This Is The Best Time To Shout Out To The Mobile Gamers Of The World!
This article, that dearly emphasizes on the top 9 ways marketers can market their games, was originally published on the WebEngage blog.
There are different ways you can market a mobile app or game, and in this article, we’re going to review them all one by one and see how combining them can (& will!) make your app’s visibility + downloads take off. The app industry is getting more and more crowded, so you need to make sure you can market your app properly to make it stand out from the other ones.
1. App Store Optimization (ASO)
App Store Optimization is the base of any mobile growth strategy and you can’t even think of marketing an app properly without working on ASO. Before anything else, let’s set the foundations and begin with a quick ASO definition.
App Store Optimization is the process of optimizing a mobile app or game with the objective to increase its visibility (on the app stores in Search & in Explore) and its conversion rate to download. The idea is to generate maximum organic downloads, to reduce UA (User Acquisition) costs and in the end, to generate more business. In other words, ASO = traffic + conversion.
It is important to understand that ASO is an ongoing process and that you most likely won’t see instantaneous results. It is constantly evolving so you need to stay up-to-date and continuously experiment with your ASO strategy.
2. Market & Keyword Research
The first step you should work on is the market and the keyword research, i.e. getting the base for your app or game listing optimization.
Market research is really important as it will enable you to have a look at what are the best practices and what’s not in your specific market. You will also discover who are your main competitors and be able to study their ASO strategy. By studying the market, you’ll also be able to find ways to differentiate from the competition.
Together with market research, you should work on keyword research. It is also essential to your ASO strategy to optimize your listing with the right keywords. If you’re just beginning with your app, focus on mid/long-tail keywords with low competition, and periodically change them for increased visibility.
When you’ve studied the market, analyzed your competitors, done a proper keywords research, it’s time to start the fun work: optimizing!
3. Optimization & A/B testing
Now that you’ve analyzed the market properly and know which keywords you need to work in the listing, how should you actually optimize it?
Optimization has two goals, as we mentioned earlier: visibility (in Search and in Explore) and conversion rate.
There are two kinds of factors in App Store Optimization. Each factor can have an impact on visibility, on conversion rate, or on both of them. You should keep them all in mind:
- On-metadata factors — they are 100% controlled by the developer:
- App Name / Title
- Subtitle / Short Description
- Promotional Text (App Store)
- Keywords field (App Store)
- Visual assets (icons, screenshots, and videos)
- Listing Localization
- Developer Name (Google Play)
- URL (Google Play)
- In-App Purchases names (App Store)
2. Off-metadata factors — they are not controlled by the developer but he can still have an influence on them:
- Installs volume
- User Ratings & Reviews
- Backlinks (Google Play)
In this App Store Optimization guide, you will discover how each factor impacts Search, Explore or both, and how to optimize them all on the App Store and on Google Play.
However, optimization does not go alone. Once you’ve optimized the app/game listing, it’s time to find out if the content really works. To do so, you can do A/B testing. It enables you to compare two different versions of the listing & find out which of the two works best, i.e. provides the app with more visibility and higher conversion rate. During the test, half of the traffic will be sent to version A and the other half to version B of the listing. For A/B testing to be really efficient, you should have the same listing with only one factor changed so that you see the difference that this unique element brings to the visibility and conversion rate.
Sounds like too much information? Breathe and let’s not crowd Medium much. Switch to the blog and complete reading all the 9 points, whenever you’re ready!