App Store Optimization Meetup by Daniel Peris from PickASO + TheTool during MWC 2017 - Feb 27, 2017

1. #ASO Barcelona
Meetup
Feb 27, 2017
Speaker: Daniel Peris
Organizers

2. @DanielPeris
#ASOBCNmeetup @DanielPeris
100% MOBILE

3. index,follow
• App Store Optimization (ASO)
• ASO for Apple App Store
• ASO for Google Play Store
• ASO KPI & tracking
• ASO “hacks”
#ASOBCNmeetup @DanielPeris

4. What is ASO?
ASO (App Store Optimization) is the process of optimizing an app store listing in
order to maximize visibility, improve CTR on lists & conversion rate (to install) and
generate organic installs through search, top charts rankings and featured.
ASO = TRAFFIC + CONVERSION
Important: organic installs are FREE and help reduce user acquisition costs
(CPI, CPL, CPA).
#ASOBCNmeetup @DanielPeris

5. ASO
#ASOBCNmeetup @DanielPeris

6. #ASOBCNmeetup @DanielPeris
but…
ASO
IS
NOT
ONLY
SEARCH

7. #ASOBCNmeetup @DanielPeris
ASO = Traffic* + Conversion**
ASO
* Visits to landing page (app store listing) from Search + Top Charts +
Featured
** Installs

8. ASO goals
#ASOBCNmeetup @DanielPeris
• Maximize visibility on app stores
• Outrank competitors
• Improve CR on lists & CVR (visit > install)
• Increase organic installs volume
• Reduce UA costs > Make more money

9. ASO factors
#ASOBCNmeetup @DanielPeris
On-metadata
• App Name / Title
• Google Play Short desc.
• Google Play Long desc.
• App Store keywords field (only Apple)
• App category
• Developer name / age
• Icon, Screenshots, Video, Feature
graphic (GPlay)
• App size (MB)
Off-metadata
• Installs volume
• Installs speed
• Ratings + reviews
• CTR on Search

10. App Store
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11. Google Play
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12. #ASOBCNmeetup @DanielPeris
vs.

13. ASO process
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14. ASO KPI & tracking
• Keywords rankings per day + country | you + competitors
• Top Charts rankings per day + country | you + competitors
• Reviews & ratings per day + country | you + competitors
• Conversion rate per day + country | you
• Organic installs per day + country | you
• Organic uplift per day + country | you
#ASOBCNmeetup @DanielPeris

15. ASO “hacks”
#ASOBCNmeetup @DanielPeris
• Don’t forget to do ASO :P
• Remember product is KEY. Bad app = NO INSTALLS
• Localize your app store listing to all possible languages. (Gtranslate…)
• Don’t repeat kws on App Name & kws field (appstore)
• Use emoji in short descriptions (gplay)
• Make your app / game available worldwide.
• Work mid & long-tail keyword strategy.
• Keywords on reviews (gplay) have a direct impact in kw rankings… (greyhat)
• Keywords on package / URL (gplay) have a direct impact in kw rankings…
• Extreme A/B test (experiment) icon on gplay > Then, A/B test featured graphic
• TEST, TEST, TEST > MEASURE, MEASURE, MEASURE!
• TRACK COMPETITORS!

16. ASO “hacks”
#ASOBCNmeetup @DanielPeris
Icon A/B testing

17. ASO “hacks”
#ASOBCNmeetup @DanielPeris
Mid + Long-tail keywords

18. #ASOBCNmeetup @DanielPeris

19. • Main ASO KPI tracking in 91 countries (App Store + Google Play)
• Keywords + Top Charts + Ratings + Installs + Ad revenue
• All in one Mobile Growth dashboard
• SIGN UP FOR FREE
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20. Introducing Organic Uplift
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• Organic Uplift = For any non-organic user acquired, how many additional organic users you gain.
• The higher keywords rankings and top chart rankings, the higher Organic Uplift.
• The higher Organic Uplift, the more organic installs.

21. Resources
• PickASO: https://pickaso.com
• TheTool: https://thetool.io
• ASO Manual (spanish): https://goo.gl/EF6n6L
• Short description spy (Chrome ext.): https://goo.gl/MkCuwv
• Search Ads Keyword popularity hack (Chrome ext.): https://goo.gl/5lTMm2
• apptamin - App Marketing tools for Devs: https://goo.gl/EU5nes
#ASOBCNmeetup @DanielPeris

22. Thanks!
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Need ASO or Mobile Growth consultancy?
Write us!
info@pickaso.com

23. We’re attending
#ASOBCNmeetup @DanielPeris
See you!