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App Store Optimization M-Days 2013 in Frankfurt / Germany
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App Store Optimization M-Days 2013 in Frankfurt / Germany

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Sebastian Knopp talks about App Store Optimization (ASO) for XYO.net on the 2013 M-Days in Frankfurt am Main (Germany). …

Sebastian Knopp talks about App Store Optimization (ASO) for XYO.net on the 2013 M-Days in Frankfurt am Main (Germany).

Takeaways:
- App Discovery is hard and becomes even harder
- ASO can improve your downloads and give you advantage over your competitors
- Finding the right keywords is key to success

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Transcript

  • 1. App Store Optimization Optimization potentials of App Stores
  • 2. Why app store optimization?
  • 3. App Discovery Channels for developers How users discover new apps
  • 4. ... but none of these work effectively Delete Delete Delete Delete Delete Delete Delete Delete Delete Delete How users discover new apps
  • 5. What we mean by „Nothing Works!“"Its brutal, it sucks. [...] I ask my 9-year-old How areyou picking these games? and he says Dad, I dontknow, its in the top 25. Thats a shitty reason. Really?Thats the best you can do?”- Rob Dyer, Head of Partner Publishing, Zynga
  • 6. The discovery problem0.1% get 50% apps downloads
  • 7. Who we are?
  • 8. Sebastian Knopp- CEO & Co-Founder of fluidmobile.de- Growth Team XYO.net- Former Software Engineer- Digital Marketer / App Marketing
  • 9. - Mobile app search- Fixing discovery problem- Key insights in app economy- Key insights in user behavior
  • 10. Flatten the long tailmajor app stores vs. XYO.net
  • 11. The discovery problem0.1% get 50% apps downloads
  • 12. Google Play - Business Category Increase from 09/2011 to 09/2012300 % 300 %225 % 270 %150 % apps downloads 75 % 0 % 2012 Source: www.prioridata.com, 2013
  • 13. Apple AppStore - Business Category Increase from 09/2011 to 09/2012120 % 120 % 90 % 60 % 70 % 30 % apps downloads 0 % 2012 Source: www.prioridata.com, 2013
  • 14. What to do about it?
  • 15. One solution: ASO.
  • 16. App Store Optimization Goal Increase Traffic Increase Conversion
  • 17. Every store is different,but they have a lot in common - Title, description - Downloads - Ratings & reviews - Icon & screenshots - Backlinks & social signals - Browsing & searchImage: http://www.flickr.com/photos/smemon/
  • 18. App Title- Title is important- Use keywords- Pitch your app
  • 19. App Description- Important for Conversion- First 2-3 lines- Use Bullet points- Keep it simple- Important for Web SEO
  • 20. Ratings & Reviews- Test your app!- Ask for reviews- Find the right moment- Offer a feedback form & support
  • 21. App Icon - Do not use words - Do not use standard gloss - Keep it simple and clean - Consistent with the appSource: http://www.pixelresort.com/blog/iphone-app-icon-design-best-practises/
  • 22. Screenshots Moment of truth Show and tell what your app is about Be creative, it is more than a simple screenshot
  • 23. Holy Grail: The perfect keyword- High search volume- Low competition- High relevance
  • 24. XYO Insights: Types of search queries100 % 5 % Brand75 % 5 % Function50 % 10 % Inspiration25 % 80 % Interest 0 %
  • 25. Brand Queries: „Is there a new angry birds game?“Keywords: „angry birds, fifa, office, weight watchers“Image: http://www.flickr.com/photos/sandycolondam/7231328874/
  • 26. Functional Queries: „I need to crop an image!“Keywords: „crop photos, block calls, view movie“Image: http://www.flickr.com/photos/capcase/2735500813/
  • 27. Inspirational Queries: „Which are the best games!“Keywords: „best games, free apps, fun games“Image: http://www.flickr.com/photos/31029865@N06/7856215016/
  • 28. Interest Queries: „Are there golf apps?“Keywords: „golf, diabetes, job interview, racing games“Image: http://www.flickr.com/photos/jurvetson/5314774452/
  • 29. Research the right keywords - Google Keyword Tool - Dedicated Tools - searchman.com - appcod.es - appnique.com - mobiledevhq.comImage: http://www.flickr.com/photos/jurvetson/149332018/
  • 30. Takeaways- Discovery becomes even harder- ASO can improve your downloads- Find the right keywords
  • 31. Meet us twitter.com/xyologic sebastian.knopp@xyo.net xyo.netMeet me twitter.com/SebastianKnopp fluidmobile.de
  • 32. Like any of the data you saw?Check out our exclusivedata partner Priori:Priori Data GmbHwww.prioridata.cominfo@prioridata.comtwitter.com/prioridata reports | custom projects | data partnerships
  • 33. Thank you.
  • 34. Q +A