ASO – is the the process of upgrading the elements of an app inside the store (Apple Store or Google Play), in order to meet the following targets: - Improving of app ranking in the store search - Maximization of organic traffic - Demonstration of product values to the target audience - Increase of conversion into installs ASO invloves reserch of competition, analysis of consumer's search preferences in order to form semantic core for effective use of keywords. Also ASO helps to increase the conversion of mobile app page visitors into mobile app users. this is done via improvements to visual meta data, such as icon, screenshots, app preview video, as well as working with app reviews and app rankings. Our agency currently serves clients on Russian market and we are keen to help foreign developers and agencies properly localize and launch their mobile apps in Russia.

1. Go-to-market-preparation
SEO for mobile stores
ProASO — making apps visible and attractive for users

2. Welcome to Mobile Russia!
• The market volume outreaches $300
million
• Going to reach $ 1300 million in 2016!
• About 50 million mobile gadgets on hand
• TOP5 country by app installs
(TOP5 for AppStore, TOP4 for Android)
Fast-growing mobile market

3. Who are these “Mobile Russians”?
• Young, active, hard-working men and
women
• Play mobile games every day (> 50%)
• Use 10-15 apps on a regular basis
• Install or update more then 25 apps
per month
And they want new apps and games!

4. How do they find new apps?
1. Look for apps by targeted requests
(> 60%)
2. Look at app’s rating and reviews
3. Estimate its positioning (icon, key
message)
4. Watch representative materials
(screenshots, videos)
5. Read description
6. Make the decision – to install or not

5. The problem
• There are more than 2 million apps
in iTunes & Google Play
• Keywords often are simply translated
– without considering the peculiar
features of local audience
• Most descriptions are literally
translated – not transcreated. They
do not serve as good ad materials.

6. As a result
Users are barely able
to notice and estimate many
good products.
Developers have to increase
investments in advertising and
incentive traffic.

7. What do we offer? We can make your app
more visible and attractive
with ASO!
Go-to-market preparation
Optimization of the app page in order
to get better conversion
SEO for mobile stores
Increasing positions in search results &
maximization of organic traffic

8. What does ASO mean?
ASO – is the process of upgrading the
elements of an app inside the store (Apple
or Google), in order to meet the following
targets:
• Demonstration of product values to the
target audience
• Increase of conversion into installs
• Improving the app ranking in the store
search
• Maximization of organic traffic

9. Therefore
ASO IS YOUR VITRINE!
The more attractive it is for
the audience, the more
clients will become
curious. And relevant key
words will not let them
pass by!
Professional ASO Hasty launch

10. Meaning of ASO for marketing
• Better conversion in the store — the better your
product is represented, the more often a user installs
it.
• More organic traffic due to the higher ranking in the
store search.
• Better product awareness — optimized description is
better indexed by search engines in the web.
• Higher ROI due to reduction of value for user
acquisition (users who found your app by themselves
cost nothing).

11. Key advantages of ASO
1. Cost-effective solution — App store optimization costs less than
recurrent purchases of advertising traffic.
2. Long-lasting effect — Professionally represented app attracts users
constantly.
3. Target audience only — You acquire users that are interested in similar
product, rather than those who downloaded your app for a bonus in a
game.
4. Cumulative effect — Target audience is more active and brings in more
revenue

12. What we do (list of services)
1. Benchmarking positions of your app in the local market
2. Optimizing the title and product description for the better visibility
3. Transcreating advertising materials (descriptions, screenshots, etc…) and
conducting A/B tests
4. Selecting keywords, relevant for Russian users
5. Improving ratings and reviews
6. Providing support:
- estimating results and correcting the semantic kernel
- tracking competitors’ activity
- helping with additional promotion

13. Expected KPIs
• Increase of conversion into installs for other marketing
channels – by 10% and more
• Reduction of average CPI (cost per install) by 5-10%
• Increase of organic installs – from 100 to 500% during
first three months
• Getting into TOP 10 for specific search requests

14. About us
ProASO is a young mobile marketing agency specializing in app store optimization
for Apple & Google app markets.
It was founded by ex- Mobile Marketing Director of Ogilvy & Mather Russia and
Senior Copywriter of Promo Interactive (Ogilvy Group Russia).
Today we are helping mobile apps worldwide to find their audience.
Our clients in Russia:

15. The same thing we do
every day — TRY TO
TAKE OVER THE APP
STORE!
What are we
going to do
today?

16. Let us cooperate!
Dmitry Liapin Andrey Imaev
dl@proaso.ru ai@proaso.ru
http://proaso.ru/en/
ProASO — making apps visible and attractive for users