Most strategies help developers reduce churn start inside the app. They range from gamification to pop-up notifications and even pricing offers. But you can start fighting back churn earlier in the funnel, starting with your ASO strategy.
Choose your (key)words wisely
Be careful how you position your app or mobile games thanks to keywords. Often, the first urge is to add as many keywords as possible to try and that’s not always the best solution. According to Ryan Kelley, ASO consultant, it’s important to avoid over-indexing, he told us himself: “The fewer keywords you use, the better it is”.
If you over-index and try to pick too many keywords, it will not help your app’s visibility. Focus on relevant keywords, because relevant keywords will bring relevant users to your app’s page. And those are the ones that convert and don’t churn. So don’t use too many keywords, and choose them wisely.
Once that’s done, you can focus on the rest of your textual metadata. Ensure it’s frequently updated, with news from the latest updates. If your description is not up to date, it may mislead users.
Iris de Vries, ASO Manager for Bagelcode, told us in an App Marketing Snack episode that updating metadata and showing clearly how frequently you update your product is the key to improving users’ lifetime value and retention. Show them your app is active and dynamic, they’ll be more likely to give it another shot if need be.
Keep your promises
Fake ads are still working really well, however, when you land on your app page you need to stick as close as possible to what your app or game actually looks like. The app listing page is the last step standing before the user downloads and uses your app. That means that the visual assets will shape their expectations as well. After all, 20% of users will not have any other page interaction and will decide whether or not they want to install after completing the video
If they open the app and it doesn’t look like what they just saw minutes ago on the listing page, they will be disappointed. And a disappointed user will delete the app at the very least. They could also give a scathing review, and discourage friends from downloading it. So in order to reduce churn, you need to ensure that your visual assets are honest and clear about what your app or game is offering.
App stores’ visitors are 10 times more likely to scroll through your Gallery than expand to read the full description, which is why you can’t bypass the importance of your store creatives. Create need without feeding disappointment.
Be true to yourself and your brand and create a trusting relationship with your user from the bat. Your visual assets are essential to a good retention rate, a well-done preview video will help users understand exactly how your app or game works and how relevant it is for them. If they’re too vague or stretch too far from the truth, your audience will feel wronged and you won’t ever get a chance to win them back. They’ll distrust your entire brand.
Instead, show them what awaits them further in the app, while being honest about what they will be encountering upfront. For example, you can show potential progress for games while displaying the starting point, so they’ll know what to expect while being motivated to keep going and keep using your app or game.
Invest in in-app events
In-app events are probably the best ASO tool to reduce churn. They actively bring users (current, former, and future) back to your app by enticing them with ongoing events. Not only do in-app events (or LiveOps as they’re called in the Play Store) show users that your app is active and regularly updated, but it also gives them an incentive to use it (or re-use it).
You can also use in-app events to bring users back to your app, it’s a great tool to win back the users that have stopped using your app but haven’t deleted it yet (even those who have deleted it). Thanks to deep linking, you can even bring them exactly to the piece of your app they’re interested in, which will greatly improve retention. They won’t even have to search for it, they’ll land directly where you need them to after downloading your app.
This helps your app or game gain visibility and boost retention because it’s an ASO tool that doesn’t necessarily aim at downloads (it shows up in Search only for users who have already downloaded the app however it shows up for everyone in other App Store places), it pushes users to click on your app and use it.
Customize the experience
Both the App Store and the Play Store allow you to create customized product pages (35 for the App Store, 50 for the Play Store). These custom listing pages are a great way to up your ASO game and better tailor your page to different customers.
When working on your app’s listing page, you need to accommodate for your general audience, which means you’re making choices in how you’re framing your product to them. However, most of the time, apps and mobile games have a lot to offer and are a match for several types of consumers.
Luckily, recent ASO products allow you to enhance your targeting, and thanks to deep linking, you can even bring them directly to the relevant side of your app. Custom product pages are a bridge between your UA campaigns and your ASO strategy.
They’re allowing developers to tailor their product page to specific audiences. This means you can ensure that the consumer will be faced with a listing page that matches their needs. They’re also a great way to reduce churn. It means not only you’re answering a need they have, but you’re also showing them directly (and quickly) how valuable your app is.
Always answer their concerns
Ratings and reviews are an unmistakable part of ASO. Show you care and take heart to solving problems by answering reviews and providing solutions. This not only helps with ranking but new users will be more likely to forgive bugs and mistakes if the developer has shown to be quick to fix them. If you appear involved, it will give a more human dimension to your app and help users connect with you and your brand.
It’s an extra step that will also show them that there’s a way to figure out a solution before ditching your product.
ASO is so much more than choosing relevant keywords and uploading visual assets. It’s an essential asset of an international growth strategy and the inevitable way to help your app get started. Here’s a final tip for you: remember to keep it up to date!
Marine Nozerand
Hi there, I’m Marine (she/her), I’m a Content Manager at Apptamin. Apptamin is a creative agency specialized in app videos (video ads, app store videos, etc.).
