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Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
Introduction to App Store Optimization
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Introduction to App Store Optimization

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

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

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  • A great source of ASO:
    http://appstoreoptimization.tumblr.com/
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  • 1. APP STOREOPTIMIZATIONTyler York – Marketing at Betable
  • 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. Results from this class Soulcraft Beeline RTD 2  Paid iOS app, $2.99  Increased sales 40%
  • 4. DiscoverabilityThe art of getting found
  • 5. Two ways to get discoveredPeople search for you People find you
  • 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. iOS Example
  • 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. Android Example
  • 10. Optimize your descriptionFor people and for robots
  • 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. Description Example – Lili for iOS
  • 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. iOS 6 Changes
  • 15. Android-specific Tips Title Word & phrase placement Word & phrase placement (repeatedly) Competing apps
  • 16. Android Example
  • 17. Design an eye-catching iconYou have 1.5 seconds to convince me
  • 18. Why icons matter None of these icons stand out
  • 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. Icon example
  • 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. Outmaneuver competing appsThey are already doing this
  • 23. Analyzing competitors Discovering competitors’ keywords  Identify competing keywords  Rank them for each app, repeat  Determine top keywords, best opportunities
  • 24. Competitive analysis example
  • 25. MobileDevHQ.com
  • 26. Beating an established competitorOn iOS On Android Icon  Keyword usage Discoverability  Title tag Rating  Icon Screenshot  Rating
  • 27. Getting FeaturedThe Holy Grail
  • 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. 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. QUESTIONSThank you for attending.

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