ASO Audit

Mercari ASO Audit Report

Buse Kanal

9 March 2023

IOS

Mercari is among the leading marketplace in app stores today. With over a million people downloading the app, Mercari has enjoyed a relatively high ranking in the App Store. In fact, Mercari, by the time of this writing, is rated to be the #30 app in the Social Networking category.

While Mercari has already accomplished things that other marketplace apps haven’t achieved, there is still a way to maximize their app store visibility and therefore increase their chance of getting noticed.

After all, the biggest room is the room for improvement. No matter how great Mercari might already be, they can still do something to reach the number 1 spot and not be overtaken by competitors.

In this ASO audit, let’s take a look at how Mercari can improve its keyword ranking in the most efficient way possible.

Keyword research

We did a quick keyword research for Mercari. We have shared the details at the end of this post.

Looking at the research result, we can see that we are already ranking for some important keywords. Nevertheless, we have identified some great opportunities for us to take advantage of.

In this situation, ASO intelligence tools come in handy. These tools are effective in identifying popular keywords with the lowest competition. For example, in ShyftUp, we use Mobile Action to perform reliable keyword research.

Among the results we get is the term Search Score. Here’s a quick overview:

The Search Score ranges from 5 to 100. The score represents the number of users who are searching for a specific keyword compared to other keyword options in the App Store and Google Play.

To give you an example, one of the keywords with the highest ranking is the keyword “Facebook.” It has a search score of 100.

The lowest score is 5, which means no one is virtually searching for that keyword. Most keywords will never even see a score beyond 5.

Going back to the results that we got, here’s how Mercari’s ranking looks like:

“Shop” keyword has a search score of 63, which we rank at no. 30.
“Shopping” keyword has a search score of 55, which we rank at no. 45.
“Shopping apps” keyword has a search score of 39, which we rank at no. 30.
“Free stuff finder” keyword has a search score of 34, which we rank at no. 45.
“Vintage” keyword has a search score of 32, which we do not rank.
“Makeup shopping” keyword has a search score of 27, which we rank at no. 46.
“Designer clothing” keyword has a search score of 28, which we do not rank.

We also did research on competitor keywords. We got the following results:

“Walmart” keyword has a search score of 77, which we do not rank.
“Etsy” keyword has a search score of 71, which we rank at no. 13.
“Vestiaire Collective” keyword has a search score of 40, which we rank at no. 24.
“Garage Clothing” keyword has a search score of 29, which we rank at no. 22.
“AliExpress Shopping App” keyword has a search score of 22, which we rank at no. 74.

The results show us that there is a lot of work to do. To ensure that we climb up the rankings, we should use these keywords in our metadata.

Title

The title of Mercari in the App Store is this:

Mercari: Your Marketplace

Mercari already has a strong title. Take note that the App Store allows us to use up to 30 characters for the title. As of now, Mercari is using 25 characters.

Looking at the search scores of the keywords included in the title, the search score of “Your” is 31, and “Marketplace” is 53. As you can see, all the keywords have high search scores, and we can conclude that Mercari has a quite strong title. However, there is a great opportunity for improvement.

To ensure we stay competitive, we must test the title and its keywords continuously. One way to improve the title is to go to the keyword pool. From there, we should continuously check how many keywords we are ranking for that are in the title. For instance, we could check the keyword “Marketplace” in our keyword pool.

After starting to use the “Marketplace” keyword, do we start ranking higher for these keywords? Do we start ranking for more keywords that include “Marketplace”? If the keywords are not improving our ranking, then we should test other keywords and their variations.

In this case, we can try a new title like:

Mercari: Retail Shopping App

As you can see, we have added the words “Retail”, “Shopping” & “App” and excluded the words “Your” & “Marketplace”. This is a great move in terms of keyword ranking for the following reasons:

The term “Retail” has a high search score of 28.
The term “Shopping” has a high search score of 55.
The term “App” has a high search score of 54.
By adding the term “Shopping” we can potentially rank for longer search terms such as “shopping app” & “makeup shopping”. Both have good ranking scores, which are 27 & 27, respectively.
By adding the term “App” we can potentially rank for longer search terms such as “AliExpress shopping app” with a good search score of 22.

All these changes to the title can potentially improve keyword ranking. However, please note that there are other combinations and possibilities when it comes to using keywords.

That’s the reason you need to test these keywords constantly. You should check your keyword ranking every week and see if the changes in your title brought better results.

Subtitle

The subtitle of Mercari in the App Store is this:

Buy and sell almost anything

Like the title, Apple allows us to use up to 30 characters in the subtitle. As of now, Mercari uses 27 characters.

Looking at the search scores of the keywords included in the subtitle, the search score of “Buy” is 32, “Sell” is 41, and “Anything” is 18. As you can see, all the keywords have high search scores, and we can conclude that Mercari has quite strong subtitle.

Even though, if we would like to test a new variation, the subtitle can be changed to:

Shop Luxury, Clothing & Shoes

As you can see, we have added the words “Shop”, “Luxury”, “Clothing” and “Shoes”, and excluded the words “Buy”, “Sell” and “Anything”. This is a great move in terms of keyword ranking for the following reasons:

The term “Shop” has a high search score of 63.
The term “Luxury” has a high search score of 26.
The term “Clothing” has a high search score of 44.
The term “Shoes” has a high search score of 52.
By adding the term “Clothing” we can potentially rank for longer search terms such as “Garage Clothing” & “Designer Clothing”. All have good ranking scores, which are 29 & 28, respectively.
By adding the term “Shoes” we can potentially rank for longer search terms such as “Sell Shoes” & “Shoe Shopping”. All have good ranking scores, which are 22 & 19, respectively.

To ensure we stay competitive, we must test the subtitle and its keywords continuously. One way to improve the subtitle is to go to the keyword pool. From there, we should continuously check how many keywords that are in the subtitle. For instance, we should check the keyword “Shop” in our keyword pool.

After starting to use the “Shop” keyword, do we start ranking higher for these keywords? Do we start ranking for more keywords that include “Shop”? If the keywords are not improving our ranking, then we should test other keywords and their variations.

Ratings

Looking at the ratings, we can see a lot of things to improve here. Take note that Mercari, at the time of this writing, has an average rating of 4.8 stars from more than 1.5M users.

Let’s compare that to their competitors:

OfferUp – Buy. Sell. Letgo. – 4.8 stars from 4.2M users
eBay Shop: Buy, Sell & Save– 4.8 stars from 3.8M users

We do need to improve app features and overall user experience to raise the ratings up and get more positive reviews.

Screenshots

Screenshots can either make or break your app. Use the wrong screenshots, and you’ll surely chase away users. Use the right screenshots, and you’ll attract more users.

As we take a look at Mercari’s screenshots, we can see that they have chosen great images. However, Mercari can use more value-oriented headlines on the screenshots. It is super important to choose screenshots that show the value, features, and reasons why users should use your app.

In short, screenshots must convince users to choose your app.

The App Store allows us to use up to 10 screenshots. However, these screenshots don’t have equal exposure. As you may already know, potential users will initially see the first three screenshots. They need to open your page to see the rest of the screenshots.

With this in mind, you must choose the best screenshots and place them on the first three screenshot slots.

To determine which screenshots give you the best result, A/B testing and Apple’s Product Page Optimization (PPO) are always the best way to go.

Here are a few more things to consider:

Apple indexes the title, subtitle, and keyword list to determine app rankings in the App Store.
The app title, which can be composed of up to 30 characters, is considered to be the most important ranking factor. Thus, you should add the most crucial keyword to your title. When you do that, you’ll most likely get a higher ranking for that keyword.
Next to the app title is the subtitle in terms of importance for indexing. Thus, other more vital keywords should be added to your subtitle. Add as many relevant and high-ranking keywords as possible to ensure you increase your ranking. Moreover, if possible, maximize the 30 character-limit for the subtitle.
Keyword list is considered to be the number 3 most important ranking factor in the App Store. You are allowed to use a maximum of 100 characters. You need to add all the keywords that you believe are relevant to your app. You can even include brand names and competitors’ keywords. You have more flexibility to include whatever you see fit based on your keyword research. After all, users won’t be able to see this list. Only you, as the admin, can see them via the App Store Connect. But it affects your visibility significantly.