Last Updated: September 2023
App Store Optimization or ASO is the process of optimizing mobile apps to rank higher in an app store’s search results. Optimizing your app can increase your visibility, downloads, and revenue. However, sometimes, even the most experienced ASO professionals make mistakes that can impact negatively on their app’s ranking. In this article, we’ll explore 10 common ASO mistakes that can hurt your app’s ranking.
ASO Expert’s Quote
“Most developers focus on acquiring users, but overlook retaining them. ASO is not just about getting downloads but also about securing engagement, which is the key to retention.” – Moritz Daan, Founder of Reforge
10 Common ASO Mistakes That Can Hurt Your App’s Ranking
Mistake #1: Wrong Keywords
One of the most common ASO mistakes is using the wrong keywords. Keywords play a crucial role in improving your app’s ranking. The mistake that most developers make is either selecting too generic or too specific keywords that don’t match their app’s purpose. You should use relevant keywords that describe your app’s functionality, features, and benefits to make it easier for users to discover your app.
Mistake #2: Poor Description and Title
Your app’s title and description are the two most critical elements in ASO. Inaccurate descriptions or dull titles can lead to lower visibility or lower CTR. You need to write a compelling and creative title that accurately describes your app, along with a concise description that highlights the key benefits or features. Don’t forget to include your app’s unique selling proposition (USP) in the description.
Mistake #3: Neglecting Localization
If you target a global market, you must optimize your app for local languages and cultures. Neglecting localization can affect your app’s ranking and visibility, especially if you compete in crowded or diverse markets. Speak to your target audience’s language and customize your screenshots, descriptions or keywords, creating a connection with your target market helps your app grow exponentially.
Mistake #4: Ignoring User Feedback and Ratings
Ignoring your users’ feedback or ratings can harm your app’s reputation and slow down your ASO efforts. Poor ratings and negative comments can hurt user engagement, increase uninstall rates and impact app store algorithms. You should address any complaints or concerns users might have by responding to feedback, and improving your app’s features and functionalities regularly.
Mistake #5: Poor User Experience
A poor user experience can impact your app’s retention rate, conversion, and engagement. If your app is too slow, too complex, or too buggy to use, users will abandon it faster. Your app’s design should include easy navigation, clear call-to-actions, and concise content. Don’t forget to integrate user feedback into your development process and prioritize updates and bug fixes.
Mistake #6: Overlooking Video and Screenshots
Most developers overlook video and screenshots, which can hurt your app’s conversion rate. Screenshots are the first elements that potential users see, so they must be visually appealing, informative, and high-quality. Similarly, app preview videos can improve your conversion rate by showcasing your app’s features and functionality without textual descriptions. You should add video and screenshots to your app store listing to increase user engagement and downloads.
Mistake #7: Not Researching Your Competitors
Not researching your competitors is a common ASO mistake that can hurt your app’s ranking. You should research your competitors’ app store pages, keywords, descriptions, video, screenshots, and icon to understand what sets your app apart. Analyzing your competitors also provides you with valuable insights into what works and what doesn’t work in your industry or niche.
Mistake #8: Ignoring Analytics and Metrics
Ignoring analytics and metrics can reduce your ASO efforts’ effectiveness. You should track your app’s downloads, retention rate, conversion rate, engagement rate, and user acquisition cost regularly. Metrics also provide you with valuable insights about user behavior, demographics, and preferences that you can use to refine your ASO strategy.
Mistake #9: Too Many App Permissions
Your app’s permissions can impact user trust, privacy, and security. Too many app permissions can lead to lower downloads and higher uninstall rates. Be sure to limit the number of app permissions to the essential ones that apply to your app’s functionality and inform users of the permissions you request.
Mistake #10: Not Updating Regularly
Not updating your app regularly can impact your app’s usability, security, and performance. Updating your app regularly improves user engagement and retention by fixing bugs, adding new features, and improving UI/UX. Updating your app’s description can also improve your visibility and rating by signaling to users that your app is updated and maintained regularly.
ASO can be challenging, but avoiding common mistakes can help your app rank higher and reach more users. To recap, some of the most common ASO mistakes you should avoid include using the wrong keywords, writing poor descriptions and titles, neglecting localization, ignoring user feedback and ratings, and having a poor user experience. Also, overlooking video and screenshots, not researching your competitors, ignoring analytics and metrics, having too many app permissions, and not updating regularly can have adverse impacts on your app’s ranking.
ASO is an ongoing process that requires continuous efforts and attention. Avoiding the above-mentioned ASO mistakes can help you optimize your app’s ranking and achieve better app store visibility, downloads, and revenue. To succeed in ASO, you should focus on providing an exceptional user experience, listening to user feedback, researching your competition, and keeping your app up-to-date with new features and bug fixes.