App Store Optimization (ASO) is a wonderful world full of possibilities for mobile apps and games. With the help of ASO, mobile publishers improve the findability of their apps in the app stores and, more importantly, the conversion rates. The biggest dream and at the same time the goal of every mobile publisher is to put an app in the spotlight and take the highest position in the App Store ranking. In pursuing this goal, you can be guided by a number of landmarks, optimize motifs and search for new keywords with a fine-toothed comb. However, since no one is immune to bugs, in this post I want to share 9 ASO bugs that you probably didn't even know existed. Follow these pros and cons of ASO to speed up efforts to optimize your app in the app stores.

1. Do not localize your app for certain storefronts

It makes sense to localize your app for some storefronts. Remember that users from different regions have different mentalities and cultural peculiarities and that you not only have to localize your app linguistically – translate text into screenshots, subtitles, descriptions – but also in the context of the culture.

For example, MSQRD adapted its app to the cultural peculiarities of different regions by localizing the app screenshot design for each country individually, and it paid off.

Being culturally sensitive is extremely important if you want to enter different markets. So don't neglect app localization so as not to miss opportunities. If in doubt, use mobile A / B tests: perform experiments, compare the reaction of users from certain storefronts to the original version of your app product page with the localized one and make a decision. In any case, it would be an unforgivable mistake to ignore the localization completely.

2. Do not run A / B tests

I just mentioned the good old mobile A / B tests, and here's another ASO bug. Although ASO's best practices involve testing all elements of the App Store product page to find out what works and what doesn't for conversion rate optimization, some publishers overlook this crucial aspect.

It's good to stick to your gut feeling, but to get the best results from app store optimization, you should primarily rely on data. A / B tests in the App Store help to test hypotheses and make any selections related to your mobile game or app page elements that are based on data.

Mobile A / B tests give you a better understanding of user behavior, decide which changes to make on your App Store product page and whether they are needed at all. Without mobile A / B testing, you go blind, which is a big ASO error.

3. Don't test app preview

App previews directly impact the outcome of your ASO efforts, whether you have them (videos) or not. Perhaps adding a video to your App Store product page will help you increase the conversion rate. And if you already have one or more app previews, removing this preview can give you much better results. You won't know until you test.

For example, the SplitMetrics client, the Vezet rideshare app, found that the app preview negatively affected the conversion rate when the installation was clicked. See for yourself:

App Store test results after adding an app previewApp Store test results after adding an app previewApp Store test results: before and after removing an app previewApp Store test results: before and after removing an app preview

So if you do not conduct an App Store A / B test experiment in which you compare your app page variants with and without an app preview, the possibilities for your app are limited. It could do better in the app stores.

4. Neglect changes in the App Store and Google Play

… And don't adjust your graphics accordingly. Nothing stands still and App Store & Google Play are a clear example of this. If you do not follow the updates and do not adapt your App Store product page to a rapidly changing environment, new functions and algorithms, you will lose your position.

I mean, design changes in the app stores (take, dark mode), new device launches and updated iOS versions in the app store require changes to your icon and screenshots to ensure that your potential users get the best possible user experience. Otherwise you risk losing part of your target audience to your competitors.

5. Consider ASO as a one-time action

Some mobile publishers make the mistake of hiring only a freelance ASO expert, paying for ASO services once, and that's it. They expect that once is enough and one app hits the top charts, followed by thousands of installations, while optimizing the app store is actually a continuous process. It includes finding new relevant keywords, checking new design trends and updating visual elements, monitoring competitors and adjusting the ASO strategy accordingly.

6. Thinking ASO has nothing to do with paid UA

ASO is inextricably linked to paid user acquisition. As a rule, it does not work alone without paid data traffic. So you shouldn't expect that you can only make the most of your app list with ASO. This only happens in rare cases. You say, "There is security in numbers," right?

Use paid user acquisition to consolidate your efforts. In particular, I would recommend placing Apple Search Ads in the Apple App Store. This brings you a number of advantages: your mobile game or your app occupies the privileged position – in addition to the search results; Protect your brand name from competitors and find keywords that lead to conversions and earnings. If you're new to this channel, check out the free and comprehensive Apple Search Ads course from SearchAdsHQ, an official Apple Search Ads partner.

7. Compare the conversion in A / B tests with the conversion in the app stores

… and to be disappointed that they don't match. This is another common ASO mistake: Some marketers compare the conversion rate of an A / B test to the conversion rate they may see on the App Store or on Google Play. The thing is that they often forget to apply appropriate filters and observe an average conversion from a number of sources, while A / B test experiments show conversion rates achieved, for example, through paid traffic from Facebook ads.

So be careful when comparing numbers: do not believe your own eyes until you are sure that you are comparing the same parameters.

8. Don't watch your competitors

While you don't pay much attention to what your competitors are doing in the app stores, they are most likely watching you and borrowing your ideas. You check changes in your metadata, find relevant keywords, run Apple Search Ads for these keywords, track the iterations of your motifs … The list goes on.

Keep an eye on your competitors, find out what works for them, and run A / B test experiments to find out if it works for you.

9. Rely on competitors as if they were pillars of truth

The opposite extreme in your rival relationships is to believe that each of your competitors' hypotheses is the ultimate truth. If you just copy the design of the competitor's page, don't be surprised if your conversion rate suddenly drops. You may be targeting a different audience than yours. So what works for them doesn't necessarily work for you.

Think of your competitors as a source of ideas and not as a guide for action. If you want to add a short app description to your title, but your competitors aren't using this tip, don't hesitate. Take every opportunity to improve your app performance in the app stores and run mobile A / B tests to make sure you're on the right track. Good luck!


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