Posted by Joel.Mesherghi

For some organizations, mobile apps can be an important means to capturing brand-new guides and purchasers, so it can be alarming when you notice your app calls are declining.

However, while there is content on how to optimize your app, otherwise known as ASO( App Store Optimization ), there is little information out there on the steps required to diagnose a drop in app visits.

Although there are overlaps with traditional research, there are unique ingredients that play a role in app accumulate visibility.

The aim of this blog is to give you a solid foundation when trying to investigate a drop in app store tours and then we’ll go through some immediate ardour opportunities to win that traffic back.

We’ll go through the process of investigating why your app traffic slumped, including 😛 TAGEND Identifying capability external factors Linking the type of keywords that dropped in visitsAnalyzing app user engagement metrics

And we’ll go through some ways to help you triumph traffic back including 😛 TAGEND Snoop on your competitorsOptimizing your accumulate listingInvesting in localisation Investigating why your app traffic diminished Step 1. Identify potential factors of

Some manufactures/ enterprises will have certain periods of the year where traffic may lower due to external factors, such as seasonality.

Before you begin investigating a traffic lowering further 😛 TAGEND Talk to your point of contact and ask whether seasonality blows their business, or “when theres” general manufacture trends at gambling. For example, aggregator websites like SkyScanner may participate a drop in app visits after the hectic age at the start of the year.Identify whether app invests actually plunged. If they didn’t, then “youre supposed to” don’t need to worry about a drop in traffic too much and it could be Google’s and Apple’s algorithms better aligning the intent of search expressions. Step 2. Identify the type of keywords that to decline in tours

Like traditional search, recognizing the type of keywords( labelled and non-branded ), as well as the individual keywords that appreciated “the worlds biggest” drop in app store calls, will provide much needed context and help shape the direction of your investigation. For speciman 😛 TAGEND

If branded words checked the biggest drop-off in calls it is possible to suggest 😛 TAGEND There has been a decrease in the amount of advertising spend that erects brand/ product awarenessCompetitors are bidding on your branded termsThe app name/ firebrand has changed and hasn’t been able to mop up all previous branded traffic

If non-branded periods verified the biggest drop off in calls this could hint 😛 TAGEND You’ve obliged recent optimisation reforms that have had a negative impactUser engagement signals, such as app clangs, or app recalls have changed for the worse Your competition have better optimised their app and/ or cater a better user suffer( particularly relevant if an app receives a majority of its traffic from a small set of keywords) Your app has been hit by an algorithm update

If both branded and non-branded periods identified the biggest drop off in inspects it is possible to indicate 😛 TAGEND You’ve flouted Google’s policies on promoting your app.There are factors of at comedy To get the necessary data for your Android app

To get data for your Android app, sign into your Google Play Console history.

Google Play Console provisions a prosperity of data on the performance of your android app, with particularly useful penetrations on user action metrics that influence app store grading( more on these last-minute ).

However, keyword specific data will be limited. Google Play Console will show you the individual keywords that delivered “the worlds largest” downloads for your app, but the majority of keyword tours will probably be unclassified: mid to long-tail keywords that generate downloads, but don’t generate enough downloads to appear as isolated keywords. These keywords will be classified as “other”.

Your chart might look like the below. Repeat the same process for labelled terms.

Above: Graph of a client’s non-branded Google Play Store app inspects. The number of visits are factual, but the keywords driving trips have been changed to keep anonymity. To do data for your IOS app

To get data on the performance of your IOS app, Apple have App Store Connect. Like Google Play Console, you’ll be able to get your hands on customer commitment metrics that can influence the grading of your app.

However, keyword data is even scarcer than Google Play Console. You’ll exclusively be able to see the total number of marks your app’s icon has received on the App Store. If you’ve seen a drop in inspects for both your Android and IOS app, then you could use Google Play Console data as a proxy for keyword performance.

If you use an app grade tracking tool, such as TheTool, you are able to somewhat push gaps in knowledge for the keywords that are potentially driving visits to your app.

Stair 3. Analyze app user engagement metrics

User engagement metrics that underpin a good consumer knowledge have a strong influence on how your app grades and both Apple and Google are open about this.

Google states that user engagement metrics like app clangs, ANR charges( work not reacting) and inadequate re-examines can limit exposure openings on Google Play.

While Apple isn’t quite as forthcoming as Google when it comes to providing information on commitment metrics, they do state that app ratings and assess can influence app store visibility.

Ultimately, Apple wants to ensure IOS apps furnish a good user event, so it’s likely they use a range of added used action metrics to grade an app in the App Store.

As part of your investigation, you should look into how the below customer commitment metrics may have changed around the time period you examined a drop in visits to your app.

App ratingNumber of ratings( newer/ fresh ratings is likely to be weighted more for Google) Number of downloadsInstalls vs uninstallsApp clangs and lotion not answering

You’ll be able to get data for the above metrics in Google Play Console and App Store Connect, or you may have access to this data internally.

Even if your analysis doesn’t reveal insights, metrics like app rating affects transition and where your app ranks in the app pack SERP feature, so it’s well worth investing time in developing a strategy to improve these metrics.

One simple tactic could be to ensure you respond to negative the examinations and refreshes with questions. In reality, consumers increase their rating by +0.7 wizards on average after receiving a reply.

Apple furnishes a few gratuities on asking for ratings and recalls for IOS app.

Help make your app commerce back Step 1. Spy on your entrants Find out who’s ranking

When trying to identify opportunities to improve app place visibility, I always like to compare the top 5 position entrant apps for some priority non-branded keywords.

All you need to do is search for these keywords in Google Play and the App Store and give the publicly available ranking factors from each app inventory. You should have something like the below.

Brand

Title

Title Character length

Rating

Number of reviews

Number of installs

Description character length

COMPETITOR 1

[ Competitor designation]

50

4. 8P TAGEND

2, 848

50, 000+

3, 953

COMPETITOR 2

[ Competitor name]

28

4. 0

3, 080

500, 000+

2, 441

COMPETITOR 3

[ Competitor deed]

16

4. 0

2566

100, 000+

2, 059

YOUR BRAND

[ Your brands entitlement]

37

4. 3

2, 367

100, 000+

3, 951

COMPETITOR 4

[ Competitor entitle]

7

4. 1

1, 140

100, 000+

1, 142

COMPETITOR 5

[ Competitor entitlement]

24

4. 5

567

50, 000+

2, 647

Above: anonymized table of a client’s Google Play competitors

From this, you may get some shows to the reasons why an app ranks above you. For speciman, we experience “Competitor 1” not only has the best app rating, but has the longest title and description. Perhaps they better optimized their claim and description?

We can also see that adversaries that grade above us generally have a larger number of total reviews and lays, which was in line with both Google’s and Apple’s proclamations about the importance of user engagement metrics.

With the above comparison information, you can dig a little deeper, which induces us on neatly to the next section.

Optimize your app textbook battlefields

Keywords you add to text disciplines can have a significant impact on app accumulate discoverability.

As part of your analysis, you should look into how your keyword optimization differed from contestants and identify any opportunities.

For Google Play, lending keywords to the below verse lands can influence rankings 😛 TAGEND Keywords in the app deed( 50 references) Keywords in the app description( 4,000 people) Keywords in short description (8 0 personas) Keywords in URLKeywords in your app appoint

When it comes to the App Store, adding keywords to the below verse domains can influence positions 😛 TAGEND Keywords in the app entitlement( 30 people) Using the 100 persona keywords subject( a dedicated 100 -character field to sit keywords you want to rank for) Keywords in your app name

To better understand how your optimisation tactics stand up, I recommended comparing your app verse arenas to competitors.

For example, if I want to know the frequency of mentioned keywords in their app descriptions on Google Play( keywords in the description field are a ranking factor) than I’d create a table like the one below.

Keyword

COMPETITOR 1

COMPETITOR 2

COMPETITOR 3

YOUR BRAND

COMPETITOR 4

COMPETITOR 5

job

32

9

5

40

3

2

job search

12

4

10

9

10

8

employment

2

0

0

5

0

3

job tracking

2

0

0

4

0

0

employment app

7

2

0

4

2

1

employment search

4

1

1

5

0

0

job tracker

3

0

0

1

0

0

recruiter

2

0

0

1

0

0

Above: anonymized table of a client’s Google Play competitors

From the above table, I can see that the number 1 grading contestant( adversary 1) has more mentions of “job search” and “employment app” than I do.

Whilst there are many influences that decide its own position at which an app grades, I could deduce that I need to increase the frequency of said keywords in my Google Play app description to help improve ranking.

Be careful though: writing peculiar, keyword substance descriptions and deeds will likely have an adverse effect.

Remember, as well as being optimized for machines, textbook orbits like your app title and description are meant to be a compelling “advertisement” of your app for useds ..

I’d repeat this process for other verse disciplines to unveil other keyword revelations.

Step 2. Optimize your supermarket schedule

Your accumulate itemize in the home of your app on Google Play. It’s where users can learn about your app, predicted the examinations and more. And astonishingly , not all apps make all the advantages of developing an immersive storage register experience.

Whilst Google doesn’t seem to directly be said that fully implementing the majority of members of store leaning features immediately affects your apps discoverability, it’s fair to speculate that there may be some ranking consideration behind this.

At the very least, investing in your accumulate inventory could improve conversion and you can even feed A/ B experiments to measure the impact of your changes.

You can improve the overall user know-how and material is available in the collect lean by adding video trailers of your app, excellence imaginative resources, your apps icon( you’ll want to stir your icon stand out amongst a ocean of other app icons) and more.

You can speak Google’s best pattern guide on creating a cogent Google Play supermarket inventory to learn more.

Step 3. Invest in localization

The saying moves “think world, achievement local” and this is certainly true of apps.

Previous studies have revealed that 72.4% of global purchasers preferred to use their native language when patronizing online and that 56.2% of consumers was indicated that the ability to obtain information in their own language is more important than premium.

It induces logical smell. The better you can personalize your product for your audience, the better your results will be, so go the additional mile and localize your Google Play and App Store listings.

Google has a handy checklist for localization on Google Play and Apple has a thorough asset on internationalizing your app on the App Store.

Wrap up

A drop in tours of any kind crusades fear and panic. Hopefully this blog gives you a good starting point if you ever need to investigate why an apps traffic has put as well as providing some immediate fuel opportunities to win it back.

If you’re interested in further reading on ASO, I recommend predicting App Radar’s and TheTool’s steers to ASO, as well as app search discoverability gratuities from Google and Apple themselves.

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