What ASO is and how it is helping our business? ASO tool box. CRO - conversion rate optimization loop Terminology & Resources

1. ASO Workshop
For the Creative Team

2. Agenda
1. Who I am.
2. What ASO is and how it is helping our business?
3. ASO tool box.
4. CRO - conversion rate optimization loop
5. Terminology & Resources

3. 1. Who I am.
Hi, I am Alessandra
📲 I love apps.
💼 Product marketing and consultancy.
💸 I joined the App Marketing team as ASO
manager for Zoosk, EliteSingles, SilverSingles,
Christian Mingle, and the Spark App.

4. 2. What is ASO?
The process of increasing the visibility of
an app on the app stores and improving
the conversion rate by optimizing all of
the assets at our disposal.

6. Get our app in front
of more people
on the App Stores.
Goal #1 - Increase the visibility
● Ranking #1 for relevant
keywords
● App store featurings
● Top Chart Ranking
● Similar Apps, Related apps

7. Convince store listing
visitors to download
the app
Goal #2 - Improve conversion
All the roads lead to the app page:
● In-site referral
● In-app ad
● SEA/ASA
● Web ad
● Web Search

8. 3. ASO tool box.

9. How does my page appear?
Search Listing View
Android iOS

10. How does my page appear?
Product Page from Search
Android iOS

11. How does my page appear?
Browse/Explore Listing View
Android iOS

12. ASO Toolbox (creatives)
Screenshots
Icon
Preview Video
Poster Frame

13. CVR uplift by assets
+8%
+28%
+40%
+18%
+11%
+8%
+13%
+24%

14. Differences between the app stores
🔵 A new app version is needed to
upload new assets ⚠
🔵 up to 8 screenshots
🔵 The icon is global
🔵 We need to upload 6.5’ & 5.5’
screenshots
🔵 No inbuilt tool to test
screenshots ( we can test some of
them with ASA)
🔵 Follow Apple Guidelines
🔵 We can test assets without an
app release & with the inbuilt tool
🔵 up to 10 screenshots
🔵 The icon can be different
country by country
🔵 1 dimension for the screenshots
🔵 Follow Google Play Guidelines

15. 3. CRO - conversion rate optimization

16. The CRO Loop
Next
Steps
CRO
Loop
User testing
Feature usage
Popular content
Reviews research
PET ASO model
Value propositions
Marketing/Brand alignment
2 Hypothesize
LOOKING INWARD
LOOKING OUTWARD LOOKING SKYWARD
Blogs & Resources
The World Outside
Create assets 4
Test assets 5
Measure & Report 6
Visuals Copy
Google Play Store
Listing Experiments
Fake Landing Pages
Apple Creative Sets
B/A Testing Competitor Intelligence
Market Intelligence
ASO best practices
1 Conduct research
3 Prioritize

17. Conversion Tactic: Using the PET-ASO model
The Persuasion-Emotion-Trust Design model is a well-known
resource which looks at how to ‘sell’ something from multiple
angles:
Persuasion: principles to encourage visitors behavior
Emotion: principles to encourage an emotional response
Trust: principles used to establish confidence
It is useful to identify how our competitors are marketing their apps
and which are the levers that they are using in terms of
communication strategy.
Source:
The Persuasion-Emotion-Trust Design model is available here
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL
CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

18. PET-ASO model: Authority
Hypothesis: Using a figure of authority drives trust.
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

19. PET-ASO model: Social Proof
Hypothesis:
User social proof raises trust by showing positive feedback from actual users, typically customer reviews and testimonials.
The message is ‘they’re all doing it…so should you!’
Types of social proof are: expert social proof, celebrity social proof, featured in the news, certification, award-winning..
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

20. PET-ASO model: Power of free
Hypothesis: The word “Free” is very persuasive because people feel that they can try something without any risk.
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

21. PET-ASO model: Knowledge of results
Hypothesis: Encourage users showing the evidence of the possible success.
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

22. PET-ASO model: Behavioral Processing
Hypothesis: Users respond favourably to learned, expected behaviours.
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

23. PET-ASO model: Design quality
Hypothesis:
Users more likely to trust your app if it shows attention to design quality.
Conversely, people immediately evaluate poorly designed apps as untrustworthy.
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

24. PET-ASO model: Quality content
Hypothesis: Promoting trust by ensuring that there’s plenty of good content in your app.
TRIGGER
PERSUASION
EMOTION
TRUST
AUTHORITY
REWARD
FRAMING
LIMITED DURATION /
SCARCITY
BEHAVIORAL
PROCESSING
DELIGHT
GOAL SETTING
KNOWLEDGE
OF RESULTS
OPTIMAL CHALLENGE
SIMPLICITY
DESIGN
QUALITY
CURRENT CONTENT
QUALITY CONTENT
AFFILIATION TESTIMONIALS
FRESH START
SOCIAL PROOF
AESTHETIC
CERTIFICATIONS
POWER OF FREE

25. Types of ASO seasonality
🔵The most basic level of
seasonality is around holidays
that changes from country to
country as each culture
celebrates different holidays.
🔵 The most common are
Halloween, Christmas, St.
Valentine, Pride Month.

26. Types of ASO seasonality:
Summer/Winter Holidays
During summer months users
may be more receptive to
images showcasing outdoor
dates VS during winter users
may want to see more direct
messaging about finding
relationships and
companionship during the
holidays.

27. Types of ASO seasonality:
Category-Specific
There are category-specific
seasons such as Black Friday for
the shopping category or
Valentine’s Day for dating apps

28. Localizing creative assets is not
just about translation but, in order
to achieve the best CRO results,
we should adapt the messaging to
the local culture as well as using
local content to make them feel
that the product page was
designed for them.
Localization: tailoring the content to
local audience

29. 🔵 Portrait : display multiple messages or
unique selling propositions ( more for
explorative users)
🔵 Landscape: it enables you to focus on
one key message.
A strong, single message could lead to
a large amount of installs ( more for
decisive users since it doesn’t
incentivize the scrolling)
Landscape/Portrait

30. 🔵Test the design in both appearances
and adjust to accommodate each one
🔵 Soften the color of white
backgrounds to prevent it from
glowing and harshly contrasting with
the surrounding dark screen
🔵Consider that black design with
blend in with the App Store UI
🔵Vibrant text can help maintain a
good contrast of the text on darker
backgrounds
Dark Mode/ Light Mode

31. 4. Terminology & Resources

32. Terminology
Pop- off style
Zooming in to 2x or 3x on parts of the app’s UI that
may be harder to distinguish at a normal size or to
draw user attention to parts of the screen
Connected-style
2-3 screenshots allows for a stronger and broader
canvas to convey progression than disjointed
screenshots offer.

33. Terminology
Feature-oriented vs Tutorial
Highlighting specific features of the app / show how to use the app step by step/ tell a story

34. Terminology
Captions

35. Terminology
Device

36. Experimenting with ASA

37. App Store Screenshots A/B testing ( Apple Search
Ads Creative Sets)
1 2 3 4 5 6 7 8
Main screenshots for order testing
Default test
Creative Set #1 Screenshots 1,2,4
Creative Set #2
Creative Set #3
Screenshots 1,2,5
Screenshots 1,2,6
Creative Set #4 Screenshots 8

38. Emerging Trends
Lifestyle:
A lifestyle screenshots that show the app
your app in a real-life setting

39. Google Chrome Extension
Link 🔗

40. Thank
you