Introduction to App Store Optimization

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

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Introduction to App Store Optimization

  1. 1. APP STOREOPTIMIZATIONTyler York – Marketing at Betable
  2. 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. 3. Results from this class Soulcraft Beeline RTD 2  Paid iOS app, $2.99  Increased sales 40%
  4. 4. DiscoverabilityThe art of getting found
  5. 5. Two ways to get discoveredPeople search for you People find you
  6. 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. 7. iOS Example
  8. 8. What drives AndroidDiscoverability?Search Rank Leaderboard Rank Title  Download rating: Word and phrase  Downloads usage in description  Install-to-Open Rate  UninstallRate  Retention
  9. 9. Android Example
  10. 10. Optimize your descriptionFor people and for robots
  11. 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. 12. Description Example – Lili for iOS
  13. 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. 14. iOS 6 Changes
  15. 15. Android-specific Tips Title Word & phrase placement Word & phrase placement (repeatedly) Competing apps
  16. 16. Android Example
  17. 17. Design an eye-catching iconYou have 1.5 seconds to convince me
  18. 18. Why icons matter None of these icons stand out
  19. 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. 20. Icon example
  21. 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. 22. Outmaneuver competing appsThey are already doing this
  23. 23. Analyzing competitors Discovering competitors’ keywords  Identify competing keywords  Rank them for each app, repeat  Determine top keywords, best opportunities
  24. 24. Competitive analysis example
  25. 25. MobileDevHQ.com
  26. 26. Beating an established competitorOn iOS On Android Icon  Keyword usage Discoverability  Title tag Rating  Icon Screenshot  Rating
  27. 27. Getting FeaturedThe Holy Grail
  28. 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. 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. 30. QUESTIONSThank you for attending.

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