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ASO Best Practices to Increase App Installs: 7 Best Tactics You Need To Know



In the app store, there are over 1.5 million apps available for download. That’s a lot of competition, and if you want your app to be successful, you need to make sure it’s visible in the search results. To help you get started, we’ve compiled a list of the best ASO practices to increase app downloads. These tips are based on tried-and-true tactics that have helped our clients boost their rankings and get more downloads. So without further ado, here are the top 7 ASO tips to increase app downloads:



The Importance of App Store Optimization (ASO)

ASO is the process of optimizing a mobile app for the purpose of achieving a higher rank in an app store’s search results. The higher your app ranks, the more visible it is to potential users – which can lead to more downloads.

There are a number of factors that go into ranking within an app store, including keyword relevancy, app name, and positive reviews. ASO is an important part of any mobile marketing strategy, as it can help you reach more potential users and increase your chances of conversion.

While there is no guarantee that ASO will result in increased downloads, it is still a worthwhile investment. By taking the time to optimize your app for the appropriate keywords and creating a strong overall marketing strategy, you can give your app the best chance possible of success.



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What is ASO?

ASO is the process of optimizing your app to rank higher in app store search results and improve your visibility to potential users.

There are a number of factors that can influence your app’s ranking in the app store, including:

The title of your app

The keywords you use to describe your app

The number of downloads and reviews your app has

Your app’s rating

By optimizing your app for these factors, you can increase your chances of ranking higher in search results and getting more downloads.

How to Do ASO

ASO is the process of optimizing your app to rank higher in app store search results and drive more organic downloads. While there is no guarantee that ASO will definitely lead to an increase in downloads, it is still worth doing as it can help improve your visibility and put your app in front of potential users who might not have otherwise found it.

To do ASO, you need to focus on two main things: keyword optimization and creating a compelling app listing. For keyword optimization, you need to choose the right keywords to target and then include those keywords throughout your app listing (title, subtitle, description, etc.). For creating a compelling listing, you need to make sure your icon, screenshots, and video are high quality and showcase what your app is all about. You also need to write a clear and concise description that highlights the features and benefits of your app.

If you want to learn more about ASO, check out this post on the Apptentive blog:

8 Best Practices for ASO

ASO or app store optimization is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher the ranking, the more visible the app is to potential users, which generally leads to more downloads.

While there is no magic formula for guaranteed ASO success, there are certain best practices that can increase your chances of achieving a high ranking and increased visibility. Here are 7 of the best:

1. Understand How App Store Algorithms Work

To optimize your app for better visibility, it’s important to first understand how the algorithms that power app store searches work. While both Apple’s App Store and Google Play use different algorithms, they share some common ranking factors, including keyword relevance, reviews and ratings, download velocity, and backlinks.

2. Do Keyword Research

Once you have a good understanding of how app store algorithms work, you can start researching which keywords will be most relevant and valuable for your app. There are a number of tools available to help with this process, including Google AdWords Keyword Planner and Sensor Tower’s App DNA tool. It’s also important to consider how difficult it will be to rank for certain keywords – especially if they are highly competitive.

3. Use Keywords in Your App Title & Description

Once you’ve identified the most relevant keywords for your app, it’s important to use them throughout

4. Run mobile A/B tests

You can run A/B tests for your mobile app to make sure it's running smoothly and fits your customers' needs.

Successful app store optimization and app growth, in 2021, will require you to use a third-party app store optimization tool to perform mobile A/B testing with your visual assets: icon, screenshots, and app previews.

5.Run Apple Search Ads

Though paid app promotion and ASO go hand in hand, Apple's upcoming changes essentially make it impossible to promote your app without turning to Apple Search Ads. So, if you don't use search ads now, you'll soon have no choice but to start doing so. But with the recent change to consent-based data collection within iOS 13 and beyond, it may be the only way to contact users without breaking Apple's guidelines on mobile devices.

Apple Search Ads can be a big help if used appropriately. Here are just a few ways that can help

  • One strategy for peace-loving business owners is to run Apple Search Ads for your branded keywords in order to protect them from competitors. You can also run Apple Search Ads for their branded keywords; while you may not be able to work with them, you'll at least get a cut of the traffic they bring in.

  • Apple Search Ads offers a free tool called Creatives Sets that helps you run A/B testing experiments and optimize your screenshots, app previews, and keyword choice. However, there are some limitations to this tool as opposed to using a full-scale A/B testing platform.

  • If you represent a publisher with many titles, or are just entering the market and getting ready to release your app, you may use Apple Search Ads for prelaunch testing. Just run campaigns for apps marked as available for pre-order, then analyze the results. This will help you gauge whether your ASO strategy is working, and even understand how your app's and game's features are performing.

In case you’re new to this channel and don’t know where to start or had an unfortunate experience, don’t jump to conclusions and give up on it.ASO 2007 will get you back with its turnkey Apple Search Ads management and optimization services.

6.Use titles with brand name and app description

If your brand awareness is high and your app's title/name is recognizable to most users, then this is your competitive advantage. You can utilize it even more by creating your own App Store or Google Play listings with descriptions highlighting your unique features. For example: “What’s new on version 2.0? We’ve added a new way to play! Now you can use two fingers at the same time!”

A recent mobile A/B test by ASO2007 has revealed that the brand name + a short app description works best in app store titles. Big companies like this strategy, so we'd recommend you do it too. Prove that it's the right strategy first with an app store A/B test to broaden your horizons and maximize organic growth.


7.Make sure you read customer reviews

You can also find keywords for your app store page by reviewing the reviews on a competitor’s page. Reviewers will tell you how they feel about the application and help you learn how to describe your product in a way that would resonate with your customers.

There are several App Store Optimization tools available online that can help you analyze these reviews for the most popular keywords and searches. As an example, there is App Annie which allows you to view up to 50 reviews per page and filter them by ratings, country, and version.

iTunes reviews can be divided into two sections to see whether or not they resonate with users. These are the app store keywords that will help you connect with potential app users and potential buyers easily.


If you're looking to increase your app downloads, then following some best practices for ASO is a great place to start. By optimizing your app store listing, using the right keywords, and creating compelling visuals, you can make your app more discoverable and attractive to potential users. Implementing these 15 smart tactics can help you boost your app's visibility and download numbers in no time.


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