App store optimization – the recipe for success

App store optimization improves the findability of apps within an app store and consequently increases the number of downloads. The aim is to achieve the highest ranking in the app store search results, both within a category and for specific search terms. App store optimization is one of the most relevant success factors for apps alongside online and offline marketing. However, the regulations and search algorithms in the Apple and Google App Store differ.

In the following sections, we explain the strategy required for successful app store optimization. The app name, a comprehensive keyword analysis, the app icon, a short and detailed description and the visual presentation using screenshots and videos play a central role.

The app name is an important indicator for being found by consumers. The name should be short, memorable and unique and of course express what the goal of your app is. The length must be less than 30 characters, whereby only the first 20 characters or so are displayed in the App Store. Special characters should also be avoided if possible. A good app name can also be found with the help of keyword research. You can find out more about this in the next section.

Think about what exactly your app expresses and what advantage it offers over the competition. Then you should also check which keywords the competition is using. Brainstorm with your colleagues, collect as many keywords as possible and then evaluate the numerical facts regarding search queries and competition with the help of keyword tools. There are various tools for this. AppKeywords, for example, is a well-known tool, but the Google Keyword Planner can also be used.

The app icon is the first visual symbol that consumers see of your app. Immediately after the search query, the potential consumer is shown a variety of names and icons. This is a critical point at which people skim the displayed apps and decide whether or not to download them. The icon should therefore be eye-catching, but at the same time plain and simple so that it is not overloaded. It’s worth putting a lot of time into the design here. You can see two examples here. The first app, LIstory, serves as an augmented reality hiking app in Liechtenstein. Using the colors of the Liechtenstein coat of arms and a white line as a path, the purpose of the app becomes visually apparent. The Fooby app icon on the right presents the Fooby font in a simple and eye-catching way.

There are two different text fields for the app description. On the one hand there is a short description and on the other a detailed long description. In the Google Play Store, the short description of what your app expresses is highly relevant to the ranking within the app store. Relevant keywords should be used for the short description. However, it is also important that the text is not overloaded with keywords so that the reading flow is in the green zone. Apple has added an advertising text as a new element next to the short description. This appears above the short description in iOS 11 or higher.

The long description provides detailed information about the app’s functionality and features. Facts should be used to describe what the app is about and what its advantages are. Central keywords should also be placed in the text here.

In addition to the description of the app, screenshots and videos are used to show the consumer what the app expresses and what benefits it offers. The screenshots should have an attractive effect on consumers. They don’t have to be actual screenshots from the app, but can also serve as storytelling. In the example below, you can see a video of how we presented our app LIstory in the Google and Apple App Store. We have arranged the screenshots in such a way that they can be read as a visual story.

Videos can also be inserted instead of screenshots. Videos are placed in front of the screenshots. Here you can see an example of the arrangement of videos and screenshots from the Google Play Store from our Fooby app.

Icons, screenshots and videos in themselves have no effect on the search algorithm like the name or description of the app. However, they do have an effect on the conversion rate, meaning that consumers actually install the app. Visual representations show what the app looks like and how it can be used. As many screenshots should be placed as Google and Apple allow.

The following overview graphic shows in detail all the factors that influence the position of your app in the App Store that are recognizable at first glance:

In addition to app store optimization, other marketing measures are also crucial for the successful marketing of your apps. This includes a comprehensive mix of app promotions, app engagement, social media marketing, as well as online and offline marketing. Nevertheless, app store optimization is one of the most relevant factors, as many app downloads take place via search queries. If you have any questions, need tips or would like to make comments, please feel free to contact us.