Betable's Tyler York hosted it's first webinar yesterday: Introduction to App Store Optimization.

1. APP STORE
OPTIMIZATION
Tyler York – Marketing at Betable

2. My ASO experience
 Lookout Mobile Security
 #1 Android Mobile Security app
 Marketing employee #3, worked on ASO,
keyword optimization, and rebrand
 Grew from 1m to 4.5m users in 6 months
 Betable
 Advise game companies on ASO, marketing

3. Results from this class
 Soulcraft
 Beeline RTD 2
 Paid iOS app, $2.99
 Increased sales 40%

4. Discoverability
The art of getting found

5. Two ways to get discovered
People search for you People find you

6. What drives iOS Discoverability?
Search Rank Leaderboard Rank
 Keywords  Downloads
 Downloads
 Ratings (number)
 Rating (stars)
 Will talk about iOS 6
changes in a minute

7. iOS Example

8. What drives Android
Discoverability?
Search Rank Leaderboard Rank
 Title  Download rating:
 Word and phrase  Downloads
usage in description  Install-to-Open Rate
 UninstallRate
 Retention

9. Android Example

10. Optimize your description
For people and for robots

11. Writing a good description
 Attention
 Why should they look at this app?
 Interest
 Why this app versus others?
 Social proof, reviews, quotes, #1, etc
 Desire
 Make them want it
 Begin telling the story
 Feature list
 Action

12. Description Example – Lili for iOS

13. iOS 6 Changes
 First screenshot featured in app listing
 Developer name no longer impacts rank
 Ratings (# of rating and Stars) significantly more
important
 New concept of “Keyword cloud”
Public transit
Bus Subway
DRT MUNI BART

14. iOS 6 Changes

15. Android-specific Tips
 Title
 Word & phrase placement
 Word & phrase placement (repeatedly)
 Competing apps

16. Android Example

17. Design an eye-catching icon
You have 1.5 seconds to convince me

18. Why icons matter
None of these icons stand out

19. Picking a direction for your icon
 Competitive analysis – what are consumers
expecting? How can we differentiate?
 Style
 Color
 Graphic/Symbol
 Text
 The 10 foot test
 Contrast
 Recognizable

20. Icon example

21. Getting your icon made
 Hire a design firm
 TheSkinFactory, SoftFacade, IconFactory
 Hire a designer
 Reach out to your network
Cost / Quality
 99 Designs
 Best ratio of quality-to-cost
 oDesk / eLance
 Do it yourself

22. Outmaneuver competing apps
They are already doing this

23. Analyzing competitors
 Discovering competitors’ keywords
 Identify competing keywords
 Rank them for each app, repeat
 Determine top keywords, best opportunities

24. Competitive analysis example

25. MobileDevHQ.com

26. Beating an established competitor
On iOS On Android
 Icon  Keyword usage
 Discoverability  Title tag
 Rating  Icon
 Screenshot  Rating

27. Getting Featured
The Holy Grail

28. Getting Featured on iOS
 Think like Apple: does my app align with their
vision and goals?
 Beautiful
 Innovative
 Uses Apple functionality
 Popular
 Monetizes

29. Getting Featured on Android
 Think like Google: does my app align with their
vision and goals?
 Wellbuilt, follows best practices
 Consistent across devices
 Localized (or “language agnostic”)
 Unique to Android
 Submit to Friday Review

30. QUESTIONS
Thank you for attending.