App Store Optimization
Unraveling the Black Box
User needs to see you — Search, Charts or Featuring
Pre App Page
User needs to choose you — Primary assets
User needs to install — All assets
Localization and 3rd Party App Store Distribution add to the TOTF
Distribution Discoverability Conversion
Pick keywords based on
Keyword length (shorter = better)
Common sense multiplier (ie. ambiguity,
long-tail combinations, etc.)
App Store SEO (ASEO) can be a
game changer, deﬁnitely for the Apple App Store.
How do you know which keywords
people actually ﬁnd you on?
ASEO not a game changer
for all apps.
Testing your screenshots with an ad.
Test conversion to install via AdWords/Facebook
Out of context (!)
Not the actual size of a screenshot
You have to follow the Ad Network rules (“Sexy”)
No way to test description, title, icon, etc.
Serve & Measure A/B
HTML5 Landing page
Create your own “App Store”
Build your own landing page:
HTML, JS, CSS
Integrate A/B testing tool
Send trafﬁc to there and measure A/B
3 lines of description
A/B testing LocalizationConversionDiscoverability
Results already huge for a trusted
brand like SoundCloud. Smaller apps should be able to proﬁt even more.
All A/B-tests combined:
> 10% conversion increase
= 5.000.000+ extra installs
No resources to build it yourself?
testnest.co and splitmetrics.com now built this as SaaS
Every App Store region falls back on English
Depending on if you supplied a en_UK localization, they will use that, otherwise en_US
In the US you will be found on es and en_US
China & Hong Kong index you for English, Chinese Traditional & Simpliﬁed
In Japan you will be found on both en_US & en_UK
Indexation for several locales in App Store.
What’s coming for ASO
Paid Search More insights on iTunes Connect and
Developer Console (A/B Testing!?)
Alternative App Discovery
(remains to be seen…)