Optimising app store presence can help increase installs and in-app conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2021, 1:34 PM UTC

Studies show app store download increased by 24% in 2020 – indicating that brands must consider adding app store optimisation to their 2022 search strategy.

With the pandemic forcing people to stay at home, people started spending more time at home. As a result, app store downloads increased by 24% in 2020, and this growth is not likely to slow down anytime soon. So, brands must consider optimising their app store presence in 2022 to stay relevant to their target audience.

When implemented appropriately, app store optimisation can help brands capitalise on search by placing their app higher up in results-driving an increased number of installs, impressions, installs and in-app conversions. Brands must first understand how their potential customers find apps in stores to optimise their app store presence.

Start with keyword research, build a keyword list and use data sets like Google Play Developer Console Acquisition Reports to uncover key opportunities. Ensure the app includes the brand name and aligns with the main value proposition. Limit the app's description to 4000 characters and highlight its key features while maintaining relevancy and incorporating target terms.

To make an excellent first search impression, make sure the app's logo reflects the service, and it's consistent with all store presence. Ensure the screenshots reflect the current value offering of the app and its messaging is aligned with the search intent. Further, look for incremental gains with Conversion Rate Optimisation (CRO) tactics.

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