App store optimization
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More than 6 million apps have been published on the app store and Play Store. Almost 2/3 of them do not generate more than 100 installs. The reality of the mobile app market can be pure chaos! And here comes… App Store Optimization! Join us and learn how to optimize your mobile app as to be searchable, improve your conversation rate of downloads and in-app purchases.
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App store optimization
- 1. 1P a g e Hello! App Store Optimization I’m Evi Katsoulieri! Growth Engineer @GrowthRocks
- 2. 2P a g e What’s the hardest thing about building a successful mobile app? A: Building a mobile app. B: Getting your app found.
- 3. 3P a g e
- 4. 4P a g e The App Market • 3.3 million Android apps on Google Play • 2.2 million iOS apps on the App Store • 60k new apps/month in the App store • 197 billion mobile app downloads in 2017 • Over 300 app stores worldwide
- 5. 5P a g e
- 6. 6P a g e The User Behavior • 40% of smartphone users browse for apps in app stores (Google, 2016) • One in four app users discovers an app through organic search • Millennials (18-34) are driving much of the interest in new app downloads
- 7. 7P a g e
- 8. 8P a g e
- 9. 9P a g e
- 10. 10P a g e Welcome to ASO
- 11. 11P a g e What is ASO? ASO (App Store Optimization) is the process of optimizing an app in order to maximize visibility, improve CTR on lists & conversion rate (to install) and generate installs through search, top charts rankings and featured.
- 12. 12P a g e The “Formula” ASO = Traffic* + Conversion** • *Visits to landing page (app stores) from Search + Top Charts + Featured • ** Installs
- 13. 13P a g e ASO GOALS • Maximize visibility on app stores • Outrank competitors • • Improve CR on lists & CVR (visit > install) • Increase organic installs volume • Reduce UA costs > Make more money
- 14. 14P a g e ASO factors Elements of product page can be modified within iTunes Connect or Google Play Developer Console App Name / Title, description, short description (only Google Play), keywords field (only Apple), category, icon, screenshots and video. On-metadata factors External factors that are not under the control of the developer. Volume and speed of installs, ratings + reviews and, maybe, user engagement Off-metadata factors
- 15. 15P a g e Pick a great App Name & title Name = Simple, memorable, identifying Title = Brand name + 2 or 3 of your most important keywords 1
- 16. 16P a g e Keyword research High relevance (related to your business), high traffic and low difficulty or competition. • APP Store = 100 characters • Play Store = 4000 characters 2
- 17. 17P a g e
- 18. 18P a g e Images & Screenshots 1. Use Non-Generic Interesting Screenshots 2. Include Screenshots of Your App’s Interface 3. Create a Unique Attention-grabbing Logo 4. Use as Many Screenshots as Possible 3
- 19. 19P a g e Stand out with a unique icon Stores have preset standards for the ideal size, geometry, and color scheme of app icons, designed to match the rest of the OS. Regardless of which OS you’re designing for, you need an icon capable of breaking through the clutter. 4
- 20. 20P a g e
- 21. 21P a g e A/B test everything Prior to implementing a change in the app page elements, test them using an A/B testing tool. 5
- 22. 22P a g e Reviews and Rating6
- 23. 23P a g e
- 24. 24P a g e
- 25. 25P a g e Don’t let your app weight more than 150MB Without WiFi connection the user most likely will not download your app or mobile game instantly, and it might become hard to remind them to come back and install it. 7
- 26. 26P a g e
- 27. 27P a g e UPDATES8 1.Entice customers within your app 2.Update the app description and the “What’s New” 3.Maintain a large volume of five-star reviews
- 28. 28P a g e Localization Language Content 9
- 29. 29P a g e Tinder UK Tinder Japan
- 30. 30P a g e Criteria with direct impact to remember Keywords App’s name Description Icon Screenshots Localization
- 31. 31P a g e Remember! Trial and Error Optimization Keep testing and experimenting
- 32. 32P a g e Evi Katsoulieri evi@growthrocks.com Thank you! Do you have questions?
Editor's Notes
- Important: organic installs are FREE and help lower user acquisition costs!
- 2 devices επικοινωνούν μεταξυ τους Πώς?? Α) ανθρωπινος παραγοντας: πχ θερμοσιφωνας με dashboard ή κανω schedule ποτε θα λείπω και κλεινει b) Αισθητηρας κίνησης
- TUNE recently conducted a study of the top 25 ranking positions and found that apps with a relevant keyword in their title ranked, on average, 10.3% higher than apps without a title keyword.
- 4000 charcters in natural, customer-facing language.
- they do drive downloads. Images convey more about what it actually is and bring your descriptive text to life, allowing potential customers to visualize using your app before they make the download. While you can upload up to five screenshots for an iOS app and up to eight for an Android app, only your first 2–3 screenshots will show in the gallery on page load.
- I changed my icon to an icon with a unicorn. Surprisingly, my daily downloads, as well as daily revenue, doubled!
- ) a lot nicer and b) more attractive to women.
- 30-40 days frequency of updates