ASO optimization and promotion of applications

The Pew Research Center has published the results of a survey on smartphones adoption: according to the data, 59% of the world's population aged 18+ used smartphones in 2019, which is approximately 4.3 billion users.

The smartphone market continues to grow, building up its power: according to various forecasts, global adoption of smartphones will reach 75% in 2020-2021, i.e. 6 billion users.

Since the days of using push-button phones without applications (let's not count calculator and "snake") have faded into oblivion, third-party software developers entered the scene, making a profit through the adopted monetization policy.

The most popular operating systems:

• Android by Google, which was first introduced on HTC device back in 2008;
• iOS by Apple, which was first introduced on the 1st generation iPhone back in 2007.

Microsoft (Windows Phone), Samsung (Bada), Research In Motion Limited (BlackBerry OS), Hewlett-Packard (WebOS), Firefox (FirefoxOS), and Nokia (Symbian) developed their own operating systems at different times, however, they failed to achieve global distribution and the highest level of service like Android and iOS, so they eventually gave up production and support of their systems.

Developers release hundreds of apps for the Play Market and the App Store every month: games, service and business assistants, organizers, players, cloud storage, and many others. However, in the current highly competitive environment, only one out of ten apps can get installed on a user's device, as the number of apps in app stores is over 3 million, and this number is increasing every day. In such conditions, you cannot do without mobile app promotion, which is called ASO (App Store Optimization).

ASO is a set of activities aimed at search engine optimization of an app in order to increase its visibility and position in the Apple Store and Google Play. The main objective of promotion is to influence search traffic and get the highest number of installations on mobile devices.

One can say that App Optimization will allow developers:

• to increase visibility and create a more attractive marketing funnel;
• to increase the users' interest in the product;
• to increase the conversion rate from the user flow;
• to influence the decision on installing the application;
• to reduce the cost of each lead.

One should keep in mind that organic traffic is of great value for successful ASO promotion, since it determines the interest of users in your product and, accordingly, its position in the operating system stores.