Windows Phone application store optimization (ASO) by http://levotation.com. Summary of different ASO activities to be done for your Windows Phone application when launching it in Windows Phone Store. For more information see our website at: www.levotation.com Need optimization for your Windows Phone app? Please send email to: info@levotation.com

1. Windows Phone ASO
App store optimization summary for
Windows Phone
Mika Levo
19.09.2013.

2. Outline
1. About me: Introduction & expertise
2. What is ASO?
• Example 1 – Candy Store
• Example 2 – App Performance
3. ASO Impact – A case study
4. Main Elements of ASO
1. Icon
2. App Name / Title + Exercise 1
3. Description 1 + Exercise 2
4. Reviews
5. Localization
6. Screenshots
7. Keywords
8. Description 2 + Exercise 3
5. ASO Tools
6. Contact Information

3. About me
• Entrepreneur at Levotation Ltd.
• A product management and marketing professional with more
than 15 years of international experience in entertainment SW,
mobile applications and internet services
• Currently working as independent entrepreneur supporting several
mobile application SW developer companies to make the most out
of their business through Application Marketing and App Store
Optimization (ASO)
• Working with Apple App Store, Windows Phone Store and Google
Play
• My App Track Record:
– Total 14 application launches (Apple, WP & Google)
– 3 times in number #1 spot in Finland
– 5 times in TOP 10 ranking globally
– 15 times in TOP 50 ranking globally, including countries like:
Finland, France, Singapore, New Zealand, Portugal, Greece,
Hungary etc.

4. What is ASO?
• Process of improving the visibility of a mobile app
(such as an iPhone/iPad, Windows Phone or
Android app) in an app store (such as iTunes,
Windows Phone Store or Google Play)
• App store optimization is closely related to search
engine optimization (SEO). Specifically, app store
optimization aims for getting higher ranking in an
app store's search results and top charts rankings
• In short: ASO is the way to build your app store
presence in a way that your product gets found!

5. Example 1 – Candy Store
Which candies do
you think will sell
better?

6. Example 2 - App Performance
If you do it right, (ASO and
App Marketing) you could get in here:
If you just upload you code and
hope for the best, you will most
likely end up like this:
Artwork
Empty Pockets
Public Domain Clip-art

7. ASO Impact – A Case Study
Since ASO was started app reached #1 spot in less
than 2 months
During this time there were several
ASO improvement releases (the app
itself remained unchanged)

8. Main Elements of ASO
DESCRIPTION 1
SALES PITCH for your
app
ICON
FIRST IMPRESSION to
pick your app from the
mass
APP NAME/
TITLE
INFORMATION for the
consumer and
DISCOVERABILITY in
the search
DESCRIPTION 2
TOTAL OFFERING of
your app described in
more detail
SCREENSHOTS
VISUAL SHOWCASE of
your app that
convinces people to
download
KEYWORDS
BETTER SEARCH
VISIBILITY for getting
discovered
LOCALIZATION
DIFFERENTIATION
from the 85% of apps
that are in English
only
REVIEWS
Effects your RANKING
and increases
CONVERSION RATE

9. ICON
• A good icon draws consumers’ attention, gives
promise about the app and helps to stand out
from the competition!
What do these two
applications do?
Which one is more
informative?
Which one would
you download?
Which icon is more
appealing?

10. APP NAME / TITLE
• App name should be
appealing and original
• It should describe the app
and be easy to remember
• Title of more than ~20
characters will be truncated
in the app listing

11. DESCRIPTION 1
• The 3 first lines of the
description are the ones
shown without expanding
the view in the mobile
• Make them as sellable as
you can!
c

12. REVIEWS
• Ratings and reviews give
advantage in competition.
An app with stars and more
reviews is more likely to be
downloaded.
• Once your app has been
launched, make sure it gets
reviewed. Ask for reviews!
c

13. DESCRIPTION 2
• Provokes curiosity in
consumers to ultimately
download your app
• Can include e.g. app
features, awards
achieved, mentions in the
press, good reviews, star
ratings etc.

14. LOCALIZATION
• Some of the biggest non-English speaking app
markets: China, Japan, Korea, Germany and
Spain. They still buy apps in English but imagine
what would happen if you’d serve them in their
native language?

15. SCREENSHOTS
• Good quality pictures of different screens of
your application
• Give a very clear picture of the exact
functionality of the app. Go from “this” to
“this”.

16. KEYWORDS
• Main factors in the keywords optimization:
– Popularity/traffic
– Difficulty to rank
– Number of apps using the same keyword
• Combination of these result in the
keywords ranking

17. ASO - TOOLS
• Keyword Optimization & Competitor analysis
– SensorTower
– Appcodes
– MobiledevHQ
– Straply
– Searchman SEO
• NOTE! None of the above are available
yet for Windows Phone but will give a
good overall insight of keywords and
competitors

18. Contact Information
Mika Levo
mika@levotation.com
Mob: +358 50 486 8471
www.levotation.com
www.facebook.com/levotation