Mobile apps today are an important means to capture new
leads and customers. You may have had an app built for the same purpose. But,
what if you one day find out that you are experiencing a decline in the app
traffic? And, even worse, what if you don’t realize the cause of the decline?
It could be very damaging. This is why we have come up with this blog that can
help you with the process of investigating any drop in your app store visits
and its reason, along with some steps to help you gain that lost traffic back.
Why has your app
store visit count dropped?
Identifying any potential external factors – External
factors like seasonality may affect a lot many businesses and industries. You
could thus talk to your point of contact and ask if seasonality impacts their
business. Identify any fall in app installs. If not, there should be nothing to
worry about, as it could be Google’s or Apple’s algorithmic changes doing the
work.
Identifying keywords – Find out the keywords that saw
the biggest drop in app store visits. For any branded terms seeing a drop, it
could mean competitors bidding on your branded terms, or a decrease in the
amount of advertising spend that builds brand awareness. Similarly, in the case
of non-branded terms, it could mean any recent optimization changes having a
negative impact, app crashes, an algorithm update, or better optimization of
your competitors’ apps. However, if both branded and non-branded keywords are
showing a drop, you have definitely either violated Google’s policies.
Identifying app user engagement metrics – App
crashes, poor reviews, application-not-responding rates are some of the user
engagement metrics that can limit exposure opportunities on Google Play. Also,
app ratings and reviews can influence app store visibility. So, check for any
such user engagement metrics like app rating, number of ratings, number of
downloads, app crashes, application not responding, and installs versus
uninstalls.
How to win your app
traffic back?
Keeping an eye on your competitors – If the above
processes confirm something on the competitors’ side, you need to find out who
is ranking instead of you. Compare the top 5 ranking competitor apps for
priority non-branded keywords. Search for these keywords and grab the available
ranking factors from each app listing. With this data, you will get some
indications as to why an app ranks above you. Is it a better title, a better
description, better reviews, or something else?
Optimizing your app text fields – You must add
keywords to all possible text fields to have a significant impact on app store
discoverability. Find out how your keyword optimization differs from that of
your competitors, and identify any opportunities. You may add keywords to your
app title, app description, short description, URL, and app name. However, you
need to be careful here because writing unnatural keyword-stuffed descriptions
and titles will have a negative effect. Thus, you need to know where and how to
put in keywords the right way.
Optimizing your store listing – Your store listing in
the home of your app on Google Play is where users can learn about your app,
read reviews, and do a lot more. You need to take full advantage of developing
an immersive store listing experience for your visitors. And, you may do this
by adding video trailers of your app, app icons, quality creative assets, and
more.
Investing in localization – More than 70% of visitors
prefer to use their native language when shopping online. So, you can consider
this and personalize your product for your audience to get better results. What
we mean to say is you localize your Google Play and App Store listings.
We
hope that this blog has brought to you a handful of good tips that you may have
not known about yet. So, take a step towards optimizing your app, and see what
great results you can accomplish. For the best results, you must hire a
professional who can offer you expert ASO services in India so that they take care of everything, leaving nothing for
you to worry about.
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