STRETCHIT is among the health & fitness apps in the App Store leading app for a wide-known body streching. With over 2k daily downloads from people who have downloaded the app, STRETCHIT has enjoyed and could reach a relatively high ranking during the last weeks. In this ASO audit, let’s take a look at how STRETCHIT can improve its keyword ranking in the most efficient way possible.
STRETCHIT is among the health & fitness apps in the App Store leading app for a wide-known body streching. With over 2k daily downloads from people who have downloaded the app, STRETCHIT has enjoyed and could reach a relatively high ranking during the last weeks. In fact, by the time of writing this, it balance between #30 to #70 of the top of its category.
While STRETCHIT simply reminds users to become more flexible, there is still a way to maximise app store visibility and therefore increase the chance of being noticed and move to the top.
After all, the biggest room is the 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 STRETCHIT can improve its keyword ranking in the most efficient way possible.
Keyword research
We did quick keyword research for STRETCHIT. 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.
Going back to the results that we got, here’s how STRETCHIT’s ranking looks like:
“yoga” keyword has a search score of 50, which we rank at no. 48.
“exercise” keyword has a search score of 37, which we rank at no. 95.
“split” keyword has a search score of 34, which we rank at no. 72.
“training” keyword has a search score of 33, which we rank at no. 117.
“recovery” keyword has a search score of 30, which we rank at no. 39.
We also did research on competitor keywords. We got the following results:
“motivation” keyword has a search score of 59, which we are unranked.
“fitness” keyword has a search score of 63, which we rank at no. 187.
“daily yoga” keyword has a search score of 42, which we rank at no. 87.
“gymnastics” keyword has a search score of 42, which we are unranked.
“bend” keyword has a search score of 35, which we rank at no. 7.
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 keyword combinations in our metadata.
It looks like STRETCHIT does not use its full keyword potential to bring more attention to the users that are looking for ‘stretching apps’.
STRETCHIT could benefit from App Store Optimization increasing app store visibility, organic uplift and lowering total acquisition costs. Doing App Store Optimization is a way to Apple featuring and more engaged users.
Take note that the App Store allows us to use up to 30 characters for the title. Now, STRETCHIT also has 30 characters and that’s great news. However in the app store, every character counts and it should be maximised as much as possible.
In this case, the title can be changed to:
STRETCHIT: Stretching Exercise
Your actual keyword “Mobility” has Search Score 30, but our proposal is to switch that keyword to “Exercise” that has 37 Search Score and with this single change we can bring more users.
We should often check and analyse keywords to maximise ASO effort. That’s also the reason 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.
Subtitle
Current Subtitle: Stretch Flexibility Recovery should always be adapted to the application name, so that keywords can never be repeated.
Like the title, Apple allows us to use up to 30 characters in the subtitle. STRETCHIT already has a strong subtitle but we will check it closer. For one, it has the allotted 26 characters for the subtitle, which is great news!
Our proposal is: Daily Stretching & Fitness
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.
This composition completely changes the subtitle but in the same way we stay competitive.
Daily has 36 Search Score and is rank on #50,
Stretching has 31 Search Score and is placed on #3 rank,
Fitness has 63 Search Score and rank #177.
Those keywords have a great potential and should bring potentially 3x better results than actual one. Also when the strong Search Score keywords are on the low positions that means we can easily bring more attention to STRETCHIT app.
We should also consider to use “yoga” keyword in future since it has: 50 Search Score and being #40 in its category.
Ratings
Looking at the ratings, we can see a lot of things to improve here. Take note that STRETCHIT, at the time of this writing, has an average rating of 4.75 stars from more than 9,000+ users.
Let’s compare that to their competitors:
Bend: Stretching & Flexibility – 4.73 stars from 5,200+ users
Flexibility Stretching - Flexy – 4.94 stars from only 151 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 WaterMinder. As we can see there are a lot of users that rate the app as great and above and WaterMinder should keep that trend too.
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.
You should try localising the screenshots captions & app preview video (if available) as well, since visitors put a lot of interest in visual elements of your app page. Translate your original captions to the native language of your target audience and test how they perform in comparison to your standard, non-translated listing.
In short, screenshots must convince users to choose your app.
The App Store allows us to use up to 10 screenshots. STRETCHIT already uses 6 slots without any FUD additions.
Some businesses require covering users' doubts as quickly as it's possible, to avoid the loss of credibility or trust. You can try to cover those concerns on your creatives, so that users get an additional, well-visible confirmation and can feel more secure.
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 store guidelines.
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.
Here are a few more things to consider:
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 App Store Connect.
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 3.7.11 of the application and is current as of the date of publication of this article.
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