A joint webinar by AppFollow & AppAgent focusing on strategic approach to App Store Optimization. You can watch the recording on Youtube: https://www.youtube.com/watch?v=ErhUd6Vhll4

1. Anna Kochetkova (AppFollow)
Peter Fodor (AppAgent)
6 KEY DRIVERS
OF ASO STRATEGY
FOR YOUR BUSINESS

2. ASO EXECUTION
ASO
STRATEGY
How ASO fits my overall growth strategy?
Should I focus on KWO or CRO?
Where I get the biggest bank for the buck?
ASO TACTICS
Using Apple Search Ads for organic ASO
Localization of the meta data
How to get featured by Apple & Google
Best practices for the keyword research
Setting up a CRO loop
A proper A/B tests evaluation

3. www.appagent.co/blog
I’m Peter!
In mobile since 2011 Founder of AppAgent 100 apps and games
Hi…

4. Hey!
https://appfollow.io/
I’m Anna!
In mobile since 2016 Head of ASO Consulting 了解亚洲市场

5. how to set a working ASO strategy
Our goal today is to demonstrate

6. 1. POSITIONING & COMPETITION
2. BRAND POWER & TRAFFIC SOURCE
3. UA & AD CREATIVES

7. POSITION
& COMPETITION
Factors 1&2

8. UNKNOWN STARTUP
● Non-existent fin-tech brand
● Small organic long-tail traffic from search
● Limited possibilities for A/B testing store
assets (especially outside of the US)
ESTABLISHED BUSINESS
● Strong e-commerce brand
● Investing a lot into paid UA and influencer
marketing
● CRO plays a big role, both brand & top
keywords search traffic

9. STRONG USER INTENT
(Search traffic)
● Keyword optimization important
● Long-tail keywords
● Features oriented messaging
LOW USER INTENT
(Explore traffic)
● Conversion rate optimization critical
● Keywords much less important
● Synchronization with paid UA (!)

10. NICHÉ APPEAL
● Low traffic, high conversion
● Very limited # of keywords
● Expensive keywords in paid UA
● (Desktop) SEO & content focus
● In-app sharing features
MASS APPEAL
● Competing for a limited # of highly
competitive keywords
● download velocity, # of ratings and
CR influence top 10 ranks
● CRO, focus on positioning

11. 🇩🇪
🇧🇷
● German
● 83M people
● ARPU $2.50
● competitors active
● Localization in Portuguese
● 210M people
● ARPU $0.90
● competitors not active in ASO

12. POSITIONING & COMPETITION
● B2B, targeting startups and SME (5-20 people)
● Lots of established competitors such as Quickbooks
● Audience intent high, but audience niché
● Medium-sized # of relevant keywords, expensive to target
STRATEGY
● Using ASA to collect data on conversion per keyword
● Focus on clear positioning, targeting and value communication in
the store listing
● Creating a landing page, capturing web traffic too
● PR push to get into comparison articles

13. POSITIONING & COMPETITION
● B2C product with diverse target audience
● Mass appeal product with high audience intent
● All direct competitors are "noname"
● Many relevant generic keywords with different popularity
STRATEGY
● KWO: including store suggests, long/short tail keywords
● Launch ASA campaigns
● Localization and graphic adaptation for key markets
● Generation of the fresh content & show it on store listing

14. LOCALIZATIONS MEANS NOT ONLY
TRANSLATIONS

15. Questions from
the audience

16. BRAND POWER
& TRAFFIC SOURCES
Factors 3&4

17. WELL-KNOWN BRAND
● Long history on the market
● Loyal audience & trust
● Many ad campaigns & sponsorships
(including branded)
● Virality

18. NEW BUSINESS
● Tough competition with whales
● Challenge to gain audience trust
● Limited uncovered audience
● Low traffic with non-brand
keywords

19. iOS
100%
Organic
60%
Paid
40%
Search
85%
Explore
15%
Web
50%
App
50%
60% of total
10% of total 15% of total 15% of total
Android
100%
Paid
65%
Organic
35%
Google
Ads
51%
3rd
party
32%
UTM
17%
Search
48%
Explore
52%
14% of total 15% of total
40% of total
20% of total
11% of total
Values and ratios were changed for
illustration purposes
ASO meta framework

20. Search
WHEN?
● If it is one of your main traffic source
● If you see the audience intent is high
● If your competitors' Search Visibility Score is higher
● If entering new market
HOW? "One More Email App" case:
● Strong competition with big players (Gmail, Spark etc.) BUT plenty generic keywords
● Use less popular and long-tail keywords to grow
● Expand on new markets (Tier 2/3)
● Fully localize content, check local competitors

21. WHEN?
● If it is one of your main traffic source
● if audience intent is low
● If the your CR is lower the benchmark
● If you have active ad campaigns
HOW?
● CRO: working with graphic assets
● Get Featured
● Rank in top charts
● Implement correct categories & tags (Google Play)
● Similar apps
Browse

25. Questions from
the audience

26. USER ACQUISITION
& AD CREATIVES
Factors 5&6

27. 1
Starting from the ads
(established business)
2
Starting from the ASO
(new apps)

28. Think of your store as a one step of a larger
funnel. And reflect specifics of your funnel!
1

29. PAID SEARCH
● Strong and specific user intent
● Use keywords in screenshots
● Explain your product well
SOCIAL CHANNELS
● Short ads partly prequalify users
● Placement defines the level of pre-qualification
● Short attention span, persuade!
VIDEO AD NETWORKS
● Rewarded videos often force view
● Users strongly pre-qualified
● Evolve the story from ads deeper

30. VIDEO AD STORE LISTING ONBOARDING

31. VIDEO AD STORE LISTING ONBOARDING

32. VIDEO AD STORE LISTING ONBOARDING

33. VIDEO AD STORE LISTING

34. VIDEO AD STORE LISTING

35. VIDEO AD STORE LISTING

36. Use Apple Search Ads to understand LTV per
keyword and reflect it in your store listing
and KWO strategy

38. Think of your store as a one step of a larger
funnel. And reflect specifics of your funnel!
2

39. DONE:
● Series of screens/icon A/B tests on key markets
RESULT:
● CR on each market increased +4-12% to the current conversion
● Organic installs increased respectively
● CPI of ad campaigns lowered by 0.06 - 0.1$
● Organic uplift increased

40. HYPOTHESIS:
● Check out the user reaction on different
discount amount
RESULT:
● Higher conversion
● Effective UA campaign
● Saving budget
-17%
METHOD:
● Implement different offers on the first
screenshot and A/B test via Google Play
EXAMPLE
-19% -21%

41. Questions from
the audience

42. KEY TAKEAWAYS

43. Realistically assess your starting position
Analyze user intent and if to focus on KWO or CRO
Select right markets based on data
Understand traffic sources to adjust your listing
Combine UA and ASO efforts into one
Think big and go from strategy to executionFOR YOU
TAKEAWAYS

44. APPFOLLOW.IO | APPAGENT.CO
THANK YOU!