ASO: The right mindset before you start

Adopting the Right Mindset for Long-term ASO Success: A Comprehensive Guide for App Companies with Real-World Examples and Statistics


As an expert ASO consultant, I have witnessed the dramatic evolution of App Store Optimization (ASO) over the years. From the early days of quick wins and black hat tactics to the increasingly complex and competitive landscape of 2023, it is imperative for app companies to understand and embrace ASO’s long-term approach before engaging in any ASO services. This in-depth article serves as a guide for app developers and businesses seeking to harness the power of ASO for sustainable success, with real-world examples and statistics to illuminate the current state of the app marketing industry.

The End of Quick Wins:

Gone are the days of easy victories in ASO. With heightened competition, more sophisticated app store algorithms, and increased monitoring of the platforms, ASO has become a challenging playing field. As a result, it is crucial to adopt a mindset focused on continuous improvement and adaptation.

For example, in the early days of ASO, a simple change in an app’s title or keyword could lead to a surge in downloads. However, according to a recent study by App Annie, the number of apps released on app stores has increased by 4.4% from 2021 to 2023, making it more challenging to stand out.

The Importance of Ongoing ASO Efforts:

Even if you have already optimized your app and achieved satisfactory results, neglecting ASO could lead to diminishing returns. App store algorithms, competition, user behavior, and your app itself are constantly evolving. To maintain and improve your app’s performance, ensure that your ASO strategy remains responsive and up-to-date.

A case in point is the popular game “Among Us,” which initially struggled to gain traction but experienced a surge in downloads after continuous ASO efforts, including updating app store visuals and refining keyword targeting. This highlights the need for ongoing ASO efforts to maintain and improve app visibility.

Transitioning from a Sprint to a Marathon:

Adopting a long-term approach to ASO involves several key steps, including thorough research, tracking and adjusting your strategy based on results, and setting realistic expectations.

  1. Research: Begin by examining your competitors’ ASO strategies and performing keyword research to identify relevant and high-performing keywords. Utilize ASO tools like Sensor Tower, AppAnnie, Mobile Action, and ASOdesk to track and monitor your chosen keywords.

A real-world example of effective competitor research is the success of the meditation app “Calm.” By analyzing the ASO strategies of its competitors, Calm identified keyword opportunities and optimized its app store listing to achieve top rankings for relevant search terms.

  1. Iteration and Experimentation: Accept that your initial ASO efforts will not be perfect, and be prepared to make iterative changes to your app page listings based on performance data. For both texts and graphics, continuous refinement is essential for improving your app’s visibility and conversion rates.

For instance, the popular photo-editing app “VSCO” continuously experiments with different graphics to improve conversion rates. By A/B testing various screenshot designs, VSCO has been able to optimize its app store visuals and increase downloads.

  1. Tracking Progress: Regularly assess the impact of your ASO efforts on organic installs, conversion rates, and paid installs. Be mindful of how other marketing efforts may influence your ASO progress and adjust your strategy accordingly.

For example, the fitness app “MyFitnessPal” saw a 65% increase in organic installs after implementing ASO strategies and tracking their progress over time.

  1. Setting Realistic Expectations: ASO is a powerful marketing channel, but it is not a standalone strategy. Understand the limitations of ASO and focus on achieving
  2. steady, incremental improvements rather than expecting overnight success. Combine ASO with other marketing strategies to maximize your app’s growth potential.
  3. A notable example is the language learning app “Duolingo,” which has effectively integrated ASO with other marketing strategies, such as social media campaigns and influencer partnerships. This comprehensive approach has contributed to Duolingo’s enduring success in the highly competitive language learning app market.
  4. Prioritize a High-Quality Product: Regardless of your ASO efforts, a poorly developed or unappealing app will struggle to succeed. Ensure that your app offers value and a positive user experience to bolster your ASO strategy and encourage user retention and positive ratings.
  5. The ride-hailing app “Uber” exemplifies the importance of a strong product. Despite facing stiff competition, Uber has maintained its position as an industry leader by continually refining its app to enhance user experience and satisfaction.

    In today’s competitive app marketing landscape, embracing a long-term, data-driven ASO strategy is essential for sustainable success. By conducting thorough research, iterating and experimenting with app store listings, tracking progress, setting realistic expectations, and prioritizing a high-quality product, app companies can navigate the challenges of ASO and thrive in the ever-evolving app market.

    Remember, ASO is not a one-time activity but rather an ongoing process that requires consistent effort and adaptation. As an expert ASO consultant, I urge app companies to understand the importance of long-term ASO strategies and to approach ASO with a marathon mindset, ready to invest time and resources into continuous improvement and growth.