While the perfect ASO technique may vary based on each app’s marketing strategy, they all involve the process of improving various elements of an app’s submission details and marketing techniques to help it achieve a higher ranking in the search results of both Apple and Google’s App Stores. This in turn achieves better app visibility, discoverability, and downloads (conversions).
67% of users reporting that the last app they downloaded was found via an app store search. Improving search ranking within app stores has become one of the most critical user acquisition methods.
Paid installs (mobile advertising campaigns) drive organic installs. On average, apps generate 1.5 organic installs for every paid install which can grow as high as 3x to 10x if you achieve top chart ranks.
Over 50% of keyword traffic goes to the top 3 listings. And outside of the top 10 it’s near 0.10. 82% of users never browse past the top 25 search results in the app store.
The algorithms used by the app stores heavily favour downloads. A study completed by Tune on thousands of apps across both the Google Play Store and the Apple App Store found that for every paid install an app receives, it can expect to see an additional 1.5 organic installs (1.5 being the “organic multiplier”). Apps that achieve top chart rankings have been seen to have their organic multiplier grow from 3x to 10x, which we call the “halo effect”.
Because downloads can both directly and indirectly influence how the motivation types mentioned above learn about apps and how to find them, it is important to understand the ways App Store Optimization (ASO) can maximize your organic install multiplier to exploit this effect.
These are the visible and non-visible information logged with your application on the app store, and include:
These are the signals left by users who use your app, and include:
30% of installs typically occur to the app in position #1,
17% in position #2,
12% in position #3,
...and outside of the top 10 it’s close to 0.10%
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They work to Increase organic Installs
Only 50% of users would ever consider downloading an app with a 3-star rating, and less than 15% a 2-star rating
95% of users would consider downloading an app with a 4-star rating!
70% of users read at least 1 review before downloading an app
75% of users identify reviews as a key driver for choosing to download
42% of users consider app store reviews as equally or more trustworthy than personal recommendations
