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Branchout 2017 - Day 2 Session - Emily Grossman

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Attract the Right Customers with Strategic App Store Optimization
By Emily Grossman, Director of App Strategy at MobileMoxie

According to a recent Apple newsletter, over 70% of iOS app downloads now come from searches within the iOS App Store, but what if those downloads never become engaged users? In this session, you'll learn how to harness the power of strategic App Store Optimization to ensure potential customers find, download, and actually use your iOS and Android apps.

Published in: Mobile
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Branchout 2017 - Day 2 Session - Emily Grossman

  1. 1. @goutaste Attract the Right Customers with Strategic App Store Optimization Emily Grossman Director of App Strategy
  2. 2. Emily Grossman | MobileMoxie @goutaste #branchout17 App Store Search Drives Over Half of App Store Downloads
  3. 3. Emily Grossman | MobileMoxie @goutaste #branchout17 If you’re ranked 1st, your app is downloaded 8 more times than if you’re ranked 10th. MobileDevHQ/ Tune
  4. 4. Emily Grossman | MobileMoxie @goutaste #branchout17Chart by: Incipia & Phiture App Store Algorithms Have Many Ranking Factors
  5. 5. Emily Grossman | MobileMoxie @goutaste #branchout17 2 Main Components to ImprovingYour App Store Search Rankings: Submitted Meta Data Performance Metrics Title Subtitle (iOS Only) Short Description (GP Only) Keywords (iOS Only) Description Developer Accounts Localized Metadata Downloads (Volume and Velocity) Downloads by Keyword Star Ratings & Reviews (Volume and Quality) Freshness Uninstalls Backlinks (GP) Vitals Performance (GP)
  6. 6. Emily Grossman | MobileMoxie @goutaste #branchout17 2 Main Components to ImprovingYour App Store Search Rankings: Submitted Meta Data Performance Metrics Title Subtitle (iOS Only) Short Description (GP Only) Keywords (iOS Only) Description Developer Accounts Localized Metadata Downloads (Volume and Velocity) Downloads by Keyword Star Ratings & Reviews (Volume and Quality) Freshness Uninstalls Backlinks (GP) Vitals Performance (GP)
  7. 7. Emily Grossman | MobileMoxie @goutaste #branchout17 Keyword Research Tools Coming Soon!
  8. 8. Emily Grossman | MobileMoxie @goutaste #branchout17 Every tool is different, but most of them tell you how much search traffic a keyword gets, and how competitive it is.
  9. 9. Emily Grossman | MobileMoxie @goutaste #branchout17 At a surface level, ASO should be pretty simple: Step 1: Use the keywords with the highest traffic & the lowest competition Emily Grossman | MobileMoxie @goutaste #branchout17
  10. 10. Emily Grossman | MobileMoxie @goutaste #branchout17 At a surface level, ASO should be pretty simple: Step 1: Use the keywords with the highest traffic & the lowest competition Step 2: Sit back and profit! Emily Grossman | MobileMoxie @goutaste #branchout17
  11. 11. Emily Grossman | MobileMoxie @goutaste #branchout17 While many apps have used this kind of ASO successfully to get more impressions, they still struggle to get those visitors to download or reengage Why did so many of these folks choose not to download? And why aren’t these people using our app?
  12. 12. Emily Grossman | MobileMoxie @goutaste #branchout17 Overtime, an unengaged audience can also hurt your visibility Submitted Meta Data Performance Metrics Title Subtitle (iOS Only) Short Description (GP Only) Keywords (iOS Only) Description Developer Accounts Localized Metadata Downloads (Volume and Velocity) Downloads by Keyword Star Ratings & Reviews (Volume and Quality) Freshness Uninstalls Backlinks (GP) Vitals Performance (GP)
  13. 13. Emily Grossman | MobileMoxie @goutaste #branchout17 Higher Page Impressions + Lower CTR • User trust issues • THE SIGNS: you’ve got extremely low star ratings & reviews or an illegitimate-looking developer account • You are targeting search terms that your app doesn’t seem to deliver • THE SIGNS: CTR got worse at the same time as changes you made to your app store listing ! If You See…
  14. 14. Emily Grossman | MobileMoxie @goutaste #branchout17 • General user experience issues • THE SIGNS: engagement is low across the board • Your marketing & search targeting promised users a different app • THE SIGNS: engagement is lower among newly acquired customers, negative reviews highlight the same missing features ! More Downloads + Lower Engagement If You See…
  15. 15. Emily Grossman | MobileMoxie @goutaste #branchout17 You Can’t Look atYour Acquisition Strategies in a Silo Retain&Evangelize EngageAcquire
  16. 16. Emily Grossman | MobileMoxie @goutaste #branchout17 Traffic means nothing when it doesn’t match Intent.
  17. 17. Emily Grossman | MobileMoxie @goutaste #branchout17 Intent means nothing when the app doesn’t deliver.
  18. 18. Emily Grossman | MobileMoxie @goutaste #branchout17 A mini crash-course in ASO: Where understanding your customers can make the biggest impact Submitted Meta Data Performance Metrics Title Subtitle (iOS Only) Short Description (GP Only) Keywords (iOS Only) Description (GP) Developer Accounts Localized Meta Data Downloads (Volume and Velocity) Downloads by keyword Star Ratings & Reviews (Volume and Quality) Freshness Uninstalls Backlinks (GP) Vitals Performance (GP)
  19. 19. Emily Grossman | MobileMoxie @goutaste #branchout17 App Title iOS App Title ≤30 characters Google Play App Title ≤50 characters Google Play screenshot here
  20. 20. Emily Grossman | MobileMoxie @goutaste #branchout17 How Important is the App Title for Rankings? Average Ranking No Keyword in Title Keyword in Title } 10.3% Ranking Increase Data Source: MobileDevHQ/ Tune & Apptentive
  21. 21. Emily Grossman | MobileMoxie @goutaste #branchout17 App Title Strategy Questions Does my App Title address a typical user’s intent? How would your best users identify your app? Does my App Title clearly communicate what my app does, even to users who have never heard of my brand? Am I an established brand? Does my brand have App Store search traffic already, or am I trying to build brand awareness in the stores?
  22. 22. Emily Grossman | MobileMoxie @goutaste #branchout17 App Title “Barnacle” Strategy to Build Brand Awareness“Piggyback” Strategy to Build Brand Association
  23. 23. Emily Grossman | MobileMoxie @goutaste #branchout17 App Subtitle - iOS Only App Subtitle ≤30 characters App Subtitle ≤30 characters
  24. 24. Emily Grossman | MobileMoxie @goutaste #branchout17 App Subtitle - iOS Only Subtitle Removed Subtitle Re-Added iOS App Store Search Ranking for Keyword in Subtitle
  25. 25. Emily Grossman | MobileMoxie @goutaste #branchout17 App Subtitle - iOS Only Strategy Questions What are the key features of my app? Are they features that users are looking for? How are users looking for them? What differentiates my app from its competitors? Will my app deliver on the promises in its subtitle? Are you really “cheap”? Are you really “fast”?
  26. 26. Emily Grossman | MobileMoxie @goutaste #branchout17 Short Description - Google Play Only Short Description ≤80 characters Google Play screenshot here Google Play screenshot here Short Description ≤80 characters
  27. 27. Emily Grossman | MobileMoxie @goutaste #branchout17 Short Description - Google Play Only Chrome Plugin Allows You to See the Google Play Short Description on Desktop
  28. 28. Emily Grossman | MobileMoxie @goutaste #branchout17 Short Description - Google Play Only What are the key features of my app? Are they features that users are looking for? How are users looking for them? What differentiates my app from its competitors? Will the app deliver on the promises in its short description? Are you really “cheap”? Are you really “fast”? Strategy Questions
  29. 29. Emily Grossman | MobileMoxie @goutaste #branchout17 App Keywords - iOS Only Eat24 can rank for “Chinese” queries by adding “Chinese” to their Keywords list.
  30. 30. Emily Grossman | MobileMoxie @goutaste #branchout17 App Keywords - iOS Only Strategy Questions Are there high-intent longer phrases that our audience might search for (that don’t fit in the title or subtitle)? EX “pizza” for a food delivery app Does my app have additional features or sub-brands that didn’t fit in the App Title or App Subtitle? EX “The Daily Show” for Comedy Central Can I show that my app deliver content for this intent?
  31. 31. Emily Grossman | MobileMoxie @goutaste #branchout17 Long Description iOS Description ≤4000 characters GP Description ≤4000 characters Google Play screenshot here
  32. 32. Emily Grossman | MobileMoxie @goutaste #branchout17 Long Description - Mostly GP What additional details would someone want to know about my app before downloading? Is there information I could provide that would eliminate the wrong users for my app? EX “You must use your Twitter account to log in.” “This feature costs extra.” Are there longer phrases our audience might search for (that don’t fit in the title or short description)? Strategy Questions
  33. 33. Emily Grossman | MobileMoxie @goutaste #branchout17 Long Description - Mostly GP Similar to iOS Keywords, you might decide to target longer search phrases by incorporating them into your description.
  34. 34. Emily Grossman | MobileMoxie @goutaste #branchout17 Ratings & Reviews iOS Highlighted Review Google Play Highlighted Reviews Google Play screenshot here
  35. 35. Emily Grossman | MobileMoxie @goutaste #branchout17 Ratings & Reviews
  36. 36. Emily Grossman | MobileMoxie @goutaste #branchout17 Ratings & Reviews : Quality &Volume
  37. 37. Emily Grossman | MobileMoxie @goutaste #branchout17 App Reviews Can BeYour Canary in the Coal Mine When we fixed the issue, the app’s reviews (& rankings & downloads) improved. App Update
  38. 38. Emily Grossman | MobileMoxie @goutaste #branchout17 Aspire to Acquire the Users Who Will Engage Retain&Evangelize EngageAcquire
  39. 39. Emily Grossman | MobileMoxie @goutaste #branchout17 If ASO were only about the numbers, we could write a script to parse this data and select the perfect keywords for every app
  40. 40. Emily Grossman | MobileMoxie @goutaste #branchout17 Be better than a script.
  41. 41. Emily Grossman | MobileMoxie @goutaste #branchout17 Avoid empty downloads.
  42. 42. Emily Grossman | MobileMoxie @goutaste #branchout17 Use ASO to attract your best users.
  43. 43. Emily Grossman | MobileMoxie @goutaste #branchout17 Thank You! Emily Grossman, Director of App Strategy Cindy Krum, CEO Kathryn Hillis, Mobile Marketing Specialist Denica Nyagolova, Mobile Marketing Specialist www.mobilemoxie.com
  44. 44. Emily Grossman | MobileMoxie @goutaste #branchout17 Additional Reading on ASO: The ASO Book International ASO Article Series https://asoebook.com https://branch.app.link/internationalaso
  45. 45. Questions Submit your questions via slido.com Enter code Branchout2017 @goutaste #branchout17 #Branchout2017 Questions Submit your questions via sli.do Enter code Branchout2017 @goutaste #Branchout2017 Questions Submit your questions via sli.do Enter code Branchout2017

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