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Now, they are slowly closing these doors to improve app quality and the overall user experience. Because Google announced earlier this year that there will be some changes in the Google Play Store in the second half of So what are these major changes? Google is planning to improve user experience by bringing some new rules about your app titles, icons, descriptions, screenshots, and video previews. Therefore, it will be beneficial for us to master these changes as the time is closing in.

As you know, Google was allowing 50 characters in your app title while Apple allowed 30, and now, Google will set the limit to 30 characters, too. So, say goodbye to your extra 20 characters in your app title. For sure, it was helpful for Google Play App Store Optimization as this extra space allowed app marketers to target more keywords. You were using that extra space to add some keywords to improve your organic rankings in the store. And also, you can forget about the keywords that indicate performance.

We know these might sound like a fright but they are not bad news. When you plan your ASO marketing strategy, you should not ignore the human factor. In this case, ask yourself: When will my users have a positive mindset and be most satisfied with their experience? For example, you can decide to show the in-app review pop-up after users have won a game level.

Negative reviews can reveal what can be improved about your app, but can also have a negative impact on conversion. Make sure that you answer any negative reviews to show that you consider them and try to implement changes when possible to improve your user experience. Besides keyword ranking, your descriptions, and more particularly the short description, can have a significant impact on conversion. Users should be able to quickly infer the core purpose of your game by looking at the short description, which is displayed right before the screenshots in the center of the screen on your app store listing.

That is why, you should find a good balance between keyword optimization and conversion rate optimization in your short description , rather than adding all the keywords for which you wish to rank without making any sense. In terms of conversion, your long description has less of an impact than your title or short description; users who read the long description represent a smaller audience.

However, the people who read your long description could be considered as high-quality potential users as they are more engaged than the majority of visitors. At the same time, these readers have not yet been fully convinced by the first elements on your store listing, so they could also be considered as mitigated visitors. Similarly as for the promo video, you should get straight to the point and immediately lay your main assets on the table. Contrary to its competitor Apple, Google easily enables you to conduct tests directly from their console for several elements of your app store listing.

The principles are simple: you create variants of the element you want to experiment on icon, screenshots , video, short or long description , and then split your audience into samples that will receive separate variations.

From the results of your tests, you can determine which variant performed best and subsequently implement adequate changes on your app store listing. It is sometimes hard to assess the results of experiments and draw conclusions. Before starting tests on the Google Play Store, you must have a clear understanding of what you can change on your store listing to improve your conversion rate. Your changes and experiments must be intentional and motivated by a hypothesis.

If you want to test a new icon, you should know why you are testing this new version and what added value it should bring. These hypotheses should be based on your previously conducted research.

To learn from your tests and reproduce successful ones, it is indispensable to know the intent behind the changes. If you just randomly implement changes, even if they end up working out, you would not understand the reasons behind your success. For the same reason, you should not test too many elements at the same time.

Building your tests based on hypotheses helps you avoid changing too many elements at the same time. After identifying your hypothesis and the object of your test, the next step is to create your variants. Do not lose sight of your research and goal when creating the different versions of the elements you want to test — make sure they are aligned. Imagine you want to test a new title and short description in the same test:.

In this case, Google will not test title A with short description B. That is why, it is recommended to test one element after the other for better results and a better understanding of these results. After creating your variants, you must then split your audience to determine the percentages who will see your current store listing and your tests. The percentage of the audience seeing the test is divided equally between the variants. We recommend that you run your test for at least 7 days , allowing enough time to gather sufficient data for each variant and to avoid false positive results.

Can you identify a clear winner between your variants? Is your conversion rate different from one variant to the other? For your experiment to be meaningful, you should already have an idea of what CVR can be expected.

This information can stem from your conversion rate history, research you have previously conducted, conversion benchmarks, etc. When assessing the results of your experiment, you can choose to directly update your metadata if there is clear success from one of the variants, or you can decide to run another experiment. For example, you have no control over what kind of users see your variants, and Google does not differentiate between users regarding their source user acquisition campaign, organic search, branded search, etc.

As a result, samples can be very different and heterogeneous, resulting in a discrepancy between the conversion rates of your different variants that may not be linked to your variants themselves. This consists of creating two similar variants to see if both B samples generate similar results. Optimizing your store listing is indispensable for a good conversion rate. Google enables you to go even further, allowing you to customize your store listing for different markets or countries.

In addition to your main store listing, you can create up to 5 custom store listings on the Google Console. Custom store listings enable you to target specific segments of your audience based on country instead of just language. First, it is important to note that languages are not linked to countries on Google Play.

When you localize your store listing for a particular language, you are not optimizing it for a country in particular. You can localize your store listing by translating it into several languages and modifying your assets. The language version that the user will then see will depend on their preferred language. So, when you add a translation, you are not targeting a country or market, but users with that preferred language no matter their location.

However, when your app reaches international audiences, you may want to further customize the information displayed on your store listing depending on the country or region users live in e. That is where custom store listings come into play. You can create up to 5 custom store listings. Your initial store listing then becomes your main store listing, shown to users in countries that you do not target with a custom store listing. Creating your first custom store listing should be rather intuitive, as it is quite similar to adding a localized version of your app.

You can upload a new version of your app title, short and long descriptions, and creative assets icon, screenshots, video, and feature graphic. Note that custom store listings are the only way to have a different app icon depending on the country, since the icon is typically global. You can add several countries for your custom store listing, enabling you to target different regions e.

Just like for any other store listing, you must choose a default language, but can add translations to your custom store listing. Again, if the user lives in a country included in your custom store listing, but there is no translation for their preferred language, they will see the custom store listing in its default language even if your main store listing has a translation for their preferred language.

More about custom store listings and how to use them! Ready to take App Store Optimization to the next level? Sign up for a 7-day free trial and unlock unique insights to create your ASO strategy.

Being aware of the latest trends in a game world we are always eager to share our skills and knowledge with our clients. We always provide feedback and comments on our suggestion.

We stay in touch with our clients throughout the project cycle. ASO agencies mainly focus on Keywords Lists and preliminary review of visual elements. Our Studio will create performance-driven App Screenshots , eye-catching App Icon and exemplary Promo Video to showcase the best of your game. Competitors research. Marketing insights. Go Smart. Creating a set 5 pictures of the screenshots. Finalization PSD. Go Grow.

Final Icon is paid separately.