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When building a mobile app, a well-thought-out strategy is critical, great design is paramount, and solid development is fundamental. But analytics is key to measuring the execution and value of all the hard work you put into the app. As smartphones continue to infiltrate every aspect of our lives, it’s understandable why marketers and developers alike are making a sustained effort to measure user behavior through app analytics. While the mobile application industry is relatively young, there is a variety of platforms and services competing for the privilege of providing you with good app data. App analytics thus plays a major role in evaluating your mobile app. The following practices can benefit you a lot with your mobile app:



1. Start Using App Analytics Much Before Your App Is In The Store

If you start thinking about analytics the day your app gets accepted into the app store, you’re too late. There’s a wealth of data that can be analyzed during your app’s alpha and beta phases that will allow you to create a stronger, more user-friendly v1. One tool to manage a data-driven beta period is TestFlight which allows developers to distribute a beta and analyze usage to facilitate quick iterative cycles. A lot of developers get caught up with feature and design changes during beta, but a data-driven beta period will result in a better product.

2. Users Might Not Use Your App The Same Way You Do

This is particularly frustrating for developers, who meticulously plan users’ flow through their applications. Despite countless hours of planning, the unapologetic truth remains, users might not use an app the same way its creators thought they would. That’s why it’s so critical to get unbiased users using your app. Apple permits up to 100 users to be authorized per each standard developer account, and developers should really try to take advantage of each of these to collect feedback from a diverse sample of test users. 

3. Pick KPIs that Make Sense For Your Target Audience

If you somehow missed the message in Apple’s “There’s an App for That” campaign, let us note that there are a lot of apps for a lot of different things. Apps for content publishing, social networking, utilities, commerce and gaming all require attention paid to different KPIs. Before you dive into analytics, make sure you understand what you’re hoping to better understand. For instance, a content publishing app might be more concerned with user retention, while an ecommerce app is invariably primarily interested in purchase conversions.

4. There Are Different Analytics Providers for Different Types of Apps

The variety of mobile apps is expansive, making the phrase “mobile apps” pretty undescriptive. Some analytics providers cater to different app verticals. For instance, Playtomic might be a good fit if you’re developing a mobile game, whereas Localytics might be a better choice if you’re building a content delivery app. Not all apps are created equal, and neither are all analytics platforms.

5. Analyze Market Data to Avoid Mistakes Competitors Have Already Made

There are a few analytics providers such as Distimo that offer market data. While you may find it a bit expensive to access, this type of data is useful to see what similar apps are doing in the marketplace relating to price and number of downloads. Armed with market data, developers can make well-informed decisions and potentially avoid mistakes that they see competitors making.

6. Make Sure You Install the Analytics Platform Correctly

User data can be really useful, provided the data is accurate. Chances are, your analytics provider of choice will offer an SDK to install its platform. Be careful to install this correctly, because an analytics platform that’s supplying faulty data is no good and counterproductive. Another important point when installing an SDK is to be mindful of how it might affect your app’s speed. Following proper installation protocol will ensure that the least amount of bloat is incurred. When in doubt, consult your analytics provider’s support team to make sure everything is as it’s supposed to be. They might also be able to offer some helpful pro tips to help you get the most out of their product.

7. Pick a Provider You Can Grow With

If you have an iOS app and are looking to create an Android version, or an iPhone app and are looking to build an iPad version, make sure you pick an analytics provider that you can cater your needs. If you’re considering monetizing your application through in-app advertising, you might want to use an analytics provider that also has partnerships with ad networks or strong ad delivery models. Pick a vendor that is going to be able to handle your needs as your product scales, whether that means covering different platforms, devices or geographies.

8. Mobile App Analytics Shouldn’t End With Your Mobile App

For “mobile only” products and brands that leverage mobile as one of multiple channels, there are valuable insights that can be drawn from data away from your mobile app, related to your app. Most notably, social media can offer hints about user sentiment pertaining to your application. Social media is also a good tool to detect flaws and connect with users, because users are usually the first to point out if something isn’t working as it’s supposed to or could improve.

Conclusion


There are an estimated one billion smartphones in the world today, and it is expected that there will be two billion by 2015 with exponentially more mobile apps. With the market developing so rapidly, it’s to be expected that app analytics will continue to evolve at an equally quick pace. If you dig your heels into app analytics now, you could save yourself from making some easily preventable mistakes.
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With the insurgence of mobile applications comes the need to optimize the various app stores. In layman’s tongue, App Store Optimization is the SEO  for Mobile Applications.



Ranking Factors

App Name

The name of the app is the most important relevance factor. In some engines alphabetical order is used in lists, so starting with an A or a number might be sensible.

App Publisher

The publisher name can also include keywords and one might even want to publish under several subdivisions of the company. “XYZ Financial Apps” and “XYZ Navigation Systems” would help rank for those respective search terms.

Keywords and Description

Keyword rich descriptions work similar to normal SEO text, but because install popularity is a huge ranking factor one could also include existing popular themes (popular app names, popular people, news hypes and more) . Great text, screenshots, app icon and instruction videos in the description all need to get people to install the app.

Installs so far

The amount of machines that have installed the app so far is logged and shown by almost all platforms. A huge amount of installs provides a higher ranking and evokes trust for additional installs.
If the number of installs was the only factor, then the most popular would keep getting better and newcomers would never stand a chance. Luckily, newcomers can benefit from install trends that are also monitored and used by most app stores.

Install Growth Spikes

When the app receive a lot of new installs in a short timeframe it ends up in both generic and categorized popularity lists. It also helps  to rank for the keywords in the app’s description and reviews.
Most app stores use the volume to which the app install increase and the previous week is more important than the previous month.

Current Installs, Uninstalls, Active Installs

To combat manipulation it’s much smarter to look at current install base instead of the amount of people who once installed the app. App stores that are able to monitor this can see how satisfied people are with an app and how many people uninstall it.
Ratings and Reviews as Ranking Factor
Ratings and reviews are available in most app stores, but there is a huge difference in their effect on  ranking. Just a few of them use the review text to answer a keyword search in their search engine.
A test with near unique phrases shows which platforms use it. Ratings are used by most stores to aid or ruin  ranking, but all in varying strength. Google Play Store also uses Google Plus endorsements and “mark as inappropriate” opinions.

Interested in good ASO strategies for your Mobile Application, visit Impressico Business Solutions
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Overall App Ratings:
This is an important factor for ASO. Not only from an ASO perspective, but also from a conversion perspective. If we see that 1200 people gave 5 out of 5 stars, we assume it must be a great app. Ratings are also a direct reflection of your app’s performance – a great app will get great ratings. Keep in mind, front page placement seems to rely on a combination of reviews, ratings, downloads, and Google pluses.
App Reviews:
Just like ratings, reviews will certainly help in conversions. You want as many app users to leave genuine reviews of your app. The more favorable reviews your app receives, the higher the conversion rate. Also, make sure you pay attention to what people say! You should use app reviews as a feedback to continuously improve your app.
Total App Downloads:
This certainly affects searcher psyche. The more downloads your app has, the higher the chances someone else will download the app as well.
Link Building:

Welcome back to the world of link building! Because this is a Google product, The Google Play Store has access to Google’s search indexes. This means links from popular and authoritative websites will certainly help.
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It goes without saying that the importance of organic and non-incentivized downloads should be recognized. General app store browsing is the most common way apps are discovered, up to 53% actually. With that said, you are up against over 1.5 million apps in both the Apple App Store and the Google Play Store.
ASO Trademob infographic CPI 2014
Source: Trademob
As shown above, 100,000 downloads are needed to break into the top 10 overall apps in the US, and with average CPI of $3.30 USD in the region, this campaign will set you back around $330,000 (USD).
How can I compete with brands and developers that have hundreds of thousands in advertising budget?
App store optimization (ASO) is your best bet to gain low-cost app exposure, resulting in boosted app downloads, a higher number of quality users, and increased revenue. To explain briefly and concisely: ASO is the process of increasing the visibility of a mobile app in an app store through various tactics.
Let’s start by highlighting some of the core components of App Store Optimization in general:
Keywords
  • Name
  • Description
  • Localization
Visuals
  • Icons
  • Screenshots
Off-Site Factors
  • Number of downloads
  • Ratings and reviews
  • Tracking and optimizing keywords
Due to the difference in search algorithms, it’s necessary to have a separate look at the two main app stores, so this two-part guide is separated into the following sections:
  • Apple App Store Optimization (below)
  • Google Play App Store Optimization (available here)

App Store Optimization: Apple

The Apple App Store has an easy-to-predict algorithm that is based primarily on downloads. However, other factors are involved too, so our guidelines regarding Apple Store Optimization will focus on the following components:
  • Keywords
  • Visuals
  • Off-site factors

Let’s first talk about the most important aspect of ASO: Keywords

This is arguably the most important aspect of ASO. It is essential to understand the difference between targeted search queries and keywords. Keyword research, like in SEO, should take a significant amount of time. Start with brainstorming relevant and rising-in-interest search queries with next to no competition.
Make use of the Google Keyword Planner and Google Trends in the beginning to get a general idea of the keyword. Once you get the hang of it, move on to SensorTower or AppAnnie. These tools help with keyword suggestions, tracking, as well as competitor analysis (or spying).
Always remember: you are looking for the highest search volume with the lowest competition.
The App Store gives you 100 characters to list your keywords, here are some quick tips:
  • Don’t use spaces, use commas (don’t include a space after your commas, this list is not visible to users and works without using spaces)
  • Repetition of keywords has no effect.
  • Use numbers (3) instead of typing them out (three).
  • Users tend to search for shorter keywords in various combinations.
  • Don’t worry about pluralizing.
  • Get rid of stop words (the, on, at).
  • Make use of all 100 characters.
Keywords in the app name have the biggest impact on app store search rankings. MobileDevHQ sampled keywords and looked up the top 25 ranking apps and calculated the weight of keywords on rankings.
The 10.3% increase in rankings is significant and proves that there should be a focus on this. Here are some other things to note:
  • The first 25 characters are the most crucial, as they are displayed while scrolling in search results.
  • Avoid special characters, they might not be indexed by Google.
  • Keywords that match an existing app may be flagged for duplication.
  • Don’t include category names in your app name. For example, don’t use ‘free puzzle games’ because both ‘free’ and ‘games’ are already a category and are included as a factor when you list the app in the aforementioned categories.
  • Be aware of keyword cannibalization, in which overuse of one keyword results a lower ranking as it delivers the impression of spamming.
What about category, publisher and in-app purchase (IAP) display names?
These names do not have a great impact on rankings but should not be overlooked. Publisher names can be searched in combination with your app name or keyword, but having a publisher name that matches a keyword isn’t a good idea. Category names like ‘free’ and ‘games’ for free apps and gaming apps respectively are already used, so don’t repeat them. Recent updates changed in-app purchase names to only have an effect if it is an exact match with keywords.
What do I have to take into consideration with the description of my app?
The description found in the Apple Store is not indexed in search but it is a good way to sell your app. It should go without saying that an engaging description will result in more installs than a boring one. Here are some things to note:
  • This is a good area to do some A/B testing.
  • Only the first 3 lines are displayed as a preview – make it count.
  • Include press releases and updates in the ‘What’s New’ section.
  • Present your app’s main benefits and features: why should it be downloaded?




Don’t forget to localize your keywords!
Localizing your keywords for different locations is proven to boost downloads by 767%. This may seem like common sense but many companies overlook this. This method is useful for keyword ranking as well as user experience.

Important for branding: choosing the right visuals

Visuals do not directly affect the ranking algorithms but they do play a major factor in branding and giving them an idea of your app. This is crucial, you want something that draws users in and stops them from scrolling past your app while browsing the app store.
Your icon should  stand out as well as represent what the app is. When exploring different options in the app store, your icon is your first and sometimes only impression. It is also a good idea to make the icon design consistent throughout the app as well as with your website.
Besides the icon, the first two screenshots are most important, as they are the ones displayed in search results. Don’t just use the screenshots as a place to place some pretty images. Describe the best features of the app and consider using words to describe what is happening in the images. Treat these as advertisements and if possible, tell a story.

A bit challenging: off-site factors

The good news: there are further important factors that can increase the visibility of a mobile app in an app store. The bad news: you can not control them directly. The so called off-site factors can only be controlled through external promotional sources.
Is there a relationship between number of downloads and the Apple App Store ranking?
In short, yes, and it has a large effect on ranking. The graph below was based on number of ratings since only developers and the App Store know the exact number of downloads. The data from the graph is based on the assumption that the number of ratings is correlated to number of downloads. Note the amount of downloads required for competitive niches as opposed to niches with less competition.
In order to achieve a top 10 rank in the Apple App Store, an app will need to have a large amount of downloads in a timeframe of 72 hours (with the biggest impact from the first 24 hours). There are several factors which will help achieve the desired amount of downloads. Reviews and ratings, social media and press presence all contribute to this. However if you are looking at an entry into a highly competitive niche (such as gaming), buying downloads will be your best bet.

A closer look: ratings & reviews

Why are these important? Well, as shown above, there IS a relationship between ratings and rankings, and also users will not install an app with a low rating, fearing a poor experience. With this said, asking for ratings and/or reviews is a double-edged sword, you want the review, but not bad ones. Here are some simple guidelines to follow to receive positive feedback and ratings:
  • Don’t ask when they are in the middle of something, you’re killing their user experience.

  • Don’t ask for feedback as a crash report, that’s literally asking for negative reviews.
  • Ask users if they would like to provide feedback, rather than begging.

Source: Circa News

Stay on the ball – it’s a continuous flow of tracking and optimizing

After successfully doing everything mentioned above, App Store optimization doesn’t stop there. You’re just getting started, but the rewards speak for themselves! You have already put your app in a position where it can be organically discovered, but ASO is a continual process. Keep track of your rankings for certain keywords, and make use of the tools now in your arsenal (Google Trends, Keywords, Sensor Tower etc.). Now is the time to test which keywords work and which don’t (remember to exclude blacklisted keywords). Do some competitor research, check what they are ranking for and try to recreate it. To be honest, it is a tiring process, but it’s worth it – and with our guide, it’s easily done!
Now that you’ve learnt all there is to ASO for the Apple App Store, you’re half way there! Take a look at our post on Google Play ASO here. Sign up for our newsletter on the Trademob website or check out the rest of our blog.

This guide on app store optimization was written by Jacky Chou and Albert Liu, Junior Campaign Managers at Trademob. Jacky is an engineer, digital marketer and has extensive experience with a Stapler. He founded Indexsy, SEO and Digital Marketing Consulting, providing a no-nonsense SEO resource site as well as a place to market his digital marketing services. Albert dedicates his time to crafting user acquisition campaigns and navigating the stormy waters of the Apple Store and Play Store.
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For Mobile App Developers, App Store Optimization is an important avenue for marketing and promoting the app. However not everyone is utilizing it. App Store Optimization can help the app go that extra mile when publishing on the various app stores.
People tend to confuse SEO with ASO as they are very similar in approach. It is important to understand that while using SEO tools while work for the app it might also not work and have a negative consequence on the same. ASO still in its starting stages and has a lot to develop in the future.
Like SEO, ASO has both On-Page & Off-Page optimisation factors to be considered.

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On Page Optimization Factors
  1. App Title: Keyword usage in the title appears to be one of the most important relevance signals. It is currently unknown whether it’s a direct signal (keyword usage means higher ranking) or an analogous one (keyword usage results in higher click-through rates)
  2. App Description: Appropriate keyword usage should also be used within the body copy
  3. Keywords Data:  Appropriate Keywords Identification for the app
Off Page Optimization Factors

  • CTR: What is the click-through rate when served in a higher position?
  • Usage Weights: What is the average frequency of usage within the app?
  • Discard Rates: How frequently is the app deleted? What is the average life of an app on a desktop?
  • Downloads: How many downloads does the app have?
  • Reviews: What is the average review score and how authoritative and authentic are the reviewers?
  • App Updates: How fresh is the app? Is it continuing to create new features and optimize for new OS releases?
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