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Aso - App Store Optimization

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

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Aso - App Store Optimization

  1. 1. ASO App Store Optimization Berlin, 2016/03
  2. 2. 2 Mobile Market
  3. 3. 3 Apps Market
  4. 4. 4 Apps Market
  5. 5. 5 App vs Responsive Design
  6. 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. 7 Why ASO is important? 63%
  8. 8. 8 App Store Optimization ASO ? App Search Optimization
  9. 9. 9 App Store Spotlight Safari/Spotlight Google SERP SERP/Deep Linking App Search Optimization
  10. 10. 10 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)
  11. 11. 11 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
  12. 12. 12 Title •Main Keyword in the Title •First “Description” •Title go in the URL (SEO) •33 characters displayed (AAS) •25 characters displayed (PS)
  13. 13. 13 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
  14. 14. 14 Icon •Important for Branding (+ title) •Possibility to A/B Test different versions •Useful for attract new users and increase CTR
  15. 15. 15 Screenshots •Max 5 pictures and 1 video •Shown in the search results •How the app works? •Communicate the USPs •Attract the users
  16. 16. 16 Category •A lot of users find new apps in the Category Ranking •Top App Sections •One of the most important Ranking Factors
  17. 17. 17 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. 18
  19. 19. 19 Reviews • Bad reviews influence the downloads • We can discover new bugs • Every time we release a new version the reviews go in another section.
  20. 20. 20 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
  21. 21. 21 Deep Linking
  22. 22. 22 App Structure •App Store analyze the “in- app” behaviour: search, category, pdp,…

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