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10 tricks to get more app downloads


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I'll tell you our experience with 10 different aspects of publishing mobile applications and as we take advantage of each of this aspects to maximize app installs. I will try to play both platforms, but apologize if I focus more on iOS than Android, since my specialty is the AppStore.

Published in: Mobile
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10 tricks to get more app downloads

  1. 1. MOBILE MARKETING ASSOCIATION Oct 30th, 2014 10 tricks to get more app downloads @jberlana
  2. 2. Javier Berlana Co-founder & CTO @jberlana About me @jberlana
  3. 3. About me Computer Science Engineer Master on security and mobile computing Android Aalto Aalto Venture Garage IECISA iOS Developer Mobile One2One Senior iOS Developer Sweetbits Cofounder & iOS Developer @jberlana
  4. 4. About me 2M users iOS App SingIt! Top1 in more than 15 countries. Facebook App “Mi equipo de fútbol” 3.5M users Website Twitter to RSS 70K accounts Marketing investment 0.00 € @jberlana
  5. 5. App name @jberlana
  6. 6. 1 App name 255 chars 30 chars Use the words in your name as keywords! @jberlana
  7. 7. 1 App name meets Singit! Framebook @jberlana
  8. 8. 1 App name meets, organizar planes con amigos y descubre conciertos, teatro y fiestas con descuentos. Singit! Your music, with lyrics. Framebook, the social photo frame. @jberlana
  9. 9. 1 App name iPhone iTunes detail screen iTunes lists screen @jberlana
  10. 10. 1 App name iPhone iTunes detail screen iTunes lists screen @jberlana
  11. 11. 1 App name • Use URL safe characters. • Don’t duplicate. • Use the two-part name convention. • Be authentic. • Be clear. • Pronounceability matters. • Short and concise is the way to go. @jberlana
  12. 12. App description @jberlana
  13. 13. 2 Description @jberlana
  14. 14. 2 Description @jberlana
  15. 15. 2 Description Your app 3 lines max pitch. @jberlana
  16. 16. 2 Description List of features. @jberlana
  17. 17. 2 Description Social proof. @jberlana
  18. 18. 2 Description Call to action. @jberlana
  19. 19. 2 Description @jberlana
  20. 20. 2 Description Product & social media links @jberlana
  21. 21. 2 Description More keywords. @jberlana
  22. 22. 2 Description • 3 first lines are the most important. • Localize your description. • Add social proof. • On Android chose you words wisely. @jberlana
  23. 23. Screenshots @jberlana
  24. 24. 3 Screenshots One of the most important things on search results @jberlana
  25. 25. 3 Screenshots iOS 7 1 screenshot iOS 8 2 screenshots @jberlana
  26. 26. 3 Screenshots App leitmotiv -> Social proof -> Cool UI  -> @jberlana
  27. 27. 3 Screenshots Describe your features. @jberlana
  28. 28. 86% of top grossing & paid games screenshots on the App Store use text to support visuals* * By Alexandru Bleau, @jberlana
  29. 29. 3 Screenshots • Your best screenshot should be displayed first. • Each individual screenshot should communicate one benefit of your app. • Use additional text to highlight the benefit that is displayed on each screenshot. • Keep screenshots clean, bright and easy to read. • Always use all available screenshot slots. @jberlana
  30. 30. Localization @jberlana
  31. 31. 4 Localization More countries Larger market More downloads @jberlana
  32. 32. 4 Localization Users want to feel the app has been developed in their country. @jberlana
  33. 33. 4 Localization At least translate keywords and description. @jberlana
  34. 34. Keywords @jberlana
  35. 35. 5 Keywords 100 chars No keywords @jberlana
  36. 36. 5 Keywords Do not use spaces. meetsapp, mits, eventos, madrid, valencia, barcelona, entradas, quedar, hoy, ofertas, decidir, en, ocio, bcn, vlc meetsapp,mits,eventos,madrid,valencia,barcelon a,entradas,quedar,hoy,ofertas,decidir,en,ocio, bcn,vlc @jberlana
  37. 37. 5 Keywords Use conjunctions planes madrid planes en madrid #3 /12 #1 /2 @jberlana
  38. 38. 5 Keywords Get inspired synonyms that you can use for your keyword list. Doing hashtag searches on Twitter. Review mining, examining user reviews can also be a great way to prospect for keyword. @jberlana
  39. 39. Keyword optimization @jberlana
  40. 40. 6 Keyword optimization Use of tools is mandatory @jberlana
  41. 41. 6 Keyword optimization @jberlana
  42. 42. 6 Keyword optimization The biggest mistake is selecting keywords solely based on traffic volume. While it is ideal to rank for keywords that get a ton of searches, relevance and difficulty are actually more important when it comes to getting downloads. @jberlana
  43. 43. Ads optimizaion @jberlana
  44. 44. 7 Ads optimization People on pictures is a plus! Vs @jberlana
  45. 45. 7 Ads optimization Nexus between the ad and the app screenshots. before (CPI 0.50€) after (CPI 0.18) @jberlana
  46. 46. 7 Ads optimization Highly segmented Huge target (> 2M) > CTR < CPI @jberlana
  47. 47. 7 Ads optimization Do not look only on the basic metrics that Facebook gives us, measure LTV and other business related metrics. @jberlana
  48. 48. Nice tool Do not look only on the basic metrics that Facebook gives us, measure LTV and other business related metrics. @jberlana
  49. 49. Reviews & Velocity @jberlana
  50. 50. 8 Reviews & velocity Top Charts Rankings Featured Rankings Search Results Rankings @jberlana
  51. 51. 8 Reviews & velocity Top charts rankings Chart rankings are mainly influenced by download numbers and in particular download velocity. Indirectly, reviews do affect the rankings in the Top Charts, because positive reviews lead to both improved visibility. Push apps @jberlana
  52. 52. 8 Reviews & velocity Search results rankings Ratings definitely do seem to influence the appearance in search results. Quantity of reviews probably also comes into play here, but I do not have data to back this up. @jberlana
  53. 53. 8 Reviews & velocity Featured Rankings “Featured” “New and Noteworthy” “What's Hot” “New” There does not seem to be any mathematical model that can predict these results and therefore this indicates that the results are the results of human curation. The ranking in the "What's Hot" here seems to be influenced more directly by both quantity and quality of ratings. In this case also "positive review velocity" may also be related to the rankings here. @jberlana
  54. 54. Frequent updates @jberlana
  55. 55. 9 Frequent updates Frequent updates show that you’re dedicated to your product. At least once per month @jberlana
  56. 56. 9 Frequent updates Update with a purpose When you’re updating your app, there should always be a definitive reason for the update. It can be as small as a simple bug fix or a big as a complete UI overhaul. Be clear about what the purpose is and make sure to stay focused on that reason. @jberlana
  57. 57. 9 Frequent updates A/B test ASO efforts Updates are a chance for you to test out different facets of your ASO strategy to see what works best. Try changing your title, keywords, screenshots, and description to find the best factors that lead to the highest search rankings and conversion rates. @jberlana
  58. 58. Social interaction @jberlana
  59. 59. 10 Social interaction Share content inside the app via social networks @jberlana
  60. 60. 10 Social interaction @jberlana
  61. 61. 10 Social interaction Traditional channels @jberlana
  62. 62. Javier Berlana Co-founder & CTO @jberlana Gracias! @jberlana