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ASO Tips: Avoid Post Launch Pitfalls
May 9th, 2017
by David Quinn
VP of Strategy & Partnerships at Gummicube, Inc.
People think the toughest part of creating a mobile app is simply gathering the funds and launching the app. However, one of the most difficult parts of maintaining a mobile app is continuing its success post launch. Developers need to understand how to navigate and manage the challenges that occur after launching their mobile app. To continue being successful in the App Store and Google Play Store, developers need to be strategic and have a clear vision of what direction they want to take their app. The best marketing tool to ensure growth post launch is App Store Optimization (ASO). This marketing tool will help developers monitor and manage their growth and continue their marketing efforts by using real-time mobile data based on user trends and behaviors within the app stores to drive discoverability to their target audience. While ASO is available to all developers, there are common mistakes that many developers tend to make after launching their app.
Common Mistakes to Avoid
Marketing an app is necessary before and after launch, but many developers abandon their marketing strategy after launch, leaving an app to stand on its own. Here are the common mistakes developers tend to make post launch and tips on how to avoid these mishaps.
1. Not Using ASO
There are over 2 million apps on both the App Store and Google Play Store making it nearly impossible for any app to stand out. Developers should incorporate an ASO strategy and continually monitor their competitors and understand how they currently rank in the app market. ASO helps fine-tune the metadata to ensure that their keyword bank is relevant to user searches, enabling an app to become more visible in the app stores. Making these adjustments can often boost overall ranking and appeal to more potential users.
2. Not Updating the Metadata
Developers need to continually monitor and update their metadata, which includes the title, keywords, description, screenshots and preview video to address any bug fixes, new features or special promotions. When an app updates its metadata tied to specific user trends, behavior and search tendencies, the app will remain discoverable to its target audience. Using an App Store Intelligence Software like DATACUBE enable developers to use real-time mobile data to develop the keyword bank and make applicable updates that will generate more discoverability within the app stores. Developers can also understand their current rank and what keywords competitors might be using to help guide their updates.
3. Not Advertising After Launch
The initial app launch is an important moment for any developer, but all the marketing that was done before the launch needs to continue. Developers need to keep promoting their app on social media and other platforms to continue converting more users and boost their ranking. Advertising and marketing is just another way to help an app become more visible. When developers take the time to continue promoting the app, it puts the brand name outside of the app stores and brings awareness to an app to convert potential users.
4. Not Utilizing Search Ads
Developers need to utilize every avenue of marketing available. With so many apps being added on a regular basis to the app stores, paid search ads are another marketing approach that can help an app become more visible in the app stores. Search ads can pay off in the long run, especially if developers use ASO best practices to optimize their metadata to stay relevant to the high volume keywords they’re bidding on. Paid search ads will help an app reach the target audience but also generate more visibility to tons of potential customers. Remember to use ASO to evaluate what keywords an app ranks for before starting a paid search ad campaign.
- Not Engaging with Users
Even if a developer has a great app with excellent conversion rates, they cannot forget about engaging with users. Developers need to engage with their users to help retention rates and address any possible bugs or new features. The best way for developers to engage with their users is by replying to user reviews. While replying to reviews may not seem important, in the scheme of things developers need to keep up with user reviews to continue improving conversion rates. If users see negative reviews without any action from the developer, it can severely damage an app’s reputation, especially if recently deployed. Developers need to show users they are taking all feedback seriously by responding to correct any bug fixes or to say thank you to positive reviews. Responding to reviews keeps users engaged and active because they see that the developer cares about making their app the best experience possible.
Why Follow These Tips?
There is no exact way to tell developers how to be successful after launching their mobile app, but these tips will help developers post launch to make sure their app can become more visible. Monitoring trends and updating metadata accordingly is crucial to driving discoverability. If developers follow these tips, they can reengage past users and extend an app’s reach to more potential users. Avoid making these mistakes when marketing an app post launch. Developers need to identify and stay up-to-date on mobile trends to continually monitor and improve the metadata to find their audience in the app stores.
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