Prajyot Mainkar, Director - Androcid Media, talking about 'Gaining App Visibility That Matters' at InMobi's inDecode event. Learn more at indecode.inmobi.com

1. Gurgaon, 9th December 2015
InMobi- inDecode Meetup

2. Gaining the app visibility that matters
Mistakes | Build | Measure | Engage

3. The Estimated Growth in Apps

4. From many apps on your phone,
how many do you actually use?
YOUR
STUNNING
IMAGE
Why Visibility Matters?
According to Google, in U.S out of
33 apps installed on an average,
people used only 1/3 of the apps

5. Some Discussions I’ve had
“I have uploaded app description,
and assets. They look just fine”
“Sigh! I lately got several bad
ratings on the app”
“I just made a new release of the
app, but i found people were not
aware of this update”
“I never updated my app. The last
time i updated the app was when i
launched the app few months back”

6. and…that Happy Moment when your app is ready

7. But what about Measuring Customer’s Life Time Value

8. What follows?

9. GETTING THE BASICS RIGHT
IT DOES MATTER

10. Know Who’s the Boss
https://play.google.com/about/developer-content-policy.html

11. A: Does your app hint what your app is about?

12. Here are some key points
Placing keyword in the title ‘could’ boost your rank
Keyword density is relevant to Android app titles
Repetition of keywords in title could work, but rarely

13. B: Pay attention to the App description formatting

14. Does it format well on mobile?

15. C:Get the first 3-lines of your app description right

16. D: Using the Keywords that Matter

17. But…watch your competitors

18. E: Is your icon scalable?

19. F: Designing Icon
Focusing on Single Character in case of game
Functional Apps

20. Beautiful Screenshots
Awesome Feature Image Impressive merging Communicate what your app does

21. Beautiful Screenshots
Simple, crisp and pleasing to eyes

22. Beautiful Screenshots
App feature screenshots

23. Beautiful Screenshots
Updating the screenshots & Emotional connect

24. A Big ‘NO’
Avoid repetitions
Text Heavy ?

25. Another Big ‘NO ’
Ask yourself “What are you trying
to convey? “

26. The Video adds to the topping
Context Video Feature Video

27. G: Should you choose to Localize?
Adding your own Translation

28. If not all, which ones?

29. Case Study: Zombie Ragdoll
Source: Google
By Search Observe the title Assets in Locale

30. Case Study: Zombie Ragdoll
Source: Google
Increased engagement
because of appeal of the
localized version
80% of installs came from
users of non-English languages

31. Think of ‘this’ before Localising
International Launch and Support
Is the name a trademark?
International User’s pattern of searching
Is translate possible?
Discoverability and usability ( marketing budget)

32. H: Do you respond to the (Bad) reviews?

33. So Far….
1
2
3
4
Design sreenshots that scream “Install me”
You have 3-4 seconds to catch user’s attention with your screenshot
Strategy differs for Apps & Games
Title and Description Matters. Focus on Keywords, Formatting and first 3 Lines
5 Strong Opening, Good Storyline & Script can work well for app trailers. Leverage Video Ad Platforms
6 Think Market when going global
Reply to all reviews reported7

34. CURIOUS CASES OF TWO APPS
THE “GOOGLE” POWER UNLEASED

35. CASE A: COUCH TO 5K

36. CASE A: COUCH TO 5K
Difficulty Measure
The competition is well spaced

37. CASE A: COUCH TO 5K
..and probably “K” is treated as Running/Expense
..and probably “K” is treated as Running/Expense

38. CASE A: COUCH TO 5K
Difficulty Measure
Ranking differs

39. CASE A: COUCH TO 5K
The Keyword optimization

40. CASE B: SUBWAY SURFERS

41. CASE B: SUBWAY SURFERS
Synonyms of DASH

42. BEYOND CONVENTIONAL WAYS
BE STRATEGIC - BE DIFFERENT

43. LONG-TRAIL Keywords
REMEBER R.D.T
( RELEVANCE, DENSITY AND
TRAFFIC)

44. Are there any common keys?

45. Using COMPETITIVE KEYWORD Strategy

46. Using COMPETITIVE KEYWORD Strategy

47. REVIEWS Analysis - Keywords

48. REVIEWS Analysis - SHARING & REPLIES
Share your reviews The conversion works

49. REVIEWS Analysis - Ratings

50. REVIEWS ANALYSIS - How do you handle?
Super Fans
HatersTechies
Spammers
Shorties
Wanderers
Unclear

51. Wanderers
REVIEWS ANALYSIS - The Gain
Super Fans
Haters
Techies
Spammers
Shorties
Unclear
Keywords

52. Are you following Social Media enough?
Understand how users user your
app name and feature-synonyms

53. Enter the world of Blogging
Don’t forget the post “Keywords”,
“Meta Description” and Back
links.

54. So Far….
Try out long trail keywords
Analyse competitive keywords
1
2
3
4
strategies to reply to different types of comments
Blogging network is potential way to reach out to right kind of users

55. WHAT CAN GOOGLE OFFER?
WHAT’s EXISTING AND WHAT’s NEW?

56. How is Google helping ?
Acquiring new users Re-enaging existing users

57. Driving Engagements Using Search

58. RE-ENGAGING Using Searches

59. Driving Installs Using Search

60. APP Indexing

61. APP Indexing
Step 1:
Add deep link
support to app
Step 3:
Publish app
deep links
Indexing
Step 2:
Verify
website
Check for
errors & status

62. PLAY Experiments

63. PLAY Experiments

64. PLAY Experiments

65. 30% Users 70% Users
Variant 1 : Testing for new icons
Variant 2 : Testing for new Tab assets
15% Users
15% Users
Martin Josh
PLAY Experiments

66. CASE STUDY - EverythingMe launcher
Changing your app icon can have an incredible impact
Slogan as part of the feature graphic design can improve
conversion ( +7% in this case)
App’s short description can help you capture user’s
attention

67. Any Alternatives?

68. And finally…
App Indexing is important to re-engage or acquire users
Use experiements to strategize app store listings
1
2
3 Use in-app deep linking

69. Increasing User Retention
Caring & Sharing

70. Points, but not limited
Use Strategic Notifications
On-Boarding
Community Engagement on Social media
Relevant and Concise
Timing
Missing you!
Being smart and Interesting
Branch for Deep Linking
In-App Feedback
Update but Notify Users

71. Resources
App Analytics
In-App Feedback
Alternatives to Play Store
App Store Analytics

72. Pr@jyot Mainkar
Director/Androcid Media Pvt. Ltd. (www.androcid.com)
@prajyotm /prajyotmainkar +prajyotmainkar
Thank you!