Use App Store Optimisation to increase your mobile profits
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Why is App Store Optimisation crucial for every business working with App marketing and what are the most crucial keys to higher rankings within Google Play and App Store? The presentation was created as a part of our key note during App Day 2015
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Use App Store Optimisation to increase your mobile profits
- 1. © 2014 Leadmill All Rights Reserved App store optimization How to increase your mobile profitability
- 2. Agenda App Store Optimization About the presentation • Why App Store Optimization? • What influences the search results • Plan your launch • Boost your App Store rankings @TeamLeadmill
- 3. What is app store optimization? “App Store optimization is the process of improving the visibility of a mobile app (Such as an iphone, ipad, android, or windows phone app) in an app store (itunes for ios or google play for android)”
- 4. Why ASO?
- 5. Why Aso? App Store Optimization * Forrester: Consumer Technology Survey ** TUNE: Understanding the rela<onship between organic and paid Why aso? With over 2 million apps in the major app stores, getting your app discovered is one of the biggest issues today. “Yet, 63% of apps are discovered through app store searches”*
- 6. If you’re not using ASO to increase App’s search rankings, you’re missing out on the largest discovery channel available to your app. @TeamLeadmill
- 7. What influences app rankings App Store Optimization • Title • Downloads • Volume • Velocity • Uninstalls (Only Google Play) • Ratings and reviews Main Factors @TeamLeadmill
- 8. What influences app rankings App Store Optimization % of apps with the keyword in the app title 70% 60% 50% 40% 30% 20% 10% 0% 60% vs. 56% 53% vs. 50% 48% vs. 45% 42% vs. 41% 41% vs. 39% 36% vs. 34% iPhone iPad Top 5 Top 10 Top 20 Top 50 Top 100 Overall “ 60% of the apps ranked in the top five for a keyword, included the term in their title”. TUNE: % of Apps with the Keyword in the App Title
- 9. What influences app rankings App Store Optimization AverageRanking No keyword in title Keyword in title 10,3% Ranking Increase Key words in the title: Worth it? TUNE: % of Apps with the Keyword in the App Title
- 10. What influences app rankings App Store Optimization App Rating by Ranking 4.5 4 3.5 3 2.5 2 1.5 1 0,5 0 4.11 vs. 3.9 4.1 vs. 3.8 3.9 vs. 3.6 3.5 vs. 3.0 3.0 vs. 2.5 1.6 vs.1.3 iPhone iPad Top 5 Top 10 Top 20 Top 50 Top 100 Overall “Positive word-of-mouth is paramount for brands striving to be top of charts in app stores”. TUNE: % of Apps with the Keyword in the App Title
- 11. What influences app rankings App Store Optimization App update frequency in last 90 days Top 5 apps are on average updated 1.5 times every 3 month TUNE: App update frequency in last 90 days
- 12. Get one And more will follow
- 13. Organic and paid App Store Optimization For every paid install an app receives, it can expect to also acquire additional 2 organic installs”* Organic and paid installs * TUNE: Understanding the rela<onship between organic and paid
- 14. Paid acquisition App Store Optimization Always - on campaigns Designed to move apps up the Top Charts in app marketplaces and help to acquire additional organic installs. Designed to acquire quality, long-term users that remain engaged and contribute to the financial component of the app. Burst campaigns @TeamLeadmill
- 15. Case: Talk4fun App Store Optimization 2 Generate brand awareness, acquire new quality users and become the preferred social chat app in Sweden. Campaign Objective: @TeamLeadmill
- 16. Case: Talk4fun App Store Optimization * TUNE: Understanding the rela<onship between organic and paid 2780 4300 2nd in App Store Installs OrganicInstalls 17thinAppStore 24 Hours
- 17. aLways-on campaigns App Store Optimization reengagementIndustry related è è Brands can promote their webshop, app or product towards users with industry related apps installed. Brands can reengage current customers that have not engaged with their app for a period of time. Third-party app Third-party appCampaign displayed Campaign displayed
- 18. Timing matters!
- 19. Ensuring that your ad spend is appropriately allocated and utilized at the most favorable time is fundamental to driving successful user acquisition campaigns and optimizing your mobile marketing budget. @TeamLeadmill
- 20. Plan your campaign App Store Optimization *TUNE: The timing of user acquisition campaigns Weekdays vs. Weekends Saturdays and Sundays perform 28% higher install volumes. the lowest performance On Tuesday & Thursday Saturday Sunday
- 21. Plan your campaign App Store Optimization high install volume and rates: November, December & January Month by Month the least performing months: May, September & October *TUNE: The timing of user acquisition campaigns November December
- 22. Plan your campaign App Store Optimization Holidays Christmas and new years days have 173% higher install volumes than non-holidays. holidays drive more installs and have a higher install rate *TUNE: The timing of user acquisition campaigns
- 23. @TeamLeadmill
- 24. Key Takeaways App Store Optimization 1. You are leaving downloads on the table, if you don’t work with ASO. 2. Strategic mix between organic and paid installs is vital for success 3. Utilize mobile ad spend at the most favorable time @TeamLeadmill
- 25. Questions? App Store Optimization QUESTIONS? Henrik Fabrin CEO & Co-founder, Leadmill hf@leadmill.com henrikfabrin @henrikfabrin - @TeamLeadmill
Editor's Notes
- One of the strongest arguments for why ASO is essential is the fact that increased organic visibility leads to an increase in organically-acquired users (at an effective $0 CPI/CPA) that are typically very high-quality and ROI-positive. This with no doubt bolsters the need for ASO. Also, when users search for apps in the app store, they show intent, which means more often than not it drives a higher quality user. This increases the chances of receiving positive reviews and happy customers. ASO is also sustainable long-term. You have zero marginal cost for each additional user you acquire. Whatever costs you incur when optimizing your app for search is not impacted by the number of users who downloaded your app.
- To name the major factors that have an influence on your app store rankings it must be: Title, downloads, Uninstalls, Rating & Reviews. Naming title – goes hand in hand with highlighting the importance of using key words(that describe your app functionalities etc.) – just like when working with SEO Also what has a huge influence for rankings is the number of downloads- as a demanded app has a more lucrative outlook within Google Play and App Store than an app of lower demand – the opposite is true with Uninstalls in Google Play Rating and reviews- encourage them from your loyal and heavy users as those improve your app ranking. Include a review CTA within the app – so that the users remember to rate.
- When working with ASO – Title is important. It’s one of the first things people look for and notice when scrolling through search results and also studies show that apps rank higher in search for terms used in their title. The data above shoes, that 60% of the apps that ranked in the top five for a keyword included that term in their title. Also, it provides companies the opportunity to go beyond their brand name and give further explanation of their app. This is important especially, if the app that is marketed is an extension of a brand, rather than an already established product. By focusing on the title enterprises can target or highlight a specific feature set within the app ( instead, companies could include their brand name in the icon logo).
- Our great partners and HasOffers haverecently studied the influence of keywords in Title. They looked at the top 25 ranking positions and calculated what percentage of apps had the keyword in the title vs. Thoe that did not. This provided a total aggregate score for the apps with the keyword in the title and the apps without the keyword in title. Based on this test, apps with keywords in the title ranked on average 10,3% higher than those without a keyword in the title.
- In terms of ASO – the number of downloads has great impact on the performance of any app as it signals popularity to Apple and Google. Compared to arranging keywords in title and descriptions – number of downloads is harder to control – as it depends on the preferences of the potential app users. However, there are things that can be done in order to stimulate and increase downloads – as many mobile users put a huge weight on reading reviews and ratings before downloading an app meaning that if your app has many positive ratings and reviews – your app is compared to your competitors app with lower rankings and ratings more likely to be downloaded.
- App updates that improve performance or adds new functions to the app has favorable impact on the app store ranking. This primarily when considering the app store algorithms that value fresh apps.
- The other thing that we cannot leave out when talking about ASO and rankings is the positive effects paid traffic has when striving to also increase organic downloads.
- “Paid installs have a strong positive correlation with organic installs. In the app world, running paid install campaigns boosts two (of the many) specific metrics that impact an app’s rank in the app store: total downloads and download velocity. With these paid campaigns, the boost to both metrics also increases the app’s ranking in the Top Charts and search, which leads to greater visibility and more organic downloads. For 99,9% of apps, having a strategic mix between paid and organic efforts is vital to success because of the unique relationship between paid and organic installs.”*
- Paid acquisition is a fundamental component of most mobile marketing campaigns for everyone from well-established enterprise level organizations with strong brand recognition to new apps trying to become the next e-Tilbudsavis. Having a strong brand recognition can definetely help, but getting your app to stand out from the competition required well-crafted user acquisition campaigns. Approaches to paid acquisition fall into two general categories: Long term-campaigns and burst campaigns.
- Talk4Fun was as many other app developers challenged by breaking through the marketing cluster, generating brand awareness and acquiring new app users. Despite their highly competitive and unique product, Talk4Fun faced this exact challenge and knew they could do much better than be ranked beneath top 17 in App Store. Working with us, the objective of Talk4Fun was: Generate brand awaress Become the preferred social chat app in sweden Acquire new quality app users on the Swedish market.
- Talk4Fun generated 2780 installs in a 24 hour period and reached 2nd place in the Swedish app store (before working with us, they never ranked above 17). The top of charts viral effects resulted in additional 4300 organic (free) installs.
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- On average, Saturdays and Sundays produce higher install volume. In fact, the average volume on Sundays is a 28% increase over the lowest performing day (Tuesday). In terms of the install rate, it appears that Saturday and Sunday perform at a slightly higher level, but the variabilities in the install rates are to minor for statistical significance. In other words, similar install rates on weekdays and weekends can be expected by mobile marketers. Key takeway: While people are likely to see higher volumes on weekends, they should not expect their install rates to improve much when compared to weekdays.
- November, December and January have relatively high install volume and install rates. This is likely influenced by increased holiday activity and perhaps also because people tend to spend more time indoors during these months. The worst performing months on the other hands are May September and October.
- Holidays, particulary those in November and December – have a well-established reputation for commerciality and this characteristics is also present in the mobile space. Christmas day is the celar leader in terms of both install volume and install rate. Install volume Experienced a 173% increase over the average non-holiday, and at 23.12% install rates are more than triple the average non-holiday figure. Allocating a large portion of ad spend to the holiday season is a common mobile marketing practice – and data like this clearly indicates why. However, it is worth nothing that cost per install (CPI) also tends to increase during the holiday season.