App Marketing: Discover all of ASO techniques

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  • 1. App Marketing: Discover all of ASO techniques
  • 2. Who are we? Emilio Aviles CEO at SlashMobility & Startup Investor Emilio, is a visionary entrepreneur with the ability to find technological business opportunities based on the Mobile sector. Co-founder and investor in several startups including SlashMobilty, founded in 2010, which has become a reference in the development of apps, technology training and mobile business. Director of SlashLab an incubator of App Startups as: DressApp & Manduka Games. Oscar Escudero Co-Founder at DressApp , Partner at Slash Mobility & App Marketing Consultant Oscar holds a degree in computer science and Marketing, Professor at the UOC and CoFounder of DressApp, a mobile marketing platform for the fashion industry, which has managed to position itself as a leader in the industry and where the use of App Marketing techniques has played a key role for its placement.
  • 3. Who are we? OSCAR.ESCUDERO@DRESSAPP.ES OSCAR.ESCUDERO@SLASHMOBILITY.COM TWITTER: @ESCUDERO_O EMILIO@SLASHMOBILITY.COM TWITTER: @TECHMI WWW.SLASHMOBILITY.COM WWW.DRESSAPP.ES
  • 4. DressApp: Our experience Founded in SEP 2012. Team: 7 = CEO, Sales, Social Media, Designer + 3 Developer Part Time/ Outsourcing Model (SlashMobility) We are in iPhone / Android - Free App 381.331 Downloads ( 60% Android – 38% iOS – 1% Amazon -1% Samsung Apps Countries: 43% Spain, 27% Latam, 20% US, EU 6% & Others Itunes: https://itunes.apple.com/es/app/mi-armario-bolsillo-dressapp/id500213071?mt=8 GUERRILLA MARKETING Google Play: https://play.google.com/store/apps/details?id=com.slashmobility.dressapp 1. Add clothes using the smartphone camera 2. Create outfits 3. Add outfits in the calendar 4. Buy online
  • 5. Agenda BLOCK I: App Marketing Overview BLOCK II: Tools and Techniques Target: Platform, Category & Countries – Tools ASO Key factors Key words Monitoring
  • 6. BLOCK I: App Marketing Overview
  • 7. I have a new app…. I have detected a user need I have analyzed the competitor and I have detected an opportunity I have found a buss. Model for our app which is scalable I have done all the use cases and we have double checked it with potential users I have designed the app using user experience and mobile app design best practices I have developed my app with enough quality and errors free. I have the approval of apple
  • 8. …. Which means…. I HAVE DONE ALL THE JOB!!! NOW I JUST NEED TO WAIT TO BECOME RICH & FAMOUS ARE YOU SURE?
  • 9. Some Figures… 100 New Films per week (WW) 250 New Books per week (WW) 18.000 New Apps per week (WW) More than 2 Millions of apps available in the stores
  • 10. Some Figures “Nearly two thirds of apps in Apple's iOS App Store have no more than 100 downloads, no ranking and are invisible to users.” GigaOM 2013
  • 11. …. Which means…. IF YOU DON’T HAVE AN APP MARKETING STRATEGY YOU ARE FAR AWAY FROM … AND CLOSE TO BECOME…
  • 12. App discover methods
  • 13. ASO App Store Optimization – ASO - is the practice of optimizing various elements of your app submission (i.e. title, keywords, description) in order to maximize your app’s visibility in app store searches.
  • 14. ASO 55% of apps are discovered by users through search in app stores If you are NOT using ASO to improve your rankings in the search for your application, you are missing the most important channel for your application to be installed and visible. Considering that mobile ecosystem is still in its nascent stage, it’s simpler to optimize mobile apps than webpages And one more important thing… it’s CHEAP!
  • 15. ASO Over the last year, companies /developers have seen value in implementing basic ASO. This is because, like the early days of SEO, few competitive apps were taking the time to research and optimize for keyword search. However, the landscape is changing…
  • 16. Virtuous Why downloads are important…circle 1. ASO GOALS: GET VISIBILITY TO GET MORE DOWNLOADS 2. MORE DOWNLOADS MEANS BETTER RANKING POSITION 3. BETTER RANKING POSITION MEANS MORE VISIBILITY 4. MORE VISIBILITY MEANS MORE DOWNLOADS 5. TOP RANKING POSITION WILL PROVIDE YOU ORGANIC DOWNLOADS Virtuous circle
  • 17. Top Rankings… not an easy job 38.400 Per day (Overall Ranking) 25.300 Per day (Games Ranking)
  • 18. Downloads are important… TOP RANKINGS ARE JUST BASED ON DOWNLOADS NO!!! There are other factors! Overall App Ratings App Reviews Engagement UPDATES & USE
  • 19. Search & Ranking Factors On-Page Relevant Factors APP Title APP Description App Keywords (only iOS) APP Icon APP Category APP Screen Shoots App Video (only Android) App Google Plus (only Android) Off-Page Relevant Factors Total Downloads Rating Reviews Updates Usage Weight Link Building (only Google) *Trick: add a link to your app in your email signatures. Algorithm & Factors change over time
  • 20. ASO Factors When a person choose to download an app, the points that influence are: • • • • • Description 25% Reviews 24 % Images & Screenshots 23% Stars and ratings 13% Icon 13%
  • 21. App Marketing There Are Things That Matter More Than Downloads RETENTION
  • 22. App Marketing GET DOWNLOADS ATTRACTION KEEP THE USERS RETENTION
  • 23. App Marketing Frequency of use increases in apps related with social networks Retention increases in apps that are providing new content regularly
  • 24. App Funnel ADQUISITION DOWNLOAD USE RETENTION $ ACTIVE USER (MAUS) PURCHASE RECURRENCY ARPU Average Revenue per User
  • 25. Users needs & App Marketing APPS TREND: APP USERS ARE JUST NOT LOOKING FOR “APPS” THEY ARE LOOKING FOR “LIFE EXEPRIENCE”, ADDED VALUE, LIFE STYLE & COMMUNITY = EMOTIONAL CONNECTION APP MARKETING
  • 26. App Marketing 360º ASO ENGAGE MENT DESCRIP TION NAME ICON TARGET & VALUES 360ª View COMPETI TOR USER BEHAVIO UR DOWLOA D& RANKIN GS QUALIT Y DOWLO ADS ADS PURCHASED DOWNLOADS POSITIO N DOWLO ADS MONITO RIZE APP BEHAVIO US COMUNIC ATION SM ACTI ONS PRES S EVEN TS CATEGO RY
  • 27. App Marketing 360º TARGET & VALUES COMMUNICATIONS CHANNELS ADS CHANNELS KEY WORDS
  • 28. App Marketing 360º COMPETI TORS COUNTRIES DOWNLOADS & RANKINGS KEY WORDS
  • 29. App Marketing 360º PROMOTED DOWNLOAD S VOLUME NEW USERS
  • 30. App Marketing 360º PROMOTED DOWNLOAD S CPI = COST PER INSTALL FOCUS IN GETTING VOLUME SEGMENTATION COST PER CPI RETENTION FOCUS IN GETTING USERS SEGMENTATION COST PER CPI RETENTION
  • 31. App Marketing 360º ENGAGE MENT UPDATES REVIEWS NOTIFICATIONS RETENTION
  • 32. App Marketing 360º ENGAGE MENT UPDATES REVIEWS NOTIFICATIONS
  • 33. App Marketing 360º ENGAGE MENT NOTIFICATIONS
  • 34. App Marketing 360º ENGAGE MENT Request for External Reviews Reviews Request for Reviews inside your App Do not ask user until they are an “engaged” user.
  • 35. App Marketing 360º UPDATES Listen to feedback and adapt Iterate, Iterate, Iterate REVIEWS Make it easy for your users to give in-app feedback Address the problem quickly and thoroughly Respond to users (Google Dev Console) NOTIFICATIO NS Create a personal connection Reactivate Lapsed Users Event Messaging
  • 36. App Marketing 360º COMMU NICATIO N USERS WANTS TO BELONG TO A COMMUNITY DRESSAPPERS SOCIAL MEDIA PRESS EVENTS NEWS! DRESSAPP GLASS
  • 37. App Marketing 360º MONITO R APP BEHAVIOUR USER BEHAVIOUR YOU NEED INFORMATION TO TAKE DECISIONS
  • 38. App Marketing 360º APP BEHAVIOUR KPI Downloads – Helps to analyze App impact, visibility Downloads per country – Helps to take(see/choose) which are your main markets Downloads vs Ranking – Helps to understand the ranking category & country Updates User Velocity – How the user is engaging with the app
  • 39. App Marketing 360º USER BEHAVIOUR KPI TRAFFIC KPI Active Users Time spent per session MAUS USER EVENTS Screens & Actions
  • 40. App Marketing 360º ENGAGE MENT DESCRIP TION NAME ICON TARGET & VALUES 360ª View COMPETI TOR USER BEHAVIO UR DOWLOA D& RANKIN GS QUALIT Y DOWLO ADS ADS PROMOTED DOWNLOADS POSITIO N DOWLO ADS MONITO RIZE APP BEHAVIO US COMUNIC ATION SM ACTI ONS PRES S EVEN TS CATEGO RY
  • 41. Summary Visibility in the Apps Stores are the key factor to discover apps. If your app does not have visibility it is a Zombie App – NO DOWNLOADS NO USERS ASO Techniques will help you get more visibility and downloads More Downloads means better position in TOP Ranks and more Organic Downloads. Top Ranks are based basically on Downloads and other 3 main factors: USE, RATINGS & REVIEWS Don’t forget: Downloads are the first Step but you need Retention. ATTRACTION+RETENTION Your app marketing strategy is not just ASO and Ads, it is a 360º STRATEGY to create an experience and provide value to your users.
  • 42. BLOCK II: Tools and Techniques TARGET & COMPETITORS
  • 43. POSITIO NING App Marketing 360º ENGAGE MENT DESCRIP TION NAME ICON TARGET & VALUES 360ª View COMPETI TOR USER BEHAVIO UR DOWLOA D& RANKIN GS PROMO TION QUALIT Y DOWLO ADS ADS PROMOTED DOWNLOADS POSITIO N DOWLO ADS MONITO RIZE APP BEHAVIO US COMUNIC ATION SM ACTI ONS PRES S EVEN TS MESUR E CATEGO RY
  • 44. Target Know the platform, know your user… AGE GENDER Android Android 17- 34 = 54% 35 - 44 = 21% + 44 = 25% Men = 73% Women = 27% iPhone iPhone 17 - 34 = 41% 35 - 44 = 29% +44 = 30 % Men = 57% Women = 43% Free vs Paid Android Free App = 2/3 Paid App = 1/3 iPhone Free App = 1/3 Paid App = 2/3
  • 45. Segments 1. Understand their behaviour and needs DressApp Organize your closet Women spend one year of their life (16 min daily) thinking What should I wear? They are not separated from their smartphone by more than 2 meters and during the 24 hours
  • 46. Segments 2. Create the "prototype” user profile DressApp Organize your closet
  • 47. Some important Decisions ASO: Impact in Platforms Store Category Countries KEY WORDS
  • 48. Platform THERE ARE JUST 3 APPS THAT ARE IN THE TOP 15 OF GOOGLE PLAY & APP STORE YOUR COMPETITORS ARE DIFFERENT IN EACH PLATFORM WHICH MEANS THAT YOUR TITLE, KEYWORDS & DESCRIPTION SHOULD BE ADAPTED
  • 49. Categories App related to fitness FITNESS x2 vs Lifestyle
  • 50. Countries
  • 51. Discovering Competitors JUST FOR PLAY Sensor Tower: https://sensortower.com/node/discover-new-apps-foriphone-and-ipad.html
  • 52. Discovering Competitors Distimo: http://www.distimo.com/leaderboards RANKINGS ALL STORES TRENDS
  • 53. Discovering Competitors XYO :http://xyo.net/ Apps & Category FIND COMPETITORS BY CATEGORIES AND KEY WORDS
  • 54. Discovering Competitors FOLLOW CATEGORIES VOLUMES Free Reports Per country: http://prioridata.com
  • 55. Discovering Competitors APPFIGURES: http://appfigures.com/ FOLLOW COMPETITORS RANKINGS
  • 56. Discovering Competitors http://www.appannie.com/ FOLLOW COMPETITORS RANKINGS
  • 57. Summary Identify your target audience Create a target audience profile to identify their interest Identify your competitors per country Think about the platform
  • 58. BLOCK II: ASO ASO
  • 59. ASO ICON NAME DESCRIP TION CATEGO RY App Title: Make sure the app title clearly describes the app and what it does, but keep it short. App Description: This is probably the second most important part of ASO. This is where you sell your app on all its great features! Again, keep it short and concise. App Logo: This is a great way you can creatively express what your app does.
  • 60. ASO
  • 61. ASO Google Play allows a mobile app promotional video to precede the screen shots.. A great video could push the user over the hump if he or she is contemplating downloading your app.
  • 62. Icon Icons: The first things to introduce consumers to your app is the icon. So, it is imperative that your app icon plays a role in conveying your brand identity, while stating its elegance and usability.
  • 63. Icon Iconization: The icon takes the key elements of the user interface. This approach creates a more intimate relationship between application and icon when the user sees the icon that the fundamental experience of the application makes them remember. Hyper-real: conceptually capture the intent of the application it represents. Examples: Instagram a retro camera. Brand Focus: the brand is so strong less flexibility
  • 64. Title Title-Name: the key word in the title should be the most search traffic you wish to generate. It's good to take advantage of the title to add keywords. For example: BIDI: QR and barcode reader Keywords Title Impact
  • 65. Title: Examples • Lose It! – Weight Loss Program and Calorie Counter • iHeartRadio – Free Music & Internet Radio • Positionly – Simple SEO Analytics • CardMunch – Business Card Reader by LinkedIn • Calzy – The Smart Calculator • Wish – Shopping Made Fun • TuneWiki – Lyrics for Music
  • 66. Description Description: Included again in on-metadata ASO, descriptions are an important part of the optimization process as it can either make or break search results. One of the best techniques is to break down descriptions into two sections: above the fold and below the fold (very similar to SEO for web). Add1 -2 sentences describing the app and its primary use case – above the fold language. Include a clear and engaging feature set and social proof – below the fold.
  • 67. Thinking about Key Words: Title & Descrip. User Queries
  • 68. Thinking about Key Words: User Queries
  • 69. Thinking about Key Words: User Queries
  • 70. Thinking about Key Words: User Queries
  • 71. Thinking about Key Words: User Queries
  • 72. Localization of applications Title & Description IMPACT IN SEARCHS App IMPACT IN ENGAGEMENT
  • 73. Localization of applications • Localizing Your App Title You can add a catchy, translated phrase that’s embedded with localized keywords. That way, searchers will know how great your app is from the very first look. • Localizing Keywords Keywords are short, but they are critical to ASO, so you need to make sure that they are translated as accurately and strategically as possible. • Localizing Your App Description Your app’s description plays a key role in ASO.
  • 74. ASO Overview Tool https://www.apptweak.com/
  • 75. Summary Remember the main factors to improve search: Title, Description Remember the main factors to attract the user attention: Icon & Screenshots Localizing your app is easy and cheap
  • 76. BLOCK II: KEY WORDS KEY WORDS
  • 77. Key Words Title Description Keyword Field HOW TO LOOK FOR KEYWORDS INDENTIFY TARGET USER QUERIES SOURCE INDENTIFY COMPETITORS LIST OF WORDS
  • 78. Key Words Now you have a list of relevant keywords, how do you determine which ones are the highest quality terms? LIST OF WORDS LIST OF WORDS PER COUNTRY & LANGUAGE 1. Selecting keywords is to choose keywords that are relevant to your app 2. Sort your list by Difficulty Score (from lowest to highest). 3. The keywords with the lowest Difficulty Score will be your best keywords to target. 4. As your app gets more downloads and more ratings, you can start to target higher Difficulty Score keywords, but start small and focus on ranking as high as possible for lower competition keywords.
  • 79. Key Words Title Description Keyword Field 255 characters Does not have direct impact in search factor . 30 characters There is a maximum of 4,000 characters. Include a target keyword about 5 times in your description for best results. 100 characters. Removing all the spaces between your words You generally do not want to include both the plural and singular forms of a word in your keyword list, unless they have similar competition and traffic Do not repeat keyword in title and keyword field. Do put prepositions, articles etc. N/A
  • 80. ASO Tools STRAPLY: http://www.straply.com/apps/ • Simple • Only US Data • Android & iOS • Provide Key Words Search traffic & Apps • Free
  • 81. Tools APPCODES: http://www.appcodes.com • • • • Keywords tracking by app. No time line tracking Competitor Tracking Press mentions • Multicountry Data • iOS • 15$
  • 82. Tools MOBILEDEVHQ: http://www.mobiledevhq.com • Keywords tracking by app. • Competitor Tracking • iOS Multicountry Data • Android US Data • FREE & ENTERPRISE
  • 83. Tools SENSOR TOWER: https://sensortower.com/ • • • • Full range of functionalities Multicountry Data Historical Data iOs/Android • 80$
  • 84. BLOCK II: MONITOR MONITOR
  • 85. Monitorization TRAFFIC & DOWNLOADS USER BEHAVIOUR CONVERSIONS
  • 86. Ranking & Downloads RANKING & DOWNLOADS PLATFORM COUNTRY
  • 87. USER BEHAVIOUR Buss. Events Example DOWNLOAD CATALOGS GARMENT USES REDIRECTIONS
  • 88. Engagement KPI https://dev.flurry.com/secure/login.do
  • 89. Who are we? OSCAR.ESCUDERO@DRESSAPP.ES OSCAR.ESCUDERO@SLASHMOBILITY.COM TWITTER: @ESCUDERO_O EMILIO@SLASHMOBILITY.COM TWITTER: @TECHMI WWW.SLASHMOBILITY.COM WWW.DRESSAPP.ES