Advanced App Store Optimisation Tips & Tactics

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This presentation covers app store optimisation tips and tactics. The topics are: …

This presentation covers app store optimisation tips and tactics. The topics are:
1. App store icon
2. Screenshots
3. Ratings and Reviews
4. App Store Assets
5. App Store Optimisation - description, name, keywords
6. Analytics
7. Translations
8. PR

This presentation has been updated for iOS7 and the latest app store updates on iOS and Google Play. There is also an appendix which contains links, references and additional resources.

This presentation was delivered at the "Advanced Online Marketing Training Course" in Sydney, Australia on 16 July 2014.

If you are interested in building an mobile app, please get in touch with us at http://tapmint.com.

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  • Great tips. We actually have an article about this, and want to share it here as well.

    http://2359media.com/improve-the-visibility-of-your-mobile-app-in-4-simple-steps/
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  • 1. Advanced App Store Optimization Tips and Tactics.
  • 2. About Us Matthew Ho ● Love TV series, movies & sports ● Digital Producer background ● Worked online for 7 years ● Next Digital, Deloitte, Airbnb ● Twitter: @inspiredworlds Head of Product Development at Tapmint
  • 3. About Us Tapmint ● Innovation, rapid experimentation, complete solutions ● Native Tongue - First winning team in Startup Weekend in Australia ● 4 language game apps ● 400,000 downloads ● Twitter: @tapmint
  • 4. Rule No.1 ● There are no tricks ● Just blood, sweat, and tears ● Three years of learning, testing, experimenting
  • 5. A Question for You Why did you download your last app?
  • 6. Content 1. App icon 2. Screenshots 3. Reviews & ratings 4. App store assets 5. App store optimisation 6. Analytics 7. Translations 8. PR
  • 7. A sea of products Many products competing for attention. Why will your product stand out?
  • 8. 1. App Icon Design
  • 9. 1. App Icon Design Instantly recognisable
  • 10. 1. App Icon Design App Categories ● Icon is first thing that a consumer sees ● Displays icon, ratings, name, price ● Consumers are attracted to visually appealing icons
  • 11. Wunderlist ● Design - texture, colours, red banner, star, 3D effect ● Stands out visually and can be recognised 1. App Icon Design
  • 12. Look at icons on Dribble 1. App Icon Design
  • 13. iOS Icons ● iOS automatically: ○ round corners ○ add gloss ○ can opt for no gloss and add your own ● See Apple’s Human Interface Guidelines 1. App Icon Design
  • 14. Tips ● Stand out visually in a sea of apps ● Don’t need words ● App icon template ● We do app icons last, screens first then icons ● A/B test app icons 1. App Icon Design
  • 15. Tips ● Study app icons on: ○ app store ○ dribble.com ○ scoutzie.com ○ How does it stand out? ○ Consider the overall design of the app ○ See appendix for more resources 1. App Icon Design
  • 16. 2. App Store Screenshots Uber
  • 17. 2. App Store Screenshots Candy Crush
  • 18. 2. App Store Screenshots Cut the Rope
  • 19. 2. App Store Screenshots Epoch2. Made in NSW, Australia!
  • 20. iOS search results display 2. App Store Screenshots
  • 21. 2. App Store Screenshots iOS search results display search result price icon ratings 1st screenshot search term
  • 22. 2. App Store Screenshots iOS7 Mobile App Store ● iOS7 app store search results presentation ● Previously: stacking the apps up, vertical scroll ● Visual card style, horizontal scroll ● First screenshot is even more important ● Consumers can decide based on image
  • 23. 2. App Store Screenshots Tips ● Study what works for the top apps ● Communicate unique value proposition visually ● Tell a story with screenshots ● 1st image is very important ● Use all the screenshots available ● iTunes - 5 images for iphone and 5 for ipad. ● Google Play - 8 images for phone, 8 for 7 inch tablet, 8 for 10 inch tablet
  • 24. 2. App Store Screenshots Tips ● Use text annotation to communicate feature/benefits ● Consumers look at images first before app description ● A/B test images ● iTunes images can be updated with a version update ● Process of constant improvement
  • 25. 3. Ratings & Reviews What influences you when you buy from a vendor on ebay?
  • 26. 3. Ratings & Reviews Need to be 4 or 5 star app
  • 27. 3. Ratings & Reviews 3.5 stars doesn’t cut it
  • 28. 3. Ratings & Reviews
  • 29. 3. Ratings & Reviews
  • 30. 3. Ratings & Reviews Request Ratings ● Typically bell curve distribution: 1 or 5 star ratings ● Request ratings from users ● Could be 5 plays or 50 plays ● Get more 5 star ratings from people that love your app ● Use Appirator ● Encourage users to leave app reviews
  • 31. 3. Ratings & Reviews Customer Feedback ● Have a way for people to contact you send you their questions/ feedback ● Listen to app store reviews ● Post feedback online - facebook, twitter, blog ● Post positive AND constructive feedback ● Address constructive feedback ● Turn negative reviewer into an advocate ● On google play, the app developer can respond to feedback
  • 32. 4. App Store Assets
  • 33. 4. App Store Assets ● Brief app explainer ● Promo video ● Spanish Smash video has 50,000 views Videos
  • 34. ● Hi-res app icon ● Screenshots ● Feature Graphic ● Promo graphic ● Video 4. App Store Assets Google Play Assets
  • 35. 4. App Store Assets ● Think about scaling on different devices Feature Graphic
  • 36. 5. App Store Optimisation
  • 37. 5. App Store Optimisation ● App name ● Up to approximately 25 characters including spaces will display on iTunes app store. After that its “....” ● Relevant keywords ● Do you appear in search results? ● “Mandarin Madness” to “Learn Chinese with Mandarin Madness” Optimising Name and Description
  • 38. 5. App Store Optimisation ● Elevator sales pitch ● First two lines are critical ● Keyword density ● Length of text - keyword density in relation to the length of text ● Reviews from articles, prominent people ● Separate paragraphs with symbols eg *** ● Readable and clearly explain what you do App Store Description
  • 39. 5. App Store Optimisation Dropbox vs Google Drive keywords, https://sensortower. com/
  • 40. 5. App Store Optimisation Top Keywords http://www.appannie.com/
  • 41. 5. App Store Optimisation http://www.apptamin.com/ASO_Cheat_Sheet.pdf
  • 42. 5. App Store Optimisation ● Related apps from a developer ● More apps in your network ● Single function apps - better UX for mobile ● Keeping them simple ● Facebook app & Facebook messenger ● Google Mobile Apps: Drive, Docs, Sheets, Maps, Google Plus, Search, Youtube and more (170+ apps in ecosystem) Network effect for ASO
  • 43. 5. App Store Optimisation ● http://copyhackers.com/2012/06/how-to-write-an-app-store- description-for-itunes/ ● http://www.apptamin.com/blog/optimize-play-store-app/ ● http://www.internetmarketingduru.com/app-marketing-how- to-write-a-killer-mobile-app-description/ More Resources
  • 44. 6. Analytics is Your Friend ● In-app-analytics: Flurry, Google Analytics ● Sales analytics: App Annie, Mopapp, App figures ● App Annie: iTunes feature listing & daily email report of sales ● Crash analytics: Flurry, Crashlytics ● UX analytics: AppSee (User recordings, Heatmaps,) Tools
  • 45. 6. Analytics is Your Friend Featured apps http://www.appannie.com/
  • 46. 6. Analytics is Your Friend Top Keywords http://www.appannie.com/
  • 47. 6. Analytics is Your Friend http://www.appannie.com/
  • 48. 6. Analytics is Your Friend ● Downloads ● Retention rate ● # of sessions (weekly vs monthly) ● Time spent per session Mobile Metrics
  • 49. 6. Analytics is Your Friend ● Conversion funnel analysis ● Track events (progression, share high score to facebook) ● Comparison to industry averages in Flurry ● Upsell rate (dropbox 4%, evernote 3%) Mobile Metrics
  • 50. 7. Translations ● Not all app stores are in English ● Your customers might not understand English ● Need to translate your app description & in app text to multiple languages ● Use gengo.com for human powered translations ● Consider translating the app name
  • 51. 7. Translations http://gengo.com/
  • 52. 7. Translations ● Native Tongue is a language learning company ● We choose professional translations: ○ Translator passes higher level of language testing and proof read by 2 translators ● API for string text (translate directly from website or app without manual effort) ● Can do 30+ translations from English ● 1 day delivery How we use Gengo.com
  • 53. 8. How to get PR ● Journalist don’t usually write about one app ● Write about segments of apps (e.g. travel, productivity, finance) ● Introduce yourself to journalists ● Targeted and customised approach ● Follow up articles about other apps
  • 54. 8. How to get PR ● Media kit can contain: ○ Product pics: app icon, screenshots ○ Photos of “everyday” people using the app ○ Company logo ○ FAQ & press release ● Enables journalist to have the info and assets they need for an article Media Kit
  • 55. 8. How to get PR Cinderella App Media Kit http://nosycrow.com/media- kit/cinderella-app
  • 56. Contact Me ● Matthew Ho, Tapmint ● Email: hello@tapmint.com ● twitter.com/inspiredworlds ● Personal blog: http://inspiredworlds.com/
  • 57. Appendix Slide Links Slide 11: https://dribbble.com/shots/114537-Wunderlist-Icon Slide 12: https://dribbble.com/shots/150614-Boxing-Glove-iPhone-Icon https://dribbble.com/shots/200993-Boxing-Glove-App-icon
  • 58. Appendix Slide 13 - Apple Human Interface Guidelines ● https://developer.apple. com/library/ios/documentation/UserExperience/Conceptual/Mobil eHIG/index.html Slide 14 - App Icons ● http://appicontemplate.com/ ● http://iteratingfun.com/post/26646957216/ab-testing-your-app- icon ● http://blog.kissmetrics.com/mobile-app-ab-testing/ ● https://dribbble.com/search?q=app+icons Additional Resources
  • 59. Appendix Slide Links Slide 30: http://arashpayan.com/blog/2009/09/07/presenting-appirater/ Slide 34: http://xayin.com/thisisatest.html https://support.google.com/googleplay/android- developer/answer/1078870?hl=en
  • 60. Appendix Slide Links Slide 35: http://android-developers.blogspot.com.au/2011/10/android- market-featured-image.html Slide 37: http://blog.sensortower.com/blog/2013/07/10/5-mistakes-to-avoid- when-naming-your-app/
  • 61. Appendix Screenshots, Google Play ● https://support.google.com/googleplay/android- developer/answer/1078870?hl=en App Design ● http://www.mobile-patterns.com/ ● http://inspired-ui.com/ Additional Resources
  • 62. Appendix App Store Optimisation ● https://searchman.com/ ● http://www.slideshare.net/searchmanseo/top-10-developer- mistakes-tips-for-mobile-seo-in-google-play-android-infographic- by-search-mancom ● https://sensortower.com/ Books ● Nathan Barry, App Design Handbook by Nathan Barry Additional Resources
  • 63. Appendix ● http://www.flurry.com/ ● http://www.appannie.com/ ● http://www.mopapp.com/ ● http://appfigures.com/ ● https://try.crashlytics.com/ ● http://www.appsee.com/ Analytics Tools
  • 64. Appendix Google Mobile Apps Network