App Store Optimization (ASO) is a mobile app marketing technique used to enhance an app’s ranking by strategically incorporating targeted keywords. The primary objective of ASO is to drive increased installs and generate desirable outcomes, such as subscriptions, sales, registrations, and more.
A crucial component of ASO is Conversion Rate Optimization (CRO). CRO is an app marketing practice aimed at fostering app growth while simultaneously reducing user acquisition costs. It is an essential concept for app marketers to grasp and apply to their marketing campaigns. By implementing CRO strategies, mobile app marketers can boost download numbers, encourage in-app purchases, subscriptions, and more, all while keeping user acquisition costs low or even decreasing them.
Key Conversion Rate Optimization (CRO) strategies for apps
There is a number of Conversion Rate Optimization strategies available to app marketers. The most impactful are:- A/B Testing – Experimenting with app icons, screenshots, demo videos, and descriptions. All these parts of the App Store marketing copy impact app users' perception of the app, how quickly and easily they see the app's value. By trying different combinations of the app's icon, screenshot, demo video and description, app marketing can identify which one drives the best Conversion Rate.
- Localized Optimization – Adapting listings for different markets. Connecting the app with users on multiple app markets facilitate the app's growth and revenue it generates. Achieving a high Conversion Rate for the app on a particular app market requires professional translation of the app's market copy and adaption all of the app's text and visual assets to that market.
- Ratings & Reviews Management – The impact of social proof on conversion rates. App ratings and reviews have a high impact on the app's potential users, their sentiment about the app, answering the question "if this app is the right one for me?"
- Keyword Optimization vs. CRO – Differentiating search ranking from conversion-focused strategies. It's important to understand that a mobile app can be associated with a number of keywords and not all of those keywords may lead to a conversion. Conversion Rate Optimization requires identifying specific keywords that do generate desirable actions and focusing on those.
What Conversion Rate Optimization companies do
Companies specializing in Conversion Rate Optimization for app store listings focus on improving the percentage of users who download an app after viewing its page on the App Store or Google Play, as well as other possible actions. Their approach is typically a mix of data analysis, creative optimization, and testing.
Key services offered by these companies may include:
- Data-driven analysis of app store performance
- A/B testing & experimentation
- Creative optimization
- Localized optimization
- Ratings & reviews management
- Competitor and trend analysis
- Iterative optimization and long-term strategy
