Unfortunately, as more and more developers are starting to realize, the App Store is not the solution. With more a thousand new apps submitted each day (let me emphasize that: one thousand new apps each day!) it’s almost impossible to stand out. The new iOS 11 Apple App Store design is not a solution — it shows even fewer android ratings on the main page than it used to. While Apple might believe this is better UX for the end user, this new design does nothing to help the chance of discovery via the App Store for a small app developer trying to get an app off the ground.
While many app developers focus on App Store Optimization, ASO is proving to be less and less relevant as the app ecosystem evolves. The top 10 search terms in the App Store are brands, and 90% of the top 50 terms searched are branded as well. While the App Store is figuring out its identity crisis, my advice to developers is give up on the App Store and focus on making your app content discoverable. Unlike the App Store, searches on the web are focused on intent. For example, if your app sells Nike red shoes, it might be practically impossible to appear in a search in an App Store for “shoes,” but you can work on getting the red shoes to appear in a web search, and from there you can get a user to download with android promotion.
Make sure you have a website for your content. Don’t have one? Branch can solve this for you: we have a free product called Deep views that creates an indexable simple web page for each piece of content in your app. Make sure your links are configured for deferred deep linking. You need to take users to the content they clicked on in search once they install open the app — this leads to a better first time app user experience, and can double retention and signup rates Takeaway: making your app content discoverable in web searches returns a lot more benefit for your effort than ASO. In addition to making your app content discoverable on the web, you can use other methods to get users to your mobile website. These are often lot cheaper than buy android reviews.
Make sure that your website and product web pages are mobile friendly. The best place to start is Google’s mobile friendly test. Some other things to keep in mind when building websites for mobile: configure view ports, space out touch elements, use legible font size, remove Flash,and work on loading speed. Configure your links to open your app if it is installed, and have a path for the user to install it if they don’t. Branch links also make sure these opens and installs are tracked, so you can measure which channels are performing best.
When mobile visitors land on your website, show them a targeted interstitial or smart banner that takes them to download the app. Apple has a basic mobile smart banner, but it is not customizable. Branch offers both a free smart banner, and a premium upgrade that allows you to target users based on their visit, where they come from, etc.
If your web visitors come from Google, make sure you show them banners and not interstitials. While banners don’t convert as well as interstitials, interstitials are penalized by Google. If your web visitors come from Facebook, email, or anywhere other than Google search results, you can show a half page or full page interstitial. Since users often find these more deterring if they are not familiar with your brand, we recommend not doing this on the first visit.Instead, target users who are returning to your site on a second or third visit.
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