App Store Optimization

1. Moritz Daan
Growth Channel Specialist
!
@moritzdaan
App Store Optimization
Mobile Growth Hacking at SoundCloud

2. Mobile tipping point = reached
@moritzdaan

3. Source: Andy Carvell (SoundCloud) - @andy_carvell
Acquisition Cross-Sell
App Store
Optimisation
Press / PR / Blogs /
Social
Paid Channels (Ad
Networks, SMS, Search,
RichMedia, FB+Twitter)
Partnerships
(inc. carriers, OEMS & 3rd party stores)
VIRAL
(invites, shares/
integrations)
I
N
T
E
R
N
A
T
I
O
N
A
L
Engagement &
Retention
Onboarding Flow
(tutorial, welcome emails, NUX)
PUSH / Email / SMS / in-app alerts
!
(mobile CRM)
Deep-Linking
Re-Activation!
Campaigns
Retargeting
Monetisation
IAP, Paid Apps,!
Ad-Supported,!
Subscriptions,!
Virtual Goods
Relevant Payment Methods
!
- e.g. Carrier Billing, PayPal, Offer Walls, Credit
Card Processing
Virtual Currency Dynamic Pricing
Conversion
Optimisation
Analytics
Install Attribution In-App Events
Campaign
Measurement
Screen Flows Conversion Funnels User Testing
User / Device
Demographics
Cohort Analysis
Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance
CPU / Battery /
Network Performance
Analysis
LTV Modelling
Mobile Growth Stack

4. Publishing
App Store Optimization
App Store SEO Conversion
LocalizationAnalytics
@moritzdaan

5. ?
@moritzdaan

6. Google AdWords - A/B
@moritzdaan

7. Traffic
Serve & Measure A/B
ie.
SoundCloud App Store
@moritzdaan

8. SoundCloud App Store
?
SoundCloud - Music & Audio
?
SoundCloud - Music
?
Discover the best new music & audio ….
250 million listeners love SoundCloud ….
Icon Title
Screenshots
(graphics, CTA, order)
Description
?
@moritzdaan

9. SoundCloud App Store
@moritzdaan

10. > 10% conversion increase
= 1.000.000 - 5.000.000 extra installs
BOOM!
(yes, hypothetical)
SoundCloud App Store
@moritzdaan

11. Looking ahead
@moritzdaan

12. Localization

13. Professional translations
Preferably use a company with SEO expertise
Opportunity is huge
Especially on with iTunes, less with Google Play
iOS keyword fallback
Don’t worry about losing your English keywords in other countries. They’re still there!
Track & Adapt
Track keywords & downloads, and improve/kill localizations that have negative impact
App Store Localization
Spanish & English for US!
Make use of this opportunity to double your 100 characters!
@moritzdaan

14. Localization
BOOM!
(with a minor headache)
Russia +376%
South Korea +264%
Turkey +157%
Italy +136%
Brazil +98%
Belgium +47%
Mexico +36%
Spain +33%
France +28%
Germany +23%
Netherlands +21%
Canada +12%
Japan -6%
China -15%
@moritzdaan

15. Moritz Daan
@moritzdaan
moritz.daan@soundcloud.com
!
Pssst, we’re always hiring http://soundcloud.com/jobs
Thank you