App Store Optimization Factors

& ASO Trends for 2019 – Expert Survey

ASO Factors 2019 & 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 2019 study is based on survey data from over 45 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 2019 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. Those are the same factors we saw in last year’s survey, although our experts consider that a localized product page is becoming more relevant now.

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ASO Factors 2019: Survey Results Infographic

ASO Factors Infographic

ASO Trends for 2019: Survey Results Infographic

ASO predictions

Apple App Store ASO Factors

Apple App Store

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

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.

ASO Trends for 2019 by App Marketing Experts

We asked the experts what would be the main highlights in ASO in 2019. Here are the answers:

 
ASO is becoming a more holistic field (not only keywords + conversion, features & paid, but also IAP, Branding, Paid impact and a lot more)
Thomas Petit - 8fit ASO
Thomas Petit
@thomasbcn
Focus on engagement - the stores' algorithm will take user engagement into account and make mobile marketers invest more in the entire user lifecycle, not just acquisition.
Jonathan Raveh
Jonathan Raveh
Neura
Search Ads opening to more countries and completely new scenario thanks to new app stores showing up.
Daniel Entrenas
Daniel Entrenas
FRVR
We will see a lot more ASO practitioners automate tedious actions such as A/B testing and keyword research.
Nadir Garouche
Nadir Garouche
Tilting Point
Further and more effective fight against black-hat (fake ratings & reviews, installs, etc.) ASO for apps.
Mantvydas Lisauskas
Mantvydas Lisauskas
ASO & SEO Consultant
Building an actual brand will become more important for Health & Fitness and dating apps, especially.
Carissa Lintao
Carissa Lintao
Apptuitive
Focus on unique app names, the App Store is starting to give more weight to direct matches and app names (read: titles) have to be unique in the store. They might become the new domains and there will be value in owning the most generic/interesting ones.
Luca Giacomel
Luca Giacomel
Bending Spoons
Engagement having more influence on rankings.
Ashley Sefferman
Ashley Sefferman
Apptentive
ASO is still here and will be as another channel how to grow apps.
Jiri Chochlik
Jiri Chochlik
AppAgent
Installs by keyword in GP split by countries.
Ondrej Veverka
Ondřej Veverka
Avast Software
Both stores will go for targeting specific countries on their store to give opportunity developers to create App Store Page in a specific county. Google Play Store will continue their experiments with the layout. App Store will go further with improving personalized editorial content
George Natsvlishvili
George Natsvlishvili
Glovo
App developers will realize that investing in generating reviews and ratings can have a greater effect on growth than app store optimization alone. To do this, they'll experiment with how and when they present review requests in-app based on user behavior and other factors.
Dexter Chu
Taplytics
Quality of the apps is going to be the main goal for both stores. Each day is getting more difficult to succeed with poor quality apps, so the ASO must go aligned with quality apps and user engagement, by matching the user expectations and search intention more than ever.
Pablo Samper
Pablo Samper
Lab Cave
Unveiling the mystery behind the visibility in Similar Apps.
Katerina Zolotareva
Katerina Zolotareva
TheTool
Google Play and the App Store will finally reward those apps with better engagement and will fight spam harder (I hope so) 🙂
David Kaufmann
Chess.com
New app installs metrics.
Gabriel Baella
Gabriel Baella
PickASO
Deciphering (a bit more) how app stores work in terms of ASO.
Daniel Peris
Daniel Peris
TheTool
Ratings and Reviews will have more importance on both Search Results and Conversion Rate. It'll be more difficult to get visibility by just adding keywords without genuinely satisfying users. Responding to your users sincerely is the best way to grow your app in the long run.
Hiroto Inada
Hiroto Inada
Repro Inc.
The main ASO highlight in 2019 will be if Apple will give out the installs data per keyword and the possibility to add more filters in the app store connect analytics.
Kseniya Leuchanka
Kseniya Leuchanka
Easybrain
AI influence on algorithms. We will see a lot of surprises.
Altai Zeinalov
Altai Zeilanov
Diveo Media
UA managers will try to find efficient balance with ASO and Search Ads in 2019.
Seyhmus Olker
Seyhmus Olker
App Samurai
Companies will see ASO as an important intern task - not as an external agency task!
Kristian Rabe
Kristian Rabe
Dynamo Partners
UAC with data on keywords and creatives, but that won't happen. 😃
Johannes Von Cramon
Johannes Von Cramon
Growfirst GbR
Nothing truly exciting will happen. Organic results will keep getting knocked down for paid ones.
Sagi Dekel Alroi
Sagi Dekel
Playtika
Keep improving the ASO techniques and finding small changes in search algorithm because they will be more competent. There will also be other factors that will become more relevant, such as user engagement or personalized results based on the user profile.
Alejandro Melero
Alejandro Melero
PickASO
ASO will get to the next level, specialists will learn how to work with personalization.
Catherine Sibirko
Catherine Sibirko
Social Quantum
My highlight would be if the Google Play Dashboard and App Store Connect reached feature parity in terms of asset update management and traffic source reporting.
Isak Strom
Isak Ström
MAG Interactive
More accurate data for AB testing
Anna Panteleeva
Anna Panteleeva
Bini Bambini
User experience within the app stores will be key. It is time for maximum customization.
Georgina Palau
Georgina Palau
PickASO
Apple offering a native feature for A/B Testing like Google Experiments.
Oliver Hoss
Oliver Hoss
Scout 24 Schweiz AG
Sadly Apple search will take more space on ASO. Leaving less space for indie dev.
Olivier Bernal
Olivier Bernal
oWorld
App Install based on Keyword.
Gabriel Machuret
Gabriel Machuret
ASO Agency
The year where sophisticated app developers and publishers evolve the way they view the app store. In 2019, more companies will take a holistic view and leverage the unique dynamics between paid, browse and search traffic to maximize growth.
Jonathan Fishman
Jonathan Fishman
Storemaven
Apple to introduce A/B testing solution to allow app marketers understand better how to improve their conversion rates on the App Store.
Juan Daniel Minguez
HelloFresh
The main highlight would be for Apple to disclose installs per keyword, although this would appear to be somewhat unlikely.
Rishan Weerakoon
Rishan Weerakoon
Yodel Mobile LTd.
More keyword flexibility on the app store (description).
Sara Ronzero
Sara Ronzero
Sharpist
Pre-install app demos mean that users can test out an app before downloading it. This will enhance discovery, especially within games. If a user completes the instant play, they receive an install popup that will prompt them to install the full game in order to carry on playing.
Ian Naylor
Ian Naylor
AppInstitute

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