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Drive App Discoverability and Downloads with ASO

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Did you know App Store Optimization (ASO) is responsible for driving 68% of all new app discoveries? It also helps drive revenue and conversion by encouraging downloads, updates, and in-app purchases.

Laura Eccles, the Founder of Matchstick Mobile and the first hire on the App Store Marketing team at Apple, and Emily Carrion, the Head of Marketing at Apptentive, cover how to increase organic downloads via ASO, improve app engagement or get featured on the App Store in this webinar presentation.

You’ll learn:
-How to improve app store discovery
-How you can use ASO to drive conversion
-The anatomy of a top 100 app
-Tips and checklists for implementing ASO strategies
-How to track your app store rank

Published in: Mobile
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Drive App Discoverability and Downloads with ASO

  1. 1. iOS App Store Optimization Laura Eccles Founder of Matchstick Mobile iOS Strategy Consultant April 27, 2017
  2. 2. You’ll Learn • What is ASO? • Why is ASO important? • The Apple ASO algorithm factors • Title & keyword strategy • How to come up with keywords • How to rank higher for your keywords • Keyword tracking tools • The importance of keyword localization • Key mistakes brands make • ASO checklist
  3. 3. Who We Are Laura was the first hire on the App Store Marketing team at Apple. She advised companies on fine-tuning their user interface and marketing, decided which apps to feature daily to the App Store’s 10 million social media fans, and led the App Store’s email campaigns. Head of Marketing, Apptentive Emily Carrion Founder, Matchstick Mobile Laura Eccles Emily is a 4-time start-up veteran and digital marketing leader. She has a passion for data-driven storytelling, all things mobile, and building high- performing teams.
  4. 4. What We Do Matchstick Mobile We help companies create and market feature-worthy apps. Engagements include ASO, strategic user interface/user experience, relationship building, placing Apple Search Ads and more. The vast majority of our clients have been featured and continue to be featured. Editors’ Choice Editors’ Choice
  5. 5. Examples Featured Clients
  6. 6. Apptentive Using in-app communication tools, we power the last-mile of customer interaction: the conversation. Consumer marketing’s future is “pull,” not “push,” and customer conversation is the key. Privately held, established in 2011, founders in key roles 250 million+ customer conversations on 1 billion+ devices Boosts engagement to 20x more consumers Over 6,000 organizations, including dozens of Fortune 500 companies Doubled our team size in 2016
  7. 7. What We Do Customer SupportNative Surveys Customer FeedbackIn-App Messaging We just launched a new feature in 5.0 that lets you comment on videos with friends. Have you tried it? I’d like to try it! New Feature Alert! I tried it and have feedback Message Center Close I love using your app, but I really wish searching for a store was easier. It would be great if it could just detecet where I’m at and give me a list of stores that are close to me. September 3, 2015 Hannah Hi! Thanks so much for reaching out! That is a really great idea and I’m going to pass it on to our app team. Please keep the feedback coming! -Hannah New Message Close We’d love to get feedback from you on our app. The more details you can provide, the better. Hello! New Message Send Please leave detailed feedback We’d love to get feedback from you on our app. The more details you can provide, the better. How are we doing? Close How could we improve your experience? Please leave detailed feedback
  8. 8. What is ASO? Just like SEO is for the web, ASO is for mobile apps. It is the process of optimizing an App Store listing to maximize visibility.
  9. 9. Why is ASO important? 65% of downloads come from search queries. Discoverability Conversions Organic installs 1 2 3
  10. 10. Apple ASO Algorithm Factors • Title • Keywords • Ratings and Reviews • MAU / retention • App deletions • Total downloads • Velocity of downloads • App indexing: traffic from outside promotion
  11. 11. Apple ASO Algorithm Factors • Title • Keywords • Ratings and Reviews • MAU / retention • App deletions • Total downloads • Velocity of downloads • App indexing: traffic from outside promotion
  12. 12. Title Strategy
  13. 13. How to Pick a Title Maximize 50 characters with high traffic, on-brand keywords Former title Stitch Fix - Your Very Own Personal Stylist Current title Stitch Fix: Personal Stylist for Clothes Shopping
  14. 14. How to Decide on Title Keywords Add your more difficult keywords since titles have a higher weighting Quizlet jumped from #75 to #8 by adding “sprachen” to the title.
  15. 15. How to Maximize Keyword Visibility Prioritize must-have keywords since title keywords do the heavy lifting i.e. to rank for “natural makeup” put “makeup” in your title and “natural” in your keywords Credit: SensorTower makeup natural makeup Traffic 6.1 Traffic 0.5
  16. 16. How to Improve Your Title • You don’t need “app” or “apps” • Semicolon vs. dash shouldn’t matter • Track rival titles • Update keywords with an app update since your Current Version ratings move to All Versions
  17. 17. Keyword Strategy
  18. 18. Keyword Strategy • Maximize all 100 characters • Add singular and plural if you want to rank for both. Add the one with more traffic to your title or add both if it makes sense. #1 for “greeting card” #3 for “greeting cards”
  19. 19. How to Rank for Keyword Combinations Don’t repeat keywords from your title, developer name or keyword chain • Chairish title keywords “home, decor, art, vintage, furniture” shouldn’t be repeated in keyword chain Identify & track every keyword combination between title and keywords! • The title “Chairish Home Decor, Art and Vintage Furniture” could also rank for: “home art, home furniture, art decor, vintage decor, vintage art” Find two-word phrases if the single keyword is too difficult to rank for • “Furniture” could be “vintage furniture, furniture shopping, buy furniture, sell furniture, used furniture”
  20. 20. Keep Trying! • Think like your audience. How do they describe your app? • “Invitations” may be “invites” • Add seasonal keywords when appropriate • Happy holidays, Valentine’s Day, Easter, Mother’s Day (you don’t need the apostrophe) • Don’t add it if you don’t offer the functionality • Conduct monthly audits • Shake it off and keep trying!
  21. 21. ASO Example
  22. 22. How to Come Up with Keywords • Look at App Store queries • Mine App Store reviews of your app & similar ones • Create a list of every combination • “Birthday cards” could be “card, cards, birthday card, birthday cards”
  23. 23. Need More Keyword Tips? • Look at competitors’ titles and keywords • Ask users to describe your app & how they found it • Think of synonymous • Use a 3rd party for keyword recommendations
  24. 24. Try this… Still Not Ranking High for Your Keywords? • Put that keyword in your title & take it out of your keyword chain • Rearrange the order & put that keyword at the beginning of your title • Test if removing “and” or a comma makes a difference in your title • Try singular & plural form if you’d like to rank for both • Try a keyword phrase (i.e. “reduce stress” vs “stress”) • Swap out underperforming keywords • Localize (i.e. “color” is spelled “colour” in non-American English)
  25. 25. Keyword Tracking Tools • SensorTower - App Store marketing intelligence • TheTool - app marketing tool • Search Man - ASO • AppCod.es - ASO • AppFollow - tracks app reviews and monitors updates • TUNE - mobile analytics • AppsFlyer - mobile app tracking and attribution
  26. 26. Keyword Strategy for Every Lifecycle
  27. 27. Keyword Strategy: 1.0 New or Fairly New App • Target easy keywords that relate to your app that you have a good chance to rank in the top 10. • Lake launched as “Lake Coloring Books: Art therapy to reduce stress” but ranked #76 for “coloring books” • Three weeks later changed title to “Lake Drawing Book: Art therapy to reduce stress” and already ranks #11 for “drawing book” Source: SensorTower
  28. 28. Keyword Strategy: Gaining Traction • Target moderate traffic keywords that relate to your app & that you have a good chance to rank in the top 10. • Instead of “shopping” which has traffic of 6.2 out of 10 try “clothes shopping” with 4.2 traffic. #2 for “clothes shopping” Source: SensorTower
  29. 29. Keyword Strategy: More Established App • Go for high traffic keywords that you can rank in the top 10 for. • Quizlet ranks #4 for “vocab” which has 5.3 traffic. #4 for “vocab” Source: SensorTower
  30. 30. Keyword Localization
  31. 31. The Importance of Keyword Localization 1. Since multiple languages are spoken within a country, each App Store utilizes more than one set of localized keywords. 2. You get 2x the the amount of keywords per country 3. On-going strategy
  32. 32. Ratings & Reviews
  33. 33. Star Ratings Matter Source: Apptentive 2015 Consumer Survey The Mobile Marketer’s Guide to App Store Ratings & Reviews Would consider downloading an app with a 2-star rating Would consider downloading an app with a 3-star rating Would consider downloading an app with a 4-star rating
  34. 34. Positive App Store Ratings Drive Downloads Source: Apptentive 2015 Consumer Survey The Mobile Marketer’s Guide to App Store Ratings & Reviews
  35. 35. Places to ask: How to Drive Ratings & Reviews • Bottom of App Store description • What’s new copy • Email • Natively via 10.3 Ask: • After a good experience • App engagement • After segmenting your users
  36. 36. Intelligent Prompts We’re so happy to hear that you love the Nordstrom’s app! It’d be really helpful if you rated us. Thanks for being a loyal customer! Rate Nordstrom’s Now! Do you love shopping at Nordstrom? Love Prompt
  37. 37. Are You Ready for Apple’s iOS 10.3 1. A new method: to call, allowing prompts for a rating inside the app 2. A new rule, applicable to the new method (3 prompts per year) 3. The ability to respond to App Store reviews SKStoreReviewController.requestReview()
  38. 38. Apptentive’s iOS 10.3 Support • Support for the new method as an optional interaction • Reporting and instrumentation for the new interaction
  39. 39. MAU & Retention
  40. 40. MAU & Retention • App deletions • Total downloads • Velocity of downloads Ask yourself: • How sticky is the app? • What does success look like? • What is your MAU and DAU benchmarks? • For most mobile apps, 0.20 DAU/MAU is considered to represent decent level of engagement It costs approximately 700% more to acquire a new mobile app user than to stimulate retention with existing users.
  41. 41. Organic “Organic customers are 70% more likely to return after 8 weeks than customers acquired through paid channels” -Mixpanel, 2015
  42. 42. Actively Listen & Proactively Engage
  43. 43. Key ASO Mistakes
  44. 44. Key Mistakes Brands Make • Don’t maximize 50 characters for the title, or they waste it on non-essential keywords • Repeat title keywords in the keyword chain • Don’t localize keywords (or the app) • They don’t track previous keywords or titles • Chase unachievable keywords • Rely on their keywords to do all the work • Don’t conduct monthly ASO audits
  45. 45. ASO Checklist • Track: • Your title and keyword history • All possible keyword phrases • Competitors’ title • Reflect new app features in screenshots, description, keywords • Conduct monthly ASO audits • Swap out underperforming keywords • Continually drive downloads and reviews • Test, test, test
  46. 46. Q & A Laura@matchstickmobile.com Emily@apptentive.com
  47. 47. Love Dialog Tees Up Interactions
  48. 48. Love Dialog Tees Up Interactions
  49. 49. Love Dialog Tees Up Interactions

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