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“The Dos and Don'ts of App Store Optimization” by Dora Nikolova, Growth @Here ⚡️

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Everyone’s launching their own app nowadays...But just launching on the App Store is not nearly enough, right? 

1/ You need to pass through verification by Apple regarding the quality of your app
2/ How can you make sure yours will reach the sky?

There are dos and don’ts that you should master if you want people to download your great product!

HERE enables people, enterprises, and cities to harness the power of location, with more than 10k employees all over the world. The “Here WeGo” mapping app has been downloaded tens of millions of times...and Dora knows how they optimize it!

Published in: Internet
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“The Dos and Don'ts of App Store Optimization” by Dora Nikolova, Growth @Here ⚡️

  1. 1. DOS  AND  DON’TS  OF  ASO By  Dora  Nikolova
  2. 2. What  is  ASO? ASO CONVERSION: -­ SCREENSHOTS -­ ICON -­ FEATURE  GRAPHIC  (ANDROID) -­ TEXT DISCOVERABILITY: -­ TITLES -­ SHORT  DESCRIPTION -­ LONG  DESCRIPTION -­ HIDDEN  KEYWORDS  (APPLE)
  3. 3. How  are  the  App  stores  different? Source:  Store  Maven
  4. 4. Main  differences  between  the  App  Stores Component Apple  Store Google  Play Store Title Max.  50  characters Max.  30  characters Short  Description -­‐ Max. 80  characters Icon yes yes Long  description Max.  4000  characters Max.  4000  characters Screenshots Max.  5 Max.  8 Video 15-­‐30 sec. 30 sec. -­‐ 2 min.
  5. 5. What  about  the  impact? Screenshots Video Long  Description App  Description  Page Source:  StoreMaven
  6. 6. DOS  of  ASO
  7. 7. Find  the  best  category  for  your  app
  8. 8. Your  app  reviews  are  the  key  to  conversion
  9. 9. Localize  your  App  Store  page Source:  Split  Metrics
  10. 10. Use  emojis in  your  descriptions
  11. 11. A/B  test  your  assets! Source:  Split  Metrics  -­‐ http://bit.ly/2oyN1KC
  12. 12. Source:  StoreMaven What  improvement  can  A/B  testing  bring  you?
  13. 13. APPLE  &  GOOGLE • Localize  your  content   • Display  achievements  (press  coverage,  awards,  ratings) • Use  emojis (  short  description  /  long  description)   • Make  sure  to  get  good  ratings   • Find  the  best  category  for  your  app  (crucial  for  ranking) • Check  what  your  competitors  are  doing   • A/B  test  (screenshots,  icon,  short  &  long  description,  feature  graphic)! • Constantly  analyze  your  data  and  adjust
  14. 14. Apple  Store  Optimization 1. VISIBILITY  (  keywords) Components:  Title  +  Keywords  (iTunes  Connect) Visibility Formula  =  relevant  keyword  +  low  competition  +  high  discoverability 2. CONVERSION  (images,  text) Components:  Icon  +  Title  +  Screenshots  +  Long  description  +  Video  +         Ratings
  15. 15. Apple  Background  Keywords   Source:  Apptamine
  16. 16. ASO  Tools  help  you  track  keywords Source:  Mobile  Action
  17. 17. Google  Play  Store  Optimization 1. VISIBILITY  (  keywords) Components:  Title  +  Short  description  +  Long  description  +  Reviews Visibility Formula  =  Keyword  density  +  backlinks  (reviews  linking  to  Store) 2. CONVERSION  (images,  text) Components:  Icon  +  Title  +  Featured  graphic  +Screenshots  +  Short   description  +  Long  description  +Video  +  Ratings
  18. 18. DON’TS  of  ASO
  19. 19. Apple:   • don’t  repeat  keywords  in  your  Title,  background  keywords   • don’t  try  to  rank  for  highly  competitive  keywords   • don’t  include  competitors  keywords  in  your  keyword  set   • don’t  include  prices  in  your  title  or  screenshots   Google  Play:   • don’t  stuff  the  description  field  with  keywords  (do  keyword  density)   • don’t  you  dare  not  A/B  test  your  store  elements   • don’t  underestimate  the  bad  reviews  
  20. 20. THANK  YOU!

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