We need to talk about the app category

Yes, we have to have this conversation. First of all, because the app category is something that helps users find apps in stores. Secondly, because it guides them to find those that better suit their needs – as well as those which solve their issues.

Therefore, app categories are key parts of ASO and mobile marketing strategies. This happens regardless of your app goals. App categories organize them into stores. It makes it easier for users to filter their searches based on the app’s functionality.

In other words, choosing the right category for your app increases visibility, attract quality traffic and, consequently, the conversion numbers.

It is important to properly analyze the app category and define the one that suits it the better, in accordance with the profile of your ideal customer, with the app’s value proposition and where their main competitors are classified.

And then, of course, you always have test other categories (do you remember that everything in Mobile Marketing is based on A/B testing?). With this content you’ll know more about:

  • How to choose the right categories for the apps;
  • What to avoid when it’s time to choose the apps;
  • And more about how all this influences organic traffic attraction and quality.

How to choose a category for the app?

Choosing a category for your app is not always something easy. It is even more difficult when you have so many options. In the Google PlayStore, there are currently 33 categories, while at Apple AppStore there are 24 categories.

Despite having two different options in the Apple Store – a primary and a secondary – the first is most important for the app’s visibility in the store. Apple makes that very clear in its tutorials.

So, how can I choose the best categories for my app? Well, let’s say you have a photo sharing application for social networks. What now? Is it better to choose the Photo&Video category or the Social Media one on Apple Store? Entertainment or Lifestyle on Google Play?

To decide which the best category for your app is, consider the following:

  • Your app’s proposal: The main category should be the one that describes your app’s functionalities the better.
  • The place where users naturally seek an app like yours: Understanding your audience will be helpful to identify which category is sought by your ideal users. Would they classify it as a social network or as a photography app?
  • The categories were chosen by your competitors for their apps: Look at the way similar apps are categorized – users are already used to go for those categories to find apps with value propositions similar to yours.

What to avoid when it’s time to choose the app category?

The largest concentration of apps on Apple Store is found in the gaming category. That’s not enough to classify your app in that section. So, here goes a tip from RankMyApp:

It is not recommended to include an app in a category that has no relation to it, just because it is “popular”. Make sure that the selected category is helpful to prompt a great user experience. Also, choosing categories that do not match your app is something that goes against the app s-store guidelines.

How does the app category influences the organic traffic?

In order to learn how to choose the best app category, it is important to understand how the rankings work inside the tabs. The search results are sorted by several factors. Among them are:

  • Number of downloads per day;
  • Page optimization;
  • App updating;
  • User retention rate.

So? Is it easier now to understand why this also that has to do with user organic acquisition and ASO? One of the metrics used in the ASO process is precisely the app ranking in the category.

After all, page optimization (modification and constant updating of the copy and graphics resources) is one of the factors that positively interferes with the app’s visibility in the category.

As we said above, choosing categories is not necessarily something very simple to do (even if it looks easy). Is it clearer now that this is not an isolated activity when it comes to conquering qualified organic downloads?

It is part of a set of good practices in mobile marketing to increase app visibility in stores, where ASO is the key element, because attracting anyone to your page is a huge waste of time and money. There is nothing interesting about having someone with your app just for one day.

Not to mention that user retention is a criterion to have a good ranking in stores. We hope that this content has been clarifying for that matter. Showing as well the importance of optimizing the app page in stores.

And, if by chance, ASO has yet to be part of your Mobile Marketing plan, it is time to revise your concepts! Shall we change that? Get now a customized analysis of your app and add intelligence to its strategic planning.