5 App Store Optimization Tools to Drive More Momentum With
If there’s a new restaurant serving up delicious food, a groundbreaking cooking device, or even a life-changing cookbook, but no one knows about it,...
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The number of mobile apps in the Google Play and Apple App Store has grown exponentially over the last several years. Together, they now host over 4 million apps (Statista). In such a crowded space, simply having an app is far from enough.
The real challenge is standing out and staying competitive in the restaurant and c-store markets where customer expectations are high and growing every year. This article will help you develop a successful ASO app marketing plan to achieve lasting visibility and growth.
Much like search engine optimization (SEO) improves website visibility through keyword optimization and content improvements, App Store Optimization (ASO) serves the same purpose as app store's search engine (Google Play Store and Apple App Store).
For example, if you operate a food delivery app, ASO would involve incorporating relevant app keywords—such as "fast food delivery" or "order food online"—into your app’s title and description, using high-quality visuals like screenshots and intro videos, and encouraging positive user reviews.
To begin a successful app store optimization strategy, you need to focus on three pillars:
Building a solid ASO foundation starts with understanding that keyword research is an ongoing process. This is not only influenced by your app’s goals and business needs but also by market trends, industry changes, and user behavior.
1. Keyword Research
Effective keyword research requires identifying the words, phrases, and questions your target audience segments are searching for. Tools like Google Keyword Planner help you discover relevant keywords, analyze competition, and track search trends.
For example, you run a restaurant reservation app. Start with primary keywords like "restaurant reservations" and "book a table." Then, use tools to discover long-tail keyword variations like "restaurant takeout." It’s also important to consider location-based keywords, like "Los Angeles food delivery," especially if your business is located near a major metro area and there’s sufficient search volume for geographic keyword variants.
2. Optimizing App Title and Description
Your app's title must be clear, concise, and include high-impact keywords without being keyword-stuffed. It should immediately communicate your app’s core value, making its usefulness obvious to users.
Your app’s description should include a comprehensive overview of its key features and benefits, showcasing positive reviews and emphasizing what sets it apart from competitors. Many successful restaurant and c-store apps drive engagement by offering exclusive discounts or bonus rewards accessible through in app purchases, encouraging users to explore more features.
Below are the four visual elements that improve your app’s appeal and prompt more downloads:
Your app icon must be clean, simple, and memorable. Avoid too much detail or text as this reduces clarity. Ensure the icon reflects your brand with consistent colors and design elements.
App screenshots must highlight your app’s key features clearly and concisely, using high-resolution images that are easy to understand. Arrange them to showcase the app’s flow, ensuring they create a strong first impression.
Videos engage users and reveal features that are hard to convey in screenshots. Here are three ways to maximize your videos:
Localized imagery helps your app resonate with users from different backgrounds. Tailor images, captions, and designs to multiple cultures and preferences.
Constantly test different visuals (e.g., icons, screenshots, videos) and keyword combinations to discover what works best. Use the results to refine your app's appearance and improve conversion rates.
User ratings and reviews are crucial in shaping your app’s reputation and credibility. Consumers don’t have time to test multiple different apps and hope to discover one that works.
They need to make brief, gut-level decisions based on prominent app reviews from strangers. Here’s how to make sure your app is among those they consider.
Positive reviews not only help your app gain visibility but also foster trust with potential users. Timing is everything—request feedback when users are most engaged and satisfied, like after successfully booking a table or completing an order.
Use subtle in-app prompts to request feedback following positive experiences, and consider offering incentives like discounts, exclusive features, or loyalty points in exchange for reviews.
Always show appreciation for feedback, whether positive or negative. This makes users feel valued and more likely to engage with your app again.
Receiving negative feedback for your services or products is inevitable. While some reviewers’ feedback may be more legitimate than others’, your response determines how your business moves forward. Here are four tips for proactively managing negative feedback:
Localization is essential for reaching a wider audience and making your app appealing to users in different regions and cultures. Keep reading to discover time-tested strategies.
Users are likelier to engage with apps relevant to their cultural and linguistic preferences. By localizing your app, you ensure it resonates with users on a deeper level, improving user experience and increasing the likelihood of downloads.
When your convenience store or restaurant is successful enough to expand your app globally, it’s crucial to know every region has unique preferences, habits, and behaviors. Geographic, ethnicity, and language-based cultural nuances dramatically influence how your app is discovered, received, and shared.
Here are three tips with which to tailor your ASO strategy for a global audience:
1. Localize Your Metadata
Make sure your application title and description are optimized for region-specific terms that boost visibility.
2. Adapt Visuals for Local Tastes
Customize visuals—like icons, screenshots, and videos—to align with local preferences and cultural aesthetics.
3. Tailor App Store Descriptions
Adjust app descriptions to resonate with users in each region. Highlight key features that cater to local needs, whether that’s speed, convenience, or another factor unique to that market.
Tracking and testing are fundamental to optimizing digital performance, allowing you to improve results, return on investment (ROI), and overall outcomes.
To evaluate the effectiveness of your app store optimization strategy, focus on key metrics such as keyword rankings, download rates, and user engagement. Use tools like Google Analytics, App Annie, and Sensor Tower.
By testing variations of titles, descriptions, visuals, and screenshots, you’ll identify what resonates most with users and optimize your app for higher performance.
These two advanced tactics focus on leveraging external factors, optimizing for long-term growth, and staying ahead of industry trends.
Securing backlinks from trusted websites and social media improves your app’s visibility, boosts credibility, and accelerates its search rankings.
To increase your chances, focus on delivering a seamless user experience, keeping your app updated, and engaging with app store teams during key promotional events and special campaigns.
Here are four key tips to seamlessly incorporate ASO into your restaurant or c-store business's digital marketing plan:
Cross-promotion is using your current marketing channels to support your ASO strategy. This means directing traffic from your website, blog, social media, email campaigns, and other apps or products to your app store listing.
Running ads on platforms like Google, Facebook, or even Apple Search Ads is a powerful complement to your ASO efforts. By targeting keywords like “restaurant reservations” or “food delivery near me,” you ensure your iOS app’s messaging is consistent across both paid and organic traffic and channels, driving traffic to your app store listings and increasing visibility.
Social media marketing has become a timeless tool to drive traffic to your app’s store page on platforms like Apple’s App Store and Google Play, increasing your total volume of app downloads. Post about your app on social media after major updates or brand new features.
Send personalized emails to users, especially after they’ve completed key actions like booking a reservation, making in-app purchases, or completing their first order. Encourage them to leave honest reviews.
App store optimization is an ongoing process that requires continuous research, monitoring, and refinement. Regular updates to both your app and its ASO elements are essential for maintaining long-term visibility and user engagement.
Additionally, staying ahead of app store algorithm changes is crucial—adapt your strategies to new ranking factors and continually test and adjust your app’s metadata, visuals, and user experience to keep improving performance.
An effective ASO strategy focuses on three core components:
Here are four practical tips to align your ASO with other efforts:
Creating a scalable ASO marketing plan is just as important as executing it effectively. It requires a strategic approach that aligns with your brand’s identity, highlights its unique features, and prioritizes customer feedback.
By implementing key strategies like keyword research, visual optimization, user reviews, and regular updates, you'll elevate your app store visibility and drive user acquisition—securing long-term success in a competitive market.
Want to empower your ASO strategy? Contact our team now to discover how building user-friendly mobile experiences from the beginning makes a significant difference in boosting visibility, driving customer engagement, and accelerating growth through ongoing ASO.
Want to coordinate your ASO and online ordering efforts? Download our 2024 Online Ordering Guide.