Achieving mobile app success takes time and dedication, and, as the competition in the app stores increases each year, every element of your app growth needs to be considered. App Store Optimisation has grown in popularity over the last few years and is now perceived as an essential aspect of the app marketing mix. A well-executed ASO can not only help users to discover your app, but also supercharge your organic acquisition. If you’re still new to ASO, now might be the time to get acquainted so you’re not missing out on big growth opportunities to stay ahead of the competition.
However, before you start implementing App Store Optimisation into your wider app marketing plan, you need to be able to identify what growth metrics to track. This will help you to determine whether your marketing efforts are making the right impact.
We have already talked about which App Growth Metrics you should be tracking to maintain steady growth for your mobile app in 2022 but when it comes to App Store Optimisation those KPIs are often harder to define.
So, if you’re looking to increase your app’s discoverability in the app stores and boost its organic growth through ASO, this post will help you to determine what you should be looking at to support your mobile app marketing endeavours.
Here are our top 5 App Store Optimisation growth metrics to track in 2022:
#1 Strategic Keyword Ranking
Strategic keyword ranking refers to your app’s position within the search results in the app stores for keywords (or keyword combinations) that you prioritise for your app. You’ve probably heard this before, but most users who are searching for a new app through the app store search won’t scroll past the first four results and considerably less will look further than the top 10. That’s why a high ranking is essential and your strategic keyword ranking becomes one of the most important ASO growth metrics to track.
Start with identifying 7-10 search queries that you think are the most relevant to your app. Your selection should be based on insights gathered through Google search, research of the current trends within your app vertical and competitor analysis. Once you select your strategic keywords, check your app’s ranking for each individual keyword using an ASO intelligence tool, such as AppTweak. Here we used AppTweak to analyse the ranking for the keyword ‘mindset’ for a popular meditation app:
By looking at the keyword ranking history chart (as the one above) for your strategic keywords, you can see whether the recent metadata optimisations you implemented (vertical blue lines) have had a positive impact on your ranking, or whether they require a more considerable effort. If you want to learn more on keyword and metadata optimisations, check out our Creating a Successful ASO strategy from the Start post.
OUR TIP: Use your ASO intelligence tool to compare the keyword ranking for each of your strategic keywords with the results of your closest competitors. This will allow you to see where the biggest impact can be made on your strategic keywords.
#2 Total Keywords Indexed
This is probably one of the most overlooked ASO growth metrics that can have a significant impact on your app’s visibility. Total keywords indexed stands for the total amount of terms your app appears for in the app stores’ search results. A high number of indexed keywords will drive more users to your listing, increasing your visibility and overall ranking. To find out how many keywords your app is indexed for, use an ASO intelligence tool, such as CheckASO. It will also provide you with useful insights into your app’s keyword ranking performance.
In the example above, the app is indexed for 1134 keywords in total with 59 being in the top 10. But how do you know if these are good results? Select 3 to 4 competitors and use them as a point of reference. If the number of keywords your app is indexed for is lower, concentrate on increasing this metric by optimising your metadata. If you are seeing a negative decline in total keywords indexed over time, then more effort should be placed on the regular optimisation of your app’s visibility as part of your ASO.
#3 Organic Search Traffic
Organic search traffic tells you how many users have found your app through searching for a particular query in the app stores search tab. This is a particularly important ASO growth metric as it tells you whether your App Store Optimisation efforts, such as metadata optimisations, are successfully driving users to your app’s listings. Keyword optimisation plays an important role in this instance. The higher your keyword ranking for strategic keywords, the higher your app will come up in search results, increasing its chances of being discovered by new users.
To analyse your organic search traffic results, head to your App Store Connect or Google Play Console. If you notice a decrease in search traffic, identify the worst performing keywords and replace them with new keywords that may deliver better results. Keep in mind that your keyword strategy should be unique to each of the app stores and based on the behaviour data of android and iOS users gathered over time.
#4 Organic Browse/ Explore Traffic
The next crucial ASO growth metric to monitor is Organic Browse (App Store)/Explore (Google Play) traffic. Browse/Explore traffic takes into consideration all users who visited an app store listing while exploring the app stores, without actively searching for a brand or a keyword. This type of traffic is, in theory, free from targeted paid campaigns. That means that users acquired through Browse or Explore are truly organic and ready to experiment with your app from the get-go.
But why is it important to track this ASO growth metric?
Let us explain. Sad as it may seem, users are unlikely to find the app via Browse/Explore if its category ranking isn’t high (check out these 5 factors that impact your app category ranking), or if it hasn’t been featured by the app stores. So, if your app is being featured regularly (lucky you!), you want to track this KPI as it informs you whether your app is being well marketed to a wider audience and whether users are recognising its value. In a nutshell, it helps you understand if your app makes a good ‘first impression’.
Typically, impressions on Browse/ Explore when the app has been featured are very high because many people will be exposed to your product. Therefore, it’s essential your app listing is flawless and updated regularly. That means your screenshots and metadata need to be well optimised for conversion, which brings us to our next point: Organic CVR.
#5 Organic CVR
Organic Conversion Rate is one of the key ASO growth metrics to monitor as it measures the proportion of people who visited your app store listing and decided to download your app. This KPI informs you whether your app page is doing a good job in convincing as many people as possible to tap that ‘install’ button.
If you’re getting a lot of traffic to the listing, but your number of downloads is low, it indicates that user appetite for the app is high, but you’re not satisfying it with your app’s creative assets or copy elements of your listing. This means that your tone, branding or audience targeting is not quite right and needs improvement. When App Store Optimisation is done correctly, the organic conversion will be high (especially from Search as the intention to install is high). Therefore, make sure you optimise your app listing so anyone who visits your app’s product page immediately says: Yes, this is the app for me!
There’s no one-size-fits-all method when it comes to mobile app marketing. Therefore, setting those ASO growth metrics from the start will not only help you make informed, data-driven decisions, but will paint a clearer picture of where you should focus your growth efforts to drive future improvements.
If you want to find out more about how improving the mobile customer experience can impact your app marketing campaign or you have any app marketing questions feel free to reach out to the Yodel Mobile Growth Team. Additionally, you can sign up to our newsletter for exclusive industry updates and app marketing insights from the ASO Agency of the Year. Want to find out more about optimising your app? Make sure to subscribe to our Mastering Mobile Marketing video series. Follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #AppMarketingUK LinkedIn group.