Minecraft is one of the most popular games today. One of the factors of user interest is the ability to modify the world at will. There are already more than 20,000 mods for Minecraft. They are created by third-party developers, allowing them to significantly transform the inner game world.
You can play Minecraft both on a computer and on a smartphone. The latter method is used especially often because it makes it possible to play on the go. This gave impetus to the creation of collections of add-ons that can be found on Google Play.
Fig. 1 — Client app page in Google Play Store
The Сlient application exactly used to improve the inner world of Minecraft. There are many competitors in this area, so without page optimization, it will not work to improve download rates and attract customers.
In this case, we will tell you what ASO is and share useful tips. Read about how we achieved a 1.3x increase in the number of users engaged.
1. Why ASO is needed?
The app store works on the principle of a search engine: the user types in a query and selects from the results what interests more.
As with the SERP, apps at the top of the Play Store results page are ranked in a certain way. Places in the TOP are always occupied, each application strives to the top, because the top positions always have more installs and visits.
Optimizing an app involves working with information on the app page, images, feedbacks, and more to improve store rankings. This is a complex process that has been described in more detail in the App Optimization post in our blog.
2. Competitor analysis
The Client has an application on Google Play - a collection of modifications and add-ons for Minecraft game. The goal of optimization is to increase the number of visitors on the application page and increase the number of installations.
Any kind of promotion starts with competitor analysis. The information obtained helps to see their advantages and find points of growth for the promoted project.
The Client provided a list of more than 30 competitors, which we analyzed:
- some competitors are engaged in the optimization of the application page;
- promotion occurs both by brand (application name) keys and by general.
Fig. 2 — Example of distribution of installs by keywords
Fig. 3 — Visibility by keywords
It is easier to compete on branded queries, because this means that competitors spend less time on promoting targeted queries. This is an advantage for us.
Some competitors got into the TOP for queries that were not targeted for us. But this analysis revealed additional keywords that can be used for promotion. The more often the application is found in the search and has been visited, the faster it will move to the first positions in the search results for various queries.
2.1 Metadata
Analysis of the metadata showed that the strongest competitors have an optimized Title and Description (contain keywords). Additional keys can be distinguished from the descriptions of competitors, which can also be used to promote the application.
As a result of the analysis, the TOP-3 queries were identified, which are necessary for further optimization of the application:
- addons for minecraft;
- mods for minecraft;
- maps for minecraft.
3. Workflow
After the competitor analysis, we put together a semantic core. Based on the keywords included in the SС, we compiled the TOR for writing the main text for the page.
The presentation text should familiarize the user with the application, contain the advantages and a description of the main functions. It's just better not to post a set of symbols on the topic at all.
When designing the text structure you should pay attention to these aspects:
- readability: information shouldn't be "overwhelming", but on the contrary, it should be perceived easily. The chance that the user will read the “light” text to the end is very high. Try to reduce the length of sentences and write for your audience;
- structure your text using headings, lists. Don't make the paragraphs large: two small paragraphs are easier to read;
- highlight text fragments and add emoji to add accents;
- use LSI words to expand on the topic and help users find you faster.
Body copy is used for ranking in Play Store. Therefore, it is necessary to add keywords to it. The more, the better, but just add, and not spam the text with keys. For this project we choose the optimal text length in 2500-3000 characters.
The title (name) of the application also matters when ranking. It was assumed that the name of the application should contain the key request "mods for minecraft".
We offered the client the option “Minecraft Mods by Master for Minecraft app”. But Google store policy prohibits the use of the brand name as the first word in the name.
Therefore, the Client approved “Master for Minecraft PE” from the list of proposed options.
4. Deliverables
Optimization of the application on Google Play should be based on the analysis of competitors and the elaboration of images, feedbacks, ratings, text on the page.
Good results have been achieved in a short period of work. We’ve started working with the project in December:
Fig. 4 — Dynamics of new users acquisition (September 2020-December 2021)
Just like in search engine optimization, ASO should be an ongoing process, due to which operational changes occur on the page in the application. This is how the result is achieved, since the effect of optimization accumulates if it is constant.
Fig. 5 — Growth statistics by country (all countries, USA, Brazil, Russia, Mexico)
The number of new users attracted in February 2021 compared to December 2020. Optimization was performed only for the page with an English description:
- All regoins +123,2%;
- USA +116,4%;
- Brazil -4,5%;
- Russia +110,6%;
- Mexico -13,2%.
Fig. 6 — Change in app install metrics (Sep 2020-Feb 2021 vs Mar 2020-Aug 2020)
Increasing the number of visitors to the app page in the store
Fig. 7 — Traffic dynamics
4. What else is important to optimize your application?
Optimization is always only a complex work. It also includes other elements of the page: images, icon, ratings, feedbacks.
4.1 Images and icon
In addition to text, titles, and descriptions, images are important. Play Store shows to a user the first 2 images. If one of them is a video, then there will be only one picture. At the same time, the first 2 images influence the user's decision to open the application page, and all the next ones motivate to install.
Fig. 8 — Images from the Client's application page
Remember that images should be relevant to the application theme and interest the user with their content.
This also applies to videos. Few people watch the long video to the end. So try to keep your video short but engaging.
4.2 Feedbacks and ratings
Under the name of the application, the user sees its average star rating and the number of downloads. If the rating is less than 4 stars, then the user will not look below the name, but will find an analogue with a higher rating. Low rating indicates an unsatisfactory quality of the application and reduces its popularity.
Fig. 9 — Ratings
It is not only the rating that matters, but also the feedbacks. In the reviews, you can find useful information (for example, find out about bugs and the number of ads in the application). By the availability of developer / publisher responses, it is possible to understand whether work is constantly being carried out to improve performance, etc.
Fig. 10 — Feedbacks
The app is more likely to be downloaded if the reviews are good. But even highly-rated apps can contain negative comments. Negativity needs to be worked and tried to eliminate problems and misunderstandings.
Conclusion
The result for the period of work (December 2020 - January 2021) shows that the optimized metadata and description on the page significantly affect the traffic and the number of app installs.
The app ranks better in the Google Play store by using relevant keywords. The number of installs and traffic has increased. This shows that ASO is effective even if only certain elements are optimized.
Working with all aspects of the application page is necessary to achieve the best possible results.
It's hard for beginners to get to the top of the search results, but with the optimization of the application, it becomes a matter of time. And we are ready to help you with this issue.
Feel free to contact us for professional consultation.
