Marketing Knowledge Session - What is App Store Optimization? How it works?

1. ASO
App Store Optimization
Berlin, 2016/03

2. 2
Mobile Market

3. 3
Apps Market

4. 4
Apps Market

5. 5
App vs Responsive Design

6. 6
App Store Optimization?
App Store Optimization (ASO) is the process of improving the visibility of a mobile app in
an app store (such as App Store for iOS, Google Play for Android, Windows Store for
Windows Phone).

7. 7
Why ASO is important?
63%

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App Store Optimization
ASO ?
App Search Optimization

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App Store Spotlight Safari/Spotlight Google SERP SERP/Deep Linking
App Search Optimization

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App Search algorithms are in their Infancy
•No Personalized Search
•No Full Control of the reviews
•No Google Hummingbird Algorithm (only AAS)
•Ranking super volatile and hard to track (AAS)

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Ranking Factors
• App Starts (how often the app
is used)
• Retention/Uninstalls
• Country
• Download Time
• Rating (number and value)
• Reviews
• No. Download
• Links (≠ Link Building and only
PS)
• Revenue (only Paid App and
only AAS)
• Social Mentions (only PS)
• Title
• Description
• Icon
• Screenshot
• Keywords (only AAS)
• Category
• Updates
• Deep Linking (only PS)
• App Structure (Ex. Navigation)
Internal Factors External Factors Behavioural Factors

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Title
•Main Keyword in the Title
•First “Description”
•Title go in the URL (SEO)
•33 characters displayed (AAS)
•25 characters displayed (PS)

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Description
• First 3 line are most important
• Useful only for SEO (but we can
choose the keywords)
• Spotlight crawl the title and the
description.
• First 3 line are most important
• Ranking Factor for Play Store
• Keywords in the content (5x)
https://play.google.com/store/apps/details?id=com.king.candycrushsaga&hl=en

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Icon
•Important for Branding (+ title)
•Possibility to A/B Test different
versions
•Useful for attract new users and
increase CTR

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Screenshots
•Max 5 pictures and 1 video
•Shown in the search results
•How the app works?
•Communicate the USPs
•Attract the users

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Category
•A lot of users find new apps in the
Category Ranking
•Top App Sections
•One of the most important
Ranking Factors

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Rating
•One of the most important
Ranking Factors
• App Stores shown the average
rating of the last version!
•Important also the number of
reviews
•Ratings Manipulation

18. 18

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Reviews
• Bad reviews influence the
downloads
• We can discover new bugs
• Every time we release a new
version the reviews go in another
section.

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Deep Linking
•Improve User Experience
•Re-engagement of App Users
•Google now shows SERP with Deep
Linking
•Users can easily share the app
content on Social Media

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Deep Linking

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App Structure
•App Store analyze the “in-
app” behaviour: search,
category, pdp,…