App Store Optimization is becoming an increasingly hot topic as we start 2016.
So let’s dispel some common misconceptions and myths surrounding ASO:

Myth 1:
Your app’s screenshot images should be in chronological order.

The Truth:
Logically and sensibly, one would assume chronological order is the best way to show off and explain how your app works. However, the reality is that few people actually scroll beyond the second image, and even fewer view the full gallery. In both iOS and Google Play, fewer than 10% of people view the full set of images, meaning you really only have one screenshot (or possibly two at maximum) to captivate potential users. The image gallery is one of the most important aspects of your apps page – over half of app store users view only the content above the fold-line before deciding whether or not to install the app.

Solution:
Use your most eye catching and powerful image as the first screenshot in your image gallery: don’t save the best for last.  In Google Play, focus on an effective Featured Graphic and short description text.

Myth 2:
Your app’s icon is the most important element of App Store Optimisation.

The Truth:
Your icon is the one element from the app stores that follows users beyond the download so it is an important aspect of app store optimisation. However, in terms of persuading app store users to download your app, your images, video, ratings and title are much more influential than your icon. Users tend not to notice subtle tweaks and changes to app icons, and will not make her break a decision whether or not to download an app.

Solution:
While and eyed catching icon is an important part of app store optimisation, hours spent on minor alterations are probably best spent on other elements of your apps page on the app stores. Icons which help uses visualise particular functionality of your app are most effective.

Myth 3:
The same creative fundamentals apply equally to Google Play and iOS.

The Truth:
Although both platforms have the same general purpose and layout, the structures are quite different and as such, so are their users. There are also subtle differences between the two stores, such as the number of characters permitted for app titles. As a result, the same creative layout which performs well on Google Play me not necessarily perform as well on iOS. Research shows  that Google Play users are much more likely to make a decision whether or not to install your app without engaging with your apps page, where has iOS users are more likely to watch videos and view your image gallery.

Solution:
Design your apps page separately to be most effective for each app store, capitalising on the differences between the stores highlighted in this article. For Google Play, focus on an effective Featured Graphic, title and short description. Where as for iOS, your set of screenshots for your image gallery should be the priority.

 

ISFX Media is a leading creative agency for App Store Optimisation, and an award-winning web design and online marketing company. Contact us to discuss your project.