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1、App Store Optimization Playbook by Sensor Tower Understand organic growth best practices to increase search visibility and conversion rates for downloads Sensor Tower Copyright Reserved 20222Privacy has been the top theme for marketers since Apple introduced the App Tracking Transparency(ATT)framewo
2、rk in 2021.Google is working on a similar concept thats“less disruptive”with their Privacy Sandbox.These changes have affected how mobile apps in every industry acquire users.Per Business of Apps,the CPM rate on Facebook has grown 258 percent from$3 in January 2020 to$7.60 in April 2022.This increas
3、ed cost in acquiring users via paid advertising has pushed mobile app marketers to double down on organic acquisition.In this playbook,well use the Sensor Tower platform to find the top organic growth trends to increase your apps visibility in the App Store and Google Play and boost downloads.Well s
4、how how you can experiment with organic optimization,how changes made to an apps title,description,and creatives can jumpstart growth,and the best practices for app store optimization(ASO)so that you increase search visibility and conversions for your app.Using Sensor Tower to build their ASO strate
5、gy,Depop was able to increase Search Visibility by 66%between Q4 2021 and Q2 2022.IntroductionSensor Tower Copyright Reserved 2022301-What is ASO?And Why is it important?-What is ASO -Why is it important 02-How to find and select keywords with the highest potential?-How to find keywords at Sensor To
6、wer -How to grade which keywords to use -Case study:Stumble Guys(for App Store)03-How to optimize an app for App Store?04-How to optimize an app for Google Play?05-Why are app screenshots important and how can they be optimized?Table of ContentsSECTION ONEWhat is ASO?And Why is it Important?Sensor T
7、ower Copyright Reserved 20225What is ASO?“Keywords refer to the subject or topic of a content piece that is the basis of a search query.To maximize search engine marketing,organizations should select appropriate keywords,both in terms of search frequency and competitiveness.”-American Marketing Asso
8、ciation Every search phrase or“keyword”input into a search bar has a different set of search results.One website or app might rank high for one search term,but much lower for what may seem like a strikingly similar search phrase.App Store Optimization(ASO)involves this very same concept of placing k
9、eywords into apps titles and descriptions in order to rank higher in the search results and improve visibility on the App Store and Google Play,thereby eventually increasing organic app downloads.However,keywords are not the only things that matter.Just because you add a keyword to your apps metadat
10、a doesnt mean that you will automatically rank for it.Some app publishers add a target keyword to the description of their app multiple times and wonder why they arent ranking.Often,its because there are many other factors that go into search rankings in addition to the presence of keywords.The numb
11、er of downloads,ratings,uninstalls,and engagement all play a role in determining the overall ranking of your app,and they are therefore also important factors that can lead to a high conversion rate.In summary,ASO mainly focuses on two core pillars:keyword optimization and conversion rate optimizati
12、on.Sensor Tower Copyright Reserved 20226Why is it Important?Apple Search Ads states that over 70%of App Store visitors use Search to discover apps.Based on this data,its essential for your app to rank for keywords that people are searching for when they want to download.Furthermore,all users will ev
13、entually visit a product page whether they land on it through social media ads,search ads,or otherwise.A well optimized product page can convince users to click on the download button,which leads to a higher conversion rate.Comparatively,investing in ASO can potentially drive thousands of downloads
14、a day for the relatively low cost of an effective ASO tool along with a few hours of research every month.Its one of the most cost-effective ways of driving downloads on app stores.Above all,ASO works.It can drive organic growth when executed well.Tapps Games provides a great case study on how ASO c
15、an benefit you in increasing your number of downloads and improving the success of your app.Tapps Games was originally an enterprise Business app developer;however,they decided to move into the games market with no experience in the gaming industry.After a difficult transition,Tapps Games was able t
16、o hit over 10 million downloads in the gaming industry in under two years,thanks in large part to their ASO strategy.SECTION TWOHow to Find and Select Keywords with the Highest PotentialSensor Tower Copyright Reserved 20228There are a lot of factors to consider when deciding whether a keyword is a g
17、ood one.Its a process that may also take a lot of trial and error before you come across the right keywords for the app youre looking to optimize.As an app evolves and becomes more well known within the app stores,the best keywords to target will also evolve.In this section,you will get a glimpse of
18、 how to find keywords and grade them to choose the final set.So,What is a Good Keyword?Sensor Tower Copyright Reserved 20229 Keyword Rankings:Track daily keyword rankings for any app or multiple keywords across multiple apps.You can track these keywords across multiple countries and view key metrics
19、 such as their traffic score,difficulty score,density,and downloads.Keyword Overview:An easy way to measure an apps overall ASO performance for a list of keywords over time.Keyword Overview takes the keywords that youre already tracking in Keyword Rankings and shows you how many keywords youre ranki
20、ng at No.1,No.2-3,No.4-5,No.6-10,and so on.Keyword Downloads:Estimates the downloads an app earns from all the keywords it ranks for.With Keyword Download estimates,you can better understand the impact of your ASO efforts,help inform your user acquisition campaigns,and discover which terms are drivi
21、ng your competitions downloads from Search.Keyword Optimization*:Empowers you to use your keyword character count in the most efficient way possible.Learn which keywords are recommended and which are taking up precious space that you could use more wisely.Keyword Research:Reviews potential keywords
22、to optimize your keyword selection.View a keywords Traffic and Difficulty Scores,as well as the apps currently ranking for the researched keyword.Keyword Suggestions:Helps you identify the most valuable keywords and phrases to use within your string of keywords.With this module,you are able to view
23、keywords based on the keywords your selected app is currently ranking for on the selected app store.Keyword Translation*:Translates your newly selected keywords from Keyword Suggestions,Keyword Spy,or your own keyword list,into multiple languages with a single click.Keyword Spy:Helps you evaluate co
24、mpetitors keywords and keyword selection strategies by pulling in the keywords your app and another selected app are currently ranking for within your selected store.How to find Keywords at Sensor Tower:Understanding Sensor Towers ASO Module(*only available for apps in the App Store)Sensor Tower Cop
25、yright Reserved 202210 Traffic Score(out of 10):Determines how often this specific keyword is searched within the app store.A higher traffic score means more people are searching this term,and more people will see the apps ranking for this keyword.Difficulty Score(out of 10):Determines how hard it i
26、s for an app to be ranked first for this keyword.A lower difficulty score means it will be easier to rank in the top search results when this keyword is searched.Apps with a higher number of downloads may find it easier to go after keywords with a higher difficulty score.Density:A measurement of how
27、 frequently a keyword is used in an apps storefront page.It counts the number of occurrences of the keyword in the apps Title,Description,and either Subtitle(App Store only)or Short Description(Play Store only),and then divides that number by the total number of terms.For example,if a keyword appear
28、s three times in a hundred-word storefront,it has a Density of 3%.Words like to and or are discarded.Downloads:An estimate of how many downloads come from each keyword.Estimates are for a one-day period,two days ago.How to find Keywords at Sensor Tower:Understanding Sensor Tower StatisticsKeywords a
29、re organized on Sensor Tower with the following attributes:SECTION TWO(CONTINUED)How to Grade Which Keywords to Use Sensor Tower Copyright Reserved 202212Keyword depth is figuring out which keywords to use that will have high levels of visibility and engagement to influence downloads.How do we grade
30、 which keywords to use?What kind of keywords should we include?The right mix of keywords will determine an apps success in user discovery.Etsy repeats the keyword“Goods”in their app title,subtitle/short description,and description.Lets explore replacing one instance of the“Goods”with another keyword
31、.Using Sensor Towers ASO module,we looked at each keywords traffic score and ranking difficulty.The ideal ratio of highest traffic score to lowest ranking difficulty isnt always possible so well base our strategy upon the best available keywords with the most potential.Heres an overview of each uniq
32、ue keyword within Etsys title and subtitle.Look at Traffic&Difficulty(1/3)Traffic3.07.4Difficulty3.58.31.59.5Traffic6.39.5Difficulty0.68.73.45.4CustomCreativeGoodsShopHandmadeVintageSensor Tower Copyright Reserved 202213“Goods”yields the second lowest traffic score and ties for the highest difficult
33、y.If we substitute it with another keyword,app visibility would increase with the higher search volume.Ideation of keywords is a unique creative practice.Its best to use various sources as inspiration to come up with competitors to challenge our incumbents.For this practice,we dug through Etsys Keyw
34、ord Downloads,browsed a thesaurus,and used Keyword Suggestions in Sensor Tower to come up with various options.Look at Traffic&Difficulty(2/3)Traffic5.27.8Difficulty0.57.44.39.4Traffic5.07.8Difficulty4.89.1FashionItemsSellDesignClothesSensor Tower Copyright Reserved 202214“Fashion”and“Design”topped
35、our list based on traffic scores and equal ranking difficulty.Each word fits nicely in the title if you remove“&”and“Goods.”This change adds an additional keyword to boost traffic and improve user visibility for Etsy.Look at Traffic&Difficulty(3/3)Custom Creative Fashion(29/30)Custom Creative Design
36、(29/30)Relevance is also important Another aspect that you also have to consider when choosing a keyword is how relevant it is to the function of your app.It cant just be loosely related.It has to be a keyword that people will search for when they want to find an app like yours.For example,if you ha
37、ve an app about dog training,keywords like“leash,”“dog,”and“collar”might be the first keywords that come to mind.However,if someone were looking for an app to help them train their dog,would they search for those words?Probably not.Keywords such as dog obedience,teach to fetch,and dog whisperer are
38、better keywords to consider first.Your ideas will still have to pass the next two criteria,but now youre on the right track.Case Study:Stumble Guys(for App Store)SECTION TWO(CONTINUED)Sensor Tower Copyright Reserved 202216You can extract terms from your apps metadata,such as brand name,descriptive w
39、ords(can be long-tail),publisher name,relevant words(e.g.game platform,IP,etc.),and so on.One:Brainstorm KeywordsSensor Tower Copyright Reserved 202217You can check which keywords are currently ranked high for your app.When you take a look at the keywords“online games”/“Juegos online,”you can defini
40、tely see that your app has been highly ranked for these keywords in the selected time range.Similarly,when you analyze your competitors apps,you can also detect that they have added or deleted those keywords through their new ASO strategies.Analyze a competitors keyword ranking to see if theyre leve
41、raging any successful keywords that you havent utilized.Add those high ranking keywords to your ASO strategy.Keyword Ranking:Improving Visibility“Online Games”“Juegos Online”Sensor Tower Copyright Reserved 202218You can toggle to another view with multiple keywords in one graph,which makes it simple
42、 to grasp how the rankings have drastically increased or decreased.For example,you can input the keywords below to compare their performance,as well as discover more keyword suggestions on the right-hand column.“juegos/multiplayer/falling/online/fall/Battle Royale/multiplayer/gamefly”Keyword Ranking
43、:Improving VisibilitySensor Tower Copyright Reserved 202219As the downloads driven by“Other”keywords increase,a wider variety of keywords start converting to downloads for Stumble Guys.You might then consider adding these new terms to your ASO strategy.On the other hand,as the download share through
44、 the keyword“stumble guys”(based on the app name)decreases,then its possible that competitors are using this keyword to attract traffic to their apps.This can also be an indicator worth keeping an eye on while monitoring your competitors.Keyword Downloads:Improve ConversionSensor Tower Copyright Res
45、erved 202220To get accurate results,you can assign the most relevant keywords a higher weight.Keywords with higher weight will be considered more important by the module when generates its suggestions.Adjust the weight on each seed keyword and see the keyword suggestions on the right side.Keyword Su
46、ggestionSensor Tower Copyright Reserved 202221Two:Identify CompetitorsSensor Tower Copyright Reserved 202222Finding direct competitors is another critical component of your ASO strategy.When you toggle each keyword on the Sensor Tower platform,you can see at a glance other apps ranking high for that
47、 keyword.Find Target CompetitorsSensor Tower Copyright Reserved 202223Advanced search is another module you can use to discover potential competitors.Typing in a specific keyword will generate a list of apps that are using that keyword.Advanced SearchSensor Tower Copyright Reserved 202224The search
48、results in Keyword Research sync with actual results from Apples App Store,and you can select potential competitors from the list shown below.Key ResearchSensor Tower Copyright Reserved 202225Once youve found a direct competitor,you can browse the list of keywords the app is using and get insight in
49、to which keywords you might have missed.Keyword SpySensor Tower Copyright Reserved 202226Three:Keyword OptimizationSensor Tower Copyright Reserved 202227Insert a keyword string from brainstorming to get its keyword character count and suggestions for additional terms.Keyword OptimizationSensor Tower
50、 Copyright Reserved 202228Once youve identified potential keywords,you can use the Keyword Research module to predict how they will perform before including them in your ASO strategy.In the Predictive Keyword Ranking section,you can see the likelihood of your app to be among the top 10 as well as th
51、e relevant apps that are ranking high for the keyword.Keyword ResearchSensor Tower Copyright Reserved 202229Four:Monitoring Keyword PerfomanceSensor Tower Copyright Reserved 202230You can compare your apps performance two weeks before you updated your keywords to its performance afterward by using t
52、he Keyword Overview module.This empowers you to understand your apps performance by comparing the total number of keywords,as well as which ones your app is ranking higher for,as suggested by the darker parts of the chart.Keyword OverviewSensor Tower Copyright Reserved 202231Create a custom tab with
53、 keywords youve found and keep monitoring their rankings and downloads.Keyword Ranking:Custom TabSensor Tower Copyright Reserved 202232Keep going!As you have probably seen by now,choosing keywords is a balancing act.You want to use keywords that are relevant,but you also need to find the sweet spot
54、between difficulty,traffic,length,and keyword combinations.The only way to figure out whether your keywords are working is to continually monitor your keyword performance.Remove keywords that arent ranking in the top 10 and replace them with keywords on your list that look good.Be willing to experim
55、ent and find out what works and what doesnt.Five:Test,Test,Test!SECTION THREEHow to Optimize an App for App Store?Sensor Tower Copyright Reserved 2022IconRatings&Editors ChoiceProduct Page ArtworkApp Name&SubtitleCategory&Category Rank34iOS App Store ASOKeep in mind that Apples App Store has signifi
56、cantly different rules from Google Play.On the App Store,developers have control over their Icon,App Name,Subtitle,Category,and Screenshots.Users are shown other key metrics like Ratings,Category Rankings,and Editors Choice Badge.Each app has 30 characters for the App Name,30 characters for the Subt
57、itle,and a private 100 character Keyword Field.Each of these elements acts as a key component in an apps organic growth efforts.Keywords that are in the title and subtitle dont need to be repeated in the 100 character keyword string,as iOS already indexes for them and theres no additional benefit.Th
58、e objective is to maximize user visibility by using relevant keywords for a market category.Lets look at how these apps in different market segments are utilizing this prime real estate.iOSCharacter Title:30 Character Subtitle:30 Character Promotional Text:170 Character Long Description:4,000 Charac
59、ter Keyword Field:100ScreenshotsSensor Tower Copyright Reserved 202235Optimize your Title and SubtitleWe selected apps from each category to look at their keyword utilization in their app names and subtitles in the U.S.for iOS.Every app has a different strategy when it comes to these key areas.Etsy
60、has the highest utilization rate of 97 percent and six unique keywords.Twitch has a 93 percent utilization rate and the highest number of unique keywords with seven.Cash App only includes its brand name in their title and captures four unique keywords.Etsy repeats the term“Goods”twice;however,it has
61、 a great utilization rate and number of keywords.Apple recommends avoiding keyword stuffing(i.e.repeating keywords in a title or subtitle)since they only query a unique search term once.Although Cash App has space to add 22 characters of additional keywords in their title,theyre already ranking at t
62、he top of their category charts,so additional keywords likely wouldnt make an impact on their organic acquisition.In this case,the Cash App team may have decided that maintaining brand equity in their title was more important than maximizing keyword depth.However,for a smaller app,adding more keywor
63、ds could lead to higher user discovery and a potential increase in downloads.Custom Creative Fashion(29/30)Shop Handmade&Vintage Goods(29/30)97%Live Game Streaming(27/30)Watch Fortnite,PUBG&IRL TV(29/30)93%Cash AppP2P.Banking.Bitcoin.Stocks.(30/30)63%(8/30)Sensor Tower Copyright Reserved 202236Picki
64、ng Keywords with the Highest Potential(1/3)(Although this was already discussed in the section“How to find keywords with Sensor Tower,”we will leverage it here again to show how to optimize an app for the App Store.)Keyword depth is figuring out which keywords will have high levels of visibility and
65、 engagement to influence downloads.How do we grade which keywords to use?What kind of keywords should we include?The right mix of keywords will determine an apps success in user discovery.Traffic3.07.4Difficulty3.58.31.59.5Traffic6.39.5Difficulty0.68.73.45.4CustomCreativeGoodsShopHandmadeVintageEtsy
66、 repeated the keyword“Goods”in their app name.Lets explore replacing one of the“Goods”with another keyword.Using Sensor Tower,we looked at each keywords traffic score and ranking difficulty.The ideal ratio of highest traffic score and lowest ranking difficulty isnt always possible,so we based our st
67、rategy on using the best available keywords with the most potential.Heres an overview of each unique keyword within Etsys title and subtitle.Sensor Tower Copyright Reserved 202237“Goods”yields the second lowest traffic score and ties for the highest difficulty.If we substitute it with another keywor
68、d,app visibility would increase with the higher search volume.Ideation of keywords is a unique creative practice,and we used various sources as inspiration to come up with competitors to challenge our incumbents.For this practice,we dug through Etsys Keyword Downloads,browsed a thesaurus,and used Ke
69、yword Suggestions in Sensor Tower to come up with various options.Picking Keywords with the Highest Potential (2/3)Traffic5.27.8Difficulty0.57.44.39.4Traffic5.07.8Difficulty4.89.1FashionItemsSellDesignClothesSensor Tower Copyright Reserved 202238“Fashion”and“Design”topped our list based on traffic s
70、cores and equal ranking difficulty.Each word fits nicely in the title if you remove“&”and“Goods.”This change adds an additional keyword to boost traffic and improve user visibility for Etsy.Picking Keywords with the Highest Potential (3/3)Custom Creative Fashion(29/30)Custom Creative Designs(29/30)*
71、As Apple automatically ranks the app for the keywords“free,”“app,”and“iPhone,”avoid including them in your keyword fields.Apple also automatically ranks the app for its category;in other words,the apps category is automatically added to the metadata,so including it again as a keyword wont boost its
72、ranking any further.Sensor Tower Copyright Reserved 2022Each one of these has an interesting combination of traffic and difficulty scores.After youve maximized your keyword string with optimal keywords,testing longer tail keywords could also garner compelling results.39Additional Keywords with Keywo
73、rd FieldThe keyword field is like backend SEO for your app and isnt visible to potential users.These strings are limited to 100 characters.Apple suggests not using spaces before or after the commas that separate keywords and keyword phrases in the field.Spaces are recommended to separate words withi
74、n keyword phrases such as in this example:“Property,Real Estate,House.”We used the terms from the last section as the building blocks to continue our keyword research,looking through Etsys description to find opportunities to increase our keyword coverage.These are important terms that are in an app
75、s description and should be considered while optimizing App Store organic growth.We added keyword phrases to test against singular terms when deciding what to include in the keyword string.Traffic0.57.4Difficulty4.39.45.07.8Traffic3.67.9Difficulty5.38.95.98.9ItemsSellDesignJewelryMarketplaceArt0.54.
76、32.25.82.67.4Curated CollectionsCuratedCollectionTrafficDifficultyTrafficDifficultySensor Tower Copyright Reserved 202240Key Takeaways30 Characters for Title,30 Characters for Subtitle,and 100 Characters Keyword Field.Use top keywords in the title that have the most impact on ranking.Take advantage
77、of the Keyword Field by including as many keywords as possible.Place the second highest ranking keywords in the subtitle.Along with the words used in the title and subtitle,Apple mixes and matches words in the Keyword Field.Because of this,no keywords should be duplicated between the Title,Subtitle,
78、and Keyword Field.SECTION FOURHow to Optimize an App for Google Play?Sensor Tower Copyright Reserved 2022Rankings&Install RangeScreenshotsShort Description&CategoryCategory RankIcon&App TitleEditors Choice Badge42Google Play ASOOn the Google Play Store,developers have control over their Icon,App Nam
79、e,Subtitle,Category,and Screenshots.Users are shown other key metrics like Ratings,Category Rankings,and Editors Choice Badge.Each app has 30 characters for the App Name,80 characters for the Short Description,and 4,000 characters for the Long Description.Each of these elements acts as a key compone
80、nt of an apps organic growth efforts.Google recommends using SEO Best Practices in the descriptions of an app on the Play Store.Think about how their web crawlers index and serve information to users as you craft your strategy on their platform.Focus on communicating the value users will get from yo
81、ur app by creating a combination of keywords and keyword phrases that align with your category.A crucial difference between Google and Apple is that its important to repeat high-priority keywords throughout your Google Play metadata.AndroidCharacter Title:30 Character Short Description:80 Character
82、Long Description:4,000Sensor Tower Copyright Reserved 202243Optimize your Title and Subtitle(1/2)We selected the same apps from the iOS example to show how strategies differ on each platform,while adding Coinbase for differentiation.We viewed each apps title and short description on Android in the U
83、.S.Most apps employ a similar strategy when it comes to their title on both the App Store and Google Play.Coinbase has the highest utilization rate with 79 percent and 11 unique keywords.Twitch has the second highest utilization rate with 75 percent and nine unique keywords.Etsy is close behind with
84、 a 74 percent utilization rate and 11 unique keywords.Cash App only includes its brand name in the title and captures four unique keywords within its title and short description.Buy&Sell Unique Items(29/50)Shop our global marketplace of handmade,vintage and creative goods(69/80)74%Live Game Streamin
85、g(27/50)Multiplayer games,live e-sports,and gaming chat.We saved you a seat.(70/80)75%Cash AppP2P.Banking.Bitcoin.Stock.29%(8/50)(30/80)Buy,sell,hold&trade crypto:Bitcoin,Ethereal,Solana,Uniswap&more.(74/80)79%Buy Bitcoin&Ether(29/50)Sensor Tower Copyright Reserved 202244Optimize your Title and Subt
86、itle(2/2)Coinbase has a great utilization rate and a high number of keywords used in their title and short description.They repeat“Bitcoin,”as is recommended for high-priority keywords on Google.Meanwhile,Twitch capitalizes on their title and short description space by using“Game”in three different
87、capacities.Cash App has additional room in their title and short description for more keywords,but theyre already ranking at the top of their category charts so additional keywords likely wouldnt make an impact on their organic acquisition.However,Cash App uses 3,963 out of 4,000 characters within t
88、heir long description to strategically describe the value and benefit potential users would get from downloading their app.Well explore this further in the next section.Its also good to remember that a short description plays a critical role in strong conversions since its easily visible on a produc
89、t page.Adding promotional text using keywords such as“best,”“top,”“new,”or“discount”could be a great approach to convince users why they should download an app.Sensor Tower Copyright Reserved 202245High Priority Keywords in your Long Description(1/2)On the Google Play Store,you have a much higher ch
90、aracter limit and more creative space to work with to impact your organic acquisition.Although not many people will read your entire long description,its an important tool to help drive visibility for your app.Rather than optimizing a limited number of keywords via your title and subtitle,Googles lo
91、ng description is a great place to capture meaningful keyword phrases that fit into the context of your customers search.Cash App does a great job of creatively using their long description to capture priority keywords for their organic strategy.Within the first sentence,they are able to get five di
92、fferent search queries:“send money,”“spend money,”“save money,”and“invest money.”Using Sensor Tower,we see that all of these phrases are challenging to rank for with difficulties above eight.“Send money”and“save money”score the highest on traffic.“Money”as a singular keyword has a 5.4 traffic score
93、and a 9.4 ranking difficulty.Cash App is able to cover all these bases within the first 70 characters of their long description.Cash App is the easy way to send,spend,save,and invest your money.Its the SAFE,FAST,and FREE mobile finance app.Traffic4.19.1Difficulty0.88.23.69.1Send MoneySpend MoneySave
94、 Money0.59.0Invest MoneyTrafficDifficulty5.49.4MoneySensor Tower Copyright Reserved 202246High Priority Keywords in your Long Description(2/2)As we continue to scour the rest of their long description,it becomes apparent that“money”is an important keyword for Cash App.They use“money”a total of six t
95、imes in their first six paragraphs.This is a great example of how to integrate high-priority keywords to impact your organic strategy.They also do a great job of pairing verbs with nouns throughout,such as“send and receive money”and“swipe,dip,or tap at any merchant.”These are all fantastic examples
96、of phrases to use to increase visibility for organic acquisition.At the time of publication,their long description is as follows:SAFE:Help protect all your payments and investments with a passcode or biometric features.Pause spending on your Cash Card with one tap if you misplace it.All of your info
97、rmation is stored securely.FAST:Sign up and make your first payment in minutes.Instantly send and receive money from friends.Transfer money from Cash App to an external bank account instantly instead of waiting days.Use your Cash App account and routing numbers to receive deposits up to two days ear
98、lier than is standard with most banks.FREE:Send and receive money at no cost.Order your debit card for free in minutes,and well mail you your custom physical debit card in about a week.Invest in your favorite stocks commission-free with as little as$1.Brokerage services provided by Cash App Investin
99、g LLC,member FINRA/SIPC.In the last paragraph of their description before their legal statements,they optimize for“bitcoin.”Again,they use the verb and noun method to capture“buy bitcoin,”“sell bitcoin,”“send bitcoin,”and“receive bitcoin.”Using the same method as before with“money,”they proceed to u
100、se“bitcoin”seven times in 549 charactersanother great example of how to stuff priority keywords appropriately.BUY,SELL,SEND,AND RECEIVE BITCOIN Cash App is the easy way to buy,sell,send,gift,and receive bitcoin(BTC)get started instantly with as little as$1.You can also set up recurring buys of bitco
101、in,withdraw it to a different cryptocurrency wallet or send it to friends and family with compatible wallets(even those who dont have Cash App)and use the Lightning Network to pay with bitcoin faster,and for free on Cash App.Add Bitcoin Boosts to your Cash Card to earn bitcoin on your purchases.Bitc
102、oin services are provided by Cash App.HERES HOW IT WORKS Download and sign up for Cash App in a matter of minutes.The signup process is simple and fast so that you can start using Cash App right away.SEND AND RECEIVE MONEY INSTANTLY Receive,request,and send money from friends and family instantly wi
103、th only a few taps.Cash App is the easy way to pay a friend back for dinner or split rent with your roommates.Sensor Tower Copyright Reserved 202247Key Takeaways30 Characters for Title,80 Characters for Short Description,and 4,000 Characters for Long Description.The title has the greatest value,foll
104、owed by the short description,and then the long description.The top keywords absolutely need to show up in the title somewhere.Place the second highest ranking keywords in the short description.Promotional text can be added to highlight why users should download the app.Unlike the App Store,you can
105、repeat keywords several times in the long description for Google Play(but the density should not be too high).SECTION FIVEWhy Are App Screenshots Important and How Can They Be Optimized?App Screenshots Are One of the Most Important Aspects of the User Journey.Users Rely on These Screenshots To Find
106、Out Key Information About Your App,its Experiences,and the Benefits They Will Receive by Downloading It.Below Are the Best Ways To Optimize for Conversions Using the Apps We Identified Earlier.Sensor Tower Copyright Reserved 202249Emphasize your first three screenshotsPeople browsing the app stores
107、are quickly scanning information to judge and select their solution.Treat your screenshots as if users didnt read your description.Use the first three screenshots to highlight important information potential users want and need to make a decision.Twitch uses their first three screenshots to present
108、information in a landscape format.They are able to include their value proposition,a creator potential users might be familiar with,a preview of their app experience,and a short description of what to expect.This layout grants them flexibility in information presentation and creates a compelling vis
109、ual flow to entice users to continue scrolling through the images.Sensor Tower Copyright Reserved 202250Emphasize your first three screenshotsCash App utilizes a different strategy by including three separate screens with three different value propositions.They are able to show off various parts of
110、their app by aligning it with a specific feature a user would find value in.They use visually captivating backdrops to catch a viewers attention.With these three slides,viewers can quickly understand they can use Cash App to pay someone,as a digital debit card with unique discounts,and to get paid f
111、aster than they typically would via other methods.Sensor Tower Copyright Reserved 202251Provide Social ProofAs social creatures,we rely upon the opinions of others to make optimal decisions.Show evidence of your value to potential customers to establish trust.How many people have downloaded or are u
112、sing your app?What are positive things users have said about your app?Do you have any relevant certifications?Coinbase and Chase Mobile both highlight the number of people using their app to add social proof.This cements in potential users minds that the apps are trustworthy.Both apps use this as an
113、 opportunity to show off key parts of their apps.Chase adds further depth to their social proof by using real peoples faces and various functions of their app within their first two screenshots.Sensor Tower Copyright Reserved 202252Encourage Downloads with a Call-To-ActionA call-to-action(CTA)signal
114、s to the user which actions are available to take within the app.This establishes a preview of what to expect and nudges the user toward expected actions.Similar to CTAs on the web,these prompts help the visitor decide on the next suggested action with ease.Sheins first three screenshots do a great
115、job of prompting users on what to do next.They immediately attack potential objections with their“free shipping”and“free returns”copy on their first slide.They incentivize their shopping experience by creating urgency through a“15%off for first-time users”coupon.They also use seasonality to their ad
116、vantage by customizing their aesthetic to the specific season so users can assume their app is updated with the latest inventory.Sensor Tower Copyright Reserved 202253Localize the App Screenshots If It Is on the Global MarketApp localization should not only be applied to keywords,but also to screens
117、hots.When entering other countries,its important to display screenshots localized to the target language.This makes the app more appealing to local users and increases conversions.For example,in South Korea,B has localized its screenshots on the App Store into Korean.Sensor Tower Copyright Reserved
118、202254Localize the App Screenshots:Consider Cultural PeculiaritiesTo optimize the screenshots,its not enough to just translate the text.More important is to consider as many cultural differences as possible,such as the localized currency of the Korean won in the B example.*You can leverage the Inter
119、nationalization module to identify for which countries an app has provided localized screenshots and understand how they are performing in those marketsSensor Tower Copyright Reserved 202255Consider a Competitive AnalysisIts important to conduct competitive analyses while monitoring the competitors
120、apps and top apps in the category.Benchmarking against competitors is a good tool to identify areas for improvement.You can also source the least successful competitors screenshots to identify which mistakes to avoid.Keep monitoring your competitors for indicators of what to learn and what to avoid.
121、CompetitorCompetitorYour AppCompetitorCompetitorCompetitorSensor Tower Copyright Reserved 202256A/B Test on ScreenshotsNow that your product page is set up,create two different pages with the two versions of your primary screenshot.You can conduct A/B tests on your screenshots on both stores.On Google Play,the store listing experiment allows you to A/B test screenshots;you can find the same feature on the App Store with its product page optimization tool.*Along with app screenshots,there are other elements that will lead to higher conversion rates:app icons,images,preview videos,etc.