Why Your ASO Strategy is Failing and How to Fix It Today?
The App Store and Google Play are now populated with more apps than ever, leading to intense competition for developers’ attention. A huge number of people and organizations put in time and money to develop their apps only to be shocked that they barely get any downloads because of poor App Store Optimization. However, despite its critical importance for improving app discovery, downloads, and engagement, there are many ways to go wrong.
An app store optimization specialist knows the nitty-gritty of ASO, including the importance of keywords, app descriptions, ratings, and conversion rates. However, there are several major mistakes that even experienced app developers and marketers are not aware of which do not allow the apps to achieve the desired results. If your app’s rankings, downloads or engagement metrics are declining, it may be time to check your ASO plan again.
In this article, we will be discussing the reasons why ASO efforts may not be doing well and how you can rectify the situation and start improving your ASO from today.
1. Inappropriate Keyword Choice
One of the major errors that is commonly made in ASO is the use of wrong keywords or failing to properly optimize them. Some developers choose very general keywords that are highly competitive as well as keywords that are not even related to the app.
How to Fix It
Use ASO tools like AppTweak, Sensor Tower, or MobileAction to do a thorough keyword research.
Target long-tail keywords because they have lower competition and higher conversion rates.
Modify the keyword plan according to the trends and competitors’ analysis.
Use app title, subtitle, and description for optimization with popular keywords.
2. Poor App Title and Subtitle
Out of all the factors that influence ranking, app title and subtitle are the most critical ones. A generic or poorly optimized title can really hurt an app’s chances of getting a higher rank.
How to Fix It
Do not make the app title too long but ensure that it includes the primary keyword and is easy to read.
The subtitle should also contain secondary keywords and really emphasize on the value proposition of the app.
Avoid keyword stuffing because it is against the app store policies and may lead to your app being rejected.
3. Neglecting Conversion Optimization
This is because, even if your app is highly ranked in search results, a poorly optimized store listing will not convert as high as it could be. Your icon, screenshots, and preview video are some of the factors that are likely to influence conversion rates. To maximize downloads, it is advisable to hire the services of a digital marketing expert from India who has an understanding of ASO and the principles of visual optimization that can boost installations.
How to Fix It
Make sure that the app icon is nicely designed and represents your brand as well as possible and stands out in the search results.
Use high-quality screenshots that highlight the app’s features and what it can do for the user.
Use a good preview video of the app to provide users with an idea of what the app does within a short time.
Carry out A/B tests on creatives to determine what works best.
4. Negative Reviews and Low Ratings
Ratings and user reviews are one of the most important factors that can affect the app’s ranking and the conversion rate. It is a fact that apps with low ratings (less than 4.0) do worse in the ranking and get fewer downloads.
How to Fix It
Ask happy customers to leave their review by using in-app rating prompts.
Reply to negative feedback and address the concerns of the users when responding to their complaints.
Update the app to remove bugs and enhance performance which will lead to higher ratings in the future.
4. The Importance of App Engagement Metrics
Download is not enough; it is the number of times an app is used that matters. If your app is uninstalled or used infrequently, the app store algorithm may place it lower. Such important engagement metrics include retention rate, session length, and daily active users.
An ASO expert knows how to develop both acquisition and retention strategies to keep users engaged and improve rankings.
How to Fix It
Localization: To make sure that the user is able to find the way around the app as soon as he or she starts using it.
Use push notifications and in-app messages to keep users engaged.
Ensure that the app is always in good shape and there are no crashes or technical problems.
5. Not Leveraging Localized ASO
Most app developers pay attention to the English-speaking users and forget about the potential of the local market. It is important to localize the app’s metadata, descriptions, and visuals to increase downloads in local markets.
How to Fix It
Localize your app store listing to multiple languages, especially in high-growth markets.
Optimize keywords, descriptions, and screenshots based on cultural differences.
Test various app store listings in different areas to optimize the results.
6. The Neglect of Competitor ASO Strategies
This is because if you don’t keep an eye on your competitors, they will outdo you. If your competitors are outperforming you in the market, they might be using approaches that you have not.
How to Fix It
Use ASO tools to analyze your competitors’ listings and look for the best practices.
Get ideas from their keyword rankings, creatives, and user reviews.
Develop superior aspects of your ASO strategy, such as special features or promotional events.
7. Not Using Paid App Marketing with ASO
While organic ASO is crucial, integrating it with paid user acquisition can fast-track app growth. However, there are still many businesses that only rely on ASO without bolstering it with Apple Search Ads or Google App Campaigns.
How to Fix It
Use Apple Search Ads to send targeted traffic to your app store listing.
Use Google App Campaigns to increase the visibility of your app on Google Play.
Use the best-performing ASO elements in optimizing ad creatives.
8. Failure to Respond to Algorithm Changes
App store algorithms are not fixed and are always being updated and changed which affects the ranking of apps. This means that if you don’t adapt to these changes, your ASO strategy may become obsolete and your rankings will drop.
How to Fix It
Stay up to date with the App Store and Google Play algorithm changes.
Monitor ranking changes and make changes to your strategy accordingly.
Participate in ASO forums and groups to get ideas from other professionals.
9. The Importance of Tracking ASO Performance
Many organizations fail to track and measure the effectiveness of their ASO. This is because, without the right analytics, you will not be able to tell which strategies are effective and which are not.
How to Fix It
Use ASO tracking tools to track keyword rankings, conversion rates, and downloads.
Set up event tracking with Google Analytics or Firebase to measure user interactions.
Based on the performance insights, you should continually test and improve your ASO strategy.
Final Thoughts
App Store Optimization is not a one off project it is an ongoing process that needs to be followed through. Some of the major mistakes that can be made in ASO include; poor keyword selection, weak conversion tactics, and ignoring engagement optimization. This means that if these issues are addressed then businesses can see a huge increase in app rankings, downloads and user retention. If your current ASO strategy isn’t delivering results, now is the time to make changes. Whatever it is, the right strategy can really make a big difference in your app’s success.
To enhance your app’s visibility and downloads, it is recommended that you hire a digital marketing expert from India who has an understanding of the current ASO trends and best practices. With the help of a professional, it will be possible to make your app a top-performing app in the competitive app store.
