Five KPIs to measure the ASO performance of a mobile app

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Many view app store optimization (ASO) as the unofficial sibling of search engine optimization (SEO). The emphasis on keywords and organic visibility in both is the prime driving force behind this perception. Even though ASO works towards app store visibility and SEO towards search engine visibility, the overarching theme is still the same.

The key difference between the two on an analytical level is the use of essential KPIs. Anyone who has worked on a website’s SEO would know the endless list of important KPIs. Search rankings are only the beginning. Specialized metrics such as page authority, page ranking, domain authority, domain ranking, referring domains, and more help SEOs assess the organic visibility of their websites.

ASO doesn’t have a similar level of emphasis on metrics. Many app companies set up an ASO-optimal app listing and call it a day. In reality, ASO doesn’t end here. App companies have to keep evaluating their organic visibility on app stores. This naturally requires a closer look in the world of ASO KPIs.

App development became simple the day no-code app makers enabled companies to create premium apps. Now anyone can use tools like AppMySite to build a WordPress or WooCommerce app for Android and iOS. The next challenge is app marketing and the path begins with app store optimization.

This piece provides a comprehensive view on the five KPIs that help assess the progress of an ASO push.

Table of contents

 #1 - Keyword ranking

 #2 - App downloads

 #3 - Ratings and reviews

 #4 - Conversion rate

 #5 - Category ranking 

#1 - Keyword ranking

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The first and most obvious place to start is keyword ranking.

App companies working on ASO identify the specific keywords they want to rank for. There are a number of ASO tools that help in this regard. These keywords are then added to app metafields such as app name and app description.

It is up to marketers from this point to monitor the ranking of their app on each keyword they target. Any effort they make to optimize their app listing must translate into an increase in app rankings.

There are a number of tools app companies can use to track rankings. They can also do it manually.

Tracking rankings helps marketers assess whether their efforts are actually translating into rankings. Only decent rankings can eventually lead to an improvement in app downloads and increased visibility. It is thus important to constantly track app store rankings regularly to assess the effect of every little optimization effort made.

#2 - App downloads

The ultimate goal of every ASO push is getting organic downloads. There is no other reason to work hard on optimizing an app listing. Even major apps like Spotify optimize their app listing to get organic downloads. Look at the picture below and note the app title.

Source: Google Play

Spotify has optimized its title to fit in relevant keywords and enhance overall visibility.

App companies have to similarly optimize their own app page metafields to enhance visibility. One way of evaluating the success of every little ASO action is checking its effect on overall organic downloads.

Doing this helps app companies evaluate the viability and importance of their overall app actions.

Every time you change your app name, tags, description, or even notice a change in app rating, check your download numbers. Most importantly, you should check downloads every time there is a change in your keyword rankings. Correlating rankings and downloads is the essence of app store optimization. 

#3 - Ratings and reviews

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App stores naturally favor apps that have a decent rating and a positive set of reviews. This generally translates into app store rankings as well. Apps with great ratings generally get higher rankings too.

Tracking ratings and reviews is thus a natural course of action. This doesn’t mean app companies must actively seek to manipulate their ratings and reviews.

The smart approach is to create a framework where happy app users are convinced to leave positive reviews and 5-star ratings. Companies generally do this by incentivizing happy users to leave reviews with special deals and offers.

This is not a bad idea, but app companies must not explicitly ask users to leave positive reviews for rewards. App stores would see this as manipulation and penalize the app through various channels.

#4 - Conversion rate

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The conversion rate represents the number of people who download the app after arriving on its app store page. A low conversion rate would suggest some problem in the app listing itself.

Let’s say a user arrives on an app listing page. What would make the user not select the Install button? You can afford to leave aside subjective reasons that you cannot control like slow internet speed or device storage savings.

The first reason a user may not hit the Install button is the visual appeal. Users are attracted to the app icon and screenshots before they even get to the app title and description. In many cases, users don’t even check the description. A good app icon design and an attractive set of screenshots is the first and obvious way to optimize conversion rate. You should then turn your focus on app name and description.

App size can also be a factor in low conversions. Uploading an AAB build instead of an APK file can significantly reduce app size and enhance conversion rate many times over.

App companies work very hard to get good app rankings. It is thus vital to ensure anyone arriving on the app store page is converted into an app user. Thus, conversion rate optimization is very important.

#5 - Category ranking

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Category rankings are slowly losing their importance. Google Play is already lowering category section display. A good category ranking is just a vanity metric from an app downloads standpoint.

However, tracking category rankings can help you measure your ASO performance against other competitors. You can carefully analyze your competitors and make note of the changes they make to their app listing. Despite not contributing directly to app downloads, category ranking as a metric helps in competitor analysis.

In conclusion

Getting organic downloads is important for any app company as it reduces overall acquisition costs significantly. A large part of this process must be devoted to optimizing key ASO metrics.

Mobile app builders have already made app development easy. Tools like AppMySite can help users create a WordPress mobile app in a matter of minutes. This piece provides a complete guide to the essential ASO KPIs that can help you assess the performance of your app listing.