Celebrating Ten Years of the App Store
11 July, 2018
An insight by Lauren Park and Max Morgans from our ASO team
In the past decade the App Store has seen over 170 billion downloads, totalling over $130 billion in consumer spend. It launched in July 2008 with just 500 applications and has fundamentally changed the way we live as a society – affecting how we shop, access news, services and social media. It is anticipated that by 2022, consumer spend in the iOS App Store will reach $75 billion.
With 65% of downloads coming from App Store Search, discoverability of an app has never so important and the App Store is integral to the digital consumer’s journey. In 2012, App Store Optimisation (ASO) opportunities emerged as many brands weren’t optimising their apps on the App store. As the number of apps has grown, discoverability has become more challenging; reinforcing the necessity for ASO.
As the App Store celebrates its tenth birthday, what do marketers need to know to capitalise on the opportunity?
One way an app can improve their discoverability is through Keyword Optimisation. This is the process of optimising the Title, Subtitle and Keyword Field on iOS, and the Title, Short and Long Description on Google Play, for the purpose of ranking particular keywords.
The process of optimising keywords is an ongoing one, taking into account volume and relevancy of particular keywords. Given the limited space for keywords on iOS, developers need to be savvy and use a wide source of data to develop and prioritise their keyword set, to develop their strategy. Not doing so provides an opportunity for competitors to appear in an app search.
Once an app has increased its discoverability, there will be an increase in the number of app search impressions and app page views. However, this increased traffic to your app page does not automatically translate into app downloads, and this is where conversion optimisation comes into play.
Testing and optimising various elements of the app store page will allow a developer to understand how to increase the conversion rate from page view to install, fully maximising the opportunity to capture users that reach the app page. This includes improving the efficiency of paid media and gaining organic installs that may have otherwise left your app page without downloading.
The limitation of focussing on one element of ASO and not the other means that the opportunity is not being fully utilised. If an app’s storefront has been well optimised, but no focus has been made on discoverability, the app will likely gain very few organic installs. Likewise, if an app’s discoverability has been fully optimised, but their app page has not, it is probable that the app will be losing out on potential downloads.
It is for this reason that ASO practitioners must focus on both discoverability and conversion to improve their ASO strategy as a whole. However, the weight given to each element of ASO should be dependent on the app and the category.
To be successful, slightly greater importance can be put on regular keyword optimisations to improve discoverability, given that seasonal trends and events will affect users search behaviour and can provide a great opportunity to increase discoverability during specific periods of time.
If you would be interested in hearing more about how we can support you with your ASO efforts, then don’t hesitate to get in touch.