What is ASO or App Store Optimization?

App Store Optimization, also known as ASO, is the process of optimizing and increasing the app discoverability and ranking in the app store. With the mobile tech world evolving fast as ever, app marketers must go the extra mile to increase app discoverability, downloads, conversion rates, positive reviews and more. Through extensive keyword research, performance analytics and creative processes, App Store Optimization aims to generate quality traffic, promising to increase conversion rates and acquire a loyal user base.

Three Things You Need to Master:

1. From the Get-Go…Research!

• The Right KeywordsApp Store Optimization requires extensive analytical keyword research for your app and its competitors. As you’re launching your app in a competitive marketplace, you must do competitive keyword research on an ongoing basis. Keywords and phrases are ranked by difficulty, traffic, and competition and aim to spark a promising description of what the app can deliver. Never underestimate the power of your words, because keywords seriously improve app discoverability.
• Creative TestingAfter completing the App Store Optimization checklist, it’s smart to conduct thorough A/B testing to test all parameters and influential variables. Data driven statistics yield insightful indicators of what need to be edited, redesigned or removed. A/B testing is necessary to further understand user behavior to optimize your app’s page in the app store.

• The CompetitionComparative analytics to understand user behavior for quality optimization.

2. Driving Higher Discoverability & Conversion Rate

• ASO is about creating a positive app store experience for the user. It creates a compelling story using the right creatives such as screenshots, icons and captions, as well as the right strategic content with keyword research, titles and descriptions.
• App Icon and ScreenshotsAs a picture is worth a thousand words, your ASO creative set for your app speak volumes. Your app icon is the first thing potential users will see when browsing the app store, so make it a priority. Screenshots are just as important, as they allow users to experience their product through carefully crafted images. You can also use a video demo to engage users, but be very careful as studies have shown that video demos can actually negatively influence conversion rates.
• LocalizationThere is no “one size fits all” in App Store Optimization. Every geographic location has their own cultural references as it’s vital to conduct separate keyword research based on the country’s specific characteristics, inner trends and spoken language. Thus, if your target audience speaks Japanese, then it’s obvious your ASO efforts should match the Japanese market, from language, to visuals, to understanding content that influences conversion rates. The localization is a crucial part in App Store Optimization.
• ReviewsFive star ratings significantly impact your app ranking in the app store. To yield high ratings from users, you need to present them with the “ratings review” pop-up question at the right moment. Not only is the timing important, the pop up question needs to convey the right message as well. When comparing an app with 2 star ratings against an app with 4.5, the app with 4.5 will see a 20% better conversion rate from a viewer who clicks the download button and actually tries the product.Ultimately, we want the user to have a positive user experience so we can make their rating public.

3. Ongoing Maintenance

• Ultimately, the goal of App Store Optimization is to increase relevant traffic to your page so users who actively search the crowded app store can find the solution for what they’re looking for – your app! But it doesn’t stop there. Just as easily as they can click to “Download” – they can choose to pass. The app page is the place where users make their final decisions whether to download the app or not  (process which usually takes 3-6 seconds), which is why you need to make your app page as appealing as possible.  
• Lastly, stay up-to-date with Google and App Store algorithms, and follow any regulations necessary to be approved in the stores.
• After you’re done with all of the above, feel proud and satisfied with yourself, but also ready to do it all again. Just like anything else in this world, App Store Optimization requires constant TLC, commitment, determination and an open-mind. E-mail us with any questions, we’re here to help!

App Store Optimization is an ongoing process and not a one time effort. It’s the single most important stage for generating quality organic traffic to your app page. Once you generate traffic to your app’s app store page (whether is it organic or paid), you need to do everything in your power to increase conversion rates and develop a loyal user base. An app’s success requires more than cool, creative thought processes, it requires constant monitoring and performance analysis.

Source : http://moburst.com/what-is-app-store-optimization/