Aso for ios the complete guide, aso university chapter 4 – mobile action

The main point of these changes was to make navigating in the app store a more enjoyable experience. Every change was made by keeping in mind user experience. Obviously, these changes had a major impact on how apps were ranked and how Apple App Store Optimization was done in general. You can go to one of our other blogs to learn more about the changes to the App Store after the launch of iOS11. a.The New App Store

One other feature that has been requested for a very long time is the separation of the Apps & Games. Historically, Games has been the most crowded category while also being the most competitive one. This made both navigating and ranking in the App Store quite difficult. By separating Games & Apps to two different stores, Apple has seemingly solved the problems.


Moreover, getting Featured is a much more elaborate process. In addition to the Today tab, there will also be a Game of the Day & App of the Day. As that wasn’t enough, the Apple team will share unique developer stories. Furthermore, In-App Purchases, Short Term Sales, Seasonal Events, and Developers will be get featured as well. This gives app publishers a wide set of ways to get featured and deliver their stories to their audience. b.The New Product Page

But, it’s actually much better than having those characters in your title. By shortening the App Title and adding something such as Subtitles, Apple aims to get rid of lengthy and confusing app titles. Instead, having more concise and clear titles and an additional field to provide a basic summary of the app seems to be much more user-friendly.

One other change made to the App Listing Page is the updates on the Preview Videos. Well, now you can have up to 3 of them! Furthermore, they will appear on the search results page and will be on autoplay with mute on. Preview Videos are most likely going to surpass the value Screenshots have on your conversion rates as they are much more eye-catching and informative.

Furthermore, with iOS11, the first 170 characters of your Description is renamed as the Promotional Text. Unlike your Description, you can change your Promotional Text without having to push an update. That’s quite helpful as you can use this field to announce new events, promote short time deals, announce future updates and much much more. This field does not affect your ranking but it has a profound effect on your Conversion Rates.

• App Title : The 30 character long App Title is the most important asset of your app. Not only it has the highest impact on your ranking but it’s also one of the most important factors that affect your conversions. More importantly, aside from those listed above, it’s the name of the app so it will be what people are identifying your app with.

• Subtitle: With iOS11 Apple introduced the Subtitle field which appears below your App Title and is also 30 characters long. This field should be to tell the potential user more about your app such as the primary functions, features or just a call to action phrase. It’s not very clear yet on the impact the Subtitle has on your rankings. However, considering how Apple works it can be safe to assume that the keywords you have in your Subtitle will have the second greatest impact on your ranking.

• Keyword List: The Keyword List is the field where you put the keywords you want Apple to rank you for. The Keyword List is limited to 100 characters. Therefore, you should make the most of it to be able to rank for as many keywords as possible. Do not forget that you do not have to add the keywords you have already used in your App Title & Subtitle. You will already be ranking for them regardless.

• Download Numbers : Your download numbers are also one of the important factors that affect your rankings. There are not many ways to directly affect them other than having a visible and interesting app present. So if you have decent keywords and a good conversion rate your downloads will automatically go up which will allow you to rank higher.

In-App Purchases : Historically, you would rank for the keywords mentioned in your In-App Purchases only for exact matched search queries. However, after the launch of iOS11 and the option to have up to 20 In-App Purchase listings with their own Title, Description & Screenshot you can now rank for broad matched search queries for the keywords on your In-App Purchase listing page.

Important: When adding keywords that consist of more than one word such as keyword combinations like ‘photo editor plus’ it’s the best practice to add those keywords separated by a comma. So, if you add them as ‘photo, editor, plus’ your app will be ranking for all of the combinations of those keywords. Such as; photo editor, photo plus, editor plus, plus photo etc. Optimizing Your In-App Purchases Page

The newly added In-App Purchases Page allows you to add up to 20 In-App Purchases to be showcased without opening or downloading the app. Opposite to what you might think, these will have little to no effect on the conversion rate of an app as they are on a separate tab which requires additional taps from users. And, we all know that users are often quite lazy.

However, the real value of the In-App Purchases is the fact that you will be ranking for the keywords used in them. Your In-App Purchases have their own names, screenshots, and short descriptions. So, using them to target a couple of keywords can help you increase the overall ground you cover in the App Store. Do not overlook this part as it can allow you to rank for many many more keywords.

Now, we have come to the second pillar of Apple App Store Optimization, Conversions. Having a good Conversion Rate is as important as being highly visible in the App Store. Both of these pillars don’t mean anything without each other. If your app is not converting app page visits to downloads there’s no point in being visible. Or, if people are not finding your app easily there’s no point in being able to convert users as there will be so few page visits.

Similar to the App Title, the Subtitle is also limited to 30 characters but it appears below your App Title and you should use this field to tell the visitors the primary functions of your app or the purpose of it. The goal here is to catch their attention and make sure that they understand what your app is about, what can it do or why is it helpful.

Your early ratings are particularly important as most of them will appear at the top. So, a bad review from 2 years ago might still be a thorn in your side. To avoid bad reviews, you should always address the needs of your users. If they are unhappy of something, make sure to fix that and let them know about it by responding to a few bad reviews stating how you fixed their problems.

Probably one of the biggest improvements to the App Store for developers is the fact that you get the chance to choose when an update will reset your ratings. Previously, each update would reset your rating and users would only see the current rating of your app. This punished app developers that were creating regular content through updates while it rewarded lazy developers who didn’t update their apps at all.

As changing the Description requires an update, the Promotional Text becomes even more important. That’s mainly because you do not need to push an update to change your Promotional Text. You can tweak it whenever you want to without pushing an update. This opens up so many different ways to use this field and that’s why it shouldn’t be overlooked at. g.Screenshots

The Description, just like Screenshots has lost its importance in terms of its impact on Conversion Rates with the launch of iOS11 and all that followed it. In this case, the Promotional Text is the reason behind the downfall of the Description. As changing the Description requires an update while changing the Promotional Text doesn’t while also keeping in mind the fact that the Promotional Text is much more visible than the Description, the Promotional Text will have a much stronger impact over your conversion rates. That’s why you should put most of your effort into the first 170 characters of your description.

But, that doesn’t mean that you should neglect your description and leave it empty. Make sure that you have a well-optimized Description that clearly illustrates the use cases of your app while also showcasing all the features it has. Basically, those 4000 characters you will put in your Description should tell ‘everything’ about your app in an understandable setting.

An ideal description should have; clear and simple sentences that explain the point right away, bullet points instead of long paragraphs as you are not telling a story or writing an essay, a clear organization so it’s easier to navigate and read, all of the features and points about your app so if someone takes their time and reads it, they know everything about your app. i.Developer Name

This is mainly caused by the fact that your In-App Purchases are listed on a separate page and requires additional taps to be made to access them. It’s very unlikely that a new page visitor to go there. The ones who visit the In-App Purchases page will most likely already have reviewed every aspect of the app page and will be searching for additional information. As people usually make their final decision early when doing shopping, there aren’t too many In-App Purchases can help you with. 4.Getting Featured in the App Store

The way you reach out to Apple also plays a role in increasing your chance of getting picked. Remember that these guys are getting hundreds of emails every day. They probably don’t have the time and energy to read long and complicated emails. Make your emails brief and crystal clear so that you have a chance of getting your email read by the editors.