Launch day is nearly there and you probably have a lot on your mind. So, is your App Store Optimization strategy ready? 

The day you plan to hit the proverbial launch button will be taxing as well as exciting. You must be freaking out. And understandably so, you have invested a lot of hard work into your application. Of course, you would have spent a substantial amount of time coming up with a dedicated app store optimization strategy. And yes, it is a given that you will continuously track your progress and refine your ASO strategy over time. But before you actually launch the application, there are some practices as suggested by digital marketing experts that must be carried out more importantly than others. 

To avoid the feeling of, ‘I think I’ve forgotten something…’ we have put together an ultimate checklist that provides a rundown of everything you need to get done with respect to ASO before the application is available to the public. 

Choose the Right Name

The name of the application is pivotal because it reflects to your potential customers what the app is about and makes the application stand out in app store search results. If you’re explaining the app’s primary features, make sure you’ve included all of the important keywords, as this affects the app’s search performance and conversion rates.

The following characteristics are a sign of a good application name:

  • Captivating and inventive. 
  • One-of-a-kind: In application search results, a unique app name will come up first.
  • Relevant and detailed: This way, consumers get a good picture of what your app is about and it ranks higher for related keywords.
  • Less difficult to spell and pronounce.

Keyword Optimization is Essential

Typically, users search for applications on app stores using only a few words or 2-3 word feature-based phrases. It’s important to remember that relevant search traffic is only feasible when the right keywords are employed.

Developers could use accurate mobile data to better understand user search behavior and optimise their app. It’s important to remember that developers with apps in the iOS App Store have a character limit of 100 characters, so optimize it accordingly with appropriate usage of relevant keywords. 

On the other hand, Google Play Store does not ask you to submit keywords. As a result, developers should choose keywords that are most relevant to their app and include them in the description, as phrases that are unrelated to your app may lower your ranking.

When using keywords, keep the following things in mind:

  • Avoid using gaps or words that are repeated.
  • Keywords in the title should be prioritized.
  • Use either the singular or plural form of the word.
  • Additional localizations should be used.
  • Use search suggestions from Typehead, Search Ads and App Store suggested related searches.
  • Avoid using keywords that involve the word “app” or the brand name of a competitor.

Add Engaging Content – Preview Video

A preview video is a game-changer in determining the success of your app. So, if you plan to create quality video content, we advise you to test the preview video first before you publish it to app stores.

When adding a preview video for your app, keep the following in mind:

  • It must be brief and to the point. It has been discovered that after 12 seconds, 80 percent of users stop watching a preview video. As a result, there will be no hedging!
  • Skip the fade-in and welcome message at the start of your video.
  • Pay close attention to the poster frame (iOS) or feature graphic (Android), as it takes up the majority of the space in your first screenshots. As a result, make sure that the poster frame/feature graphic adheres to the same guidelines as your screenshot images.

Draft a Compelling Application Description

A strong and compelling description is essential to expand your user base. The app’s description should emphasize customer segmentation. It should entice your potential customers to download the application. Instead of stating ‘what you give’, explain ‘what they get.’ There is a subtle difference between the two. 

To help you understand this better, here are some elements that you should use in your description:

  • A concise and simple explanation of what the app does.
  • Power words that focus on providing value to the customers.
  • List the app’s unique selling points and benefits in a compelling way. 
  • After reading the description, the reader should feel the need to download it.
  • Use the keyword no more than 5 times in the entire body of the description for the description to make sense to the reader.
  • Most importantly, avoid overstuffing keywords or your listing may get flagged. 

The starting few lines of the description must explain the app; what it does and how it adds value for the users. Use relevant keywords preferably in the first 250 characters of the description. Also, keep in mind that you do not cram too many words in the pretext of optimization.

The description and the entire product page must be updated with all the relevant information. Simply put, use the 4000 character limit description to invigorate users into downloading your app. 

Have a Website? Drive Traffic to App Store Page

If you have a website for your mobile application, you can boost the traffic of the application by adding its link on your website. Make it more visible in order to get more downloads when it gets launched. 

And not just that, use social media to promote the launch of your application. Share the download link on all the platforms without any hassle. If you have a website, promoting your app becomes very easy. Otherwise, you can opt for online advertising which again can help boost traffic to your application pages. 

Final Thoughts: Mobile App Launch – The Ultimate ASO Checklist

With millions of apps available on Google Play and the App Store, you must give your all in this battle to be discovered. The competition is fierce and to beat them, App Store Optimization is critical. The aforementioned App Store Optimization practices, combined with a good application, effective marketing, and user acquisition, will make sure your mobile application has a successful launch. Besides, ASO is not something that you do today and forget about it for the next 6 months. You must constantly keep optimizing your app by refining your keyword list, monitoring their SERP positions, tracking reviews and ratings, coming up with new ideas to improve the elements of your app store page, and most importantly making the application better for your users.

This is a guest post written by Pamala Brown

Pamala Brown has been writing about business and marketing for quite some time now. Keeping up with marketing trends, algorithm updates, and growing her knowledge in an evolving industry is a dream come true.

If you want to submit guest posts to Inuidea, check out the guest post guidelines for Inuidea. 

Featured image illustration by Storyset