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Hazañas que trascienden una marca

Feats that transcend a brand

Throughout the last year, there have been more than 218 billion mobile app downloads. In addition, <strong>nearly 4 million mobile apps have been published in 2020</strong>.
That is why <strong>ASO or App Store Optimization becomes a long-distance race</strong> in which all apps in the market compete and whose ultimate goal is to stand out above all that huge competition.
The goal of App Store Optimization is to <strong>increase the visibility and improve the download rate of a mobile app</strong> through optimizations made on the product and on the Apple App Store and Google Play Store tabs. Before defining the best optimization criteria, let's see what exactly ASO is.

<img class="alignnone size-full wp-image-453" src="https://api.cremastudio.com/wp-content/uploads/2021/01/001_1920px_EN.jpg" alt="Mobile data 2020" width="1920" height="915" />
<h2></h2>
<h2>What is ASO (App Store Optimization)? SEO for Apps</h2>
<strong>ASO Positioning</strong> is also often interpreted and searched as <strong>SEO for Apps</strong>. This conclusion makes all the sense in the world, because App Store Optimization is simply the natural or organic positioning of applications in the main download channels, which are Apple App Store and Google Play Store.

Thanks to App Store Optimization, it is possible that a mobile app appears among the main results of the keywords that we are interested in positioning so that the app gets more downloads and also more retention. All this is highly positive for several reasons, including increased downloads without additional investment in mobile marketing or more sales made through the mobile channel.

&nbsp;
<h2>ASO ranking factors</h2>
To begin with, it is important to understand that the user experience in Google (SEO) or in the app stores (ASO) are different. And, digging deeper, we will see that even the way of positioning in Apple App Store and Google Play Store is different.
But why is this? It's very simple: users have a very specific search intention in the stores and Android users have a very different behavior than iOS users as a general rule. Of course, there may be overlaps in searches for more generic or viral apps.

&nbsp;
<h3>On-Metadata ASO factors</h3>
These factors are directly configured from the developer console of the App Stores and are also the most important when it comes to ASO optimization.
The on-Metadata factors are:
1. Title or app name
2. Description
3. Short description
4. Category
5. Developer name and history
6. Icon
7. App screens
8. Video preview
9. App size (only in Google Play)
10. Keyword field (only in App Store)

Among the listed factors, there are some that stand out in importance when it comes to positioning. Some of the most crucial factors are the name of the app, the icon, or the package name (on Android).

However, that does not mean that the rest of the elements are not important. For example, the whole visual part, if it is well worked, is extremely important in order to attract the user's attention and increase the conversion rate (app download in this case).

<img class="alignnone size-full wp-image-468" src="https://api.cremastudio.com/wp-content/uploads/2021/02/002_1920px_EN.jpg" alt="On-Metadata App Store Optimization factors" width="1920" height="1312" />
<h3>Off-Metadata ASO factors</h3>
The off-Metadata factors are:
- Download numbers
- The app's ratings in the stores
- The comments left by users with their ratings

The off-Metadata factors are closely related to the quality signals of our mobile application. Hence, it is extremely important to work the product well, avoiding having too many errors or crashes within the app. The latter will provide the user with a bad experience and will most likely result in a negative review.

Within this type of factor, ratings stand out above all else. This is because, if the app has a good rating, it will inspire confidence so that new users will want to get the product.
On the other hand, the comments in the reviews also help to position the app because they are likely to contain keywords related to the app.

<img class="alignnone size-full wp-image-464" src="https://api.cremastudio.com/wp-content/uploads/2021/01/003_1920px_EN-1.jpg" alt="App Store Optimization positioning factors off-metadata" width="1920" height="1312" />
<h3>Keywords and App Store Optimization</h3>
As with SEO, the stores put their algorithms to work based on keywords, showing the best result for each one of them.
That is why it is extremely important to have a well studied and defined keyword strategy. You will have to invest the necessary time in researching and defining the best words to position your application.
In addition, you should know that the order of the keywords and the place where you put them is very important. As it happens in SEO positioning, where an "H1" is more important than a paragraph text, you should know where to put the most important keywords in the mobile app file.
For example, the words you include in the title and subtitle of the app will always have more value than elsewhere in the file. That is why it is recommended to use the most important keywords in those spaces.

&nbsp;
<h2>User-experience-focused design</h2>
When creating a new mobile app, it is extremely important to have app development experts who can focus all their attention on creating a user-friendly product for the potential user. Hence, several profiles are required, among which the following stand out:
<ul>
 	<li><strong>UX/UI professional</strong>: this will help you design the best interface for your mobile app, in addition to making sure that the product will have unbeatable usability.</li>
 	<li><strong>ASO Professional</strong>: an expert in App Store Optimization will help you to focus the development of the app to its positioning in the stores from the beginning. In addition, it is very important to consult this professional before starting to technically develop the product because there are certain positioning factors that can only be edited before publishing the app, such as the name of the developer.</li>
 	<li><strong>App developer</strong>: this will be the technical profile in charge of making the mobile application a reality once all the details of the project have been outlined. In many cases, you will need professionals specialized in specific programming languages, such as Objective-C, Swift, or Java.</li>
 	<li><strong>Tester</strong>: once the app has been developed, and before launching it to the market, it is important to make some checks and make sure that the mobile app works in the most stable way possible. The best thing to do is to hire a company that can take care of the whole process and that has a series of specific profiles to carry out the testing. If this option cannot be carried out, you can also search directly for the most interesting profiles and devices so as to perform the testing individually. Always try to test your app on as many target devices as possible before launch, and leave some development time available to make any necessary changes or bug corrections.</li>
</ul>
In short, App Store Optimization is a tool available for everyone, but only a lucky few really know about it. Because of this, those who know it are able to achieve a larger number of downloads of their mobile applications and, of course, higher-quality downloads (just like everything else related to the organic positioning of any given product). At CREMA™, we are specialists in ASO positioning, so we can help you get more traffic and more quality downloads for your mobile app, both on Android and iOS. <a href="https://cremastudio.com/contact">Contact us</a> and we will help you boost your mobile app downloads.

Increase Mobile App Downloads with ASO (App Store Optimization)

<video style="max-width: 900px;" autoplay="autoplay" loop="loop" muted="" controls="controls" width="900" height="600"><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span><source src="https://api.cremastudio.com/wp-content/uploads/2020/11/ecommerce_final.mp4" type="video/mp4" /></video>

Electronic commerce, e-Commerce or online shop are the terms used to describe the "the activity of electronically buying or selling of products on online services or over the Internet" is known.

This type of commerce has become one of the most widely used. It consists of the distribution, sale, purchase and supply of information on products or services through the Internet. In short, it is a means of online trading.

&nbsp;
<h2>Advantages of setting up an e-Commerce</h2>
The e-Commerce has become one of the most used sales tools by businesses that have become digital. These businesses perceive a series of advantages over the traditional commerce:
<ul>
 	<li><strong>"Open" 24 hours a day:</strong> one of the most positive features of an online shop is that it never closes. As it is an automated tool that allows the user total freedom, they can make a purchase at any time of the day.</li>
 	<li><strong>No geographical barriers:</strong> there are no local limits for an e-Commerce since you can sell products nationally or even internationally.</li>
 	<li><strong>More visibility:</strong> the scope of an online shop is always much wider than the one of a local business. Any user browsing the internet can make a purchase within our e-Commerce if we work our positioning strategy correctly.</li>
 	<li><strong>Segmentation:</strong> by working online, we are able to segment our audience much more easily. This will help us to understand the consumer habits, improve communication with our audience and launch special offers related to each target.</li>
</ul>
Data points to a very positive progress on the digital commerce world. More and more users are buying online, with purchases made through mobile devices being particularly noteworthy. This information is very interesting in terms of mobile optimisation and the importance it is acquiring in today's world.

<img class="alignnone size-full wp-image-421" src="https://api.cremastudio.com/wp-content/uploads/2020/11/eComerce_01_ING_2.jpg" alt="User consumption data in e-commerce 2020" width="900" height="279" />
<h2>What types of e-Commerce exist?</h2>
Depending on the type of product and our target, our eCommerce will be catalogued as one of the following:
<h3>B2B e-Commerce</h3>
B2B or Business-to-Business is that which works with company to company transactions. Some examples of B2B e-Commerces are HubSpot or Microsoft.
<h3>B2C e-Commerce</h3>
One of the most common types of e-Commerce is the B2C or Business-to-Consumer business and refers to sales that come from a business to a user or consumer. Some examples would be Amazon or Zara.
<h3>P2P e-Commerce</h3>
The P2P or Peer-to-Peer e-Commerce is one in which the relationship established by sellers with customers is direct. This occurs on platforms such as Alibaba or eBay.

&nbsp;
<h2>How to set up an e-Commerce</h2>
<h3><strong>1. Analysis</strong></h3>
When considering the creation of an online shop, it is important to analyse in depth both the environment and the idea we have in mind. To do so, there are a series of tools that can help in the process, such as the SWOT analysis or the creation of an MVP (minimum viable product). In addition, it is very interesting to know <strong>what type of products the audience buys from an e-Commerce, in what media it moves or what device it uses depending on the market it consumes.</strong>

<img class="alignnone size-full wp-image-422" src="https://api.cremastudio.com/wp-content/uploads/2020/11/eComerce_02_ING_2.jpg" alt="e-commerce 2020 data" width="900" height="426" />
<h3><strong>2. Website domain</strong></h3>
Once the topic of our e-Commerce is clear, it is very important to register the domain. This is a task that must be done as soon as possible to avoid the risk of someone else buying the name we are interested in.

However, although we should be quick to complete this task, it is very important to have an investigation process regarding our domain name. An ideal domain name should have the following features:
<ul>
 	<li><strong>Free domain:</strong>although this is obvious, it is important to ensure that the domain of our business is free. If this is not the case, we must look for alternatives that are as similar as possible to our name.</li>
 	<li><strong>SEO name:</strong>the goal of our website is to be at the top when a search is made for the keywords that interest us most at the business level. Sometimes, we can use a series of keywords in our domain that help us position our website at an organic level.</li>
 	<li><strong>Easy to remember:</strong> there's nothing more important than choosing a name that is easy to remember to make it simple for the audience to find our online shop. To do so, it is advisable to choose a domain name of about 8 characters, related to the sector we are addressing and without repetitions of two letters in a row.</li>
 	<li><strong>Pronounceable:</strong> this is another standard we must follow to help users find our brand and remember it more easily. In addition, we must ensure that it is clear and easy to dictate so no mistakes are made when writing.</li>
 	<li><strong>Extensions:</strong> the most recommendable is to keep a general one, like the .com or .es, being these the most common.</li>
</ul>
<h3><strong>3. Hosting for e-Commerce</strong></h3>
Once we have our web domain, the next thing is to look for the hosting for our e-Commerce. At this stage it is very important to look for a hosting that offers a good service quality and a number of features that fit what our e-Commerce wants to offer (traffic, bandwidth, support, sales number, etc.). In many cases, this hosting is hired at the same time as the e-Commerce platform and GoDaddy stands out as one of the most used.
<h3><strong>4. Platform for e-Commerce</strong></h3>
Choosing the platform for our e-Commerce is not a task to be done in a hurry. Before starting, it is interesting to see if it offers hosting services, domain or integrated payment systems.

Among the most widely used platforms are WooCommerce, Shopify or PrestaShop.
<ul>
 	<li><strong>WooCommerce:</strong>is the best known and most widely used platform for online shops. This is because it is one of the most intuitive and offers a large number of facilities to configure our e-Commerce.</li>
 	<li><strong>Shopify:</strong> is another of the most widely used platforms due to the facilities it offers at the technical level. In addition, it usually has integrated hosting and offers a wide variety of templates to develop our website.</li>
 	<li><strong>PrestaShop:</strong>this platform is the most complete and recommended for large businesses. However, it is not as easy to use as others and, therefore, it is necessary to have someone who can take care of both its configuration and its maintenance and updates.</li>
</ul>
<h3><strong>5. Product catalogue</strong></h3>
The product catalogue is the most important part of an e-Commerce because it is what users will see. Here is where the vast majority of efforts are put into the design, which will always be focused on being as optimized as possible in terms of usability (UI) and user experience (UX). It is essential to do a good job behind this because it is what will make or break the business.
<h3><strong>6. Shipping</strong></h3>
In case your e-Commerce sells services, this point is not relevant. However, this is different when it comes to physical products. The shipping method becomes critical and there are several questions you should answer when choosing it:
<ul>
 	<li><strong>Where will my product be sold?</strong> The commissions are not the same for national or international shipments.</li>
 	<li><strong>What kind of product do I sell?</strong> The size and weight of the items may vary and, therefore, the prices of the shipping companies.</li>
 	<li><strong>How many types of delivery do I want to offer?</strong> To improve the user experience, it is advisable to have several shipping methods and give the users the opportunity to choose the one that interests them the most (regular, urgent, etc.).</li>
</ul>
<h3><strong>7. Payment gateway</strong></h3>
Having a payment gateway is essential for an e-Commerce. This is the way customers will be able to carry out their purchases and it's also what helps us to <strong>automate our online shop.</strong>

Customers are more and more demanding in this aspect and need certainty that their payment will be secure, so it is important to configure several methods, the most common being card payment, with the payment gateway that your bank offers you, or through PayPal/Stripe, which are independent gateways and charge a commission on each sale.

<img class="alignnone size-full wp-image-428" src="https://api.cremastudio.com/wp-content/uploads/2020/11/eComerce_03-1.jpg" alt="E-commerce of Sombrero Calañés" width="900" height="601" />
<h2>How to sell with my e-Commerce</h2>
Once our e-Commerce is set up, it is crucial to have a marketing and sales strategy to help us boost our business. At first, it is important to be able to make a profit that at least supports the costs of maintaining the online shop, such as paying the hosting or the various contracts that have been made for payments methods and shipments.

For an e-Commerce to succeed, we need to work the marketing strategy always taking into account the following sales funnel:
<ul>
 	<li><strong>Attraction:</strong> this is the first phase of a marketing strategy and is focused on getting qualified visits to the website. In order to carry out this task successfully, it is important to have studied very well the market and the Buyer Person (potential customers) we want to address.</li>
 	<li><strong>Conversion:</strong> at this stage of the funnel we work on remarketing and the techniques that will help us to turn the lead into a customer, closing the sales process.</li>
 	<li><strong>Loyalty:</strong> this is the phase that must be worked on most carefully because this is where the vast majority of sales come from. 63% of consumers say that they change their consumption habits to get more out of loyalty programmes, so it is very important that we work on this part of the business in order to boost it as much as possible.</li>
</ul>
Setting up an e-Commerce is a task that requires a previous study and a very well thought out strategy behind it. After defining this information, you can follow the steps we have defined in this post.

If you want to go even further, the best option is to have a professional team to guide you through the process. At CREMA™ we offer you a full range of <a href="http://cremastudio.com/" target="_blank" rel="noopener noreferrer">services for your e-Commerce</a>, helping you with the business definition, the strategy and the design, and the implementation and maintenance for your online shop. Contact us and let's start working on your e-Commerce.

Create your e-Commerce or electronic commerce

Transmutation: we are now CREMA™

What was once a trend has now become a must, and UX-UI product design has emerged as one of the most powerful tools for connecting with your audience.

Experience has become a major factor in web development. It determines the audience's brand awareness after the first impact, but also how it accompanies them during navigation, guiding them to show them the value proposal and its benefits. In addition, the automation and simplification of processes that focus on the user allows for cost reduction and customer loyalty.
<h2>What does UX/UI mean?</h2>
<h3>User Experience:</h3>
User Experience (UX) is a person's perceptions and responses resulting from the intended use of a product, system or service. The origin of the term is attributed to Donald Norman in the mid-1990s when he was working on the Apple team.

Experience runs through everything related to the product, how you acquire it, how you buy it, how you share it, see it, feel it and experience it.

<img class="alignnone size-full wp-image-374" src="https://api.cremastudio.com/wp-content/uploads/2020/10/UX-UI1_ING-1.jpg" alt="Infographics with UX/UI differences" width="1920" height="1080" />
<h3>User Interface or Usability</h3>
User interface (UI) is one of several disciplines responsible for creating interfaces where users interact with digital products.

When a user accesses our product, there are certain actions that we want to be performed. The UI will help us to make it natural for users to commit those actions.

A UI designer focuses on the overall structure and function of a website or application and how a user interacts and feels about the product.

The professionals who usually perform this action are programmers and designers.

&nbsp;
<h2>Elements that make UX good or bad</h2>
Users should feel comfortable from the first moment they interact with the digital product. Our environment must avoid "making them think"; this is Steve Krug's first law of usability. For him, if something is usable, a person with average or less experience and skills can find a way to use it.

For this to happen, we must comply with a series of good practices:
<ol>
 	<li>We must use colour correctly: it must convey the image of the brand and not overload the user. By using more colours, our page will not necessarily be more eye-catching.</li>
 	<li>Correct use of sizes, margins and spaces. We must keep in mind that the sizes within an app or web are what will create a hierarchy, making some elements stand out from others.</li>
 	<li>Use blank spaces to create groups. Blank spaces are a powerful resource to guide the user's eyes and help them detect groups of elements.</li>
 	<li>Adjust the dose of the stimuli to avoid saturation. This means reducing the number of CTAs (calls to action) and visual elements that impact on the user's attention.</li>
 	<li>Have a clear and direct language. The faster we communicate with the user, the sooner he will find what he is looking for.</li>
</ol>
<h2><img class="alignnone size-full wp-image-376" src="https://api.cremastudio.com/wp-content/uploads/2020/10/UX-UI2_ING-1.jpg" alt="UX/UI good practice infographics" width="1920" height="1772" /></h2>
<h2><span style="font-weight: 400;">Main differences between UX/UI</span></h2>
There are three key differences between UX/UI
<ul>
 	<li>
<h3>UI only exists with a visual interface.</h3>
UI has everything to do with the visual interfaces of your site or application (no display, no UI), while UX has to do with how the user experiences navigation, which is not always related to a display.</li>
 	<li>
<h3>The UI directs the user; the UX makes navigation worthwhile.</h3>
The UI directs the user and the things to do while using the site or application, while the role of the UX is to make the navigation enjoyable. The UI makes navigation easy to understand and actions simple to perform. However, none of this is useful if users do not have the information they expect and the way they want to access it.</li>
 	<li>
<h3>UI is about logic; UX is about emotion.</h3>
Although both are directed to different sides, to create a positive user reaction you have to take into account who your audience is, what context they use your application in, and what they want to find.</li>
</ul>
&nbsp;
<h2>What role do they play in the digital strategy?</h2>
The role of the UI in the digital strategy is very important, because if the digital product doesn't guide users in the right way through the interface, they won't be able to make the right decisions, so our sales funnel will fail.

A poorly done usability has a very high cost, since the first reaction of the users will be to return to the search engine to find another page that provides a better experience. This is why the UI and the UX are directly related.

The role of the UX in the digital strategy ensures that the user has a good experience while using our digital product. We achieve a good user experience by focusing on designing useful, usable and desirable products, which influences the user to feel satisfied, happy and delighted while browsing.

&nbsp;

All these items help to make the company profitable in many ways:
<ul>
 	<li style="font-weight: 400;">Good UX design improves conversion rates. This is because the information is easy to understand and use. In addition, good UX optimisation implies the correct use of call to actions, guiding the user to carry out the action that is more interesting for our business.</li>
 	<li style="font-weight: 400;">Search engines such as Google, Bing or Yahoo reward websites that are optimised for a good user experience, giving the brand greater relevance and visibility through SEO positioning.</li>
 	<li style="font-weight: 400;">If you have a company that offers online services, the user experience is fundamental for the user to understand the product and not cause a high bounce rate.</li>
</ul>
&nbsp;
<h2>Why should your company have UX/UI team?</h2>
A UX/UI team helps you get closer to the person who determines your success: the user. By creating products that solve their problems, you will become more successful, as the user will come back and recommend you. In the long run you will improve your income and this can be seen on a large scale in the market capitalization of companies. Many of the most valued technology companies such as Google or Amazon have a lot of design. The experience they have created makes your company worth more because users are more loyal.

To conclude, there are many benefits of adding a specialized team in UX/UI to your company such as knowing your user in depth, having greater efficiency as a development team making this generate more income for an organization, among others. The UX designer will allow us to position ourselves closer to the user, and at the same time get closer to their problems and allow us to solve them in an ideal way.

What is UX/UI design?

A mockup is a design or model at real scale or size that is made digitally in presentations, demonstrations or promotions, and is used to give our clients a clearer and more realistic vision of how the final product will be.

When we work on a certain design and it is time to introduce the project, it should have some impact on the client. To do this, we must present the design in a more elaborate way, showing the professionalism expected by the other party and being able to clearly visualise how the final project would look like.
<h2><span style="font-weight: 400;">Difference between Mockup and Wireframe</span></h2>
Wireframes are the first representation of a design's structure. At the same time, the main elements are also represented, but at a rather basic level. This means we know what kind of elements will be placed, but there is not yet an approximation of the visual aspect of the project.

Mockups are a static visual representation, they are made based on the dimensions and organization previously established in the wireframe, but unlike this, a mockup already has a greater sense for the client because it is more visual. All elements such as text, icons and images are visible.

<img class="alignnone wp-image-283 size-full" src="https://api.cremastudio.com/wp-content/uploads/2020/10/Free-iPhone-Xr-1.jpg" alt="Image representing the difference between mockup and wireframe" width="900" height="623" />
<h2><span style="font-weight: 400;">What is and why using a Mockup?</span></h2>
This tool is very useful to give the client a more approximate idea of how their design would look in different formats: print, web pages, vinyl, signs, posters, etc. This way, we make sure both we and the client that the image of the product works and that we like how the final design will look.

The use of Mockups is very common in agencies because of the advantages they offer:
<ul>
 	<li><span style="font-weight: 400;">Add value to designs</span></li>
 	<li><span style="font-weight: 400;">Materialize ideas and bring them to live</span></li>
 	<li>They generate trust by enabling a tangible experience</li>
 	<li>Saves printing and assembly costs</li>
</ul>
<h2><span style="font-weight: 400;">What types are there?</span></h2>
<h3>Retail</h3>
This mockup shows how the final physical products would look in the retail business. This involves from the shop itself, T-shirts, bags, etc. When it comes to a preview for items, this is called "product mockup".

<img class="alignnone wp-image-284 size-full" src="https://api.cremastudio.com/wp-content/uploads/2020/10/mockup_retail-1.jpg" alt="Retail mockup" width="900" height="620" />
<h3>Business Cards</h3>
Business cards are the first impression the customer gets when getting to know our brand through an event or any face-to-face event. Therefore, it is very important to know the different techniques that can be used to make them stand out, whether by holographic printing, rough textures or embossing techniques.

<img class="alignnone size-full wp-image-286" src="https://api.cremastudio.com/wp-content/uploads/2020/10/mockup_papeleria.jpg" alt="Business card and stationery mockup" width="900" height="610" />
<h3>Billboards</h3>
The fundamental basis of this type of mockup is to see it in the environment to identify if all its components are correctly displayed and read at different distances. The most common types of billboards are posters.

<img class="alignnone size-full wp-image-287" src="https://api.cremastudio.com/wp-content/uploads/2020/10/mockup_cartel.jpg" alt="Billboard and poster mockup" width="900" height="465" />
<h3>Web</h3>
It should be clarified that some identify the mockup as a prototype, which is not exactly real on the web, since the interaction that can be done with one of these models is minimal. That's why they are known as low fidelity prototypes or paper prototypes.

<img class="alignnone size-full wp-image-288" src="https://api.cremastudio.com/wp-content/uploads/2020/10/mockup_responsive.jpg" alt="Web mockup with adaptation to mobile devices" width="900" height="570" />
<h3>Apps</h3>
In the case of mobile applications, the mockup app can be understood as the prototype. Thanks to this tool, the different screens that will make up the mobile app can be created in order to have a visual version of the final product.

<img class="alignnone size-full wp-image-289" src="https://api.cremastudio.com/wp-content/uploads/2020/10/mockup_app.jpg" alt="App mockup" width="900" height="606" />

What is a Mockup?

A lo largo del año se han producido más de 218 mil millones (sí, has leído bien) de descargas de aplicaciones móviles. Además,<strong> se han publicado cerca de 4 millones de aplicaciones móviles durante 2020.</strong>
Es por ello que el <strong>ASO o App Store Optimization se convierte en una carrera de fondo</strong> en la que compiten todas las aplicaciones del mercado y cuyo objetivo final es sobresalir por encima de toda esa enorme competencia.
El objetivo de esta <em>optimización en las tiendas de apps</em> (traducción del inglés App Store Optimization) es el de <strong>aumentar la visibilidad y mejorar la ratio de descargas de una app móvil</strong> a través de optimizaciones realizadas en el producto y en las fichas de Apple App Store y Google Play Store. Antes de definir cuáles son los mejores criterios de optimización, vamos a ver qué es exactamente esto del ASO.

<img class="alignnone size-full wp-image-444" src="https://api.cremastudio.com/wp-content/uploads/2021/01/001_1920px_ES.jpg" alt="Datos móviles 2020" width="1920" height="915" />

&nbsp;
<h2>¿Qué es App Store Optimization? SEO para Apps</h2>
El <strong>Posicionamiento ASO</strong> suele también interpretarse y buscarse como el <strong>SEO para Apps</strong>. Esta conclusión tiene todo el sentido del mundo, pues App Store Optimization no viene a ser otra cosa más que el posicionamiento natural u orgánico de las aplicaciones en los principales canales de descarga, siendo Apple App Store y Google Play Store.

Gracias al App Store Optimization, se consigue que una app móvil aparezca entre los resultados principales de las palabras clave o <em>keywords </em>que nos interesa posicionar de cara a que la app consiga más descargas y también más retención. Todo esto es altamente positivo por varias razones, entre ellas el aumento de descargas sin inversiones adicionales en mobile marketing o más número de ventas realizadas a través del canal <em>mobile</em>.

&nbsp;
<h2>Factores de posicionamiento ASO</h2>
Para empezar, es importante entender que la experiencia de los usuarios en Google (SEO) o en las app stores (ASO) son distintas. Y, profundizando más aún, veremos que incluso la forma de posicionar en Apple App Store y en Google Play Store es distinta.
Pero, ¿a qué se debe esto? Es muy sencillo: los usuarios tienen una intención de búsqueda muy concreta en las stores y los usuarios de Android tienen un comportamiento altamente distinto a los usuarios de iOS como norma general. Claro que pueden darse coincidencias en búsquedas para apps más genéricas o virales.

&nbsp;
<h3>Factores ASO on-Metadata</h3>
Estos factores son los que se configuran directamente desde la consola de desarrollador de las App Stores y también son los que más peso tienen a la hora de realizar la optimización ASO.

Los factores on-Metadata son:
<ol>
 	<li>Título o nombre de la app</li>
 	<li>Descripción</li>
 	<li>Descripción breve</li>
 	<li>Categoría</li>
 	<li>Nombre de desarrollador e histórico</li>
 	<li>Icono</li>
 	<li>Pantallas de la app</li>
 	<li>Previsualización en vídeo</li>
 	<li>Tamaño de la app (solo en Google Play)</li>
 	<li>Campo keywords (solo en App Store)</li>
</ol>
Dentro de los factores mencionados, hay algunos que sobresalen en importancia a la hora de posicionar. Algunos de los factores más cruciales son el nombre de la app, el icono o el <em>package name</em> (en Android).

Sin embargo, eso no significa que el resto de elementos no sean importantes. Por ejemplo, toda la parte visual, si está bien trabajada, es extremadamente importante de cara a llamar la atención del usuario y aumentar la ratio de conversión (descarga de la app en este caso).

<img class="alignnone size-full wp-image-469" src="https://api.cremastudio.com/wp-content/uploads/2021/02/002_1920px_ES.jpg" alt="Factores de App Store Optimization on-metadata" width="1920" height="1312" />
<h3>Factores ASO off-Metadata</h3>
<ul>
 	<li>Los factores off-Metadata son:</li>
 	<li>El número de descargas</li>
 	<li>Las valoraciones de la app en las stores</li>
 	<li>Los comentarios que se dejan junto a la valoración</li>
</ul>
Los factores off-Metadata están estrechamente relacionados con las señales de calidad de nuestra aplicación móvil. De ahí que sea extremadamente importante el trabajar bien el producto, evitando tener demasiados errores o crashes dentro de la app. Esto último le proporcionará al usuario una mala experiencia y muy probablemente derivará en una crítica negativa.

Dentro de este tipo de factores, destacan las valoraciones por encima de todo. Esto se debe a que, si la app cuenta con una buena valoración, inspirará confianza para que nuevos usuarios quieran hacerse con el producto.
Por otra parte, los comentarios de las reseñas ayudan a posicionar también porque lo más seguro es que contengan <em>keywords</em> relacionadas con la app.

<img class="alignnone size-full wp-image-465" src="https://api.cremastudio.com/wp-content/uploads/2021/01/003_1920px_ES-1.jpg" alt="Factores de App Store Optimization off-metadata" width="1920" height="1312" />
<h3>Keywords y App Store Optimization</h3>
Al igual que ocurre con el SEO, las stores ponen a funcionar sus algoritmos en función de palabras clave, mostrando el mejor resultado para cada una de ellas.
Es por eso que es extremadamente importante tener una estrategia de keywords bien estudiada y definida. Tendrás que invertir el tiempo necesario en investigar y definir cuáles son las mejores palabras para posicionar tu aplicación.
Además, debes saber que el orden de las palabras clave y el lugar donde las colocas es muy importante. Al igual que ocurre en el posicionamiento SEO, donde un “H1” adquiere una mayor importancia que un texto de párrafo, hay que saber dónde poner las palabras clave más importantes en la ficha de la app móvil.
Por ejemplo, las palabras que incluyas en el título y subtítulo de la app siempre van a tener más valor que en cualquier otro sitio de la ficha. Es por ello que se recomienda usar la keyword más importante en esos espacios.

&nbsp;
<h2>Diseño enfocado a la experiencia del usuario</h2>
Es extremadamente importante que, al crear una nueva app móvil, se cuente con expertos en desarrollo de apps que puedan centrar toda su atención en la creación de un producto amigable para el usuario potencial. De ahí que se requieran varios perfiles, entre los que destacan:
<ul>
 	<li><strong>Profesional UX/UI</strong>: este te ayudará a diseñar la mejor interfaz para tu aplicación móvil, además de asegurarse de que el producto tendrá una usabilidad insuperable.</li>
 	<li><strong>Profesional ASO</strong>: un experto en App Store Optimization te ayudará desde el principio a enfocar el desarrollo de la app a su posicionamiento en las stores. Además, es muy importante contar con él desde antes de empezar a desarrollar técnicamente el producto debido a que hay ciertos factores de posicionamiento que solo podrán tocarse antes de publicar la app, como el nombre del desarrollador.</li>
 	<li><strong>App developer o desarrollador de apps</strong>: este será el perfil técnico encargado de hacer realidad la aplicación móvil una vez que se hayan trazado todos los detalles del proyecto. En muchas ocasiones necesitarás profesionales especializados en lenguajes concretos de programación, como Objective-C, Swift o Java.</li>
 	<li><strong>Tester</strong>: una vez que se haya desarrollado la app, y antes de lanzarla al mercado, es importante que se hagan algunas comprobaciones y asegurarse de que la app móvil funciona de la manera más estable posible. Lo más indicado es contratar a una empresa que pueda hacerse cargo de todo el proceso y que cuente con una serie de perfiles concretos para hacer el testeo. En caso de que no se pueda llevar a cabo esta opción, también se puede buscar de forma directa a los perfiles y dispositivos en los que más nos interese comprobar el funcionamiento de la app y realizar el testeo de forma individual.</li>
</ul>
&nbsp;

En definitiva, el App Store Optimization es una herramienta al alcance de todo el mundo,  pero que solo unos pocos afortunados conocen. Debido a ello, son capaces de conseguir un número más amplio de descargas de sus aplicaciones móviles y, por supuesto, de más calidad (como todo lo relacionado con el posicionamiento orgánico de un producto). En CREMA™, somos especialistas en posicionamiento ASO, por lo que te podemos ayudar a conseguir más tráfico y más descargas de calidad para tu app móvil, tanto en Android como en iOS. <a href="https://cremastudio.com/es/contacto">Contáctanos</a> y te ayudaremos a impulsar tu app móvil.

ASO (App Store Optimization) o Posicionamiento para aplicaciones móviles

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Comercio electrónico, e-Commerce o tienda online son las acepciones por las que se conoce al “sistema de compra y venta de productos y servicios que utiliza Internet como medio principal de intercambio”.

Este tipo de comercio se ha convertido en uno de los más utilizados. Consiste en la distribución, venta, compra y suministro de información de productos o servicios a través de internet. En definitiva, se trata de un medio para comerciar de manera online.

&nbsp;
<h2>Ventajas de montar un e-Commerce</h2>
El e-Commerce se ha convertido en una de las herramientas de ventas más utilizadas por los negocios que se han animado a dar el paso de digitalizarse. Estos comercios perciben una serie de ventajas con respecto al comercio tradicional:
<ul>
 	<li><strong>“Abierto” 24 horas al día: </strong>una de las características más positivas de una tienda online es que nunca cierra. Al ser una herramienta automatizada que le permite total libertad al usuario, este puede hacer una compra a cualquier hora del día.</li>
 	<li><strong>Sin barreras geográficas:</strong> en el comercio electrónico no hay límites locales, sino que puede venderse a nivel nacional e incluso internacional.</li>
 	<li><strong>Más visibilidad: </strong>el alcance de un comercio online siempre es mucho más amplio que el de un negocio local. Cualquier usuario que navegue por internet puede llegar a hacer una compra dentro de nuestro e‑Commerce si trabajamos nuestra estrategia de posicionamiento correctamente.</li>
 	<li><strong>Segmentación: </strong>al trabajar online, tenemos la posibilidad de segmentar a nuestra audiencia mucho más fácilmente. Esto nos ayudará a comprender cuáles son los hábitos de consumo de nuestros clientes, mejorar la comunicación con ella y lanzar ofertas especiales afines a cada audiencia.</li>
</ul>
Los datos apuntan hacia una avance muy positivo en el mundo del comercio digital. Cada vez son más los usuarios que compran online, destacando las realizadas a través de los dispositivos móviles. Esta información es muy interesante de cara a la optimización <em>mobile</em> y la importancia que está adquiriendo en el mundo actual.

<img class="alignnone size-full wp-image-436" src="https://api.cremastudio.com/wp-content/uploads/2020/11/eComerce_01_ESP_2-1.jpg" alt="Datos de consumo del usuario en e-commerce 2020" width="900" height="279" />
<h2>¿Qué tipos de comercios electrónicos existen?</h2>
Dependiendo del tipo de producto y de nuestro target, nuestro e-Commerce se catalogará como una de las siguientes maneras:
<h3>Comercio electrónico B2B</h3>
El negocio B2B o Business-to-Business es aquel que trabaja con transacciones de empresa a empresa. Algunos ejemplos de e-Commerce B2B son HubSpot o Microsoft.
<h3>Comercio electrónico B2C</h3>
Uno de los tipos de e-Commerce más habitual es el negocio B2C o Business-to-Consumer y se refiere a las ventas que provienen de un negocio hacia un usuario o consumidor. Algunos ejemplos serían Amazon o Zara.
<h3>Comercio electrónico P2P</h3>
El e-Commerce P2P o Peer-to-Peer (red de pares) es aquel que en el que la relación que establecen los vendedores con los clientes es directa. Esto ocurre en plataformas como Alibaba o eBay.

&nbsp;
<h2>Cómo crear un e-Commerce</h2>
<h3><strong>1. Análisis</strong></h3>
A la hora de plantearse la creación de un comercio online, es importante que analicemos en profundidad tanto el entorno como la idea que tenemos en mente. Para ello, hay una serie de herramientas que pueden ayudar en el proceso, como el análisis DAFO o la creación de un MVP (mínimo producto viable). Además, es muy interesante saber <strong>qué tipo de productos compra la audiencia de un e-Commerce</strong>, en qué medios se mueve o qué dispositivo utiliza dependiendo del mercado que consuma.

<img class="alignnone size-full wp-image-438" src="https://api.cremastudio.com/wp-content/uploads/2020/11/eComerce_02_ESP_2-1.jpg" alt="Datos e-commerce 2020" width="900" height="426" />
<h3><strong>2. Dominio web</strong></h3>
Una vez que tengamos clara la temática de nuestro e-Commerce, es muy importante que registremos el dominio. Esta es una tarea que debe hacerse cuanto antes para no correr el riesgo de que otra persona compre el nombre que nos interese.

Sin embargo, a pesar de que debemos tener cierta rapidez a la hora de terminar esta tarea, es muy importante que tengamos un proceso de investigación con respecto a nuestro nombre de dominio. Un nombre de dominio ideal debería cumplir las siguientes características:
<ul>
 	<li><strong>Dominio libre: </strong>aunque sea algo evidente, es importante que nos aseguremos de que el dominio de nuestro negocio esté libre. En caso de que no sea así, hay que buscar alternativas lo más parecidas posibles a nuestro nombre.</li>
 	<li><strong>Nombre SEO: </strong>el objetivo de nuestra web es aparecer de los primeros al hacer una búsqueda relacionada con las palabras clave que más nos interese a nivel de negocio. En ocasiones, podemos hacer uso de una serie de palabras clave en nuestro dominio que nos ayude a posicionar nuestra web a nivel orgánico.</li>
 	<li><strong>Fácil de recordar:</strong> no hay nada más importante que elegir un nombre que sea fácil de recordar para facilitarle a la audiencia a encontrar nuestra tienda online. Para ello, es recomendable elegir un dominio de unos 8 caracteres, relacionado con el sector al que nos dirijamos y sin repeticiones de dos letras seguidas.</li>
 	<li><strong>Pronunciable:</strong> esta es otra norma que debemos cumplir para ayudar a los usuarios a encontrar nuestra marca y acordarse de ella más fácilmente. Además, debemos asegurarnos de que sea fácil de dictar para que no se produzcan errores en la escritura.</li>
 	<li><strong>Extensiones:</strong> lo más recomendable es quedarnos con uno general, como los <strong>.com</strong> o <strong>.es</strong>, siendo estos los más comunes.</li>
</ul>
<h3><strong>3. Hosting para e-Commerce</strong></h3>
Una vez que tengamos nuestro dominio web, lo siguiente será buscar el hosting para nuestro comercio electrónico. En este paso es muy importante buscar un hosting que ofrezca una buena calidad de servicio y una cantidad de características que se ajuste a lo que nuestro e-Commerce quiere ofrecer (tráfico, ancho de banda, soporte, número de ventas, etc.). En muchas de las ocasiones, este hosting se contrata a la vez que la plataforma del comercio electrónico y destaca GoDaddy como uno de los más usados.
<h3><strong>4. Plataforma de e-Commerce</strong></h3>
Elegir la plataforma para nuestro comercio electrónico no es una tarea que debe hacerse a la ligera. Antes de empezar, es interesante ver si esta ofrece servicios de hosting, dominio o sistemas de pago integrados.

Entre las plataformas más utilizadas encontramos WooCommerce, Shopify o PrestaShop.
<ul>
 	<li><strong>WooCommerce: </strong>es la plataforma más conocida y más utilizada en las tiendas online. Esto se debe a que es una de las más intuitivas y a que ofrece un gran número de facilidades para configurar nuestro e-Commerce.</li>
 	<li><strong>Shopify:</strong> es otra de las plataformas que más se utiliza debido a las facilidades que ofrece a nivel técnico. Además, suele tener integrado el hosting y ofrece una gran variedad de plantillas para poner a punto nuestro sitio web.</li>
 	<li><strong>PrestaShop: </strong>esta plataforma es la más completa y recomendable para grandes negocios. Sin embargo, no es tan sencilla de usar como otras y, por ende, se necesita a alguien que pueda encargarse tanto de su configuración como de su mantenimiento y actualizaciones.</li>
</ul>
<h3><strong>5. Catálogo de productos</strong></h3>
El catálogo de productos es la parte más importante de un e-Commerce debido a que es lo que los usuarios verán. Aquí es donde se pone la gran mayoría de los esfuerzos a la hora de trazar el diseño, que siempre estará enfocado a estar lo más optimizado posible en cuanto a la usabilidad (UI) y la experiencia del usuario (UX). Es imprescindible que haya un buen trabajo detrás de esto porque es lo que supondrá el éxito o fracaso del negocio.
<h3><strong>6. Envíos</strong></h3>
En caso de que tu e-Commerce se dedique a la venta de servicios, este punto no es relevante. Sin embargo, esto es diferente cuando se trata de productos físicos. El método de envío se vuelve fundamental y hay varias preguntas a las que deberías contestar a la hora de elegirlo:
<ul>
 	<li><strong>¿Dónde se va a vender mi producto? </strong>Las comisiones no son las mismas para envíos nacionales o internacionales.</li>
 	<li><strong>¿Qué tipo de producto vendo? </strong>El tamaño y el peso de los artículos puede variar y, con ello, los precios de las empresas de envíos.</li>
 	<li><strong>¿Cuántos tipos de envío quiero ofrecer? </strong>Para mejorar la experiencia del usuario, es ideal contar con varias formas de envío y darle la oportunidad de elegir el que más le interese (regular, urgente, etc.).</li>
</ul>
<h3><strong>7. Pasarela de pagos</strong></h3>
Contar con una pasarela de pagos es fundamental en un e-Commerce. Esta es la manera en la que los clientes podrán llevar a cabo sus compras y también es lo que nos ayuda a <strong>automatizar nuestro comercio.</strong>

Los clientes son cada vez más demandantes en este aspecto y necesitan certeza de que su pago será seguro, por lo que es importante configurar varios métodos, siendo los más usuales el pago con tarjeta, con la pasarela de pago que te ofrezca tu banco, o mediante PayPal/Stripe, que son pasarelas independientes y que se cobran una comisión de cada venta.

<img class="alignnone size-full wp-image-414" src="https://api.cremastudio.com/wp-content/uploads/2020/11/eComerce_03.jpg" alt="E-commerce de Sombrero Calañés" width="900" height="601" />
<h2>Cómo vender con mi e-Commerce</h2>
Una vez que tengamos ya configurado nuestro e-Commerce, es fundamental que tengamos una estrategia de marketing y ventas que nos ayude a impulsar nuestro negocio. Inicialmente, es importante que podamos sacar un beneficio que, al menos, soporte los gastos que nos supone el mantenimiento de la tienda online, como el hosting o las diversas contrataciones que se hayan hecho para pagos y envíos.

Para que un e-Commerce triunfe, es necesario que trabajemos la estrategia de marketing siempre teniendo en cuenta el siguiente embudo de ventas:
<ul>
 	<li><strong>Atracción</strong>: esta es la primera fase de una estrategia de marketing y se centra en conseguir visitas cualificadas al sitio web. Para poder llevar a cabo esta tarea con éxito, es importante que se haya estudiado muy bien el mercado y los Buyer Persona (clientes potenciales) a los que nos queremos dirigir.</li>
 	<li><strong>Conversión</strong>: en esta fase del embudo se trabaja el remarketing y las técnicas que nos ayudarán a que el lead se convierta en un cliente, cerrando así el proceso de venta.</li>
 	<li><strong>Fidelización</strong>: es la fase que más concienzudamente debe trabajarse porque es de donde proceden la gran mayoría de las ventas. El 63 % de los consumidores afirman que modifican sus hábitos de consumo para sacar más partido a los programas de fidelización, por lo que es muy importante que trabajemos esta parte del negocio con el fin de impulsarlo lo máximo posible.</li>
</ul>
Montar un e-Commerce es una tarea que exige un estudio previo y una estrategia muy bien pensada detrás. Después de definir esta información, ya se pueden seguir los pasos que hemos definido en este post.

Si quieres ir más allá, la mejor opción es contar con un equipo de profesionales que te guíen en todo el proceso. En CREMA™ te ofrecemos un <a style="color: inherit;" href="https://cremastudio.com/es#servicesHomeSection" target="_blank" rel="noopener noreferrer">servicio integral para tu e-Commerce</a>, apoyándote desde la definición de la estrategia de negocio hasta diseñar, poner en marcha y mantener tu tienda online a lo largo del tiempo. Contacta con nosotros y comencemos a trabajar en tu e-Commerce.

Crea tu e-Commerce o comercio electrónico

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Experimenting is one of identity marks of our studio. We offer you this space where we share what we have learned, our thoughts, experiences and other projects we are working on.

Increase Mobile App Downloads with ASO (App Store Optimization)

Create your e-Commerce or electronic commerce

Transmutation: we are now CREMA™

What is UX/UI design?

What is a Mockup?

Social-Blog/Noticias

Crema™ Insights

Experimenting is one of identity marks of our studio. We offer you this space where we share what we have learned, our thoughts, experiences and other projects we are working on.

Increase Mobile App Downloads with ASO (App Store Optimization)

Create your e-Commerce or electronic commerce

Transmutation: we are now CREMA™

What is UX/UI design?

What is a Mockup?