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Learning from ASO testing at scale

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This deck was presented at App Promotion Summit London 2018 covering the topic of what I've learnt over the past few years of running ASO testing at ebay and now at Schibsted Media Group. Google Play Store testing results from large scale testing of ASO ranking factors, results from conversion factors driving app installs, impact of changes in creatives in Google Play Store. I also explored the differences in international marketing & changes in approach to app marketing and how many apps actually translate vs localize?

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Learning from ASO testing at scale

  1. 1. 1@Davidiwanow Learnings from ASO testing at scale?
  2. 2. 2@Davidiwanow Who am I? I’ve been doing SEO for over 11 years and have spent the last year as Director of Strategy at BlueGlass, prior to that I spent almost 3 years at ebay classifieds group as SEO Product Manager. I’m now the Global SEO Manager @ Schibsted Media Group
  3. 3. 3@Davidiwanow What brands have I’ve worked on? There have been lots of amazing brands over the years Retail Media/News Finance Classifieds B2C Travel
  4. 4. 4@Davidiwanow 1. Results from large scale testing of ASO ranking factors 2. Results from conversion factors 3. Impact of changes in creatives 4. Differences in international marketings & changes in approach 5. How many apps actually translate vs localise? App session What are the main points covered
  5. 5. 5@Davidiwanow What is hard to test? Content Type Why? 1 Video Expensive to replicate in-app video, voice overs and captions 2 Screenshots Time consuming to mock up images in same style 3 Icons Brand guardians 4 App title May not translate 5 App short description Laziness 6 App long description Laziness 7 App ratings Not really there is a report in Google developer console 8 App reviews Not really there is a report in Google developer console
  6. 6. 6@Davidiwanow Obviously not everyone is the same!
  7. 7. 7@Davidiwanow Countries and languages differ!
  8. 8. 8@Davidiwanow The psychology of colours
  9. 9. 9@Davidiwanow Results from conversion factors? Content Type Results? 1 Video Can be very useful for educating new users 2 Screenshots Can be very useful for showing USP 3 Icons Does your icon stand out/explain your product? 4 App title Can be useful to stand out 5 App short description Can be useful to capture their attention 6 App long description Can be useful for new users 7 App ratings Aim for a minimum of 4/5 8 App reviews Respond to your reviews!!!
  10. 10. 10@Davidiwanow Impacts of creatives?So should you just use any of old images?
  11. 11. 11@Davidiwanow Impact of changes in creatives? Content Type Observations? 1 Video Noticeable impacts 2 Screenshots Noticeable impacts 3 Icons Noticeable impacts if drastic 4 App title Noticeable impacts 5 App short description Noticeable impacts 6 App long description Less impacts 7 App ratings are great Noticeable impacts 8 App reviews with responses Noticeable impacts
  12. 12. 12@Davidiwanow Professional isn’t always better
  13. 13. 13@Davidiwanow Professional isn’t always better
  14. 14. 14@Davidiwanow Focus on your users interests
  15. 15. 15@Davidiwanow Focus on your users interests
  16. 16. 16@Davidiwanow Seasonal patterns have a big impact
  17. 17. 17@Davidiwanow Seasonal patterns have a big impact
  18. 18. 18@Davidiwanow Seasonal patterns have a big impact
  19. 19. 19@Davidiwanow Seasonal patterns have a big impact
  20. 20. 20@Davidiwanow Seasonal patterns have a big impact
  21. 21. 21@Davidiwanow Seasonal patterns have a big impact
  22. 22. 22@Davidiwanow Seasonal relevance is important
  23. 23. 23@Davidiwanow Seasonal relevance is important
  24. 24. 24@Davidiwanow Seasonal relevance is important
  25. 25. 25@Davidiwanow Upcoming events have a big impact
  26. 26. 26@Davidiwanow Upcoming events have a big impact
  27. 27. 27@Davidiwanow Upcoming events have a big impact
  28. 28. 28@Davidiwanow App store testing?What types of testing can I do in the app store?
  29. 29. 29@Davidiwanow Store language support? iTunes Google Play Countries covered 155 142 Languages covered? 40 47 Language defined? https://www.apple.com/chfr/itunes/ https://www.apple.com/chde/itunes/ https://www.apple.com/chit/itunes/ (NO) https://www.apple.com/chrm/itunes/ (NO) https://play.google.com/store?hl=de https://play.google.com/store?hl=fr https://play.google.com/store?hl=it
  30. 30. 30@Davidiwanow Store testing support?
  31. 31. 31@Davidiwanow Store attribute testing?
  32. 32. 32@Davidiwanow Let’s test which language works? Language Setting Which is the winner? 1 Spanish (United States) ??? 2 Spanish (Latin America) ??? 3 Spanish (Spain) ???
  33. 33. 33@Davidiwanow Store testing failures? bug?
  34. 34. 34@Davidiwanow So which language has reach?
  35. 35. 35@Davidiwanow So which language works? Language Setting Which is the winner? 1 Spanish (United States) Winner! 2 Spanish (Latin America) 3 Spanish (Spain)
  36. 36. 36@Davidiwanow How many localize?Everyone makes an effort to appeal to a local audience don’t they?
  37. 37. 37@Davidiwanow Who does locationalistion on title? App English Italian French German Spanish Japanese Russian WhatsApp No No No No No No No WeChat No No No No No No No Messenger Yes No No No No No No Instagram No No No No No No No Clash of Clans No No No No No Yes No Boom Beach No No No No No Yes No Lords Mobile No Yes Yes Yes Yes Yes Yes Candy Crush No No No No No Yes No Minecraft No No No No No No Yes AliExpress No No No No No No No Spotify No No No No No Yes No
  38. 38. 38@Davidiwanow Who does locationalistion on icon? App English Italian French German Spanish Japanese Russian WhatsApp No No No No No No No WeChat No No No No No No No Messenger No No No No No No No Instagram No No No No No No No Clash of Clans No No No No No No No Boom Beach No No No No No No No Lords Mobile Yes No No No No Yes No Candy Crush No No No No No No No Minecraft No No No No No No No AliExpress No No No No No No No Spotify No No No No No No No
  39. 39. 39@Davidiwanow Who does translation on video? App English Italian French German Spanish Japanese Russian WhatsApp N/A N/A N/A N/A N/A N/A N/A WeChat Yes No No No No No No Messenger N/A N/A N/A N/A N/A N/A N/A Instagram N/A N/A N/A N/A N/A N/A N/A Clash of Clans Yes No No No No No No Boom Beach Yes No No No No No No Lords Mobile Yes Yes Yes Yes Yes No Yes Candy Crush Yes No No No No No No Minecraft Yes No No No No No No AliExpress Yes No No No Yes No No Spotify N/A N/A N/A N/A N/A N/A N/A
  40. 40. 40@Davidiwanow Who does translation on screens? App English Italian French German Spanish Japanese Russian WhatsApp Yes Yes Yes Yes Yes Yes Yes WeChat Yes No Yes Yes Yes Yes Yes Messenger No No No No No No No Instagram No No No No No No No Clash of Clans Yes Yes Yes Yes Yes Yes Yes Boom Beach Yes Yes Yes Yes Yes Yes Yes Lords Mobile Yes Yes Yes Yes Yes Yes Yes Candy Crush Yes Mostly Mostly Mostly Mostly Mostly Mostly Minecraft Yes No No No No No No AliExpress Yes No Yes No Yes Yes Yes Spotify Yes Yes Yes Mostly Yes Mostly No
  41. 41. 41@Davidiwanow Who does locationalistion on screens? App English Italian French German Spanish Japanese Russian WhatsApp Yes Yes Yes Yes Yes Yes Yes WeChat No No No No No No No Messenger No No No No No No No Instagram No No No No No No No Clash of Clans No No No No No No No Boom Beach No No No No No No No Lords Mobile No No No No No No No Candy Crush No No No No No No No Minecraft No No No No No No No AliExpress No No No No No No No Spotify Yes Yes Yes Yes Yes Yes Yes
  42. 42. 42@Davidiwanow Screenshot AppendixDo you want to see what we based our analysis on?
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  120. 120. 12 0 @Davidiwanow Takeaways?What stuff should you be doing when you get back to the office?
  121. 121. 12 1 @Davidiwanow So what should you do next? 1. Check you app title vs competitors 2. Check your short description 3. How current/relevant are your screenshots 4. Are you translating or localising your screenshots 5. Are you responding to app reviews 6. Are you using Store Listing Experiments?
  122. 122. 12 2 @Davidiwanow Thank You!

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