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Improving your profitability, success and organic traffic through ASO

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Enric Pedró, CMO at Lab Cave, presenting at Mobile Spree Berlin 2019 - After launching over 700 games, achieving more than 250 million organic downloads, doing over 2,000 updates, more than 3,500 a/b tests and assisting top tier game developers with their organic reach one thing is clear, Lab Cave has mastered how to increase organic mobile traffic and visibility.
In this session, Enric Pedró will cover what a good CRO can achieve, how to improve your app organic reach and quick wins to improve an app chance to organically be found and maintain a healthy Retention Rate.

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Improving your profitability, success and organic traffic through ASO

  1. 1. Mobile Spree Improving your profitability, success and organic traffic through ASO Berlin, June 6th, 2019
  2. 2. Who we are 2 Mobile Growth Company, part of the Fibonad Group: • Founded in 2013 • Launched +700 Apps • Several App Features & Editor Choices • Achieved over 250 million organic installs Expertise in mobile key operational areas: • Mobile growth (organic & paid) • Monetization • Publishing Enric Pedró CMO at Lab Cave @enricpedro enric.pedro@labcavegames.com Interactive Media MA (London College of Communication) +9 years of experience in mobile for SaaS, performance advertising and App development (UK, USA & Spain) Bio
  3. 3. Our latest results 3 Monthly Organic Downloads iOS and Google Play 2014 -2018 +250 +700 Organic Downloads M Games Launched
  4. 4. What does ASO mean? 4 ASO (App Store Optimization) is the process of getting as many users as possible by: Improving app visibility in stores. Optimizing app profile visit-to-install conversion. It’s the combination of two factors: Off-Metadata On-Metadata Number of installs, Install Frequency, User Engagement, Ratings - Reviews, Backlinks iOS Google Play Title Subtitle Keyword Field IAP Name Developer Name Icon, Screens... Title Short Description Long Description Reviews Developer Name Icon, Screens... · ·
  5. 5. Why is ASO so important? 5 Crowded Market 2.5M apps in Google Play and 2.2M App Store* Search Traffic 65% of global downloads come from search traffic** Supports UA Permits sustainable UA strategies Improve ROI Increases paid media conversion Traffic Quality Organic users have higher intent Share of voice About 90 apps installed per device on average*** Lift mobile app organic traffic Grow user base Improve and speed-up profitability * Source: Apple & AppBrain ** Source: Apple Search Ads *** Source: AppAnnie
  6. 6. Zombie Frontier 3
  7. 7. Zombie Frontier 3 @FT Games 7 © Lab Cave 2019 Disclaimer: Third party trademarks and imagery are property of their respective owners FIrst 3 Months:
  8. 8. Zombie Frontier 3 @FT Games 8 © Lab Cave 2019 A B C Disclaimer: Third party trademarks and imagery are property of their respective owners 6 Months Afterwards:
  9. 9. Zombie Frontier 3 @FT Games 9 © Lab Cave 2019 Disclaimer: Third party trademarks and imagery are property of their respective owners
  10. 10. Zombie Frontier 3 @FT Games 10 © Lab Cave 2019 Disclaimer: Third party trademarks and imagery are property of their respective owners
  11. 11. Respawnables
  12. 12. The Respawnables @Digital Legends 12 © Lab Cave 2019 Disclaimer: Third party trademarks and imagery are property of their respective owners Analyzing Google Play traffic we realized that many visits were coming from the keyword “Fortnite”. We used that trend to create several variations of the game icon Results: A B C B B A
  13. 13. Lords Mobile
  14. 14. Lords Mobile @IGG 14 © Lab Cave 2019 Disclaimer: Third party trademarks and imagery are property of their respective owners 12kinstalls Organic VIC All Time Google Play
  15. 15. Things to consider in 2019 - ASO 15 Shift from Search to Explore to traffic - No public data shared by Google Play and according to Apple over 60% of installs come from Search Study from Lab Cave from 37 apps on Google Play: 15 67.3% 60% ● The real attribution model within Google Play & the App Store is only known by them. Is a click from Search to a Similar App that then becomes an Install counted as Search or Explore traffic in their Dashboard? From all visitors come from EXPLORE From total installs come from Explore
  16. 16. ● Some ASO tools allow you to see your “Similar Apps”. If you want to check yours, https://play.google.com/store/apps/similar?id=com.touchten.garden&hl=en. ● Since iOS12 Apple personalizes the app shown in the Today View based on apps purchased by each user. ● Reviews do offer a lot of information. ● Vitals benchmarks RR, Quality, low ANR’s, uninstall rate, focus on recent ratings as main metric. Things to consider in 2019 - ASO 16
  17. 17. 17 Keyword tools do have discrepancies in results! Use them as a guide 17 Things to consider in 2019 - ASO
  18. 18. 18 Research the Keywords that you should be competing for. Study competitors, localize and come up with your own! 18 Things to consider in 2019 - ASO
  19. 19. 1919 Things to consider in 2019 - ASO Final result:
  20. 20. Correlation between UA and Organic traffic
  21. 21. Correlation between UA and Organic traffic 2121 For every paid install, apps get an average of 1.5 additional organic installs (…) The finding is at the 95 percent confidence interval, which means it’s very reliable. We’ve found that the correlation between UA spend and organic install (...) is around 0.69 (...) This correlation can fluctuate based on factors such as different qualities of traffic sources, apps versus games, and the relative ranking of each on the top charts.
  22. 22. Correlation between UA and Organic traffic 22 Lab Cave study Potential correlation between UA and Organic Traffic, can we numerically (K-Factor) measure its impact? ● 3 different apps with high traffic channels ● 7 consecutive months analyzed ● Pearson correlation coefficient (values from -1 to +1) used. Any value < 0.5 is considered a weak correlation 22
  23. 23. Correlation between UA and Organic traffic 23 Results Case 1 - True Correlation - App I ● Significant correlation between UA and Organic traffic ● Pearson coefficient of 0.71 (above 0.5 is considered a strong correlation) 23
  24. 24. Correlation between UA and Organic traffic 24 Results Case 2 - No Correlation - App II & App III App III weak correlation. 0.32 coefficient 24 App II very weak correlation. 0.16 coefficient
  25. 25. Correlation between UA and Organic traffic 25 Lab Cave study conclusions 25 1. It is not possible to establish a linear correlation between UA installs and Organic installs for the time period analyzed 1. Difficult to measure the exact impact of UA on Organic traffic 1. It is very hard to infer that most apps fall into a specific repeated pattern. Every app has a different audience, different acquisition channels, different organic traffic Therefore - DYOR (Do Your Own Research) 1. Gather a set of data where you have User Acquisition - Ideally 1 year to account for seasonality 1. Plot data by country & channel - Correlation might indeed change by country! 1. Analyze results and draw conclusions
  26. 26. Correlation between Impressions (TV) and Organic traffic 2626 Note that we have to account for many other factors. This correlation might or might not have a direct impact on # of Installs achieved
  27. 27. ASO Checklist 2727 ● Keyword Analysis ● App title, use all space available for KW ● Know where to put KW (App Store vs G Play) ● Localization ● Choose the right Category (or not) ● Ratings & Reviews ● A/B Test visuals ● Use holidays and festivities ● Update your app often (not much detail is needed) ● Research competitors ● Backlinks
  28. 28. Ready to boost your organic traffic? enric.pedro@labcavegames.com labcavegames.com @enricpedro

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