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App Store Optimization for iOS Live is a webinar covering all the key elements of ASO for the Apple platform. You can watch the full webinar at http://businessofapps.com/explore or check out the ...

App Store Optimization for iOS Live is a webinar covering all the key elements of ASO for the Apple platform. You can watch the full webinar at http://businessofapps.com/explore or check out the slides here

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  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • ASO can help your app break through the problems of Apple’s content policy and searching with a mobile device: <br /> Increases visibility: helps you to negotiate the problems of Apple’s curation politices, charts and search. <br /> <br /> Volume – 3000-15000 installs extra for a free app pcm, according to AppCodes <br /> <br /> Quality – Organic users best around and for no additional cost. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • App name - Contributes to keyword count but words featured here rank more strongly in the store. Keywords in the title increase ranking visibility for particular words by 10.3% (MobileDevHQ) <br /> <br /> Keywords - The 100 characters you choose drives the majority of your traffic, with combinations of keywords forming the bulk of search results for your app (e.g. a news app with keywords “news” and “live” ranks for “live news”). <br /> <br /> Category - App Category affects who you compete with. If you choose “Game” your competition is ferocious, “Lifestyle” is weaker– trade off comes in traffic numbers. <br />
  • Unlike in SEO, keyword density and other keyword factors cannot make you rank higher for a phrase. Only way to move higher is through off page factors (e.g. much better reviews). <br /> <br /> <br /> App Store search engine produces better results for focused phrases rather than complicated questions. Asking a question (which app will help me keep fit) is not as effective as a phrase (fitness app). <br /> <br /> Due to lack of movement in top phrases and no equivalent of Adwords, top obvious phrases are uncompetitive for marketers – got to look to less obvious words and phrases for audience share. <br /> <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • Looking at your app and the need it fills should provide you with an obvious answer to some words people might use to search. <br /> <br /> Google’s keyword tool for the web is a very useful free starting point for ‘out of the box’ keyword research, with other tools helping out in the long run. <br /> <br /> Using social media to search for hashtags can be a great way to get into the language of users and engage them. <br /> <br /> <br /> When you’re in the early phases of keyword experimentation, a little bit of imagination can go a long way.
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • 22 categories, with 16 game subcategories <br /> <br /> Each app allowed a primary and a secondary (Games allowed two sub categories) so use full allowance why don’t you?
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • Introducing Facebook integration and other social media channels into your app will help to drive word of mouth virality, improve functionality and build a longer experience. <br /> <br /> Purchasing the right kind of user at the right time in the right volume can boost your downloads as well as providing happy engaged users. <br /> <br /> Integrating rate and review mechanics as well as feedback channels properly will help you to improve your app reviews. <br /> <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • Whether an app icon or a description, you have to make a good impression quickly to retain consumer interest. <br /> <br /> What is considered good design can change overnight – the iOS 7 upgrade for example – meaning you need to be prepared to keep up with the industry. <br /> <br /> <br /> People are not going to hang around to read a lengthy App Store description – they want information in a readable format.
  • The icon needs to stand out, it needs to demonstrate character but it is always available with the short app name – as long as you get that right and choose the right imagery then everything will be fine.
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />
  • With radical changes in consumer behaviour and evolving industry rules, the Guardian faces tough operating conditions. <br /> <br /> As a result, we have identified the need to be OPEN, with a number of strategic aims and business priorities to consolidate our powerful existing equity and deliver commercial advantage to the business. <br /> <br /> These involve re-thinking our business model from print to DIGITAL FIRST and <br /> re-evaluating our relationships with consumers. <br /> <br /> Crucially, it means having a tight definition of who we are as an organisation and <br /> as a brand. <br /> Aligning all of these factors will enable us to not only develop our community and evolve in these times of change, but also to grow as a business online and on a global level. <br />

App Store Optimization for iOS Live Presentation Transcript

  • 1. © Business of Apps 2014 | Soko Media Ltd. 1 APP STORE OPTIMIZATION ON iOS LIVE WEBINAR
  • 2. © Business of Apps 2014 | Soko Media Ltd. 2 Webinar Aims • To introduce you to App Store Optimization and to provide a framework for understanding how it works and why it matters in the mobile marketing mix. • To give you practical and easy to understand advice about how to improve your ASO performance. • To gather feedback from the audience about areas of concern or interest, answering questions in the webinar where possible and on the site in general. App Store Optimization Live
  • 3. © Business of Apps 2014 | Soko Media Ltd. 3 About your host • George is Chief Content Officer at The Business of Apps. • George worked as Head of Editorial Content for MagicSolver.com for two years, helping the company launch dozens of apps on a global stage. • He also works as Events Editor for Pocket Gamer Biz and runs his own mobile focused blog at mobilemavericks.eu. Twitter: @GeorgeOsborn
  • 4. © Business of Apps 2014 | Soko Media Ltd. 4 Understanding ASO1
  • 5. © Business of Apps 2014 | Soko Media Ltd. 5 App Store Optimization (ASO) definitions “App Store Optimization, or ASO for short, is the art of altering your app store title and its keywords to gain a higher ranking in search results on the App Store.” Dan Counsell, award winning iOS developer who created Clear “App Store Optimization means everything that helps your app being more visible in app stores.” Johannes Borchadt, inventor of the term ASO in 2009 “A fair amount has been written about search optimization for the App Store – that is, the practice of getting your app to rank higher for certain search terms when someone is browsing the app store.” Meaghan Fitzgerald, CMO at 23 Snaps
  • 6. © Business of Apps 2014 | Soko Media Ltd. 6 ASO covers two main areas Metadata and external factors determined by the App Store that drive the search engine. • On Page Factors – keywords, app name and other relevant metadata. • Off Page Factors – download numbers, user ratings etc These factors drive search to your app. Algorithm Factors Marketing assets that are uploaded with the app to help sell it to consumers. • App Description – editorial to sell the app. • Screenshots and Icons – images to draw users in. • Videos – coming soon to iOS 8. These factors convert views into installs for your app Conversion Assets
  • 7. © Business of Apps 2014 | Soko Media Ltd. 7 How Does ASO Directly Help You? It brings you a higher quality of user It brings free downloads in good numbers to your title It increases the visibility of your app in the store1 2 3
  • 8. © Business of Apps 2014 | Soko Media Ltd. 8 Discovery driven by curation, charts and then search – first two hard to break into Curation Driven UA Driven
  • 9. © Business of Apps 2014 | Soko Media Ltd. 9 Search harder to make impact in due to small screen and “swipe to discover” 2195 results for “messaging apps” 992 results for “hotel booking”
  • 10. © Business of Apps 2014 | Soko Media Ltd. 10 ASO Increases Downloads A case study from MobileDev HQ saw a game developer increase downloads nine fold simply by changing their keywords and app name. Source: MobileDevHq
  • 11. © Business of Apps 2014 | Soko Media Ltd. 11 ASO brings in engaged users with a similar quality level to purchased users. Source: Localytics
  • 12. © Business of Apps 2014 | Soko Media Ltd. 12 On Page Factors2
  • 13. © Business of Apps 2014 | Soko Media Ltd. 13 On Page Factors In Action App Name Developer Name App Icon Screenshots (between one and five) Description (more below the line)
  • 14. © Business of Apps 2014 | Soko Media Ltd. 14 On Page Factors In Action App Price Category In App Purchase Names Keywords aren’t visible to users
  • 15. © Business of Apps 2014 | Soko Media Ltd. 15 On Page algorithm factors Factor Description Importance App Name The name of the app listed on the store e.g. “Angry Birds” Keywords 100 characters worth of keywords to drive the search engine e.g. “feather, physics, puzzle” Category The category of app that you believe your app fits into e.g. “Games”, “Lifestyle” Developer Name The name of your studio e.g. “Rovio” In App Purchase Names The names that are given to any in app purchases you provide in app e.g. “megabucks” or “remove ads”
  • 16. © Business of Apps 2014 | Soko Media Ltd. 16 Key principles for strong keywords Keywords cannot move your position in search ranking App Store engine driven by phrases, not semantics Main value is in the long tail, not in competitive terms 1 2 3
  • 17. © Business of Apps 2014 | Soko Media Ltd. 17 Keyword theory in practice Example: Match Three Game A company are making a wizard themed Match Three game and are looking to distinguish their title from the crowd. On store research produces the following results: “Puzzle Game” = 2191 hits “Match 3” = 2188 hits “Match 3 Magic” = 82 hits
  • 18. © Business of Apps 2014 | Soko Media Ltd. 18 Top Tips for Keyword Research Use your common sense before you research Research with a keyword tool or keyword planner Search social media to look at the consumer language Use your imagination to increase your options 1 2 3 4
  • 19. © Business of Apps 2014 | Soko Media Ltd. 19 Case Study: Photography App App Mission Statement A new photography app is launching and wants to reach as broad an audience as possible. This is their first app and they want to make it as successful as possible. Step 1: Brainstorm Ideas • Look at the main aim of the app and consider what kind of instant reactions you have to the subject matter. • For our case study, terms like photography, photo, camera, filter, lens will be the kind of terms that associate obviously. • It is very simple to do this for any other app and it is a good first step to getting your keywords sorted.
  • 20. © Business of Apps 2014 | Soko Media Ltd. 20 Using Keyword Planner Step 2: Research Terms • Familiar to many who use Ad Words/SEO research, it allows you to enter terms and discover related phrases. • To make it more effective, you can add qualifications to your search (category, negative keywords etc) to help out. • Can also use specialist keyword tools to identify keywords used by rivals or that are good for your app.
  • 21. © Business of Apps 2014 | Soko Media Ltd. 21 Look for good words to pick out Following Words Produced from research included ‘Popular’, ‘Editing’ ‘Panoramic’, ‘Image’, ‘Suite’ and ‘Gallery’.
  • 22. © Business of Apps 2014 | Soko Media Ltd. 22 Social media as inspiration • While it can be hard to know what to look for, Social Media is another good place for trying to find search phrases. • For our photography app, one phrase has been dominating since the Oscars in particular – ‘selfie’. • Twitter and Facebook are the main places to search, other sites depend on their fit with app theme (Pinterest good for creatives) Social Media Research
  • 23. © Business of Apps 2014 | Soko Media Ltd. 23 Keyword research shortlist Time to select the terms for your app name and keyword fields Keyword Research Results Common Sense Keyword Planner & Social Media Imagination Photo, Filter, Lens, Camera, Photography, Snap, Shoot, Picture, Portrait, Landscape Image, Editing, Studio, Gallery, Tool, Suite, Popular, Panoramic Selfie, Groupie Lomography, SLR, Touching Up, ‘Photo Shopping’
  • 24. © Business of Apps 2014 | Soko Media Ltd. 24 App Name vs Keywords Field Pros Cons App Name • 10.3% increase on keyword visibility in app name field. • Helps explain app to passing users. • Too many words in an app name is against the rules. • Overly long names truncate on store. Keyword Field • Greater flexibility to pick keywords. • Good way to build combinations with app name keywords. • Only 100 characters to play with. • Less impact on each individual keyword. Now you’ve got keywords to feature, have to work out whether to put them into the App Name or into Keywords – each has pros and cons.
  • 25. © Business of Apps 2014 | Soko Media Ltd. 25 The final result: Keywords allocated App Name: Photo Editor: Your All In One Photography Companion Keywords: Filter, Image, Gallery, Studio, Editing, Tool, Selfie, Picture, Camera, Portrait, Landscape, Quality (100 characters) Combinations: Photo Editor, Photo Filter, Photography Tool, Photo Editing, Picture Editing, Portait Photo, Photo Tool, Editing Tool Lots of permutations to explore
  • 26. © Business of Apps 2014 | Soko Media Ltd. 26 Examples of keyword tools Service Their Pitch Website “MobileDevHQ is the leading enterprise organic app marketing platform.” https://www.mobiled evhq.com “Perform App Store SEO, track your competitors, check out popular keywords, dispense your apps' promo codes effectively.” www.appcodes.com “App Marketing made simple. Market Intelligence that apps can't live without.” https://sensortower. com “App getting lost in the crowd? We’ll help you to stand out” http://app- promo.com
  • 27. © Business of Apps 2014 | Soko Media Ltd. 27 Choosing categories: Weather App A weather app is being released and the developers need to choose a category. After filtering the categories, they discover the following categories and their market share. Weather - 0.38% Utilities - 5.36% Reference - 2.75% News - 2.54% After thinking about the context in which most people discover weather forecasts (from News), they choose these categories: Primary = Weather Secondary = News
  • 28. © Business of Apps 2014 | Soko Media Ltd. 28 Off Page Factors3
  • 29. © Business of Apps 2014 | Soko Media Ltd. 29 Off Page factors explained Factor Description Apple’s Aim Problems they cause you Engagement The number of opens and re-opens an app gains during its lifetime Show user engagement with an app A user decides whether they are engaged or not, even if you use push notifications Download Numbers The number of downloads an app has generated during its lifetime and over a period of time (download velocity) Demonstrable historic value as well as current popularity. Competition with UA heavyweights User Reviews The score that users have given to your app. A quality control measure. Users often use reviews to vent, rather than critique
  • 30. © Business of Apps 2014 | Soko Media Ltd. 30 There are three ways you can improve your Off Page ASO performance Integrate social media to drive virality and engagement Purchase quality users to boost your downloads Use rate and review pop ups to boost your reviews 1 2 3
  • 31. © Business of Apps 2014 | Soko Media Ltd. 31 Three reasons to integrate social media deeply within an app It can help to aid word of mouth discovery and virality It can increase an app’s functionality It can help engage users for longer
  • 32. © Business of Apps 2014 | Soko Media Ltd. 32 UA techniques: good and bad • Gaining organic users through search optimization. • Using word of mouth and social media integration to generate natural interest. • Purchasing advertising within reputable ad exchanges, networks and websites (Facebook). • Cross promotion with developers and brands. White Hat • Using bot farms to buy fake installs. • Purchasing large quantities of incentivized users for the purpose of bursting up the charts. • Using platforms banned by Apple within their store (App Discovery etc). • Failing to return investment – not black hat but important all the same! Black Hat ✔ ✔ ✔ ✔ ✕ ✕ ✕ ✕
  • 33. © Business of Apps 2014 | Soko Media Ltd. 33 Improve Reviews: Make a great app Difficult to define precisely what a quality app is, but you can usually identify quality when you see it…
  • 34. © Business of Apps 2014 | Soko Media Ltd. 34 Make a great review pop up A good pop up or rate and review form can alert you to criticism AND help you to get a higher proportion of good reviews for your app. Are you enjoying using the app? Please leave us a nice review We’re sorry to hear that – please leave us feedback Feedback emailLeave Review “Yes, I am enjoying it” “No, I’m not enjoying it”
  • 35. © Business of Apps 2014 | Soko Media Ltd. 35 Conversion Assets4
  • 36. © Business of Apps 2014 | Soko Media Ltd. 36 How conversion assets work App Store Assets filter users through to download or away from the app Traffic from search, social media, UA etc goes into the funnel Installs the app Doesn’t Install
  • 37. © Business of Apps 2014 | Soko Media Ltd. 37 Conversion assets identified App Icon Screenshots (between one and five) Description (more below the line)
  • 38. © Business of Apps 2014 | Soko Media Ltd. 38 Key conversion asset rules First impressions matter Design conventions change regularly Brevity is the soul of success on the App Store 1 2 3
  • 39. © Business of Apps 2014 | Soko Media Ltd. 39 App Icons: Your icon, in context
  • 40. © Business of Apps 2014 | Soko Media Ltd. 40 Bringing character to your icon Examples • Character and characters create recognition for your app. • When combined with broader branding around the company/app, they can instantly sell strengths. • Icons can only communicate small amounts of information; character design circumvents that. • Character creates a mental shortcut for users. Why character matters
  • 41. © Business of Apps 2014 | Soko Media Ltd. 41 Other best practice for icons Best practice ✔ ✗ Follow the main design trends Avoid text on the icon Keep things simple, understandable and clear of clutter
  • 42. © Business of Apps 2014 | Soko Media Ltd. 42 Screenshots: Your best foot forward Example- Duolingo • Screenshots are the dominant visual conversion asset for search results. • Each of the potential five screenshots needs to be as good as possible to capitalize on this. • First screenshot in particular needs to captures attention and sell the benefits of the app. • Duolingo – ‘Learn a language for free. Forever.’ – very strong. Make Screenshots Matter
  • 43. © Business of Apps 2014 | Soko Media Ltd. 43 Show off your strengths Example - Bump Top Tips • List your main app features to find strengths. • Work out way to visually communicate them. • Bump a great example of using screenshots to show strength.
  • 44. © Business of Apps 2014 | Soko Media Ltd. 44 Create an informative narrative Example – Swiftkey Note
  • 45. © Business of Apps 2014 | Soko Media Ltd. 45 Top tips for App Store Descriptions Keep a friendly tone Inform Master the first line
  • 46. © Business of Apps 2014 | Soko Media Ltd. 46 That’s all for now Sign up to the Business of Apps Save 50% on memberships to the Business of Apps today. Head to our website http://businessofapps.com and register for an account using promo code WEBINAR to get an exclusive $10 a month membership. Buying a premium membership gives you full access to all our courses, webinars and other exclusive content. Got any more questions? Get in touch: Email: hello@businessofapps.com Twitter: @BusinessOfApps