ASO: How To Choose A Name For Your Mobile App

The name you put on your app is key to helping build your brand. Before making a decision you should know the peculiarities that each App Store has and the best practices to optimize that name to the maximum thanks to the ASO.

Users browse the Apps Stores from different devices (computers, smartphones, tablets), which in turn have different user experiences and can alter how the name of your application is searched for and viewed.

While it’s relatively easy to A / B test screenshots, icons, and keywords for your app, choosing a name requires spending a little more time in the process and passing a much larger test.

In this post, we will show you how to optimize the name of your App to give it greater visibility, including tips to keep in mind for Google Play and Apple Store. We will also tell you some tricks to test and make sure that the name of your App fits your target audience.

ASO Best Practices

Users search the app stores through different methods: browsing the Featured Apps on the front page of the stores, entering the ranking of individual categories, and using the search box. You must take all these options into account when choosing a name.

1. Brevity

Each App Store has a maximum character length, if you exceed it they will shorten the name themselves. When this happens, your App is much less attractive to users. Please note that Apple and Google may occasionally update these character limits:

Google Play: 28-30 characters
Apple Store: Apple recommends 23 characters or less, but currently allows a maximum of 255 characters.
Adding keywords in the name of your application is a good idea so that users can find you more easily in the search engine, but make sure you don’t add too many to avoid looking spammy.

2. Descriptive and searchable names

There are hundreds or thousands of apps that compete with you on the Apple Store and Google Play. So you need to have a memorable name that stands out from a sea of ​​similar applications.

The choice of one name or another will also depend on your popularity. If your brand is already known worldwide, choose it as the unique name of your App, (for example Facebook, Twitter, etc.) But if your brand is little known or you have just launched it on the market, it is best to make a combination of a name generic and descriptive and your brand name.

In the iOS App Store, the name of the application has more weight in the search experience than the list of keywords. This is also one of the most important metadata on Google Play. And it is important to know that the Apple Store search engine is smaller than the Google Play one, so the names are shortened earlier.

A common mistake many brands make that you should avoid is including special characters such as the brand symbol ™. Users are unlikely to type it and it is not included in iTunes URLs.

3. Do tests

Doing an A / B test for your app name requires several tricks. Once you have launched your application in the App Store, changing the name would mean having to go through the approval process again, which is cumbersome and impractical. So before making a choice you must be 100% sure that it is the correct one.

A good solution to this problem is to use pages like UsabilityHub. On this website, you can test several ASO aspects at the same time, such as the name, the icon, and the screenshots of your application. The biggest drawback is that the users are mostly designers and marketers, and not the target audience you’re trying to reach.

Another option is to run a Facebook campaign with each name you want to A / B test under along with your app icon. This option can be much more useful since it will only reach the audience you want. The CTR of each ad will reveal the winning name.

4. Choose the correct name

There are many factors to consider when coming up with the correct name for your app, as both Google Play and the Apple Store have their own rules.