A mobile app user decides whether or not to download an app in only a few seconds. These critical few seconds don’t afford marketers much leeway to tell an app’s story, let alone convey its unique value proposition.
We often write about why you need to plan marketing initiatives before mobile app development, and this post is no exception. IOS App Development in Baltimore Without proper research and planning, you run the risk of wasting a lot of your marketing and advertising budget if users engage with a campaign link, but don’t download the product. There was initial interest, but what went wrong? Achieving success in the app stores is impossible if your app store optimization (ASO) decisions aren’t rooted in data.
Optimizing various elements of your app store listing helps you attain a higher ranking in search results. A popular tactic for increasing app store visibility is strategically placing keywords throughout the product listing. Three main factors contribute to the quality of a keyword: relevancy to your audience, the competitiveness of the keyword, and search volume. Even though search still accounts for 65% of app downloads, a well-rounded ASO strategy is more than keyword optimization. That’s not to say keyword targeting shouldn’t be a significant aspect of your promotional strategy, but it’s only one piece of the puzzle. Mobile app publishers can’t underestimate the conversion value in product listing components like an app icon, product screenshots, and video preview.
Your app store listing and creatives serve the central goal of enticing new users to download your product. The key is to present your app to potential users in such a way that you increase conversion rates for the lowest possible cost per conversion.
Your app store listing is the touchpoint in the user journey where the final decision to download takes place. The presentation of your product in this listing influences every potential user entering the marketing funnel to download the app, seek more information, or drop off entirely. To get the most out of your acquisition efforts, you need to understand which elements of your app store listing resonate with your users’ expectations and drive the most conversions. Enter A/B testing.
Use Research as the Foundation for A/B Testing
There’s no magic formula for determining what tactics will turn browsers into users. However, A/B tests can give you the data you need to target a particular audience. For A/B testing to work, you can’t choose test elements at random; all of your decisions have to come from thorough research.
Look at Your Competition
Start your research by performing a competitor audit. Explore every angle of your competition’s app store listing to gain insight into their ASO strategy. How are they showcasing their brand? What images or video are they using? Can you determine any standout keywords? What product features are they highlighting? You’re looking for areas where you can enhance your listing to establish a competitive edge.
While you’re examining your competition, you should also look at how they’re generating traffic to their app store listing. Take a look at their online presence and content marketing strategy; how are they targeting users with their content? What type of content do they create and how often? Do your competitors publish content on other online channels or publications? Can you discern a prominent link building strategy?
Tools like Hubspot, Moz, and Buzzsumo are helpful for monitoring your competitors’ performance and finding link building opportunities.
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