Formulating a Mobile Applications Strategy for the Mobile Marketplaces Southeast Asian Market: A Primer

Mobile Applications Strategy for the Mobile Marketplaces

Mobile Applications Strategy for the Mobile Marketplaces

Take a look around and you would see almost every second person tapping, scrolling, and clicking on his/her smartphone. As of February 2020, there were over 3.5 billion smartphone users across the globe, constituting over half the population. And this number is not here to stop; you will see it soaring and skyrocketing with every passing day.

What is a Mobile First Strategy?

AA Mobile First strategy is a product strategy that prioritizes design for smartphones, tablets and mobile devices over design for other larger devices such as desktop PCs.

Surprisingly, by developing for the small devices first, designs for larger displays are automatically optimized.

Content is prioritized, the displays are not overloaded. Merely adding useful content is easier than shortening content that has already been displayed.

Declare your intentions with a mobile app and a responsive website.

Steps to optimal relevance: a mobile app.

1. Start With a Descriptive Title

What’s in a name? Plenty, especially when you’re talking about the name of your app and ASO.A good name not only identifies what your app does to prospective users, but it can also improve your rankings.We highlighted how a strong, relevant title can improve your ASO in this post, with an example of how to make your app title relevant. In fact, including a keyword or two in your app’s title can help you rank at least 10% higher than if you didn’t include one.Of course, both the Apple iOS App Store and Google Play handle titles and keywords differently, so how you approach your title should depend on if you’re marketing to Apple or Android users. Google Trips includes their main keyword (“Travel Planner”) in their app title to improve rankings.

2. Choosing the right category

Choosing the right category is the most important stage of ASO. Although it comes after keywords, icons and screenshots in importance, it shouldn't be neglected.In an amicable way, the category sh

3. Google Play Store optimization + A/B testing

Implementing an ASO strategy for Google Play is a process that embraces optimization of your app’s on-metadata and off-metadata.On-metadata factors are the ones that are under the control of the developer: title, developer name, description, icon, screenshots, feature graphic.Off-metadata factors are the ones out of your control (but you can influence them): installs volume, ratings and user reviews.

Later in this post we will take a close look in the details of ASO on-metadata and an anatomy of a perfect Google Play Store listing of an Android app.It doesn’t matter if you have already published your app, or if you are just preparing to launch it, you will need to implement the Google Play Store optimization. You will work on different elements of your listing, to improve both visibility and conversion rate to install.

And here is news for you: what you think is not the same as what your users think.You may have created a great icon, but as Ogilvy said, “If it doesn’t sell, it isn’t creative”. You can’t trust your own intuition here, and the user response is not always going to be as good as you expect.This is why you need to perform an A/B test before implementing any change in the listing elements that are affecting the conversion rate. Those elements are primarily the graphics: icon, screenshots, feature graphic, and the localized texts.

4. Tracking / monitoring

Measure launch time & resume time

It's important to measure both start time and resume time. Startup usually takes longer than resuming an app running in the background. Both launch times impact the user experience, so it's important to capture each.

Measure UI response time
Measure UI response time the way it's perceived by users. Traditionally, mobile app monitoring measured network request times. The problem is that the network is only one factor in response times. The user cares when the action completes, not when the network responds.

5. Screenshots

Like the icon and feature graphic, the screenshots don’t affect the search algorithm, but they do have an impact on the conversion rate to install. Screenshots show how your app or game looks like from inside, and highlight its best features. It is then up to the user if he likes what he sees and if he wants it, so it is very important to grab user attention from the first screenshot.

Obviously, don’t limit yourself to the minimum of 2 screenshots. Be creative and captivate your users with a showcase of your app’s best features.

The screenshots don’t have to be actual screenshots, you can (and should) go for storytelling and create a sequence of rich images to describe the best features of your app.



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