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If you’re in the mobile app space, it’s important to understand the various methods for marketing your app. Getting your app discovered is one of the biggest issues facing mobile app publishers today. Don’t you believe to us? Then you will definitely believe to the stats.

According to Statista, there are over 2.6 million Android apps in the Google Play store and over 2 million apps in Apple’s App Store, used by approximately 3 billion smartphone users worldwide, which these figures growing every year.

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We’d like to share with you one very important technique that continues to be overlooked by most – app store optimization (or ASO for short). App Store Optimization (ASO) is known by a few names, including App Store Marketing and Mobile App SEO.

Whether you are new to app store optimization, or keen to refine your approach to ASO, this post will shed some practical insights which are proven to maximize app store success.

How does the ASO work?

Let’s start with the main factors that influence your mobile app success:


You need to be aware that a keyword placed in the title should be the heaviest to make your application easily searchable. If you have asked yourself before if it’s worth to put the keyword in the title, we will definitely answer – yes!

Believe us, it’s really worthy of the long hours of keyword researching because changing your title often to include different keywords can be detrimental.

As your app begins to rank higher and gain more reviews, news of your app will begin to spread by word of mouth. If you change a title you can make it more difficult for word to spread bout your mobile application.


So, as we mentioned above – don’t save your time when it comes to the keyword research. The more relevant keywords you’ll choose the better your application will rank in the search engine. The best practice here is to research what your competitors are doing. This will help you realize how your application can compare week to week.

App description

No matter you designed an application is for iOS or Android, its description plays a significant role like a website’s landing page.

If you’ve brought your potential buyer this far, you want to be able to close the deal and make the sale! App description and page within the app store are important parts of the app store optimization.

You can start your description with the eye-catching and memorable phrase letting people see at a glance what your app is about. Try to think like a customer, it always helps. When creating a landing page for your app and its description ask yourself a few important questions:

  • What does your app do?
  • What problem does it solve?
  • How will it make the buyer’s life easier?
  • Why is it worth the price?

App ratings and reviews

We like to give assessments and leave feedback. And we also like to read how other people react to certain things. For instance, to a mobile application in the app store. That’s why a core trust area for users as well as a ranking matter in the app success.

Volume, freshness, and rating – all these constituents of the trust area for users matter in the app’s success. To make your app quickly loved, you need to have a framework in place for creating regular reviews as well as for replying to and engaging with reviews.

App Downloads

As you might expect – the more times an app has been downloaded the higher the level of buzz, demand, and user value it creates around. The increasing number of downloads will keep an app popular in the search engine and will improve the organic ranking.

It’s like a vicious circle. The more downloads your app has, the better it ranks. On the other hand, the better it ranks, the more downloads it has.

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Additional ASO hints and tricks

Besides the core things of the app store optimization, it’s worth to mention some additional practices.

  1. How you present your app store product page will have a big impact on the conversion rate value (downloads) you get from the page. Product page CRO should be an ongoing focus area for generating downloads.
  2. Don’t forget about the thumbnail images and screenshots used to promote your app in the app store. They directly influence the click-through rates (CTR) of impressions compared to clicks to extra app pages.
  3. A/B testing plays a great role in almost every area and app store optimization is not the exception. Testing your app store fields will help constantly improve the metrics associated with the field.
  4. Have you already used Apple’s Spotlight Search? Not yet? Then, it’s high time for doing it. By using this app store users can search the apps that they have already installed on their mobile phones. When using Apple’s Spotlight Search you can also influence levels of the app use and engagement, because people are going to be exposed to your app more frequently.


To reap the rewards of ASO, you need to invest time and effort. If you do, you’ll have a consistent channel driving traffic to your app. Being found is one of the most difficult challenges for mobile apps, but it is a problem you can actively solve using these few simple tips from our mobile app design team.