App Store Optimization  Optimization potentials of App Stores
Why app store optimization?
App Discovery Channels for developers            How users discover new apps
... but none of these work effectively   Delete   Delete   Delete   Delete   Delete   Delete   Delete   Delete   Delete   ...
What we mean by „Nothing Works!“"Its brutal, it sucks. [...] I ask my 9-year-old How areyou picking these games? and he sa...
The discovery problem0.1%             get                       50% apps                      downloads
Who we are?
Sebastian Knopp-   CEO & Co-Founder of fluidmobile.de-   Growth Team XYO.net-   Former Software Engineer-   Digital Markete...
-   Mobile app search-   Fixing discovery problem-   Key insights in app economy-   Key insights in user behavior
Flatten the long tailmajor app stores vs. XYO.net
The discovery problem0.1%             get                       50% apps                      downloads
Google Play - Business Category                                    Increase from 09/2011 to 09/2012300 %                  ...
Apple AppStore - Business Category                                    Increase from 09/2011 to 09/2012120 %               ...
What to do about it?
One solution: ASO.
App Store Optimization         Goal    Increase Traffic Increase Conversion
Every store is different,but they have a lot in common -   Title, description -   Downloads -   Ratings & reviews -   Icon...
App Title- Title is important- Use keywords- Pitch your app
App Description-   Important for Conversion-   First 2-3 lines-   Use Bullet points-   Keep it simple-   Important for Web...
Ratings & Reviews-   Test your app!-   Ask for reviews-   Find the right moment-   Offer a feedback form &    support
App Icon - Do not use words - Do not use standard gloss - Keep it simple and clean - Consistent with the appSource: http:/...
Screenshots                    Moment of truth              Show and tell what your app                      is about     ...
Holy Grail: The perfect keyword- High search volume- Low competition- High relevance
XYO Insights: Types of search queries100 %                           5 %      Brand75 %                           5 %     ...
Brand Queries: „Is there a new angry birds game?“Keywords: „angry birds, fifa, office, weight watchers“Image: http://www.flic...
Functional Queries: „I need to crop an image!“Keywords: „crop photos, block calls, view movie“Image: http://www.flickr.com/...
Inspirational Queries: „Which are the best games!“Keywords: „best games, free apps, fun games“Image: http://www.flickr.com/...
Interest Queries: „Are there golf apps?“Keywords: „golf, diabetes, job interview, racing games“Image: http://www.flickr.com...
Research the right keywords  - Google Keyword Tool  - Dedicated Tools    - searchman.com    - appcod.es    - appnique.com ...
Takeaways- Discovery becomes even harder- ASO can improve your downloads- Find the right keywords
Meet us twitter.com/xyologic sebastian.knopp@xyo.net xyo.netMeet me twitter.com/SebastianKnopp fluidmobile.de
Like any of the data you saw?Check out our exclusivedata partner Priori:Priori Data GmbHwww.prioridata.cominfo@prioridata....
Thank you.
Q +A
App Store Optimization M-Days 2013 in Frankfurt / Germany
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).

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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App Store Optimization M-Days 2013 in Frankfurt / Germany

  1. 1. App Store Optimization Optimization potentials of App Stores
  2. 2. Why app store optimization?
  3. 3. App Discovery Channels for developers How users discover new apps
  4. 4. ... but none of these work effectively Delete Delete Delete Delete Delete Delete Delete Delete Delete Delete How users discover new apps
  5. 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. 6. The discovery problem0.1% get 50% apps downloads
  7. 7. Who we are?
  8. 8. Sebastian Knopp- CEO & Co-Founder of fluidmobile.de- Growth Team XYO.net- Former Software Engineer- Digital Marketer / App Marketing
  9. 9. - Mobile app search- Fixing discovery problem- Key insights in app economy- Key insights in user behavior
  10. 10. Flatten the long tailmajor app stores vs. XYO.net
  11. 11. The discovery problem0.1% get 50% apps downloads
  12. 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. 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. 14. What to do about it?
  15. 15. One solution: ASO.
  16. 16. App Store Optimization Goal Increase Traffic Increase Conversion
  17. 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. 18. App Title- Title is important- Use keywords- Pitch your app
  19. 19. App Description- Important for Conversion- First 2-3 lines- Use Bullet points- Keep it simple- Important for Web SEO
  20. 20. Ratings & Reviews- Test your app!- Ask for reviews- Find the right moment- Offer a feedback form & support
  21. 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. 22. Screenshots Moment of truth Show and tell what your app is about Be creative, it is more than a simple screenshot
  23. 23. Holy Grail: The perfect keyword- High search volume- Low competition- High relevance
  24. 24. XYO Insights: Types of search queries100 % 5 % Brand75 % 5 % Function50 % 10 % Inspiration25 % 80 % Interest 0 %
  25. 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. 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. 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. 28. Interest Queries: „Are there golf apps?“Keywords: „golf, diabetes, job interview, racing games“Image: http://www.flickr.com/photos/jurvetson/5314774452/
  29. 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. 30. Takeaways- Discovery becomes even harder- ASO can improve your downloads- Find the right keywords
  31. 31. Meet us twitter.com/xyologic sebastian.knopp@xyo.net xyo.netMeet me twitter.com/SebastianKnopp fluidmobile.de
  32. 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. 33. Thank you.
  34. 34. Q +A
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