ASO New Year’s Resolutions for 2019

January 5th, 2019

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

2019 has begun, launching a new year of growth. As the app economy continues to grow, so too do the aspirations of developers and the competition within the market. With that in mind, it’s time for developers to make New Year’s resolutions for their App Store Optimization strategy.

1. Invest More, But Invest Wisely

Paid marketing is an essential part of ASO. Without it, your app will linger in obscurity behind competitors that are spending the money on marketing. As the market grows more competitive, developers should dedicate more resources towards standing out from the crowd, but that doesn’t mean throwing money at random.

Research what keywords, demographics and markets you’re targeting and determine what avenues are worth pursuing. Allocate your budget wisely and make sure it’s all being put to good use. While underspending will result in failing to reach enough users, overspending results in decreased profits from the users you do gain; use tools like Search Ads’ new bid suggestions to ensure you’re spending no more or less than you should on every paid ad. When you’re planning your 2019 budget, keep this resolution in mind and use your marketing money wisely.

2. Follow Trends

Consumer behavior is ever-changing, while new trends and technology can create grand shifts in the app world. For instance, advancements in Augmented Reality and Instant Apps have created a new demand for apps utilizing them. Developers who can keep up with these changes can ride each new wave to success, while those who are taken by surprise and have to hurry to catch up will constantly be left behind.

Be sure to follow the latest developments in both the technology for apps and mobile devices as well as for consumer trends. If users begin searching for certain keywords or tools, you’ll want your app to index for them. If new technology can benefit your app, implement them to take advantage of the increased demand.

An app should stay up to date with everything users are searching for and utilize any and all trends that are related to it. Keeping up with trends will ensure your app stays relevant and in-demand. Make sure your app keeps up with everything 2019 has to offer.

3. Keep an Eye on the Competition

No app is free from competition, but developers can learn from their rivals. While you do not want to merely copy what your competitors are doing, you should still keep an eye on them to see what works and what doesn’t.

Competitor analyses are important for determining one’s own ASO strategy. Competing apps may have found a visual style for their creatives that appeal to users better than your own. They may have also discovered a demographic to target that you have overlooked. Use your competition as part of your research to inform your strategies and use that knowledge to overtake them in the coming year.

4. Update Regularly

In order to implement any changes, both to the app and the page listing, updating regularly is essential. While keeping track of trends and competitors, you should be updating your own app to utilize everything you learn. Getting into the habit of updating regularly means you’re constantly refining and improving your app, whether it’s minor bug fixes or new features.

Developing a good app requires constantly refining it. Likewise, your App Store Optimization strategy should always be analyzed and updated to ensure optimal performance.

Don’t fall into the habit of ignoring updates until something goes wrong. Resolve to update regularly to keep up with and stay ahead of the competition. This will help provide your users with the best app and optimization possible.

These are simple resolutions, but essential for a well-optimized app. If you resolve to manage your marketing budget, follow trends, watch your competitors and update frequently, you can make your 2019 a successful year.