Checklist for iOS App Store Optimization Ranking Factors
If you intend to ASO in the iOS App Store, it is essential to delve into various differences and understand the impact of each factor on app rankings. Below, we will provide an intuitive overview of all the ranking factors in the App Store and explain each one in detail.
App name
The app name or app title holds the utmost significance as a metadata element in the App Store. ASO practitioners should prioritize placing crucial keywords in the app name to optimize keyword ranking opportunities.
The app name should be unique and distinctive, providing a clear explanation of the app's function. With a character limit of 30, there is minimal space for multiple keywords. Avoid using performance keywords such as "best" or "#1" to ensure clarity and avoid misleading users.
Analyzing competitors' app names and subtitles is crucial to identify high-traffic keywords. Utilizing relevant keywords not used by competitors can enhance keyword ranking. Balancing branding and keyword optimization is essential to impact conversion rates positively.
Expert Tip ：An expert tip suggests using FoxData's Keyword Search to identify essential app keywords and assess their popularity and ranking difficulty.
App subtitle
The app subtitle field in the App Store offers additional information about your app, wielding significant influence on app rankings, akin to the app name.
With a 30-character limit, the subtitle appears in search results and on the product page. It's crucial to incorporate high-volume, relevant keywords reflecting your app's key features and benefits, avoiding repetition of app name keywords and favoring specific over broad category keywords.
App subtitles are vital for keyword and conversion rate optimization. While they display fully in search results, they undergo truncation in App Store Browse and top charts results. To ensure visibility, opt for narrower characters and stay within 24 characters, as top charts may truncate to 20 characters and App Store Browse to 24 characters. Placing essential information within the first 24 characters ensures visibility while including popular keywords.
App description
The app description or long description field in the App Store serves as a platform to convince users to download your app, comprising 4,000 characters that significantly impact install conversion rates.
While the app description doesn't influence app rankings, it offers an opportunity to control how your app is presented to visitors, especially those engaged and seeking more details. The initial five lines play a pivotal role, summarizing your app before the "show me more" text.
Although not as critical as other App Store components, the app description tends to attract high-quality, engaged users, potentially leading to higher retention rates. It also serves as a means to elaborate on your app's values and messages for users not yet ready to download the app.
When crafting your app's description, focus on creating a compelling opening, detailing app functionality, highlighting features, describing use cases, addressing the target audience, and providing administrative information. While formatting options are limited, experimenting with spacing, paragraph length, and text layouts can enhance readability.
App icon
The app icon holds significant visual importance in the App Store, especially depending on your traffic source. While it may not heavily impact App Store Search traffic due to the dominance of screenshots and preview videos, it notably influences conversion rates for Browse traffic and users' perception when appearing in top results or in-app purchases.
Designing the right app icon involves examining competitors' styles, and considering elements such as brand names, value-explaining illustrations, or visual language. Experimenting with colors, variations, graphics, logos, and borders—especially in line with top competitors—can help identify the most effective icon design.
App Screenshots
App screenshots play a vital role in the App Store's conversion rate. While they are crucial for App Store Search results, they also significantly impact users visiting your product page. It's essential to prioritize showcasing key features in the initial screenshots, as not all users will scroll through all of them.
Similar to the Google Play Store, testing App Store screenshots is crucial to identify those that resonate best with potential users. With iOS 15, A/B testing of screenshots is now possible using Product Page Optimizations in App Store Connect, allowing for testing different styles, content, backgrounds, and colors.
When planning your app's appearance in App Store Search, consider the following:
- Using portrait screenshots will display three in search results, while a preview video will show only two.
- Landscape screenshots or a preview video will result in only one visible screenshot in search results.
Expert Tip ： Click FoxData'sApp Profile to view competing app information in a simple, convenient and focused way.
Adhering to best practices is essential when optimizing app screenshots:
- The first three screenshots have the most impact, so visually connecting them with consistent design, background, or colors is beneficial.
- Use short captions and large fonts for readability on smaller screens.
- Avoid overly complex visuals, considering users with smaller devices.
- While many screenshots show apps within an iPhone, adding simplified images can enhance understanding for users.
- Localize screenshots for different languages and markets, considering cultural specifics.
App preview video
- App preview video provides users with more comprehensive app information compared to using only app screenshots, a best practice recommended by both Apple and Google. In some cases, apps including a preview video may receive a slight push from Apple, potentially impacting the conversion rate, though this impact should be tested for each app.
- When included, the preview video occupies the first position in the assets row, visible before other screenshots. Displayed directly in the App Store Search, it offers users a glimpse before landing on the product page.
- While up to three preview videos can be uploaded, only one is shown in portrait mode next to two app screenshots. In landscape mode, only the preview video is visible.
- Best practices for creating a preview video include focusing on the in-app experience, emphasizing important messages and features early in the video, adding captions for soundless viewing, A/B testing user preference for videos, and incorporating prominent keywords in the video captions.
App Store ratings and reviews
App store ratings and reviews play a critical role in app store optimization. Users tend to shy away from apps with low ratings, while high ratings are essential for app promotion through featured apps and recommendations.
Developing a high-quality app with smooth interactions and a bug-free experience is crucial for earning positive ratings and meeting user expectations. Engaging with user reviews, whether positive or negative, presents an opportunity to enhance the app and increase its visibility. User reviews often impact new users and subsequently improve the conversion rate.
The App Store algorithm heavily considers the total number of ratings and the average rating, making app ratings a top priority in optimization strategies. It's essential to develop a strategy for responding to user reviews and encouraging users to leave reviews and ratings, considering timing and context when asking for app ratings.
User Retention
User retention refers to the continued use of an app or service by users during a specific period of time. Typically represented as a percentage, user retention rate denotes the proportion of users who continue to use the app after a certain period. This is a critical metric used to measure an app's user loyalty and sustained appeal.
FoxData provide key insights into user retention, assisting app developers in quantifying user retention rates, comparing competitive performance, optimizing retention strategies, and continuously enhancing user experience.
There are several important reasons for utilizing FoxData :
- Free access to most features:We offer the majority of our features for free, allowing you to fully experience our tool and determine its suitability for your needs.
- Data-driven ASO strategy: Our tool not only provides comprehensive app store data but also guides you in formulating more effective ASO strategies. Through in-depth data analysis, you can identify the most relevant keywords, understand competitor performance, and optimize your app's rankings and retention rates.
- Integration with a range of services including Apple Search Ads: Our tool seamlessly integrates with various services, including Apple Search Ads, enabling you to enhance your app promotion and marketing efforts. By combining different services, you can achieve a more comprehensive app promotion and optimization strategy.
Whether you aim to improve your app's search visibility, increase downloads, or optimize user retention, our ASO data tool will be an indispensable partner for you. With free access, data-driven strategies, and integration with other services, our tool provides your app with greater opportunities and success within the fiercely competitive app marketplace.
