Driving the Users towards more App Downloads
When the user sees your app description for the first time after clicking on the app icon, then make sure the app description is able to hold the user’s attention. In the Google’s Play Store, the description can also help your app to get discovered as Google indexes the description of the app decide how your app ranks in the search results. Apple’s App Store? Not so much! Anyway, the app description is very important from the marketing standpoint also.
We always recommend the Wrap-App technique to write your app description. And thanks to our friends, over at Localize Direct. The Wrap-App technique involves 3 steps:
STEP 1 – Think about your app and answer these four questions
- What does your app do?
- What problem does it solve?
- What is unique about your app
- Why would someone download your app rather than anything else?
Think from the point of view of the user and note the eye-catching features in your app. Seek a fresh perspective from your friends and family by sharing your app with them. Observe how they use the app.
STEP 2 – Size up competition and search behavior
Read the description of the competing apps. Download them, and match the experience to the description. Consider important keywords that you might want to include in the description. You can use Google Trends or Keyword Planner to come up with.
STEP 3 – Write the short and long description
Draw in users with an attractive, brief and persuasive opening statement. Most of the users view your app page on their mobile screen and you have limited real estate before the user clicks on “See More”. App Store gives you 255 characters, while Play Store offers just 80. Once you have convinced the user up front, you have 4000 characters in both the stores to convince the user to hit the “Get it” button.
Tips to help you make the Right Decision
- The well-known KISS method that stands for Keep It Simple, Stupid! This can be translated to: Don’t use Jargon, cut out words that don’t mean a thing and talk straight to the point. A basic hack – remove any word ending with –ly.
- Pay attention to what’s in it for the user. Write about the what value the users get, not the feature that your developer or team of developers have built.
- Consider the text layout first and then organize the information with bullets, sub-headings, and separators. Use white spaces if necessary and write sentences with varying lengths.
- Make sure to include customer testimonials as well as awards with links out to your social media pages and website.
Once you’re done with the description for your app, you can now compare it with descriptions for other top 100 free and paid apps and add some finishing touches to it. (Or use the raw data compiled by Neville). You’ll find a link to the sheet in the sources section at the end of the white paper.
App Icon and Screenshots
The bulk of the “Downloading Decision” comes from your app icon and promotional images. They simply occupy more real estate on a user’s mobile screen, than just the description.
Your app screenshots need to grab the attention of your users and convince them to download the app. With screenshots, you should try and answer these 3 questions for your user:
- Can this app do what I want?
- Does this app have an acceptable level of quality?
- Is this app worth my time?
The answers to these questions will help you identify the app screens you will like to capture. We suggest keeping the screenshots in line with your app description to maintain consistency. Also, check for image guidelines by Apple’s App Store and Google’s Play Store, for the respective stores. In order to take screenshots, you can use one of the 3 options below:
|Your Device, MAC, and QuickTime||Using the X Code||Using a Snapshot|
|The best way to take an accurate screenshot is with necessary Apple also updates the status bar automatically to show time, full battery, network signal and WiFi icons.||Apple advises against it, by suggesting to take the screenshots on the target device and not a simulator.||A GitHub project that automates the process of navigation in your application, that includes when to take the screenshots.|
|Change the device language according to a location to create localized screenshots.||Localized results can be produced by simply changing the device language.||It can create screenshots in 20 languages, across 6 devices with 5 screenshots each.|
App Localization, Reviews, and Ratings
Just like the objections to any sales process, your targeted users have many questions before they start downloading your app from the app store. Ratings and reviews help the end-users enormously, to find answers to these questions. This also encourages the detailed and genuine reviews from your existing users, friends, and family.
Some of the many benefits of high ratings and rich reviews are:
- If your mobile app has received high ratings, then the people who don’t even believe in your app can further seek comfort in the fact that other people have used and liked your app. The social proof helps you convert these skeptics into something positive.
- Reviews also help you in App Store Optimization. Play Store indexes your reviews and reviews that are rich in your keywords, help you rank higher in the search term
- Reviews are helpful not only to the user but also to your product development team. Most reviews are left by people at the extremes, people who absolutely love your app or ones who absolutely hate it. While the lovers mention the feature that they like and help you use it to draw in more users, haters can actually spell out the features that need attention from your product development team.
Tricks to Improve Ratings & Reviews
- Seek help from friends & family to seed reviews. People are more likely to leave a review when they see others doing it.
- Collect e-mails for your users and send out an e-mail with every feature update. Encourage subscribers to review the latest feature. You can also use tools like TestFlight and Google’s Alpha / Beta Testing to invite users to test the new feature and leave reviews
- Ensure that you are offering awesome support to the users. Make it easy for the users to contact you within the app, and on e-mails.
- Every mobile application has its own superfans and haters. You can use your fan mails to populate reviews. On the other hand, personally reach out to people who leave negative reviews and convert them into positive ones by addressing their issues promptly.
- Prompt reviews within the app after every successful transaction. The transaction could mean a purchase on a grocery app or a successful ride completed on an Uber-like app
- Reach out to professional app reviewers and industry influencers. Use giveaways and incentivize them to leave reviews on the app page, and mention you in their blog posts or social media handles.
Localization plays an important role if your app serves a global audience. Common languages, by the number of mobile app users, include Spanish (for Latin American countries), French, Arabic (for the middle east) and Hindi (for Android users in India).
A simple way to localize your app is to create translated versions of your app’s metadata that includes the name, title, description, and keywords. If you can invest more time, also consider localizing your screenshots. Localizing the city landmarks for an Uber-like app, or currency symbols can translate into significantly higher conversion rates from app page views to installs.
Conclusion – Why You Should Measure to Know
It is very important to measure the performance of your efforts, especially in ASO. Simply track your total organic downloads to judge if you’re doing well in App Store Optimization.
Organic Downloads = Total Downloads – Paid Downloads
This is similar to SEO for websites, improving search engine visibility on various app stores requires continuous attention and several iterations. A disciplined approach is always effective in understanding the factors which determine your app’s rankings and then implementing best practices to improve can get desired results.
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