Moritz daan-sound cloud
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Moritz daan-sound cloud Presentation Transcript

  • 1. Moritz Daan @moritzdaan ASO & Localization Growth Hacking at SoundCloud
  • 2. 250.000.000listeners are reached by SoundCloud every month
  • 3. Mobile tipping point = reached
  • 4. Source: Andy Carvell (SoundCloud) - @andy_carvell Acquisition Cross-Sell App Store Optimisation Press / PR / Blogs / Social Paid Channels (Ad Networks, SMS, Search, RichMedia, FB+Twitter) Partnerships (inc. carriers, OEMS & 3rd party stores) VIRAL (invites, shares/ integrations) I N T E R N A T I O N A L Engagement & Retention Onboarding Flow (tutorial, welcome emails, NUX) PUSH / Email / SMS / in-app alerts ! (mobile CRM) Deep-Linking Re-Activation! Campaigns Retargeting Monetisation IAP, Paid Apps,! Ad-Supported,! Subscriptions,! Virtual Goods Relevant Payment Methods ! - e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing Virtual Currency Dynamic Pricing Conversion Optimisation Analytics Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device Demographics Cohort Analysis Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance CPU / Battery / Network Performance Analysis LTV Modelling Mobile Growth Stack
  • 5. App Store Optimization
  • 6. Publishing App Store Optimization App Store SEO Conversion LocalizationAnalytics
  • 7. ?
  • 8. Google AdWords - A/B
  • 9. Google AdWords - A/B
  • 10. Traffic Serve & Measure A/B ie. SoundCloud App Store
  • 11. SoundCloud App Store ? SoundCloud - Music & Audio ? SoundCloud - Music ? Discover the best new music & audio …. 250 million listeners love SoundCloud …. Icon Title Screenshots (graphics, CTA, order) Description ?
  • 12. SoundCloud App Store
  • 13. Current tests show over 10% conversion increase = 1.000.000 - 5.000.000 extra downloads BOOM! (yes, hypothetical) SoundCloud App Store
  • 14. Looking ahead
  • 15. Localization
  • 16. Professional translations Preferably use a company with SEO expertise Opportunity is huge Especially on with iTunes, less with Google Play iOS keyword fallback Don’t worry about losing your English keywords in other countries. They’re still there! Track & Adapt Track keywords & downloads, and improve/kill localizations that have negative impact App Store Localization Spanish & English for US! Make use of this opportunity to double your 100 characters!
  • 17. Localisation BOOM! (with a minor headache) Russia +376% South Korea +264% Turkey +157% Italy +136% Brazil +98% Belgium +47% Mexico +36% Spain +33% France +28% Germany +23% Netherlands +21% Canada +12% Japan -6% China -15%
  • 18. Moritz Daan @moritzdaan moritz.daan@soundcloud.com Thank you