When we are doing ASO, our goal is to be as visible on the app store as possible, right? Right. It’s like putting up a billboard for your app, but instead of a physical billboard, it’s your app’s storefront. And just like any billboard, you want to make sure that it’s getting seen by as many people as possible. But how do you know if your ASO efforts are working? You follow the metrics.
Metrics
When it comes to app store metrics, here’s what you should be keeping an eye on.
Downloads and installs: This metric measures the number of times your app has been downloaded or installed. It’s a good indicator of how popular your app is and how well it’s performing in the app store. When doing paid user acquisition the conversion rate is also very important.
Retention rate: Of course it is great that your app has been downloaded but it is equally as important to have the users stay actively on the app. A high retention rate is a good sign that your app is providing value to users and is worth keeping.
User ratings and reviews: Feedback is the most valuable thing we can get to learn from. Additionally, a high rating and positive reviews can help boost your app’s visibility in the app store and encourage new users to download it.
Revenue: Money, money, money! This metric measures the amount of money your app is generating through in-app purchases or subscriptions. This metric is particularly important if your app is monetized in these ways.
Keyword rankings: You always want to aim higher with this one! Unless you are already number one, then you better stay up there. A higher ranking means that your app is more visible and will likely result in more downloads.
What’s next
Identifying the most important metrics to your app is key. It works as sort of a guideline to know what to optimize for. For example, if your retention rate is low, you may want to focus on improving your app’s user experience. If in turn your app’s ratings and reviews are low, have a look at what your users are saying. And so on…
One important aspect to this is A/B testing. A/B testing let’s you get data of what performs best and what can be improved. It is also a way to peek inside the brains of our audience to see what they like. A/B testing is the process of testing two or more variations of your app’s metadata (such as the app title, icon, description, video or screenshots for example) to see what performs best. By A/B testing different versions of your app’s metadata, you can identify what affects your app’s visibility and downloads.
App store metrics play a crucial role in the optimization and measurement success of your app. Tracking the right metrics and using them to your advantage, allows you to improve your app’s visibility and downloads, and ultimately increase revenue. Adding a little A/B testing in the mix helps you make the most out of your ASO efforts.
