The requirements for App Store Optimization (ASO) can never be completely met because ASO is a process, not a goal. There is always room for improvement, which makes a reactional approach in executing this process necessary for mobile marketers.
Good mobile marketers will strategize around this fundamental fact and will use data, developments, and feedback to their benefit.
In this regard of maintaining flexibility, we have compiled some mistakes that are often overlooked when executing ASO.
1. Feeling a false sense of accomplishment
The biggest mistake that a mobile marketer can make is slowing down due to a sense of accomplishment. Whether you are new to ASO or you are an accomplished strategist, chances are there is always something you could have done better simply due to the nature of the business.
ASO is not an accomplishment that can be achieved, it is an endless string of analyzing changes, interpreting data, keeping track of competition, and determining points to improve upon.
Marketers must never get complacent; they must be constantly reactionary and alert in order to be able and ready to continuously take initiative and make decisions.
2. Underestimating the importance of ASO and misunderstanding what it does
App Store Optimization is not a random form of marketing strategy. It is the statistical analysis of various marketing strategies and the data-based deductions that can determine which marketing strategy will work for your specific firm and products.
It is very important for mobile marketers to distinguish that while certain marketing strategies may or may not work, a successful ASO strategy will help pre-determine which forms of marketing you should be investing in, based on facts. In this regard, ASO is fundamentally designed to decrease costs and optimize user acquisition.
3. You think competition is one of the most important factors?
You just underestimated it. It doesn’t matter how good your app is because having a good product means nothing if your competitors have great ones.
What determines your app’s worth is where it ranks among competition. Any conversation about how good an app is will always revolve around why it’s better or worse than competitors.
Remember the saying, “Keep your friends close, and your enemies closer”? An important part of ASO is to constantly keep a close eye on the competition.
4. Not using the right words and the right visuals in the right places.
Imagine you are scrolling down through a random selection of apps. If one of the apps you saw was named Bloop-Ti-Top and had a purple balloon for a logo, would you feel inclined to stop your scrolling session and click on it to investigate? Maybe, maybe not.
This insight will play a significant role in successfully determining the name, the description, the semantic core, the visuals and the general marketing of the app. Every word and every visual matter, so make them count!
5. Not testing changes and strategies
Data, numbers, and statistics. Nearly every marketing factor can be measured and observed. Measuring the tangibles is a critical tool of assessment in order to enable the correct interpretation of the intangibles.
The effects that changes in the app name, description, logo and other visuals have on the user-traffic and the download rates can and should be A/B tested and measured to factually determine the degree of the effects that they result in. This is an invaluable approach for determining the right changes and strategies in ASO.
6. Failing to localize
The tasks related to ASO can and most likely will differ depending on the region that the app is launched in. So, a certain marketing strategy that works in one region of the world can prove less effective in another.
In such situations, effective ASO requires apps to be locally optimized in terms of any strategies that are subject to necessary change. One of the primary and necessary changes is language.
However, while the translation of descriptions is a necessary step of the process, it is considered mandatory to adapt the content based on the specific marketing needs of the given region. Thorough research on the most popular keywords as well as analysis of the competition in the region are considered key for success in ASO standards.
While translating apps, especially in countries with low English-speaking rates and high population can make a difference in user acquisition, marketers should use ASO tools to optimize the localization of their apps.
7. Not respecting the customer because black hat ASO exists
Fake downloads, ratings, and reviews in black hat ASO should not make developers and marketers neglect the importance of customer feedback. Customers are smart, they know what they want, they are powerful means of organic marketing and consequently, they have a right to feel entitled.
Mobile marketers with strong public relation skills that respect customers and include their feedback in the process of ASO will be more successful than those who have isolated themselves from the user-base.