After some time from our own experience, we realize that apps don’t market themselves on the app market. We need to work hard to make apps visible so they start to pay off. To make our app promotion successful we need to avoid these three ASO mistakes.
1: Poor Keyword Targeting
The goal of keyword research is to find the keywords that are used for searching apps that perform the same or very similar functions to yours, and the best place to start is to spend some time identifying who your real competitors are, and then begin analyzing titles and descriptions they use to achieve visibility.Also, bear in mind that changing your name too often to target different keywords may negatively affect your ranking. So do your research, develop a relevant, targeted title and stick to it. Try to keep your title to fewer than 25 characters too.
Now, before you rush off and start making changes, it’s important that you don’t go stuffing keywords repetitively into your app’s title and description. This can make your app appear cheap, and may even work against you in the case of Google Play, where excessive repetition is believed to be penalized after a certain point (but 5 times or so is acceptable for your most important and relevant keywords). Make sure you keep your keyword targeting relevant and on-brand at all times.
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2: Targeting The Wrong Device & Platform
Do you know whether the majority of your target demographic is using phones or tablets, or a mix of both? Moreover, what platform are the majority of your users on, Android or iOS? So the first thing you need to do before building an app is to find out what platform the majority of your demographic is using. These might sound like very basic and obvious questions, but targeting the wrong device and platform is one of the biggest app marketing mistakes. Millions of Android users are frustrated on a daily basis at not being able to download apps that are available exclusively on the Apple app store.
Poor device\platform targeting is a real problem particularly among websites that decide to create an app for their audience. Site owners pour a ton of money into producing an iPhone app without even thinking to check their website analytics to see where their mobile traffic actually comes from.
3: Low-Level Trust
Users have got to trust you especially when it comes to people spending money inside your app. Earning a user’s trust is a step-by-step process that begins at performance level. This means creating a bug-free app experience with a smooth, intuitive feel. Consider includes like having a help menu, detailing your refund policy and appearing highly contactable to make the user feel that a real person is just one message or phone call away. When the user feels comfortable enough with the experience, and confident that they are in the hands of a trustworthy company, they will then trust enough to add a product to the cart. For Android specifically, being responsive to user reviews on Google Play is another way to demonstrate your availability and customer care.
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