Conférence menée par Thomas Petit de chez 8fit lors de la rencontre French Digital Berlin d'avril 2016.

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Mobile Growth Framework
App Store Optimization

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Before spending on Acquisition
Mobile Growth Framework
- AARRR
- Growth Stack
- Attribution setup
App Store Optimization
@adrienm

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"no amount of marketing will make
a crap product gain a mass
audience", @VentureHarbour
Build things that matter

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Build things that matter

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Before spending on Acquisition

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Funnel Metrics & User journey
Dave McClure
@bbalfour
Ad
AppStore
Install
First open
Signup
(re-opens)
Transaction

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First Funnel - Installs
Onboarding
Retention/Churn
Transactions
Share
Fiksu,
Branch
Acquisition

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Activation
http://appcues.com/blog/why-user-onboarding-is-the-most-important-part-of-the-customer-journey-by-2.6x/
Installs
Onboarding
Retention/Churn
Transactions
Share
http://pttrns.com/
https://www.useronboard.com/
http://uxarchive.com/tasks/onboarding
http://www.mobile-patterns.com/onboarding

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Retention
Installs
Onboarding
Retention/Churn
Transactions
Share
#1 metric for mobile success
(and failure)
“If you invest in growth before you have retention,
you’re renting users”, @gillianim

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Retention
http://ebooks.localytics.com/2016-app-marketing-guide
http://www.apptentive.com/blog/the-app-marketers-guide-to-cutting-costs-by-increasing-retention
http://andrewchen.co/mobile-retention-benchmarks-for-2014-vs-2013-show-a-50-drop-in-d1-retention-guest-post/
: #1 challenge for App devs
Losing 80% of mobile users in 3-6 months is normal.
It’s getting worse over time.

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Retention : proxy metric for success
Quettra

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Retention & re-engagement
In the App
Addictive/useful product
In-app messages
On the phone
Push notifications, reminders
Beyond
Email/CRM, Retargeting

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Installs
Onboarding
Retention/Churn
Transactions
Share
App business models
In-App Advertising
Premium (Paid Apps)
IAP - In-App Purchases
Subscription
Others
Monetization
https://sensortower.com/blog/how-five-successful-ios-apps-implemented-price-reductions-to-maintain-momentum/
https://medium.com/ios-os-x-development/how-a-2-99-recipe-app-became-a-top-2-paid-app-in-the-app-store-f7e83abbb40e
http://www.pocketgamer.biz/feature/54970/developers-are-you-fed-up-with-f2p-have-you-tried-passive-bitcoin-mining/

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Monetization : Whale hunting
95+% freeriders is normal.
Conversion to payment:
2 % of players pay
Half only pay once
0,2% > 50% revenue

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Avoiding the cut

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Installs
Onboarding
Retention/Churn
Transactions
Share
Social / Viral / Referral K-factor = Leverage to lower down CAC
Word of mouth #2 channel for App Installs.
• Social (Inherent, Coop)
• Viral: Flappy Birds
• Hacks (Communication): Hotmail, iphone
• Referral (Incentivized): Candy Crush, Uber
appvirality

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The Mobile Growth Stack
https://medium.com/mobile-growth/the-mobile-growth-stack-3ffa6856f482#.fif86npv7
https://medium.com/mobile-growth/2015-the-mobile-growth-stack-revised-58f5d11d43f3#.u3wiwch3h

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Before spending on Acquisition
Attribution
= Measurement of marketing campaigns effectiveness
The links from Ad to App Users actions
Critical to understand performance… and improve

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Installs # is a vanity metric
"CPI is irrelevant“, @dennismink
"CPI is the least insightful measure of UA“, @localytics
"CPI is not the metric to watch“, @eric_seufert
1 of top10 downloaded iOS Apps all time is top grossing
Acquisition metrics that really matter

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Post-install metrics matter
© Liftoff

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Post-install segmented metrics matter
© Liftoff

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What to track?
By Source (x)
Network > Campaign > Adset..
By Event (y)
Acquisition Funnel:
- Click > Install > First open
- Retention D7 > Retention D90
- App events, Transaction…
Over time (z)
Cohorts analysis

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“SEO” + CRO
= more installs

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ASO
AppAnnie

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Why?
Not only rankings/keywords:
Impact all sources
Top of the funnel
Lower CPI
First contact - branding

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The opportunity

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Pickaso
Case studies

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Healthy & common sense
“easy”, “free”
Low-hanging fruit, high impact
Fun
"ASO tricks are like steroids in late 90’s Baseball —
start using them or fall behind the curve" @rpnickson

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Xyo, Adjust;
Peggy Anne
5% 92%
"App stores are designed
to be winner-takes-all“
@eric_seufert

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Play Store:
94% Apps <100k downloads
0.06% >1m
0.0004% >1bn

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Branded traffic?
Black box
More competitive
Manipulation

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“Hard-working App Store ranking manipulation employee.” http://weibo.com/1652811601/C2Ac4hGw4?type=comment

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ASO 1.0 => ASO 2.0 “AVO / AMO”
App Store search Optimization (ASO 1.0)
+ Conversion Rate optimization (CRO)
+ Search Engine Optimization for Apps (SEO)
+ SEM
+ Featurings
Pickaso

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“If we can improve the app store conversion, we actually
reduce the load on our marketing team and significantly
reduce the budget that we spend on user acquisition”,
Rajeev Girdhar (Rovio)

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ASO requirements
A simple App, fun or useful
A few days to investigate
Realistic objectives
itunes Connect & Play Console access
Tracking/Analytics
Iterate/followup
… A few $ can’t hurt
“ASO is not a one night stand",
@prioridata

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“SEO”
Algorithm
“ASO is like SEO for Altavista”,
@Sensortower
User
CRO

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ASO “on-metadata”
Visuals
- Icon
- Screenshots/Video
- Header / Dev page
- A/B testing
- What’s new
Texts
- Title
- Keywords (iOS)
- Description

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ASO off-metadata
(New) Installs #
(New) Ratings + Reviews
Paid/Owned traffic
Other factors

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Other factors
CTR
Sustainability:
bad retention
uninstalls
bad ratings
Updates
Size
Grossing?
Conversion AppStore?
Links & Social?
NativeX

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App Snippet iOS

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App Snippet Android

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http://www.iconsfeed.com/
http://iosicongallery.com/ & http://applewatchicongallery.com/
http://ben-evans.com/benedictevans/2015/5/14/apps-versus-the-web
http://info.localytics.com/blog/tips-for-designing-the-perfect-mobile-app-icon
“Do people want to put your
icon on their home screen?“,
Benedict Evans

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@flarup
Stand out!

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App Icon: experiment
http://www.smashingmagazine.com/2015/08/ab-testing-taught-app-store-optimization/
+44% conversión
7,2% 5%

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App Icon: experiment

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App Icon: experiment
RedKaroke

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App Icon: experiment
Google Play Experiments

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App Icon: experiment
“Fake” iOS AppStore web listing
storemaven.com
splitmetrics.com
testnest.co
Tune’s Edinson

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What’s new!
The forgotten one
No visibility/rankings
No conversion boost
Fun + Viral
#fail
Medium
Wallapop
8fit
Tumblr & more

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“The secret is in the stars”
Pix © Apptentive
http://www.slideshare.net/ASOBarcamp/asobarcamp-2-ratings-and-reviews-aso-impact-and-leverage-of-review-optimisation-thomas-petit-8fitcom

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Major ASO user factor

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… Neglect
… Interrupt
… Ask on first launch
… Ask for 5 stars
… Incentivize
… Buy/fake
… Ask
… At the right time, to the right users
… Monitor/listen
… Filter
… Answer
… Mine
… Update yourself
Cheatsheet: Reviews for ASO
Want more?
Even more?

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thomasbcna@gmail.com
twitter.com/Thomasbcn
linkedin.com/in/thomasbcn
If you’ve made it up to this slide
Congrats & Thanks!

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Reviews
Screenshots
Other visuals
Keywords
Title / App name
Description
Indexing & “SEO”
Featuring