ASO consists of three core activities:
App Store Conversion Rate Optimization:
Systematic testing of the assets (screenshots, title, keywords, description, app icon) used to promote the app or game in the app store to optimize the conversion rate from ‘store page visit’ to ‘app install’ is an activity that magnifies the impact of all other acquisition activities. Performance marketing spend will stretch further if app store page conversion is increased; the cost-per-install (CPI) will fall, since more users who click on ads will end up installing the app.
App Store Search Optimization:
Optimizing for the best-performing keywords that will attract high search volume and convert well with the app’s target audience is a process of refinement and experimentation, which requires periodic review in order to stay ahead of competitors. For some apps, app store search represents a large proportion (up to 80%) of the organic traffic to their app store listing, whereas in other cases, search plays a smaller role in app discovery.
App Store Featuring:
All of the major app stores have some concept of featuring, whereby editorial teams give prominent temporary placement of banner-style advertising for selected apps, based on various editorial criteria. Getting featured can deliver a significant boost to user acquisition over the period of featuring.