Enric Pedró, CMO at Lab Cave, presenting at Mobile Spree Berlin 2019 - After launching over 700 games, achieving more than 250 million organic downloads, doing over 2,000 updates, more than 3,500 a/b tests and assisting top tier game developers with their organic reach one thing is clear, Lab Cave has mastered how to increase organic mobile traffic and visibility. In this session, Enric Pedró will cover what a good CRO can achieve, how to improve your app organic reach and quick wins to improve an app chance to organically be found and maintain a healthy Retention Rate.

1. Mobile Spree
Improving your profitability,
success and organic traffic
through ASO
Berlin, June 6th, 2019

2. Who we are
2
Mobile Growth Company, part of the
Fibonad Group:
• Founded in 2013
• Launched +700 Apps
• Several App Features & Editor Choices
• Achieved over 250 million organic installs
Expertise in mobile key
operational areas:
• Mobile growth (organic & paid)
• Monetization
• Publishing
Enric Pedró
CMO at Lab Cave
@enricpedro
enric.pedro@labcavegames.com
Interactive Media MA
(London College of Communication)
+9 years of experience in mobile for SaaS,
performance advertising and App
development (UK, USA & Spain)
Bio

3. Our latest results
3
Monthly Organic Downloads iOS and Google Play 2014 -2018
+250
+700
Organic Downloads
M
Games Launched

4. What does ASO mean?
4
ASO (App Store Optimization) is the process
of getting as many users as possible by:
Improving app
visibility in stores.
Optimizing app
profile visit-to-install
conversion.
It’s the combination of two factors:
Off-Metadata
On-Metadata
Number of installs, Install Frequency, User Engagement,
Ratings - Reviews, Backlinks
iOS Google Play
Title
Subtitle
Keyword Field
IAP Name
Developer Name
Icon, Screens...
Title
Short Description
Long Description
Reviews
Developer Name
Icon, Screens...
·
·

5. Why is ASO so important?
5
Crowded Market
2.5M apps in Google Play and
2.2M App Store*
Search Traffic
65% of global downloads
come from search traffic**
Supports UA
Permits sustainable UA
strategies
Improve ROI
Increases paid media
conversion
Traffic Quality
Organic users have higher
intent
Share of voice
About 90 apps installed per
device on average***
Lift mobile app
organic traffic
Grow user base Improve and speed-up
profitability
* Source: Apple & AppBrain
** Source: Apple Search Ads
*** Source: AppAnnie

6. Zombie
Frontier 3

7. Zombie Frontier 3 @FT Games
7 © Lab Cave 2019
Disclaimer: Third party trademarks and imagery are property of their respective owners
FIrst 3 Months:

8. Zombie Frontier 3 @FT Games
8 © Lab Cave 2019
A B C
Disclaimer: Third party trademarks and imagery are property of their respective owners
6 Months Afterwards:

9. Zombie Frontier 3 @FT Games
9 © Lab Cave 2019
Disclaimer: Third party trademarks and imagery are property of their respective owners

10. Zombie Frontier 3 @FT Games
10 © Lab Cave 2019
Disclaimer: Third party trademarks and imagery are property of their respective owners

11. Respawnables

12. The Respawnables @Digital Legends
12 © Lab Cave 2019
Disclaimer: Third party trademarks and imagery are property of their respective owners
Analyzing Google Play traffic we realized that many visits were coming from the keyword “Fortnite”. We used that trend to create several
variations of the game icon
Results:
A B
C
B
B
A

13. Lords Mobile

14. Lords Mobile @IGG
14 © Lab Cave 2019
Disclaimer: Third party trademarks and imagery are property of their respective owners
12kinstalls
Organic VIC All Time Google Play

15. Things to consider in 2019 - ASO
15
Shift from Search to Explore to traffic - No public data shared by Google Play and according to Apple over 60% of installs
come from Search
Study from Lab Cave from 37 apps on Google Play:
15
67.3% 60%
● The real attribution model within Google Play & the App Store is only known by them. Is a click from Search to a Similar App
that then becomes an Install counted as Search or Explore traffic in their Dashboard?
From all visitors come from EXPLORE From total installs come from Explore

16. ● Some ASO tools allow you to see your “Similar Apps”. If you want to check yours,
https://play.google.com/store/apps/similar?id=com.touchten.garden&hl=en.
● Since iOS12 Apple personalizes the app shown in the Today View based on apps purchased by each user.
● Reviews do offer a lot of information.
● Vitals benchmarks RR, Quality, low ANR’s, uninstall rate, focus on recent ratings as main metric.
Things to consider in 2019 - ASO
16

17. 17
Keyword tools do have discrepancies in results! Use them as a guide
17
Things to consider in 2019 - ASO

18. 18
Research the Keywords that you should be competing for. Study competitors, localize and come up with your own!
18
Things to consider in 2019 - ASO

19. 1919
Things to consider in 2019 - ASO
Final result:

20. Correlation between UA and Organic traffic

21. Correlation between UA and Organic traffic
2121
For every paid install, apps get an average
of 1.5 additional organic installs (…) The
finding is at the 95 percent confidence
interval, which means it’s very reliable.
We’ve found that the correlation between UA
spend and organic install (...) is around 0.69 (...)
This correlation can fluctuate based on factors
such as different qualities of traffic sources, apps
versus games, and the relative ranking of each on
the top charts.

22. Correlation between UA and Organic traffic
22
Lab Cave study
Potential correlation between UA and Organic Traffic,
can we numerically (K-Factor) measure its impact?
● 3 different apps with high traffic channels
● 7 consecutive months analyzed
● Pearson correlation coefficient (values from -1 to +1) used.
Any value < 0.5 is considered a weak correlation
22

23. Correlation between UA and Organic traffic
23
Results
Case 1 - True Correlation - App I
● Significant correlation between UA and
Organic traffic
● Pearson coefficient of 0.71 (above 0.5 is
considered a strong correlation)
23

24. Correlation between UA and Organic traffic
24
Results
Case 2 - No Correlation - App II & App III
App III weak correlation. 0.32 coefficient
24
App II very weak correlation. 0.16 coefficient

25. Correlation between UA and Organic traffic
25
Lab Cave study conclusions
25
1. It is not possible to establish a linear correlation between UA installs and Organic installs for the time period
analyzed
1. Difficult to measure the exact impact of UA on Organic traffic
1. It is very hard to infer that most apps fall into a specific repeated pattern. Every app has a different audience,
different acquisition channels, different organic traffic
Therefore - DYOR (Do Your Own Research)
1. Gather a set of data where you have User Acquisition - Ideally 1 year to account for seasonality
1. Plot data by country & channel - Correlation might indeed change by country!
1. Analyze results and draw conclusions

26. Correlation between Impressions (TV) and Organic traffic
2626
Note that we have to account for many other factors. This correlation might or might not have a direct impact on # of Installs achieved

27. ASO Checklist
2727
● Keyword Analysis
● App title, use all space available for KW
● Know where to put KW (App Store vs G Play)
● Localization
● Choose the right Category (or not)
● Ratings & Reviews
● A/B Test visuals
● Use holidays and festivities
● Update your app often (not much detail is
needed)
● Research competitors
● Backlinks

28. Ready to boost your
organic traffic?
enric.pedro@labcavegames.com
labcavegames.com
@enricpedro