Consumers browsing in an app store are more likely to download based on an app’s content and presentation. Companies need to focus on the page content that they create for their mobile apps and on App Store Optimisation (ASO) to get customers to conversion, according to Gilad Bechar, CEO and founder of mobile marketing agency Moburst.
It is not enough for companies to create marketing content for products. Bechar says that consumers spend a mere three to six seconds deciding to install an app, which means that the content must entice these users to complete an installation. Businesses already use tools to test their marketing content, and extending that to the language used to encourage downloads is a smart step.
The way that an app is presented in an app store is also key to developing a customer base through the store’s search engine. These “organic traffic” customers are more inclined to use the app than customers curated by advertisements.
According to Bechar, businesses need to utilise ASO, the SEO equivalent for mobile apps, as it is the content strategy necessary to bring in and keep customers. It ensures that when a customer searches for a product sold by Company A, a search of the app store will bring up Company A first.
Companies in the gaming and mobile sectors have been exploiting ASO’s potential. With in-house teams performing ASO, including content development, these companies command a competitive edge.
Mobile app businesses that cannot dedicate internal resources to content improvement can use digital marketing services to bridge the gap between customers and conversion. However, digital marketing for mobile apps is not the same as for a website storefront. Some digital marketing companies are not up to the task of proper app optimisation. This results in ASO that doesn’t do the work of driving downloads.
Bechar states that companies are making the mistake of spending millions on tasks that do not improve ASO, such as efforts to drive consumers to mobile apps. He says: “Effectively executed ASO lowers the cost per installation by over 20% on average, in our experience. The impact this improvement can have on ROI is significant, and the results over time can be more effective than any other app marketing effort.”