— 3 Feb 2022

How ASO and A/B Testing Can Catapult Your App

Lina Danilchik

Here is a guest post from the experts at SEM Nexus, a startup app agency, who share their thoughts on mobile app optimization in 2022, along with the tools for mobile growth, with the readers of the SplitMetrics’ blog.

Mobile App Optimization in 2022: Essentials

When it comes to making sure you have the best app on the market, there are a few different components to take into account. Among the most important are SEO, ASO, and A/B testing. If just reading those terms intimidates you, you’re in the right place! We’re going to break down exactly what each of these optimization techniques are and how they can help you increase your app’s visibility, usability, and profitability.

What is search engine optimization (SEO)?

Have you ever wondered why some web pages show up on the first page of online search results and others don’t? What exactly do you have to do to rise in the ranks and earn your app a spot among the most well-known? Luckily, the answer doesn’t have to be an inexplicable mystery.

These rankings depend on SEO (Search engine optimization). SEO is a digital marketing technique that is used to boost site result rankings in Google. SEO has a massive impact on website traffic, which is why savvy digital marketers usually incorporate various SEO strategies to ensure that their web pages rank higher on search results. The higher their ranking on search results, the more the traffic!

SEO provides organic traffic and this accounts for a high percentage of organic traffic in cyberspace. The paid traffic is known as search engine marketing and it usually shows up as ads on the first page of online search engine results just before the regular search results. Another name for paid traffic is pay-per-click (PPC).

There are several tools that would help in optimizing your website while boosting your SEO strides. By employing such tools, your web traffic will increase, your web ranking and awareness will also be boosted. Here are some of the paid and free SEO tools available:

Backlink Analysis Tools

Ahrefs are Majestic are very versatile and prolific tools that you can harness for vital SEO techniques like link building and keyword research. This is very useful for YouTubers, Amazon marketers, and Google AdSense bloggers. These tools can also be used by Webmasters in their competitor’s analysis, to explore content performance, audit of sites, track site ranking, and to analyze overall SEO health.

Google Search Console

This is a free tool that can be used for analyzing the performance of web pages, ranking of pages, provision of traffic reports for each keyword and for identifying technical issues on the page.

Google Ads Keyword Planner

This is a very well-known and effective tool in keywords research and one of the products in the ads docket of Google. Its ability to suggest keywords and provide information about search volume, keyword difficulty, and estimated CPC, make it an essential SEO tool.

What is ASO?

ASO is the acronym for app store optimization. It is a technique that helps attract downloads for mobile apps in the various app stores. It is one thing to create and design a great app, but it is another thing for the app to actually be seen by your target audience in the app store. Once the app is highly ranked, it will be visible and downloads will increase. You may have noticed that ASO sounds a bit similar to SEO. This is very true, however ASO is only applicable to mobile apps. The algorithms in the app store are different from the algorithms that control SEO ranking. As such, the ASO search engine requires specific tools, images, descriptions, indexations, manipulations, and content that will successfully make the app visible, increase the reach and drive downloads and installations. 

Competition for visibility in the app store is fierce as all apps are always jockeying for the top spot to be seen by users. Surviving keywords competition and accruing massive traffic on the app stores is a very daunting task. However, a plethora of free and paid tools are available for optimizing mobile apps. Take a look at some included below:


AppTweak is a complete set of ASO solutions. Its ASO tool helps you understand which keywords are driving downloads to your app, monitor your competitors’ keyword and creative strategies, and find new opportunities to increase visibility & app downloads.

App Radar

App Radar is another free ASO tool that is very useful for analyzing the performance of your App. It has a dashboard with tools and varieties of metrics. It offers efficient keyword tracking, competitor analysis as well as real-time monitoring of app metrics, etc. Other effective ASO tools include Google Ads and Checkaso.

Why A/B Testing?

A/B testing is very useful for optimizing landing pages and conversion rates. It is a systematic way of comparing and analyzing the results of two options. By using A/B testing, marketers and developers can gain important insights for the success of their mobile app.

A/B testing is an ideal tool for all developers since it helps them to discover areas for development in the pages of their mobile apps, make substantial modifications according to the findings, and in addition, decipher their customers’ perceptions. The data is at your fingertips, enabling you to make choices about what’s best for your app in a snap.

For more sophisticated analysis, you can improve your A/B testing data by employing A/B testing tools, such as SplitMetrics.


SplitMetrics is a platform for A/B testing and concept validation for the App Store and Google Play. SplitMetrics has the capacity for all-encompassing testing of items on the product page. Screenshots, icons, texts and videos can all be tested using SplitMetrics. More so, you may take data-driven decisions before launching an app, rolling out some new features, improve your web-to-app campaigns and choose the right go-to-market strategy. Moreover, the platform provides customers with real-time analysis of user behavior and multiple metrics.

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This A/B testing tool enables marketers and developers to discover, experiment with, and onboard new features and strategies to boost the engagement and retention of their audience. When using this tool, you can go ahead to update your apps in real time, and it supports Apps, Web and mobile web testing.

SEO, ASO, and A/B testing are essential aspects of a successful mobile app, but they don’t have to be a mysterious roadblock when it comes to optimizing your mobile app. Using the tools outlined above, you can develop strong SEO and ASO strategies that get your app seen, and incorporate effective A/B testing that help your app maintain its value for many users to come.

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Lina Danilchik
Lina Danilchik
Content Marketing Lead & App Growth Evangelist at SplitMetrics
Lina is Content Marketing Lead at SplitMetrics. She provides mobile marketers with best practices and tips on app growth, ASO, user acquisition and Apple Search Ads. Lina is also the host of App Growth Talks.
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