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App Store Optimization 
Singapore, 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Mariano 
Glas 
Founder, 
Owner, 
Editor-­‐in-­‐chief 
Serienjunkies.de 
@murray...
Mobile 
First? 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimization
Mobile 
First? 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimization
Why 
ASO? 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimization 
Source: 
yodel 
mobile
The 
Problem 
0,1% 
Apps 
50% 
Downloads 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimizat...
You 
still 
can 
win 
big! 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimization 
https://w...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Challenges: 
° 
No 
Standards 
° 
No 
reliable 
data 
from 
Stores 
° 
Ana...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Challenges: 
No 
Standards 
° 
Trial 
& 
Error 
– 
your 
daily 
business! ...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Challenges: 
No 
reliable 
data 
from 
Stores 
There 
are 
no 
reliable 
d...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Challenges: 
There 
are 
more 
then 
two 
App 
Stores 
° 
App 
Store 
° 
O...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Challenges: 
! 
Big 
Spending 
vs. 
Free 
Thinking 
Apple 
App-­‐Store: 
1...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Challenges: 
Rock 
the 
SERP 
Google 
search 
for 
a 
well 
known 
App* 
:...
ASO 
Challenges: 
~ 
50% 
of 
Apps 
=> 
/dev/null 
50% 
of 
all 
Apps 
on 
the 
Apple 
App-­‐ 
Store 
are 
never 
ever 
do...
ASO 
Challenges: 
ASO 
is 
Craftsmanship 
A 
Craftsman 
needs 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
...
iOS 
& 
Android 
App 
Store 
Optimization 
Exploring 
the 
App 
Store 
Source: 
http://www.parisoma.com/app-­‐store-­‐opti...
Exploring 
the 
App 
Store: 
Beginer 
Source: 
Mobile 
Media 
Report 
NIELSEN 
Singapore, 
@murrayde 
October 
25 
2014 
i...
Exploring 
the 
App 
Store: 
Advanced 
User 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimi...
iOS 
& 
Android 
App 
Store 
Optimization 
Search 
the 
App 
Store: 
What 
about 
Siri? 
Singapore, 
@murrayde 
October 
2...
iOS 
& 
Android 
App 
Store 
Optimization 
Search 
the 
App 
Store: 
What 
about 
Siri? 
Singapore, 
@murrayde 
October 
2...
iOS 
& 
Android 
App 
Store 
Optimization 
Search 
the 
App 
Store: 
What 
about 
Siri? 
Singapore, 
@murrayde 
October 
2...
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Store 
Highlights 
und 
Fails 
Searching 
for 
“Make 
App” 
Singapore, 
@...
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
Source: Apple Appstore
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Store 
Highlights 
und 
Fails 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Searching for „Gas Prices“ 
Singapore, 
@murrayde 
October 
25 
2014 
Source: G...
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
Source: Google Play Store DE
Automatic approach 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimization 
http://4sj.de/aso...
iOS 
& 
Android 
App 
Store 
Optimization 
Mixed approach: local & ranking 
Singapore, 
@murrayde 
October 
25 
2014
Mastermind approach 
Singapore, 
@murrayde 
October 
25 
2014 
iOS 
& 
Android 
App 
Store 
Optimization 
Amazons A9 
Sear...
iOS 
& 
Android 
App 
Store 
Optimization 
Commercial 
break: 
Banners 
suck 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Commercial 
break: 
Winning! 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Commercial 
break: 
System 
message! 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Commercial 
break: 
Uhm! 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Commercial 
break: 
BEST 
AD 
EVER! 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics App 
Name 
Keywords 
Categorie 
Publisher 
Name 
Support, 
Marketin...
iOS 
& 
Android 
App 
Store 
Optimization 
Enterprises: 
You 
need 
App-­‐Editor 
/ 
App-­‐Manager 
Bild: 
CC2.0 
Intel 
F...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
App 
Name 
/ 
App 
Title 
iOS Google 
Play 
Store 
Name 
der 
App ...
iOS 
& 
Android 
App 
Store 
Optimization 
App 
Name 
vs. 
App 
Title 
Source: iPhone device / Apple App Store Desktop 
Si...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Keywords 
iOS Google 
Play 
Store 
Number 
of 
keywords 100 
Chara...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
http://keywordtool.io/app-store 
Singapore, 
@murrayde 
October 
2...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Description: 
Best 
practice 
✓ Persuasion in 10 seconds 
✓ Measur...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Description, 
Change 
log 
& 
What’s 
New 
Description Intro: Thin...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Description, 
Change 
log 
& 
What’s 
New 
-­‐ 
Fail 
Singapore, 
...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Description, 
Change 
log 
& 
What’s 
New: 
Winning 
Singapore, 
@...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Description 
iOS Google 
Play 
Store 
Number 
of 
Characters 4.000...
iOS 
& 
Android 
App 
Store 
Optimization 
Perfekt: 
App 
Title 
Description 
Screenshot 
Singapore, 
@murrayde 
Teaser 
I...
iOS 
& 
Android 
App 
Store 
Optimization 
Perfect 
Description 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics: 
Pro 
Tip 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Localization 
iOS Google 
Play 
Store 
Localization • 
App 
Title ...
iOS 
& 
Android 
App 
Store 
Optimization 
Localization 
! 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
Source: Distimo
iOS 
& 
Android 
App 
Store 
Optimization 
Tip: 
Use professional 
native translator 
services. Not 
Google, Bing or 
anyt...
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Localization 
Highlight: 
Error 
Messages 
Singapore, 
@murrayde 
October 
25 
...
iOS 
& 
Android 
App 
Store 
Optimization 
Ratings 
& 
Reviews 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Icons 
iOS Google 
Play 
Store 
Icon 
size Master: 
4096x4096 
App...
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Icons: 
True 
colors 
Source: iPhone test device 
Singapore, 
@murrayde 
...
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Icons: 
True 
colors 
-­‐ 
RED 
YouTube Google+ Avira Mobile 
Singapore, ...
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Icons: 
True 
colors 
-­‐ 
ORANGE 
Badoo SoundCloud iBooks 
Singapore, 
@...
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Icons: 
True 
colors 
-­‐ 
YELLOW 
SoundHound Watchever Snapchat 
Singapo...
iOS 
& 
Android 
App 
Store 
Optimization 
App-­‐Icons: 
True 
colors 
-­‐ 
GREEN 
WhatsApp 7 Min Workout Line Deco 
Green...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Screenshots 
iOS Google 
Play 
Store 
Screenshots Smartphone 
3.5:...
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Boring 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Boring 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots 
& 
Usability 
Fail: 
Boring 
Singapore, 
@murrayde 
October 
25 
2...
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Show 
what 
the 
user 
can 
expect! 
Singapore, 
@murrayde 
Octob...
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Meet 
your 
audience 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Meet 
your 
audience 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Huge 
Difference 
Singapore, 
@murrayde 
October 
25 
2014 
Befor...
iOS 
& 
Android 
App 
Store 
Optimization 
Screenshots: 
Get 
some 
Action 
mockuphone.com 
Singapore, 
@murrayde 
October...
iOS 
& 
Android 
App 
Store 
Optimization 
placeit.net 
Singapore, 
@murrayde 
October 
25 
2014 
Screenshots: 
More 
Acti...
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
2 
Screenshots 
iOS 
8
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Marketing 
Graphics 
iOS Google 
Play 
Store 
Graphics 
-­‐ 
Marke...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics: 
Recommended 
to 
1.3 
Mio 
Users 
Singapore, 
@murrayde 
October ...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics: 
Recommended 
to 
3.8 
Mio 
Users 
Singapore, 
@murrayde 
October ...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Product 
Videos 
iOS 
(>= 
8.x) Google 
Play 
Store 
App-­‐Stores ...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
iOS 
(8.x) 
• 30 
Seconds 
videos 
• UI-­‐Demonstration, 
Function...
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
Pricing 
https://blog.sensortower.com/blog/2013/10/03/how-to-autom...
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
Social 
Media 
Promotion 
1/3
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
Social 
Media 
Promotion 
2/3
iOS 
& 
Android 
App 
Store 
Optimization 
Singapore, 
@murrayde 
October 
25 
2014 
Social 
Media 
Promotion 
3/3
iOS 
& 
Android 
App 
Store 
Optimization 
ASO 
Basics 
SEO: 
Link 
to 
the 
Landing 
page 
at 
the 
App 
Store 
iOS Googl...
iOS 
& 
Android 
App 
Store 
Optimization 
Black 
Hat 
ASO 
using 
Chat 
Bots 
(Tinder) 
Singapore, 
@murrayde 
October 
2...
iOS 
& 
Android 
App 
Store 
Optimization 
Black 
Hat 
ASO 
using 
Ratings 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Black 
Hat 
ASO 
using 
keyword 
stuffing 
Singapore, 
@murrayde 
October 
25 
...
iOS 
& 
Android 
App 
Store 
Optimization 
There 
are 
more 
then 
two 
App 
Stores! 
Google 
Play 
Apple 
App-­‐Store 
Am...
iOS 
& 
Android 
App 
Store 
Optimization 
There 
are 
more 
then 
two 
App 
Stores! 
Asia, 
Africa, 
Emerging 
Singapore,...
iOS 
& 
Android 
App 
Store 
Optimization 
There 
are 
more 
then 
two 
App 
Stores! 
Pre-Installs (Samsung, LG) 
Provider...
iOS 
& 
Android 
App 
Store 
Optimization 
Blog des Ex-Googlers 
Junyu Wang 
Source: Screenshot D.nc Games Center 
Singapo...
iOS 
& 
Android 
App 
Store 
Optimization 
Source: Amazon.de Screenshot 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
+100k Apps 
10% customer 
discount if 
bought thru 
Source: T-Mobile Screenshot...
iOS 
& 
Android 
App 
Store 
Optimization 
Source: T-Mobile Screenshot 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Source: Samsung App Portal Screenshot 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Source: The New York Times 
Singapore, 
@murrayde 
October 
25 
2014
iOS 
& 
Android 
App 
Store 
Optimization 
Mariano 
Glas @murrayde 
+MarianoGlas 
marianoglas 
Mariano_Glas 
Singapore, 
@...
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App Store Optimization tiConf 2014 Singapore

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My slide of "Basics of App Store Optimization" from tiConf 2014 Singapore

Published in: Mobile

App Store Optimization tiConf 2014 Singapore

  1. 1. App Store Optimization Singapore, October 25 2014
  2. 2. iOS & Android App Store Optimization Mariano Glas Founder, Owner, Editor-­‐in-­‐chief Serienjunkies.de @murrayde +MarianoGlas marianoglas Mariano_Glas Conference Apps for iOS & Android using Appcelerator Titanium Singapore, @murrayde October 25 2014
  3. 3. Mobile First? Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization
  4. 4. Mobile First? Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization
  5. 5. Why ASO? Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization Source: yodel mobile
  6. 6. The Problem 0,1% Apps 50% Downloads Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization Source: XYO
  7. 7. You still can win big! Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization https://www.adjust.com/assets/downloads/AppleAppStore_Report2014.pdf
  8. 8. iOS & Android App Store Optimization ASO Challenges: ° No Standards ° No reliable data from Stores ° Analytics ° There are more then two App Stores ° Rock the SERP ° ~50% all Apps => /dev/null ° Craftsmanship Singapore, @murrayde October 25 2014
  9. 9. iOS & Android App Store Optimization ASO Challenges: No Standards ° Trial & Error – your daily business! Singapore, @murrayde October 25 2014
  10. 10. iOS & Android App Store Optimization ASO Challenges: No reliable data from Stores There are no reliable data on the ° Search behavior ° Search volumes ° Keywords ° user behavior ! I would get suspicious if someone try to sell me these data Singapore, @murrayde October 25 2014
  11. 11. iOS & Android App Store Optimization ASO Challenges: There are more then two App Stores ° App Store ° Operating system ° Version ° Device ° Country (localization /specific adaptions) ° Translation ° payment model (Free/Freemium/Pay) Singapore, @murrayde October 25 2014
  12. 12. iOS & Android App Store Optimization ASO Challenges: ! Big Spending vs. Free Thinking Apple App-­‐Store: 10-­‐40k/day for Top 10 rankings ! vs. ! ASO / SEO / Marketing / PR Singapore, @murrayde October 25 2014
  13. 13. iOS & Android App Store Optimization ASO Challenges: Rock the SERP Google search for a well known App* : 1. Website 2. Google Play App-­‐Page 3. iTunes Smartphone App-­‐Page 4. iTunes iPad App-­‐Page 5. App im Windows Store * Google organic ranking. Privacy mode. Singapore, @murrayde October 25 2014
  14. 14. ASO Challenges: ~ 50% of Apps => /dev/null 50% of all Apps on the Apple App-­‐ Store are never ever downloaded. Not even by the coder* * Source: Adeven 2012 Survey Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization
  15. 15. ASO Challenges: ASO is Craftsmanship A Craftsman needs Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization ✓ Plans ✓ Deadlines ✓ Tools
  16. 16. iOS & Android App Store Optimization Exploring the App Store Source: http://www.parisoma.com/app-­‐store-­‐optimization-­‐on-­‐metadata-­‐off-­‐metadata/ Singapore, @murrayde October 25 2014
  17. 17. Exploring the App Store: Beginer Source: Mobile Media Report NIELSEN Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization
  18. 18. Exploring the App Store: Advanced User Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization Source: Mobile Media Report NIELSEN
  19. 19. iOS & Android App Store Optimization Search the App Store: What about Siri? Singapore, @murrayde October 25 2014
  20. 20. iOS & Android App Store Optimization Search the App Store: What about Siri? Singapore, @murrayde October 25 2014
  21. 21. iOS & Android App Store Optimization Search the App Store: What about Siri? Singapore, @murrayde October 25 2014
  22. 22. iOS & Android App Store Optimization App-­‐Store Highlights und Fails Searching for “Make App” Singapore, @murrayde October 25 2014
  23. 23. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 Source: Apple Appstore
  24. 24. iOS & Android App Store Optimization App-­‐Store Highlights und Fails Singapore, @murrayde October 25 2014
  25. 25. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014
  26. 26. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014
  27. 27. iOS & Android App Store Optimization Searching for „Gas Prices“ Singapore, @murrayde October 25 2014 Source: Google Play Store DE
  28. 28. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 Source: Google Play Store DE
  29. 29. Automatic approach Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization http://4sj.de/aso1
  30. 30. iOS & Android App Store Optimization Mixed approach: local & ranking Singapore, @murrayde October 25 2014
  31. 31. Mastermind approach Singapore, @murrayde October 25 2014 iOS & Android App Store Optimization Amazons A9 Search Exec Benoit Dupin hired by Apple
  32. 32. iOS & Android App Store Optimization Commercial break: Banners suck Singapore, @murrayde October 25 2014
  33. 33. iOS & Android App Store Optimization Commercial break: Winning! Singapore, @murrayde October 25 2014
  34. 34. iOS & Android App Store Optimization Commercial break: System message! Singapore, @murrayde October 25 2014
  35. 35. iOS & Android App Store Optimization Commercial break: Uhm! Singapore, @murrayde October 25 2014
  36. 36. iOS & Android App Store Optimization Commercial break: BEST AD EVER! Singapore, @murrayde October 25 2014
  37. 37. iOS & Android App Store Optimization ASO Basics App Name Keywords Categorie Publisher Name Support, Marketing, Help-­‐URLs App-­‐Type Description Localization Icons Screenshots Marketing graphics Product Video Links directly to the store landing page Social signals Ratings Reviews Downloads E-­‐Mail Marketing ✓ Title ✓ Keywords ✓ Description ✓ Localization ✓ Icons ✓ Screenshots ✓ Product Video ✓ Pricing Singapore, @murrayde October 25 2014
  38. 38. iOS & Android App Store Optimization Enterprises: You need App-­‐Editor / App-­‐Manager Bild: CC2.0 Intel Free Press * Chief Of Chaos Singapore, @murrayde October 25 2014
  39. 39. iOS & Android App Store Optimization ASO Basics App Name / App Title iOS Google Play Store Name der App 255 Characters No limit ? Optimizing Search 255 Characters 32 Characters Optimizing Device 12 Characters 8+1 Characters 8+8 Characters Singapore, @murrayde October 25 2014
  40. 40. iOS & Android App Store Optimization App Name vs. App Title Source: iPhone device / Apple App Store Desktop Singapore, @murrayde October 25 2014
  41. 41. iOS & Android App Store Optimization ASO Basics Keywords iOS Google Play Store Number of keywords 100 Characters -­‐ Optimizing Search Start with most important keywords. Keywords divided by comma Start with most important keywords. No keyword stuffing. Optimize your description Pro Tip 1. High search volume according to your 2. Little competition 3. High relevance 4. Don’t include your app title 1. High search volume 2. Little competition 3. High relevance @murrayde Singapore, October 25 2014
  42. 42. iOS & Android App Store Optimization ASO Basics http://keywordtool.io/app-store Singapore, @murrayde October 25 2014
  43. 43. iOS & Android App Store Optimization ASO Basics Description: Best practice ✓ Persuasion in 10 seconds ✓ Measure up expectations ✓ Bullet points ✓ Feature lists ✓ Short sentence ✓ Cite positive reviews ✓ Social Media Links ✓ Support mail and App Landing Page Singapore, @murrayde October 25 2014
  44. 44. iOS & Android App Store Optimization ASO Basics Description, Change log & What’s New Description Intro: Think Tweet Singapore, @murrayde October 25 2014 USP in 140 Characters or less ! What‘s New is immediately visible ! Google Play: Split huge keyword set in description and change log
  45. 45. iOS & Android App Store Optimization ASO Basics Description, Change log & What’s New -­‐ Fail Singapore, @murrayde October 25 2014
  46. 46. iOS & Android App Store Optimization ASO Basics Description, Change log & What’s New: Winning Singapore, @murrayde October 25 2014
  47. 47. iOS & Android App Store Optimization ASO Basics Description iOS Google Play Store Number of Characters 4.000 4.000 Impact on search None High Optimizing Search Short description on top (more) “Features Apps.” / “Recommendation of the day” List most important USP Avoid large blocks of text Avoid large lists Use Testimonials Clickable URL on Google Play (Testing!) Singapore, @murrayde October 25 2014
  48. 48. iOS & Android App Store Optimization Perfekt: App Title Description Screenshot Singapore, @murrayde Teaser Icon October 25 2014
  49. 49. iOS & Android App Store Optimization Perfect Description Singapore, @murrayde October 25 2014
  50. 50. iOS & Android App Store Optimization ASO Basics: Pro Tip Singapore, @murrayde October 25 2014
  51. 51. iOS & Android App Store Optimization ASO Basics Localization iOS Google Play Store Localization • App Title • App Name • Description • What‘s New • Change log • Home/Support/Privacy Policy • Screenshots • Error messages • Categories • App Type • App Title • App Name • Description • What‘s New • Change log • Home/Support/Privacy Policy • Screenshots • Error messages • Promotion text • Categories • App Type Don’t forget! Brand names swear words Inappropriate language/Images/Icons/Videos Singapore, @murrayde October 25 2014
  52. 52. iOS & Android App Store Optimization Localization ! Singapore, @murrayde October 25 2014
  53. 53. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 Source: Distimo
  54. 54. iOS & Android App Store Optimization Tip: Use professional native translator services. Not Google, Bing or anything else. Singapore, @murrayde October 25 2014
  55. 55. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014
  56. 56. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014
  57. 57. iOS & Android App Store Optimization Localization Highlight: Error Messages Singapore, @murrayde October 25 2014
  58. 58. iOS & Android App Store Optimization Ratings & Reviews Singapore, @murrayde October 25 2014
  59. 59. iOS & Android App Store Optimization ASO Basics Icons iOS Google Play Store Icon size Master: 4096x4096 App-­‐Icon: 76x76,120x120 & 152x152 App-­‐Icon on App-­‐Store: 1024x1024 App-­‐Icon Spotlight: 80x80 App-­‐Icon Preferences: 58x58 App-­‐Icon Toolbar: ~44x44 App-­‐Icon Tab Bar: 50x50 ! Master: 4096x4096 App-­‐Icon: 1024x1024 Optimizing Search Big influence exploring store Big influence exploring store Singapore, @murrayde October 25 2014
  60. 60. iOS & Android App Store Optimization App-­‐Icons: True colors Source: iPhone test device Singapore, @murrayde October 25 2014
  61. 61. iOS & Android App Store Optimization App-­‐Icons: True colors -­‐ RED YouTube Google+ Avira Mobile Singapore, @murrayde October 25 2014 Red => stimulus color energy & youthful vigor
  62. 62. iOS & Android App Store Optimization App-­‐Icons: True colors -­‐ ORANGE Badoo SoundCloud iBooks Singapore, @murrayde October 25 2014 Orange => signal color Trend: Orange & Yellow Icons
  63. 63. iOS & Android App Store Optimization App-­‐Icons: True colors -­‐ YELLOW SoundHound Watchever Snapchat Singapore, @murrayde October 25 2014 Yellow => Trend color Mix Yellow & Orange
  64. 64. iOS & Android App Store Optimization App-­‐Icons: True colors -­‐ GREEN WhatsApp 7 Min Workout Line Deco Green promises something natural, Singapore, @murrayde October 25 2014 health and inner peace.
  65. 65. iOS & Android App Store Optimization ASO Basics Screenshots iOS Google Play Store Screenshots Smartphone 3.5: 4 Screenshots (960x640) Smartphone 4.0: 4 Screenshots (1136x640) Tablets: 4 Screenshots (1536x2048) JPEG, TIFF or PNG ! Smartphone: 8 Screenshots Tablet: 8 Screenshots >=320 Pixel <=3840 Pixel 480x800 and 480x854 PNG or JPG (No Alpha) Optimizing Search Big influence exploring store Big influence exploring store Singapore, @murrayde October 25 2014
  66. 66. iOS & Android App Store Optimization Screenshots: Boring Singapore, @murrayde October 25 2014
  67. 67. iOS & Android App Store Optimization Screenshots: Boring Singapore, @murrayde October 25 2014
  68. 68. iOS & Android App Store Optimization Screenshots & Usability Fail: Boring Singapore, @murrayde October 25 2014
  69. 69. iOS & Android App Store Optimization Screenshots: Show what the user can expect! Singapore, @murrayde October 25 2014
  70. 70. iOS & Android App Store Optimization Screenshots: Meet your audience Singapore, @murrayde October 25 2014
  71. 71. iOS & Android App Store Optimization Screenshots: Meet your audience Singapore, @murrayde October 25 2014
  72. 72. iOS & Android App Store Optimization Screenshots: Huge Difference Singapore, @murrayde October 25 2014 Before After
  73. 73. iOS & Android App Store Optimization Screenshots: Get some Action mockuphone.com Singapore, @murrayde October 25 2014
  74. 74. iOS & Android App Store Optimization placeit.net Singapore, @murrayde October 25 2014 Screenshots: More Action #2
  75. 75. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 2 Screenshots iOS 8
  76. 76. iOS & Android App Store Optimization ASO Basics Marketing Graphics iOS Google Play Store Graphics -­‐ Marketing Graphics for “Featured Apps, Staff Picks, Special Events” are optional bit highly recommended! * 1024 x 500 (Frame: 924 x 400) * 24-­‐Bit-­‐PNG or -­‐JPEG (No Alpha) * No Transparency -­‐ Old (only older devices, but think Asia, Africa) * 180 x 120 * 24-­‐Bit-­‐PNG or -­‐JPEG (No Alpha) * No Transparency Singapore, @murrayde October 25 2014
  77. 77. iOS & Android App Store Optimization ASO Basics: Recommended to 1.3 Mio Users Singapore, @murrayde October 25 2014
  78. 78. iOS & Android App Store Optimization ASO Basics: Recommended to 3.8 Mio Users Singapore, @murrayde October 25 2014
  79. 79. iOS & Android App Store Optimization ASO Basics Product Videos iOS (>= 8.x) Google Play Store App-­‐Stores Upload Video via iTunes Connect Link to your YouTube-­‐Video ! Tipp: Use a non-­‐public YouTube-­‐ID and YT-­‐ Analytics to get some numbers that you can not get from Google Play Dashboard Singapore, @murrayde October 25 2014
  80. 80. iOS & Android App Store Optimization ASO Basics iOS (8.x) • 30 Seconds videos • UI-­‐Demonstration, Functionality or special Features (USP) • Capture-­‐Video -­‐ NO „Shiny Happy People“ • Different Phone and iPad Videos • Don’t forget about localization • Upload via iTunes Connect Singapore, @murrayde October 25 2014 Product Videos
  81. 81. iOS & Android App Store Optimization ASO Basics Pricing https://blog.sensortower.com/blog/2013/10/03/how-to-automate-your-app-promotions-and-testing-with-scheduled-price-tier-changes/ https://blog.sensortower.com/blog/2013/09/17/a-simple-ios-mobile-app-marketing-pricing-strategy-boost-your-downloads-with-a-price-drop/ Singapore, @murrayde October 25 2014
  82. 82. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 Social Media Promotion 1/3
  83. 83. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 Social Media Promotion 2/3
  84. 84. iOS & Android App Store Optimization Singapore, @murrayde October 25 2014 Social Media Promotion 3/3
  85. 85. iOS & Android App Store Optimization ASO Basics SEO: Link to the Landing page at the App Store iOS Google Play Store App-­‐Stores https://itunes.apple.com/ <countrycode>/app/id<id>?mt=8 ! http://appstore.com/mac/ pixelmator * https://play.google.com/store/ apps/details? id=<PackageName> App-­‐Site with text links & official badges Links directly to the landing page Links directly to the landing page * Apple Document http://4sj.de/aso5 Singapore, @murrayde October 25 2014
  86. 86. iOS & Android App Store Optimization Black Hat ASO using Chat Bots (Tinder) Singapore, @murrayde October 25 2014
  87. 87. iOS & Android App Store Optimization Black Hat ASO using Ratings Singapore, @murrayde October 25 2014
  88. 88. iOS & Android App Store Optimization Black Hat ASO using keyword stuffing Singapore, @murrayde October 25 2014
  89. 89. iOS & Android App Store Optimization There are more then two App Stores! Google Play Apple App-­‐Store Amazon App-­‐Store Windows Phone Store Singapore, @murrayde October 25 2014
  90. 90. iOS & Android App Store Optimization There are more then two App Stores! Asia, Africa, Emerging Singapore, @murrayde October 25 2014 Regions
  91. 91. iOS & Android App Store Optimization There are more then two App Stores! Pre-Installs (Samsung, LG) Provider-Installs und App-Stores Singapore, @murrayde October 25 2014 Smart-TV Apps 3rd Party App-Stores* !! * 72% of all Apps in China installed via 3rd Party App Store
  92. 92. iOS & Android App Store Optimization Blog des Ex-Googlers Junyu Wang Source: Screenshot D.nc Games Center Singapore, @murrayde October 25 2014 ! http://appindex.wandoujia.com
  93. 93. iOS & Android App Store Optimization Source: Amazon.de Screenshot Singapore, @murrayde October 25 2014
  94. 94. iOS & Android App Store Optimization +100k Apps 10% customer discount if bought thru Source: T-Mobile Screenshot Singapore, @murrayde ! Yandex October 25 2014
  95. 95. iOS & Android App Store Optimization Source: T-Mobile Screenshot Singapore, @murrayde October 25 2014
  96. 96. iOS & Android App Store Optimization Source: Samsung App Portal Screenshot Singapore, @murrayde October 25 2014
  97. 97. iOS & Android App Store Optimization Source: The New York Times Singapore, @murrayde October 25 2014
  98. 98. iOS & Android App Store Optimization Mariano Glas @murrayde +MarianoGlas marianoglas Mariano_Glas Singapore, @murrayde October 25 2014 ♥ Thanks!

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