'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

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Stefan Bielau is one of the world’s leading experts on App Store Optimization (ASO) and mobile app marketing. His consulting practice helps companies including leading mobile app brands such as HAILO to improve their mobile app distribution and monetization.

He was previously the founder of dailyme, a mobile video and TV app. Stefan has also invested in early-stage startups including AdSquare, Zapstreak and BETEGY. You can read his blog about App Store Optimization at appstoreoptimization.tumblr.com

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'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

  1. 1. App Promotion Summit 2013 App Store Optimization London, 07-11-2013
  2. 2. @StefanBielau
  3. 3. #AppStoreOptimization – Basics
  4. 4. #AppStoreOptimization – Basics
  5. 5. #AppStoreOptimization – Goals In the app stores  get found  rank higher SERP  rank higher with your appstore page Conversion Rate  App details / Appstore page → Download = 20% Uplift in Organic Installs
  6. 6. #AppStoreOptimization – Challenges Limited data  algorithm!?  keyword search volume in the appstores Trial & Error  OS, category, countries / languages  resources Measurement  isolated campaigns, impact of other marketing  immature analytic tools
  7. 7. #AppStoreOptimization – New tactics
  8. 8. #AppStoreOptimization – New tactics Usage of links in Google Play texts
  9. 9. #AppStoreOptimization – New tactics Usage of links in Google Play texts  UX  valid backlinks (=dofollow)  to your app landingpage  to a support page  to your social accounts  cross-promotion for your app portfolio
  10. 10. #AppStoreOptimization – New tactics Usage of links in Google Play texts IMPORTANT  web view vs. mobile view  description text vs. text in „What´s new“
  11. 11. #AppStoreOptimization – New tactics Usage of links in Google Play texts  web view & description text WORKS = clickable  complete links  http & https
  12. 12. #AppStoreOptimization – New tactics Usage of links in Google Play texts  web view & description text DOES NOT WORK = non-clickable  „www“ only
  13. 13. #AppStoreOptimization – New tactics Usage of links in Google Play texts  web view & text in „What´s new“ NOTHING WORKS  there are no clickable links
  14. 14. #AppStoreOptimization – New tactics Usage of links in Google Play texts  mobile view & description text WORKS  complete links  http & https
  15. 15. #AppStoreOptimization – New tactics Usage of links in Google Play  mobile view & description text DOES NOT WORK  „www“ only
  16. 16. #AppStoreOptimization – New tactics Usage of links in Google Play  mobile view & text in „What´s new“ WORKS  complete links  http & https
  17. 17. #AppStoreOptimization – New tactics Usage of links in Google Play  mobile view & text in „What´s new“ DOES NOT WORK  „www“ only
  18. 18. #AppStoreOptimization – New tactics Usage of links in Google Play SUMMARY  description text  use complete links (http & https)  works for web & mobile view  update text  use complete links (http & https)  clickable: in mobile view only
  19. 19. #AppStoreOptimization – New tactics Description of IAP in Apple App Store  Display name (vs. reference name)  is indexed in search
  20. 20. #AppStoreOptimization – New tactics Description of IAP in Apple App Store  Display name (vs. reference name)  is indexed in search  extend your keyword list  enhance keyword density
  21. 21. #AppStoreOptimization – New tactics Backlinks & anchor text
  22. 22. #ConversionOptimization 3 hands-on tips 1.  Testing the icon design 2.  Order of screenshots
  23. 23. #ConversionOptimization 3 hands-on tips 1.  Testing the icon design 2.  Order of screenshots 3.  Video
  24. 24. #ConversionOptimization
  25. 25. #ASO Strategy 1.  Person in charge („App Editor“) 2.  Target countries, markets & appstores 3.  Define & measure goals
  26. 26. @StefanBielau stefan@stefanbielau.com www.stefanbielau.com Thank you!

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