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Moritz Daan
Growth Channel Specialist
!
@moritzdaan
App Store Optimization
Mobile Growth Hacking at SoundCloud
Mobile tipping point = reached
@moritzdaan
Source: Andy Carvell (SoundCloud) - @andy_carvell
Acquisition Cross-Sell
App Store
Optimisation
Press / PR / Blogs /
Socia...
Publishing
App Store Optimization
App Store SEO Conversion
LocalizationAnalytics
@moritzdaan
?
@moritzdaan
Google AdWords - A/B
@moritzdaan
Traffic
Serve & Measure A/B
ie.
SoundCloud App Store
@moritzdaan
SoundCloud App Store
?
SoundCloud - Music & Audio
?
SoundCloud - Music
?
Discover the best new music & audio ….
250 millio...
SoundCloud App Store
@moritzdaan
> 10% conversion increase
= 1.000.000 - 5.000.000 extra installs
BOOM!
(yes, hypothetical)
SoundCloud App Store
@moritzdaan
Looking ahead
@moritzdaan
Localization
Professional translations
Preferably use a company with SEO expertise
Opportunity is huge
Especially on with iTunes, less ...
Localization
BOOM!
(with a minor headache)
Russia +376%
South Korea +264%
Turkey +157%
Italy +136%
Brazil +98%
Belgium +47...
Moritz Daan
@moritzdaan
moritz.daan@soundcloud.com
!
Pssst, we’re always hiring http://soundcloud.com/jobs
Thank you
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App Promotion Summit (APS) London 2014

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App Store Optimization

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App Promotion Summit (APS) London 2014

  1. 1. Moritz Daan Growth Channel Specialist ! @moritzdaan App Store Optimization Mobile Growth Hacking at SoundCloud
  2. 2. Mobile tipping point = reached @moritzdaan
  3. 3. Source: Andy Carvell (SoundCloud) - @andy_carvell Acquisition Cross-Sell App Store Optimisation Press / PR / Blogs / Social Paid Channels (Ad Networks, SMS, Search, RichMedia, FB+Twitter) Partnerships (inc. carriers, OEMS & 3rd party stores) VIRAL (invites, shares/ integrations) I N T E R N A T I O N A L Engagement & Retention Onboarding Flow (tutorial, welcome emails, NUX) PUSH / Email / SMS / in-app alerts ! (mobile CRM) Deep-Linking Re-Activation! Campaigns Retargeting Monetisation IAP, Paid Apps,! Ad-Supported,! Subscriptions,! Virtual Goods Relevant Payment Methods ! - e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing Virtual Currency Dynamic Pricing Conversion Optimisation Analytics Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device Demographics Cohort Analysis Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance CPU / Battery / Network Performance Analysis LTV Modelling Mobile Growth Stack
  4. 4. Publishing App Store Optimization App Store SEO Conversion LocalizationAnalytics @moritzdaan
  5. 5. ? @moritzdaan
  6. 6. Google AdWords - A/B @moritzdaan
  7. 7. Traffic Serve & Measure A/B ie. SoundCloud App Store @moritzdaan
  8. 8. SoundCloud App Store ? SoundCloud - Music & Audio ? SoundCloud - Music ? Discover the best new music & audio …. 250 million listeners love SoundCloud …. Icon Title Screenshots (graphics, CTA, order) Description ? @moritzdaan
  9. 9. SoundCloud App Store @moritzdaan
  10. 10. > 10% conversion increase = 1.000.000 - 5.000.000 extra installs BOOM! (yes, hypothetical) SoundCloud App Store @moritzdaan
  11. 11. Looking ahead @moritzdaan
  12. 12. Localization
  13. 13. Professional translations Preferably use a company with SEO expertise Opportunity is huge Especially on with iTunes, less with Google Play iOS keyword fallback Don’t worry about losing your English keywords in other countries. They’re still there! Track & Adapt Track keywords & downloads, and improve/kill localizations that have negative impact App Store Localization Spanish & English for US! Make use of this opportunity to double your 100 characters! @moritzdaan
  14. 14. Localization BOOM! (with a minor headache) Russia +376% South Korea +264% Turkey +157% Italy +136% Brazil +98% Belgium +47% Mexico +36% Spain +33% France +28% Germany +23% Netherlands +21% Canada +12% Japan -6% China -15% @moritzdaan
  15. 15. Moritz Daan @moritzdaan moritz.daan@soundcloud.com ! Pssst, we’re always hiring http://soundcloud.com/jobs Thank you

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