Fonts is among the utilities apps in the App Store which change whole keyboard for tons of users. With over 400k people who have downloaded the app in the last 90 days. In fact, by the time of writing this, it dropped down by 7 positions in the utility category. While Fonts simply attract communication from the users, there is still a way to maximize their app store visibility and therefore increase their chance of getting noticed to reach the TOP ranking positions.
Fonts is among the utilities apps in the App Store which change whole keyboard for tons of users. With over 400k people who have downloaded the app in the last 90 days. In fact, by the time of writing this, it dropped down by 7 positions in utilities category.
While Fonts simply attracts communication of the users, there is still a way to maximize their app store visibility and therefore increase their chance of getting noticed to reach the TOP ranking positions.
There are always ways for more growth and room for improvement. No matter how great the app might already be, there are lots of things to do to reach top spot and not be overtaken by competitors.
In this ASO audit, let’s take a look at how Fonts can improve its keyword ranking in the most efficient possible way.
Keyword research
We did quick keyword research for Fonts. We have shared the details at the end of this post.
Looking at the research result, we can see that we are already ranking for some important keywords. Nevertheless, we have identified some great opportunities for us to take advantage of.
In this situation, ASO intelligence tools come in handy. These tools are effective in identifying popular keywords with the lowest competition. For example, at AppDNA, we use Mobile Action and AppTweak to perform reliable keyword research.
Among the results we get is the term Search Score. Here’s a quick overview:
The Search Score / Keyword Volume ranges from 5 to 100. The score represents the amount of traffic that is searching for a specific keyword compared to other keyword options in the App Store and Google Play.
For example, one of the keywords with the highest ranking is the keyword, “Instagram.” It has a search score of 100.
The lowest score is 5, which means that almost no one is searching for that keyword.
When it comes to the results, here’s how Fonts’s ranking looks like:
“ig” keyword has a search score of 67, which we rank at no. 9.
“fonts for iphones” keyword has a search score of 55, which we rank at no. 3.
“emoji” keyword has a search score of 52, which we rank at no. 4.
“typing” keyword has a search score of 37, which we rank at no. 1.
“custom keyboard” keyword has a search score of 35, which we rank at no. 4.
Generic keywords that we already rank in the top categories:
- "text" (Search Score 67) - #80
- "ig" (Search Score 67) - #9
- "fonts for iphones" (Search Score 55) - #3
- "emoji" (Search Score 52) - #4
- "emoji keyboard" (Search Score 41) - #3
Competitor keywords that we already rank in the top categories:
- "ifont" (Search Score 50) - #4
- “instagram fonts" (Search Score 24) - #3
- "memoji" (Search Score 49) - #6
- "rubika" (Search Score 62) - #10
The results show us that there is a lot of work to do. To ensure that we climb up the rankings, we should use these keywords in our metadata.
Title
The title of Fonts in the App Store is just its name and that's a huge mistake!
Take a note that the App Store allows us to use up to 30 characters for the title. As of now, Fonts is using only 5 characters. In the app store, every character counts and it should be maximized as much as possible especially on App name & Subtitle.
As you can see, we put “Text”, “Emoji”, “Keyboards” keywords which have the most popular Search value. As we can see this is a great move in terms of keyword ranking for the following reasons:
Text has 67 Search Score and is ranked at rank #80, which means there is a huge room for improvement!
Emoji has 52 Search Score and is ranked at rank #4.
Keyboards has 36 Search Score and is ranked at rank #1.
This change can give more potential for the app and obviously should bring more attention to the application. From the second point of view, if users are looking for a keyboard for their iPhone they most likely will try out the “Keyboards” keyword or “Emoji” for the first shot.
Also that proves that you need to constantly test these keywords. You should check your keyword ranking every week and see if the changes in your title brought better results. Also you should remember to never let the situation where there is almost no keyword on App name!
Subtitle
Current Subtitle: Text Font and Emoji Keyboard should always be adapted to the application name, so included keywords should be never repeated.
Like the title / App name, Apple allows us to use up to 30 characters in the subtitle. Fonts app already has a strong subtitle but we will check it closer. For one, it has maximized the allotted 28 characters for the subtitle, which is great news!
Subtitle can be changed from this:
Text Font and Emoji Keyboard
to:
Custom Keyboard & Apple Fonts
This change comes from the rule to not repeat the same keywords used on the App Name.
We decided to completely change the Subtitle. That’s because we used the most valuable keywords on App name. As you can see we try to bring attention to “catchy” words like “Keyboard” or “Apple Fonts”. We do believe this change can bring more attention to the app.
Keyboard has 60 Search Score and is ranked at rank #1.
Apple Fonts has 33 Search Score and is also ranked at rank #1.
To ensure we stay competitive, we must test the subtitle and its keywords continuously. One way to improve the subtitle is to go to the keyword pool. From there, we should continuously check how many keywords we are ranking for that are in the subtitle.
If the keywords are not improving our ranking, then we should test other keywords and their variations.
Ratings
Looking at the ratings, we can see this part of app growth is solid for Fonts. It's still a lot of things to improve here. Take a note that Fonts, at the time of this writing, has an average rating of 4.52 stars from more than 216k users which puts your application in a good position related to its competitors:
Let’s compare that to their competitors:
Fonts for iPhones – 4.45 stars from 32k+ users.
Fonts Air - Font Keyboard – 4.71 stars from 52k+ users.
Keyboard Fonts ++ for Writing - 4.56 stars from 122k+ users.
We do need to improve app features and overall user experience to raise the ratings up and get more positive reviews as well. Reputation Management framework that intercept negative feedback and help optimize average rating and increase number of reviews would be helpful for Fonts. As we can see there are a lot of users that rate the app as great and above and Fonts should keep that trend too. Also you should use more App Screenshots slots to let the users download your app with “an eye”.
Screenshots
Screenshots can either make or break your app. Use the wrong screenshots and you’ll surely chase away users. Use the right screenshots and you’ll attract more users.
It is super important to choose screenshots that show the value, features, and reasons why users should use your app. In short, screenshots must convince users to choose your app.
The App Store allows us to use up to 10 screenshots and it is good news! Bad news is Fonts is using only 4 which should be improved and possibly changed as fast as it can!
To determine which screenshots give you the best result, A/B testing and Apple’s Product Page Optimization (PPO) are always the best way to go.
Different groups of users prefer different design styles. There's a possibility your target audience values a specific design style over another. The simplest example would be to test vibrant, lifestyle imagery vs. vector graphic elements.
Certain colors impact human behaviors in a certain way, they can play an important role in conveying information and have different impacts on visitors' perception. See what stands behind your color set and test using different ones, to achieve a particular effect on your visitors.
Also user-based social proof, such as featuring the high ratings' average, positive reviews, testimonials or volume of active users is one of the most commonly leveraged persuasion techniques in app stores. You can try to use one of the previously mentioned elements, or any other which may build credibility in the eyes of your visitors. Be mindful that this technique, even though commonly used, can be interpreted as a violation of App Store & Google Play guidelines.
If you want to differentiate from hundreds of other organic search results, you should test including an attention grabber on your first screenshot or app preview. These are the elements well known to marketing professionals, who use them in outdoor campaigns or on catchy commercials and social advertisements. E.g. evergreen facial distraction technique which brings attention of visitors, based on our primal instincts. Clearly communicate what makes your app better from competitors. Focus on additional competitive advantage, an unobvious benefit important for the target audience, that no one offers except you.
Here are a few more things to think about:
Apple indexes the title, subtitle, and keyword list to determine app rankings in the App Store.
The app title, which can be composed of up to 30 characters, is considered to be the most important ranking factor. Thus, you should add the most crucial keyword to your title. When you do that, you’ll most likely get a higher ranking for that keyword.
Next to the app title is the subtitle in terms of importance for indexing. Thus, other more vital keywords should be added to your subtitle. Add as many relevant and high-ranking keywords as possible to ensure you increase your ranking. Moreover, if possible, maximize the 30 character-limit for the subtitle.
The keyword list is considered to be the number 3 most important ranking factor in the App Store. You are allowed to use a maximum of 100 characters. You need to add all the keywords that you believe are relevant to your app. You can even include brand names and competitors’ keywords. You have more flexibility to include whatever you see fit based on your keyword research. After all, users won’t be able to see this list. Only you, as the admin, can see them via the Developer Console.
Disclaimer: In this ASO Audit, we haven’t used any private data, we have purely used public data. The ASO audit was done based on version 8.0.78 of the application and is current as of the date of publication of this article
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