App Store Optimization Factors

& ASO Trends for 2018 - Expert Survey

ASO Factors & Trends - Expert Survey

TheTool is introducing App Store Optimization Factors and Trends: Expert Survey, that is aimed to gain insights about the main factors responsible for Search Rankings and Conversion Rate on the biggest app stores – Apple App Store and Google Play Store.

The ASO Factors & Trends for 2018 study is based on survey data from over 60 ASO and app marketing professionals who were asked to evaluate the effect of different on-metadata and off-metadata factors on Search Rankings and Conversion Rate of mobile apps and games.

The following report is designed to help professionals in mobile apps industry: developers, marketers and agencies, to achieve better results with App Store Optimization and Mobile Growth. The results of the report are presented in two infographics, one aggregating the results of the survey about the most influential ASO Factors, and the second one presenting Trends for 2018 provided by the experts.

The TOP 5 factors responsible for ASO on Google Play Store and Apple App Store (on both Search and Conversion Rate level) are nearly identical: App Name / Title, Localized product page, User Ratings, Subtitle / Short Description, and User reviews.

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ASO Factors: Survey Results Infographic

ASO Factors Infographic

ASO Trends for 2018: Survey Results Infographic

ASO Trends 2018

Apple App Store ASO Factors

App Store iOS 11

The TOP 5 factors with the most influence on the App Store (both in terms of Search Rankings and Conversion Rate) are: App Name, Localized product page, User Ratings, Subtitle, and User Reviews.

The results of the survey reveal that among the most influential Search ASO factors on the App Store, on-metadata elements are prevalent – meaning that those elements fall under the direct control of the developer and thus, can be optimized and lead to better search rankings. Note that the results of the survey do not act as a direct proof of the App Store search engine algorithm, however, they can be used as a guidance in App Store Optimization efforts.

Conversion Rate as well is most highly influenced by on-metadata factors, however with some important off-metadata factors to keep in mind, that are User Ratings and Reviews.

Based on the findings, it is important to highlight the significance of the role of developers and marketers in ASO. Despite being influenced by certain off-metadata factors that can not be directly controlled by app developers, Search Rankings and Conversion Rate can be optimized by constant improvement of the on-metadata elements, supported by keyword research and market analysis.

Read more on how to optimize your iOS app: The ultimate ASO Guide for App Store.

Search Ranking Factors

The following ASO factors were analyzed and rated by the experts according to the influence they have on the App Store search ranking algorithm.

Rated on a scale from 1 (not influential) to 10 (highly influential).

On-Metadata Factors

App Name

95%

Off-Metadata Factors

User reviews

50%

Subtitle

85%

User ratings

65%

Promo text

29%

Installs volume

76%

Keywords field

84%

Speed of installs

61%

Description

31%

User engagement

52%

Developer name

55%

Crash rate

42%

Developer age

32%

Backlinks authority

44%

App age

42%

Backlinks anchor text

41%

In-app purchases name

61%

Installs per keyword

77%

Category

60%

Icon

35%

Screenshots

34%

Video

31%

Localized product page

80%

App size (MB)

29%

App updates

48%

Conversion Rate Factors

The following ASO factors were analyzed and rated by the experts according to the influence they have on the Conversion Rate of the apps and games on the App Store.

Rated on a scale from 1 (not influential) to 10 (highly influential).

On-Metadata Factors

App Name

71%

Off-Metadata Factors

User reviews

79%

Subtitle

62%

User ratings

85%

Promo text

53%

Installs volume

48%

Keywords field

36%

Speed of installs

35%

Description

50%

User engagement

33%

Developer name

36%

Crash rate

29%

Dev. age

19%

Authority*

25%

App age

25%

Anchor**

21%

IAPP purchases name

38%

DWL / Keyword***

31%

Category

45%

Icon

83%
* Backlinks authority  ** Backlinks anchor text  *** Installs per keyword

Screenshots

86%

Video

71%

Localized product page

82%

App size (MB)

50%

App updates

44%

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Google Play Store ASO Factors

Google Play Store

The TOP 5 factors with the most influence on Google Play Store (both in terms of Search Rankings and Conversion Rate) are: App Title, Localized product page, User Ratings, Short Description, and User Reviews.

The results reveal that among the most influential Search ASO factors on Google Play, on-metadata elements are prevalent – meaning that those elements fall under the direct control of the developer and thus, can be optimized and lead to better search rankings. It is also notable that the installs volume of an app has a high impact on Google Play Search Rankings, illustrating the importance of user acquisition in mobile marketing strategy.

Conversion Rate (from store listing visit to install) as well is most highly influenced by on-metadata factors, proving the importance of the role of developers and marketers in ASO for Google Play.

Please note that the results of the survey do not act as a direct proof of Google Play Store search engine algorithm, however, they can be used as a guidance in App Store Optimization efforts.

Despite being influenced by certain off-metadata factors that can not be directly controlled by app developers, Search Rankings and Conversion Rate can be optimized by constant improvement of the on-metadata elements, supported by a thorough keyword research and market analysis.

Read more on how to optimize your Android app: The ultimate ASO Guide for Google Play.

Search Ranking Factors

The following ASO factors were analyzed and rated by the experts according to the influence they have on the Google Play search ranking algorithm.

Rated on a scale from 1 (not influential) to 10 (highly influential).

On-Metadata Factors

App Title

94%

Off-Metadata Factors

User reviews

66%

Short description

83%

User ratings

72%

Description

79%

Installs volume

77%

URL (package)

76%

Speed of installs

61%

Developer name

62%

User engagement

62%

Developer age

38%

Crash rate

55%

App age

44%

Backlinks authority

61%

Category

60%

Backlinks anchor text

58%

Icon

39%

Installs per keyword

74%

Screenshots

34%

Feature graphic

32%

Video

29%

Localized product page

77%

App size (MB)

36%

App updates

48%

Conversion Rate Factors

The following ASO factors were analyzed and rated by the experts according to the influence they have on the Conversion Rate of the apps and games on Google Play Store.

Rated on a scale from 1 (not influential) to 10 (highly influential).

On-Metadata Factors

App Title

76%

Off-Metadata Factors

User reviews

79%

Short description

73%

User ratings

85%

Description

51%

Installs volume

61%

URL (package)

34%

Speed of installs

37%

Developer name

39%

User engagement

36%

Dev. age

23%

Crash rate

33%

App age

25%

Authority*

30%

Category

45%

Anchor text**

28%

Icon

84%

DWL / Keyword***

31%

Screenshots

77%

Feature graphic

78%
* Backlinks authority  ** Backlinks anchor text  *** Installs per keyword

Video

62%

Localized product page

84%

App size (MB)

57%

App updates

42%

Share the Google Play Store ASO Factors study!

Contributing Experts

Thanks to all the contributors that have made possible the ASO factors and trends for 2018 study! 🙂

Adeline Lee

Adeline Lee

Agata Jajszczyk

Agata Jajszczyk

Alexandra Lamachenka

Alexandra Lamachenka

Anatoly Sharifulin

Anatoly Sharifulin

Anna Panteleeva

Anna Panteleeva

Anzhelika Shevchenko

Anzhelika Shevchenko

Ashley Sefferman

Ashley Sefferman

Benjamin Günther

Benjamin Günther

Brian Peters

Brian Peters

Carlos Hernando

Carlos Hernando

Catherine Sibirko

Catherine Sibirko

Charo Paredes

Charo Paredes

Dan Held

Dan Held

Daniel Entrenas

Daniel Entrenas

Daniel Peris

Daniel Peris

David Cremades

David Cremades

Eden Beinart

Eden Beinart

Ekaterina Petrakova

Ekaterina Petrakova

Emily Grossman

Emily Grossman

Evgeny Kruglov

Evgeny Kruglov

Gabor Papp

Gabor Papp

Gabe Kwakyi

Gabe Kwakyi

Gabriel Machuret

Gabriel Machuret

George Natsvlishvili

George Natsvlishvili

Gessica Bicego

Gessica Bicego

Giulia Tobaldin

Giulia Tobaldin

Guillermo Gallardo

Guillermo Gallardo

Helit Yair Pur

Helit Yair Pur

Ido Schoonen

Ido Schoonen

Ilia Kukharev

Ilia Kukharev

Isak Ström

Isak Ström

Jevgen Tarasenko

Jevgen Tarasenko

Jiri Chochlik

Jiri Chochlik

Johannes Von Cramon

Johannes von Cramon

Jonathan Raveh

Jonathan Raveh

Katerina Zolotareva

Katerina Zolotareva

Kristian Rabe

Kristian Rabe

Kseniya Leuchanka

Kseniya Leuchanka

Luca Giacomel

Luca Giacomel

Mantvydas Lisauskas

Mantvydas Lisauskas

Marcello Frisardi

Marcello Frisardi

Michal Skvor

Michal Skvor

Miriam Pelaez

Miriam Pelaez

Moritz Daan

Moritz Daan

Nadir Garouche

Nadir Garouche

Nathan Vander Heyden

Nathan Vander Heyden

Oksana Larosevych

Oksana Iarosevych

Ollie Russell

Oliver Russell

Pablo Penny

Pablo Penny

Patrick Kane

Patrick Kane

Peggy Anne Salz

Peggy Anne Salz

Peter Fodor

Peter Fodor

Peter Godtfredsen

Peter Godtfredsen

Rishan Weerakoon

Rishan Weerakoon

Sagi Dekel Alroi

Sagi Dekel Alroi

Sara Ronzero

Sara Ronzero

Scott Calonico

Scott Calonico

Stefan Bielau

Stefan Bielau

Thomas Petit

Thomas Petit

Vanessa Estorach

Vanessa Estorach

Victor Asins

Víctor Asins

View the results breakdown for App Store and Google Play: