Reviewing Afterpay's App Store Strategy
Posted on November 11th, 2024
Learn how Afterpay can optimize its app store presence with improved metadata and creative assets to capture attention before the holidays.
App Store Spotlight - Clubhouse
February 15th, 2022
by David Quinn
VP of Strategy & Partnerships at Gummicube, Inc.
What if there was an app that allowed you to listen in on a conversation about the environmental impacts of fast fashion, participate in a heated debate on the best meme of the decade, or start a conversation with a native speaker group for that language you just can’t seem to grasp?
In the realm of social networks, now more than ever, users have the ability to connect with people and exchange ideas from all around the world. Ideas and knowledge travel across borders at lightning-fast speeds – something that was inconceivable to achieve just a few years ago.
During the height of the pandemic, the world seemed to seize in place. Suddenly work, academic institutions, social gatherings, and even households were limiting spaces for interpersonal connection. During this time, society was in desperate need of a new means of open resocialization with the world.
Featured today on The App Store Spotlight, Clubhouse is an audio-only social network app that harnesses the power of voice to connect people from all over the world in a single place. Clubhouse is a platform that allows users to listen, discuss, and take part in global conversations in a welcoming and engaging interpersonal environment.
For an app that has such tremendous potential to bring so many people together, it’s important for Alpha Exploration Co. to utilize the most of its resources to target the right audience. Currently, Clubhouse uses some ASO best practices, but there is always room for improvement. With the right ASO technology, Clubhouse has the ability to reach even more users to take part in their revolutionary social networking community.
Creative - Screenshots
Clubhouse currently uses some ASO best practices for screenshots in its creative assets. With contrasting backgrounds, visible copy, and their use of handsets, Clubhouse effectively captures users' attention with bright and informative visuals that introduce the app and its unique features.
Clubhouse highlights in-app features and functionality throughout their handsets. However, with such a novel social networking concept, users may need more context in specific app features that set it apart from just any regular, run-of-the-mill, chat room.
Just by looking at the first three screenshots, Clubhouse missed an opportunity to mention their personalized chat room function–a feature that is both unique and fundamental to their value. Although mentioned in later screenshots, it’s important to keep in mind that users only see the first three screenshots in their search results. As a result, users would not know about this feature unless they visit the Clubhouse product page.
Overall, Clubhouse uses screenshots that have the potential to entice users with relevant information regarding app features and functionality. However, Clubhouse should prioritize highlighting some of its most unique and valuable features to the forefront of its creative assets.
Metadata - Title
When it comes to the metadata assets of an app on iOS, app developers should look to the title, subtitle, and keyword bank as an opportunity to capitalize on growth in their organic keyword ranking. Currently, Clubhouse is underutilizing these assets and forgoing an opportunity to better reach its intended target audience.
The title is one of the most important metadata assets on the iOS App Store. Not only is it one of the first points of contact with a user, but the title can also serve as an additional space for app developers to further introduce the app through the use of title tags. Additionally, using high volume and high relevancy in the title may also help in keyword indexation.
Clubhouse, despite its appealing minimalistic title appearance, could use title tags to incorporate terms and phrases that not only introduce the user to the app more effectively but incorporate relevant keywords to gain more visibility in search results over time.
Alpha Exploration Co. could use assistance from experienced ASO experts to optimize their metadata assets to include more relevant keywords associated with social networking and app functionality in both the title and subtitle of their app.
Overall
Clubhouse has the power to bring people together in ways that have never been seen before. In the midst of big social changes, apps like Clubhouse provide us a way to experience human connection that surpasses any physical barriers. However, for an app that’s meant to find the right people for the right occasion, it needs an ASO strategy that’ll do the same.
Utilizing effective ASO strategies doesn’t have to come at the cost of creative aesthetics or metadata quality. Instead, ASO is meant to harness the power of both components to create a fully synergized strategy that boosts branding efforts and app store performance.
Want to learn more about App Store Optimization? Contact Gummicube and we’ll help get your strategy started.
Similar Articles
Spotlight on Oportun
Posted on November 8th, 2024
Discover how Oportun uses ASO strategies like targeted keywords and engaging visuals to stand out in finance apps. Learn what’s working and where to improve.
Analyzing Zillow's App Store Optimization: How It Stacks Up in the Real Estate Market
Posted on November 1st, 2024
Explore how Zillow’s creative strategies and A/B testing enhance app store performance, driving user engagement and standing out in the real estate market.