ASO Academy: Can ASO Help Your Business?

May 25, 2022

ASO Academy: Can ASO Help Your Business?

The app stores are the new frontier of business and eCommerce. Whether it be for downloading the latest high-res RPG game, filing taxes, or ordering a car, there’s a reason everyone has “an app for that”.

Businesses both large and small create apps to reach their audiences on their mobile devices. However, mobile marketing is unlike any other form of marketing out there. Many will believe that paid campaigns are enough to attract and retain users, but organic App Store Optimization (ASO) is the key to sustained app store success.

ASO is a continuous process of adaptation and refinement of app store listing assets. It evolves your mobile marketing strategy to adapt to app store algorithms and user behaviors to organically build your presence on the app stores over time. At this point, you may be asking yourself:

Is ASO worth it?

Is ASO sustainable?

How can ASO help my business grow?

In this week’s ASO Academy, we’ll explore all of the ways in which ASO can help your app and business thrive on multiple fronts.

Top 3 Benefits of App Store Optimization (ASO)

Benefit #1: Reduces Your Marketing Costs

The benefits of ASO go far beyond increasing discoverability and relevance on the app stores. In fact, a fully-realized ASO strategy can help many businesses lower their return on ad spend (ROAS) over time when they use the right ASO technology to back it up.

ASO is all about building and conveying relevance to your audience and the app stores algorithms. The better you do that through ASO, the more lucrative your investment in any other form of mobile marketing will be.

Benefit #2: Improves the performance of your Paid Marketing Campaigns

If you’re like many mobile marketers who haven't considered ASO, you may be under the impression that paid campaigns alone are enough to scale your app. However, app store algorithms need app developers to prove relevance. Without an organic strategy, this is much more difficult to attain.

The success of any and all paid campaigns relies on ASO for various reasons. For one, ASO is inherently in tune with variances in user behavior and changes accordingly. This dynamic approach to mobile marketing allows developers to better understand their target audience once it’s time to deploy a paid campaign. Additionally, ASO not only reduces the cost of paid campaigns over time but also helps users find your app once a paid campaign is over.

Benefit #3: Positive Impact on User Experience & Customer Satisfaction

ASO can help you improve your customer and user experience. You may be asking yourself how can ASO do this?

ASO can improve on all interactions the user has with your app – from search to post-download sentiment. App ratings and reviews have a tremendous impact on conversion. Most users will not download an app if it has a significant amount of negative reviews or if it has less than a 4-star rating.

Poor ratings and reviews can be caused by a lot of factors, but managing them is a crucial part of ASO. Similar to the steps in the traditional Consumer Buying Process, the “post-purchase satisfaction” phase is a key area to offer support and address any discrepancies in the app value or core offering.

This applies to free and paid apps equally. In this, “post-download satisfaction” phase reputation management is essential. The reviews section is a great way to learn about the user’s experience with the app and address their comments the right way. In the end, you have a better app and happier users – the best win-win of them all.


Will ASO help your business? Simply put, better ASO means better business. Optimization for the app store touches and improves upon all of the foundational pillars of both mobile marketing and business operations. ASO allows businesses to improve their return on investment and creates happier customers and users.

Want to learn more about App Store Optimization? Contact Gummicube and we’ll help get your strategy started.