How to optimize ASO in fashion apps: get users to find your app

Do you want to increase the organic downloads of your fashion app in the App Store or Play Store? In this article we will talk about how to optimize the ASO, the positioning of apps in the application stores.

What is ASO and why is it important for the success of an app

ASO (App Store Optimization) is the process of improving the visibility of an application within the app stores ( Apple App Store and Google Play Store ). It is a technique that will allow you to obtain constant organic growth and make your app sustainable over time .

In addition, around 50% of users search in app stores to find new apps , so ranking among the first search results is essential to increase downloads.

Source: TheTool

App stores use numerous factors to determine an app’s position in search results. These factors, which vary by platform, are divided into on-metadata and off-metadata.

Source: Radar App

In this article we will focus on how to optimize the ASO using on-metadata factors , that is, those elements of your app page that you can edit within the App Store Connect and Google Play Console.

ASO in fashion apps in Spain

In this sense, PickASO has just launched an interesting study on ASO based on 20 of the main fashion apps in Spain: ASOS , Shein, 21Buttons, Zalando, Veepee, Privalia , Mango, AliExpress , «Amazon Shopping», H&M, Bershka , Stradivarius , Pull & Bear, Zara, Bimba y Lola, Kiabi, Wish , Vinted, Dafiti and Forever 21.

In the study, PickASO has analyzed 3 types of factors relevant to ASO:

• ASO on-metadata text changes
• Changes in icon visuals, screenshots and video
• Product version updates

ASO text fields

Text fields such as URL , developer , app title, subtitle and description allow you to add relevant keywords to position your app and get new users. Google uses all the text fields on your app page to index keywords while Apple provides a specific field to enter them.

Remember that you have 400 characters to describe your app, so use long-tail keywords , with less search volume but easier to position and that will provide you with higher quality traffic.

As we can see in the following graph, seasonality is a factor to take into account. On Valentine’s Day, 40% of fashion apps made on-metadata text changes in the Google Play Store.

Source: PickASO

Visual resources

Visual elements such as the icon, screenshots or videos are very useful resources to capture the user’s attention and show the functionalities of your application. Think of them as a conventional store window.

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Icon

The icon of your app is the first visual element that users see and the one that will determine the first impression. That is why it is a fundamental asset to increase the CTR and conversion rate of your app. Remember to use a clean icon in terms of design and relevant to your audience. Don’t forget that you can use A / B testing tools to help you.

Screenshots

Screenshots represent a great opportunity to show the best features of your app and make your audience understand what to expect once you install it . They play a fundamental role so that, once the user reaches the page of your app, they download it, which directly affects the conversion rate.

The orientation of the screenshots (horizontal or vertical) must be representative of how the app is used and, as in the texts, seasonality is a factor to take into account and that is why you must adapt your visual resources to each season.

Also read : Qnnit

The App Store allows you to add 10 screenshots while the Play Store allows you to add 8. Fashion apps use an average of 6.15 screenshots in the Apple App Store and 5.95 in the Google Play Store .

Video

There are very few fashion apps that add a video in the application stores (20% in the App Store and 35% in the Google Play Store) and although the App Store allows uploading up to 3 videos, practically none of the apps in fashion does.

Last June, coinciding with the start of the new normal and the opening of physical stores, numerous apps made visual changes on-metadata.

Source: PickASO

Upgrades

Both the Apple App Store and the Google Play Store take into account the update frequency of the applications as part of their ranking algorithms.

The main fashion brands update their applications an average of 1.28 times / month , with a higher frequency in the App Store (1.48 times / month) than in the Play Store (1.01). The reasons for making product updates are very varied. Add new functionalities, changes in the interface and user experience, correct errors, user comments, etc.

What is clear is that updating your application frequently is a good practice that demonstrates flexibility in the face of changes in user needs, competition or technology and application stores reward you with a better positioning.

Source: PickASO

Remember that to optimize the ASO you must also work on the off-metadata factors and that all actions carried out to improve organic positioning must also be complemented with paid actions.