This document discusses how to design app store pages for success. It emphasizes the importance of app store optimization (ASO) to stand out among over 1.5 million apps. The key areas of focus for ASO are search and explore, the results list, and the app page. Specific elements to optimize include the icon, app name, screenshots, preview video, description, "What's New" section, localization, reviews, and search engine optimization (SEO) keywords. The document provides tips for each element and how to effectively use them to attract users and drive downloads.

1. Designing App
Store Pages For
Success
Justin Lewis | @Jus10Lew | #BigD15

2. Designing App
Store Pages For
Success
App Store
Optimization
(ASO)
OR
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3. 3
iOS App Store
• >1.5 Million Apps
• >1000 New Apps/Day
iPhone screen diplays
6 at a time

4. 4
ASO: Make your needle stand out

5. ASO ≠ SEO
5
You keep using that word.
I do not think it means what you think it means.

6. App Store Optimization (ASO)
• Icon
• App Name
• Screenshots
• Preview Video
• Description
• “What’s New”
• Localization
• Reviews
• SEO
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7. ASO: 3 main areas of concern
1. Search + Explore
• Showing up in front of customers
2. Results list of apps
• Get them to stop scrolling and click on
yours Screenshots
3. App page
• Convince them to download
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8. Icon
8
If you’re lucky enough
to get featured, you
only get your icon and
app name to convince
someone to tap on you

9. Icon
9
Icon has 2 jobs to do:
1. Catch the users eye
2. Give an idea about
what the app does
While looking attractive
and professional

10. Icon
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11. Icon
11
http://iosicongallery.com/

12. Icon Branding
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Add a branding tag
if you have multiple apps in a common niche

13. Icon Branding
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Add a branding tag
if you have multiple apps in a common niche

14. Icon Branding
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15. App Name
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16. App Name
16
- Add a brief descriptive tag
- Start with a catchy easily searchable name
(Required for Word-Of-Mouth downloads)

17. Search Results
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Screenshots added to the mix

18. Screenshots
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19. Screenshots
19

20. Screenshots
20

21. 5 Screenshots!!
21

22. Screenshots
22

23. Good UX = Good Screenshots
23

24. To Preview, or not to Preview…
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25. Preview Video
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26. Preview Video
26
Some Arguments Against Previews:
• Video thumbnail might not be as good as a
“screenshot” graphic
• Apple’s rules prevent the video you want
- Only 30 seconds
- Only screen captured content
- Don’t show people interacting with the app
• Expensive and Time-Consuming

27. Preview Video
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Some Arguments Against Previews:
• Might actually un-sell the customer
- Depending on video & app quality
- Delays impulse buying
• Multiple screen resolutions
• App updates = Preview updates

28. Preview Video
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Apple tends to lead by example

29. Positive ROI?
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30. Preview Video
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• Follow Apple Guidlines
• Plan/Prepare shots - Write a script
• Focus on what makes you great
• Choose and setup a great Screenshot

31. Description
31
5 Line Pitch

32. Description
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33. What can you change &
When can you change it
33
Icon Locked
App Name Locked
Screenshots Locked
Preview Video Locked
Description UNLocked
What’s New UNLocked
Price UNLocked
Languages Locked
Keywords Locked

34. What’s New
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35. What’s New
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5 Bonus Lines to Pitch
Use them wisely

36. What’s New
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Customers are more likely
to read the “What’s New”
than they are to click “more”
on Description

37. Localization
37
• Icon
• App Name
• Screenshots
• Preview Video
• Description
• “What’s New”
• Reviews
• SEO!!

38. Reviews
38
• Consider how often you update your app
• Updates hide your previous Ratings and Reviews

39. Reviews
39
Get 5 reviews ASAP

40. Reviews
40
Asking for reviews in “What’s New”

41. Reviews
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Prompting for reviews inside app

42. Reviews
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Prompting for reviews inside app

43. SEO
43
A SEO expert walks into a
bar, bars, pub, beer garden, tavern,
Irish pub, drinks, beer, alcohol….

44. SEO:
App Name + Keywords
44
Choosing Keywords
• Specific targeted keyword combos
• Find searches you can win
• Ranked >10 isn’t going to be seen

45. SEO
45
iPhone
vs.
iPad
Results

46. SEO
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Ideas for keywords
“Related” &
typing suggestions

47. SEO
47
Ideas for keywords
Look at competing apps
Use iTunes on Mac: You can see the whole name

48. SEO
48
Ideas for keywords
Google AdWords Keyword Planner
Sensor Tower
AppAnnie

49. Explore
49
Another source of Ideas for keywords

50. Explore
50

51. 51
A Case Study
5 Beginner Rules:
How To Not Suck At SEO
On The iOS App Store

52. Puzzle Bricks - by Little Beetle
picture bricks, puzzle, development games for kids, logic games
Family Puzzles - by Little Beetle
Aquadots - by Little Beetle
puzzle, puzzles, baby puzzle, kids puzzle, adult puzzle, family puzzle, photo puzzle
aquarium, preschool education, kids development, aquarium for kids, developing games, kids puzzles
52

53. Rule #1:
You have 100
characters.
Use them!
Puzzle Bricks - by Little Beetle
picture bricks, puzzle, development games for kids, logic games
53

54. Puzzle Bricks - by Little Beetle
picture bricks, puzzle, development games for kids, logic games
Rule #2:
Anything between the
commas is an exact
phrase search.
“Development Games For Kids”??
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55. Rule #3:
Get Rid of the
Spaces
Family Puzzles - by Little Beetle
puzzle, puzzles, baby puzzle, kids puzzle, adult puzzle, family puzzle,
photo puzzle
55

56. Rule #4:
Don’t repeat
keywords
Family Puzzles - by Little Beetle
puzzle, puzzles, baby puzzle, kids puzzle, adult puzzle, family puzzle,
photo puzzle
56

57. Rule/Suggestion #5:
Make your app
name descriptive
with keywords
Aquadots - by Little Beetle
aquarium, preschool education, kids development, aquarium for kids, developing games, ki
57

58. Kindle – Read Books, eBooks, Magazines, Newspapers & Textbooks
Khan Academy: learn math, biology, chemistry, economics, art history and
almost anything for free
TurboTax Tax Preparation - Complete and efile your 2014 income taxes
Calorie Counter & Diet Tracker by MyFitnessPal
iHeartRadio - Stream the Best Music, Live & Internet Radio Stations Free
Walmart - Savings Catcher, Shopping and Pharmacy App
Examples of legit Top 100 apps:
It’s not just SEO scammers
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59. Puzzle Bricks - by Little Beetle
picture bricks, puzzle, development games for kids, logic games
Puzzle Blocks: Learn problem solving with kid block
puzzles - by A+ Kids Apps & Educational Games
beginner,bricks,jigsaw,children,picture,learning,app,logic,school,
for,preschool,young,pre,k,toddler
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Before & After

60. A SEO expert walks into a
“bar, bars, pub, beer garden, tavern,
Irish pub, drinks, beer, alcohol”
meetup.com/DevsNightOut
facebook.com/groups/DallasAppDevs
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61. Designing App
Store Pages For
Success
Justin Lewis
Contact:
Justin@LittleBeetle.net
@Jus10Lew
LinkedIn: Jus10Lewis
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