tend to adapt their wireframes to mobile view first and then the desktop version.

Yet, some businesses think it’s a luxury to have a mobile application. Actually, it’s not. Creating a mobile application has become relatively easier, especially-with some basic knowledge of coding languages. Before we get to discussing launching process-let’s review some benefits as well.

Benefits of Mobile Application

One of the most important perks is, that applications are far easier to use for the customer. Surely, we can adapt our desktop website to the mobile frame, but still-buttons for example tend to work out not quite as simply as they would in an application.

Quick access is another huge benefit of having a mobile application. Instead of entering a browser, typing in the web domain and waiting until it loads-you can have the app right on your smartphone lock-screen menu. One click is enough, once you’ve saved the authorization details.

As for safety-currently loads of apps have biometric security measurements-which especially come in handy when it comes to mobile banking for example. Fingerprint access is one of the most popular biometric security methods. A customer feels safe and the developer can relax as well, so both sides have security benefits.

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Get started with Application Launch

• Market Research

Whatever you decide to do for your Digital Marketing strategies, the Market and Customer persona research is a must. In this case-make sure you get to know what your buyer/potential client want from an app before you get set on creating design elements. Also, don’t forget to take a good look at your competitors and study the basics of successful mobile applications. Try to adapt them in your planned app and keep in mind-adaptation does not equal to replicating.

• Initial UI/UX Design

Once you’ve researched your market and the customer’s interests-it’s time to think of designs most suitable for the taste of your target audience. Only a good choice of colors and fonts will not be enough of course. Make sure you’ve done your studies on wireframes most suitable for the purpose of your application. Create low-fidelity mockups first and think through the simplicity of actions taken through the digital medium. Free platforms like Figma enable you to create such mockups and have a good look at other designs.

• Clear Goals and KPIs

Once you’ve completed the tasks above, start focusing on the strengths of your application and make its purpose clear. What are you trying to find a solution for? Why would a potential customer choose your application instead of another? Once you’ve made your strengths clear, you know what to focus on.  

• Prototype Testing

Before launching your app, make sure to find the relevant audience willing to test the functionality of your application. It would also be smart to have a QA engineer test the quality of your mobile application. During the various testing rounds, you can see if the app achieves what it should, which means you might let it be, or reevaluate your mobile app features to meet the desired standard.

• Specific Planning

Specific planning mostly includes choosing the right time for launching the app. Now, analyze the means of your application-what is it mostly connected to? Is it for food delivery service? If it is and let’s say-Thanksgiving is next month, maybe launching it a week before, when your target audience is getting ready and shopping-would be great timing.

• Beta Release

After you have everything in order, develop a limited release for a few testers to observe how the refined product performs but without the danger of things going wrong.The study, like the previous testing, should be targeted and attempt to ensure that all functionality is in place. You can utilize these insights to bring the big launch even closer.

Conclusion

Launching an app is surely time consuming and takes up a lot of energy and creative juice. No matter how perfect the results-always make sure to be an active listener to your customers’ feedbacks. Stay an active listener for not just successfully launching, but successfully maintaining the performance of your Mobile Application.

What We Offer

For more similar articles make sure to scroll through our Publications on Edana. And, don’t forget to check our services for Expert-Level assistance from your Swiss Digital Agency. Our expertise includes Mobile Application Services and many more. Feel free to contact us anytime!