While many businesses are willing to invest large sums of money into the marketing and promotion of their new app through a digital marketing agency, they routinely ignore one essential task, and that is the optimisation of their page on the App Store or Google Play. According to Think With Google, “40% of smartphone users browse for apps in app stores.”
Just like websites, businesses are able to optimise their pages in the app stores to help improve the chances of their apps being found by users. Needless to say, improving the chances of having your app discovered also increases the likelihood of your app being downloaded as well. And the best part of all this is that it’s entirely FREE.
Here are several ways to help maximise the number of downloads for your mobile app:
1) Select the right heading
Similar to page titles in organic search, the heading that you opt to use carries more weight in app store searches than any other section, so selecting the best one is crucial. Be sure to populate your heading with words that are a perfect fit for your app. There is a plethora of high quality app optimisation tools that you can use to help you optimise your app heading, along with every other element of your app’s page.
2) Choose lower difficulty keywords at first
Whether you’ve designed your app in-house or had it built by a team of app developers, If your app is brand new and currently residing in the proverbial abyss of obscurity, then it’s wise to target keywords that have less competition and moderate traffic levels. Once again, be sure to utilise the many app optimisation tools available to find out which keywords are ideal for you. Once your app’s popularity begins to take off and download numbers begin to rise, you can then begin to focus on being found for more difficult keywords that have more lucrative search volumes.
3) Optimise for multiple locations
App stores enable you to customise the data that appears in search results, based on the user’s country. Creating app headings and descriptions that appear in the user’s native language will greatly improve the chances of your app being found and, understood by users from non-English speaking countries. Doing so simply requires the use of various free online translation tools or employing a translation service to help you create professional titles and descriptions.
4) Utilise compelling images and written copy
When users have found your app page, the next challenge is to convince them that your app is actually worth downloading. Just as it is with websites, the use of captivating images and persuasive language can be the difference between downloads or disappointment. If a user stumbles upon an app page that is beautifully designed and thoughtfully produced, then that immediately tells them that your app is an element of quality about it. Quality is synonymous with trust and this will make them much more likely to download your mobile app.
5) Be mindful of user feedback
User reviews play a big role in determining if others will take the plunge and download your app, or choose to avoid it altogether. An unhealthy aggregate rating for your app will make it very hard for you to attract new users.
Improving the chances of garnering positive user reviews can be helped by:
- Creating a first class mobile app (this one’s obvious!)
- Ensuring that users are well aware of what your app’s features are; having a description that accurately and truthfully summarises all of its capabilities will make it far less likely for users to be disappointed with your product and leave a negative review
6) Constantly evaluate and experiment
With headings, descriptions, keywords and images all playing such a crucial role in the success or failure of your app, you must be committed to continuously evaluating your app page’s existing wording and components, all in the name of achieving greater download numbers. Keep a record of all current data, the changes that are made and monitor the downloads that have been achieved during a specific time frame. Only through meticulous app store optimisation can you hope to improve the number of people finding and downloading your app from within the App Store or Google Play.