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How to Drive Conversion with Competitive App Store Optimization

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The Phiture App Promotion Summit Workshop

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How to Drive Conversion with Competitive App Store Optimization

  1. 1. 2 ASO Stack detailed framework for App Store Optimization Mobile Growth Stack our Industry- acclaimed strategic framework The Mobile Growth Stack The ASO Stack MOBILEGROWTHSTACK.COM AND ASOSTACK.COM
  2. 2. 3 IDAGIO Classical music Growth audit & consulting Spotify Music streaming Mobile Marketing Automation NordVPN VPN Client ASO Report Card Bonial / KaufDa Brochures app Growth Mindset Workshop Codecheck Food scanner Growth consulting Tradewise Stock alert app Growth Audit Clue Period tracker Growth consulting Stylight Fashion app Growth Audit Onefootball Sports app Growth consulting Joidy Gifting app Getting featured + ASO Opera Browser apps Growth audit Goodgame Studios Games publisher ASO Workshop KAYAK Travel app ASO workshop SoundCloud Music streaming Growth team Immoscout Real estate Mobile Marketing Automation Workshop HERE WeGo Navigation app Setting up a growth team Grabble Fashion app Growth Audit Skyscanner Travel app Retainer ASO Heaspace Meditation app Retainer ASO VEVO Music video streaming ASO + Growth THAT WE’VE HELPED WITH GROWTH
  3. 3. 4 1. CONVERSION OPTIMIZATION 3. OPTIMIZATION STRATEGIES 2. COMPETITOR ANALYSIS 4. EXPERIMENT SUCCESS
  4. 4. WHERE TO FOCUS FOR IMPACT
  5. 5. 6 IDENTIFYING AREAS OF IMPROVEMENT FOR ASO
  6. 6. 7 THE PROCESS WE FOLLOW FOR IMPROVING APP’S CONVERSION RATE Source: Advanced ASO eBook by Phiture & Incipia
  7. 7. 8 CONTENT SEARCH RESULT PAGE PRODUCT PAGE VIEW
  8. 8. 9 CONTENT
  9. 9. 10 PHITURE IMPACT ASSESSMENT Asset Icon Title Subtitle N/A Developer name First screenshots Rest of screenshots Video Feature graphic N/A (Top devs only) Short description / Promo text Long description What’s new
  10. 10. TACTICS AND BEST PRACTICES
  11. 11. 12 CAN HELP YOU IDENTIFY AREAS OF IMPROVEMENT FOR ASO Looking at their metadata: Checking out their visual assets
  12. 12. 13 WHEN DO APPS UPDATE
  13. 13. 14 WHAT’S POPULAR IN THE CATEGORY / PER KEYWORD
  14. 14. 15 SENTIMENT ANALYSIS OF METADATA
  15. 15. 16 WHY NOT CHECK OUT COMPETITORS REVIEWS
  16. 16. 17 CHECK OUT THEIR FEATURE GRAPHICS
  17. 17. CHECK OUT THEIR FEATURE GRAPHICS Ideation phase: Highlight new features / deals AND LOOK AT INDIVIDUAL COMPETITORS FOR IDEATION
  18. 18. CHECK OUT THEIR FEATURE GRAPHICS Ideation phase: Add text value proposition AND LOOK AT INDIVIDUAL COMPETITORS FOR IDEATION
  19. 19. CHECK OUT THEIR FEATURE GRAPHICS Ideation phase: Add inspirational photography AND LOOK AT INDIVIDUAL COMPETITORS FOR IDEATION
  20. 20. 21 WHAT ABOUT ICONS?
  21. 21. 22 WHAT ABOUT OTHER ASSETS?
  22. 22. 23 SCRAPING DATA FROM THE PLAY STORE...ANYONE CAN DO THIS →
  23. 23. 24 WHO USES PLAY STORE VIDEOS?
  24. 24. 25 APP PREVIEW VIDEOS - ALREADY INCLUDED?
  25. 25. 26 WITH COMPETITOR ANALYSIS Things to consider for success: ● ● ● ● ● ●
  26. 26. IDEATION PROCESS EXAMPLES
  27. 27. 28 FEATURES AND CONTENT USED
  28. 28. 29 WHAT CAN WE BE LOOKING AT TO GET MORE USERS →
  29. 29. 30 WHAT CAN WE BE LOOKING AT TO GET MORE USERS ● ● ● ● ● ● ● ●
  30. 30. 31 DIFFERENTIATION, OF COURSE
  31. 31. 32 COPYING OTHER’S CHOICES → Eun Huh, Y.; Vosgerau, J. & Morewedge, C. K. (2014). Social Defaults: Observed Choices Become Choice Defaults. Journal of Consumer Research, pp. 746-760.
  32. 32. 33 TRUSTWORTHINESS
  33. 33. 34 E.G. CONTENT OR BENEFIT IN NUMBERS →
  34. 34. 35 PROMOTE SPECIAL DATES / SPECIAL OFFERS
  35. 35. 36 COUPLING THE HARD STUFF WITH SOMETHING TEMPTING →
  36. 36. 37 AND THE POPULARITY OF NEW YEAR’S RESOLUTIONS Dai, H.; Milkman, K. L. and Riis, J. (2014). The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior. The Wharton School Research Paper No. 51. →
  37. 37. 39 WHAT SHOULD BE CONSIDERED →
  38. 38. 40 asoebook.com
  39. 39. 41 ASOStack.com info@asoebook.com ASO Slack Community ASOebook.com @growth_stack | @vaspab

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