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www.organicmarketing.live
WELCOME
Approaches
Mobile Optimization
www.organicmarketing.live
Introduction
This presentation is about one of the techniques of mobile optimization
called ASO (App Store Optimization). App Annie says that by 2020, the
app economy could double in size to become $101B. As apps make
their way into wearables, cars, and other devices as a result of IoT, the
need for ASO ( App Store Optimization) will increase in complexity. Let
us decode some of the best practices of ASO.
2
www.organicmarketing.live
Presentation Roadmap
State of the App Economy
We’ll cover the major trends and statistics that
are driving the future of the app economy. This
inlcudes penetration of apps beyond mobile.
Mobile Optimization – Key Approaches
We’ll talk about why Mobile Optimization is the key
to drive more traffic to your app. We’ll also talk
about some of the key metrics to measure
optimization success.


3
App Store Optimization – 4 Key Best Practices
We’ll talk about some of the major app store
optimization techniques with some interesting links for
more learning.
www.organicmarketing.live
State of the App Economy
101B 284B 23% 102B
App Store Gross
Revenue
Mobile App Store
Downloads
Non-game App
Downloads
Game
Downloads
Mobile App Store
Gross Revenue
to grow from 51B
in 2016 to 101B in
2020
4
The Global Install
Base to Double
from 2015 to 2020
Non-game App
Downloads
Projected to grow
at CAGR of 23%
exceeding 182B in
2020
Games accounted
for 45.4 billion
downloads in 2015
and will hit 102.2B
in 2020
www.organicmarketing.live
Key Drivers of the Future App Economy

Emergence of New Platforms
Apps for Virtual and Augmented Reality (VR and AR), Wearables, TVs, Smart Homes, Smart
Cars, and Other Smart Devices
5
New Monetization Models
Beyond In-App Virtual Goods to More Subscription Models, and Mobile Commerce, Etc.
Mobile Ad Revenue
Mobile owns only 8% of Overall Ad Spend But This Number is Growing to Grow Exponentially
www.organicmarketing.live
Evergreen App Metrics That Will Matter
6
Daily Active Users
Measure engagement
levels and retention.
Measured by changes
to UX, messaging and
feature changes
Downloads/
Registrations
Top of the funnel
metrics for user
engagement.
Measured by
changes in app’s
icon name,
keywords,
screenshots and
simplifying
registration
In-App
Purchases
Direct source of
revenue.
Measured by
experimenting with
pricing and other
options
Average Ratings and
Reviews
Quantify what users think
of the app thereby defining
the lifetime value of the
app. Measured by
requesting for ratings at
different times.
www.organicmarketing.live
Evergreen App Metrics That Will Matter
7
Retention
Daily average users
divided by downloads.
If there’s a high
download rate
compared to DAUs,
there’s a clear reason
why a certain
retention strategy
might work.
Offline
Conversions
Offline
conversions that
happen outside of
the app, such as
redemption of app
exclusive offers.
Mostly affected by
changes of
messaging.
Sessions
More in-app time
have a strong
correlation with
conversion.
Measured by total
number of
sessions, average
duration of
sessions etc.
Taps and Views
For apps that contain
CTAs, ads, or forms,
taps serve as indicators
of engagement and
revenue. Measured by
changes to the forms
and CTAs.
www.organicmarketing.live
The Mobile Search Philosophy
8
www.organicmarketing.live
Mobile Optimization – Key Approaches
App Store
Optimizatio
n
.The goal is
to rank
higher for
certain
keyword
searches.
And there’s a
heuristics for
that.
Define Your
Key Mobile
Goals
Look at all
the mobile
metrics in
detail and
decide
which ones
are
important to
your
business
The UX
Experience
New UX and
First UX
Experience is
key to
improve
stickiness in
the app
market
ASOGoals Design Social MediaMobile Dev
9
Promotions
to Drive
Engagement
Promoting
the
application
across
various social
media
channels is
key to its
proliferation.
The Mobile
First Site
It is important
to develop
the site with
the right
scripts and
avoid
mistakes that
would hinder
optimum
optimization.
www.organicmarketing.live
App Store Optimization (ASO) is for mobile apps. Specifically, app store
optimization includes the process of ranking highly in an app store's search
results and top charts rankings. ASO marketers and mobile marketing
companies agree that ranking higher in search results and top charts rankings
will drive more downloads for an app.
Driving Effective Search with App Store Optimization
10
www.organicmarketing.live
KEYWORDS VISUALS &
ICONS
RATINGS &
REVIEWS
LOCALIZATION
INDEXING & GROWTH HACKING
11
App Store Optimization – Best Practices
www.organicmarketing.live
Keyword Optimization Principles
Keyword Research
•Tools like Google
Keywords Tool and
Google Trends.
•Compete Competitive
Study.
•Suggested Keyword
Techniques from
Google App Store.
01 02 03
12
Keyword Implementation
•Understand your app store
optimization behavior.
•Understand the semantics
like spaces, use of
preposition, singular and
plural etc.
•Write solid app descriptions
by finding a balance between
content and format.
Keyword Tracking and
Monitoring
•Evaluate the pre and post
updated keywords.
•Use effective keyword tracking
tools to understand the metrics.
www.organicmarketing.live
Reviews and Rating
Shoot for Good
Reviews
•Positive Correlation
Between Good
Ratings, Reviews and
Ranking.
•Agility to Improve App
Based on Feedback
from the Ratings.
•Stay Away from
‘Buying Reviews’. That
is a Malpractice.
01 02 03
13
Competitive Study of
Reviews
•Scout Your Competition
Regularly to See How They
are Doing.
•Emulate Some of the Best
Practices to Increase Positive
Reviews.
•Understand the App Store
Algorithms as Genuine Users
Rank Very High in Value.
Sanity Checks
•Make sure to have a support
address so that potential
unhappy users would be more
tempted to contact you
directly than leaving a bad
review
•Leverage social media, with
calls to action on app landing
pages to receive feedback.
•Implement an app rating
SDK directly into your app.
www.organicmarketing.live
Visuals and Design
Awesome Design
•Make sure your icon
design rocks and is
SIMPLE without too
many colors.
•Avoid using text or
words in your icon.
•Don’t overwhelm users
with written content.
Focus on visual
content.
•Avoid using shiny and
glossy effect and keep
it fresh.
01 02 03
14
Awesome Screenshots
•People look at screenshots
and don’t read the description
to make their buying
decisions.
•Focus on the first two
screenshots. They will be
displayed in the app store
search results.
•Almost always go for the
portrait orientation
•.Use all available
screenshots that App Store
gives you.
Meaningful and Measured
Content
•One screenshot per feature.
No overloading.
•Localize your screenshots if
you are expanding to multiple
countries and avoid auto
translation. It’s worth the
effort to hire an expert.
•Show the breadth of devices
your app works with.
•Always be testing. A/B test
your screenshots.
www.organicmarketing.live
Localizing, Indexing, and Growth Hacking
Deep Linking
•Building solid
backlinks to drive traffic
back to the application.
•Investigate deep
linking strategies. Deep
linking works with meta
tags that have been
added to your site.
•Usage of smart
banners techniques
that notifies users
about availability of
app.
01 02 03
15
Indexing
•Understand various app
indexing techniques to index
apps directly in Google
Search results.
•Understand what Google and
Apple release as App
Indexing APIs frequently to
improve indexing.
•Understand all the common
challenges with indexing and
see how you can mitigate
them.
Growth Hacking
•Design an effective
campaign strategy for your
key audience.
•Understand how you can
work PR like TechCrunch and
social media channels to
publicize your app
•Pitch your coolest features to
the app store and get written
about.
www.organicmarketing.live
About Organic Marketing
Our mission is to help startups in new and emerging
technologies think about Marketing organically. Organic because
the story of your product or service needs to be simple, original,
and compelling. Organic because your story needs to be ‘noise
free’.
16

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Mobile Optimization Approaches

  • 2. www.organicmarketing.live Introduction This presentation is about one of the techniques of mobile optimization called ASO (App Store Optimization). App Annie says that by 2020, the app economy could double in size to become $101B. As apps make their way into wearables, cars, and other devices as a result of IoT, the need for ASO ( App Store Optimization) will increase in complexity. Let us decode some of the best practices of ASO. 2
  • 3. www.organicmarketing.live Presentation Roadmap State of the App Economy We’ll cover the major trends and statistics that are driving the future of the app economy. This inlcudes penetration of apps beyond mobile. Mobile Optimization – Key Approaches We’ll talk about why Mobile Optimization is the key to drive more traffic to your app. We’ll also talk about some of the key metrics to measure optimization success.   3 App Store Optimization – 4 Key Best Practices We’ll talk about some of the major app store optimization techniques with some interesting links for more learning.
  • 4. www.organicmarketing.live State of the App Economy 101B 284B 23% 102B App Store Gross Revenue Mobile App Store Downloads Non-game App Downloads Game Downloads Mobile App Store Gross Revenue to grow from 51B in 2016 to 101B in 2020 4 The Global Install Base to Double from 2015 to 2020 Non-game App Downloads Projected to grow at CAGR of 23% exceeding 182B in 2020 Games accounted for 45.4 billion downloads in 2015 and will hit 102.2B in 2020
  • 5. www.organicmarketing.live Key Drivers of the Future App Economy  Emergence of New Platforms Apps for Virtual and Augmented Reality (VR and AR), Wearables, TVs, Smart Homes, Smart Cars, and Other Smart Devices 5 New Monetization Models Beyond In-App Virtual Goods to More Subscription Models, and Mobile Commerce, Etc. Mobile Ad Revenue Mobile owns only 8% of Overall Ad Spend But This Number is Growing to Grow Exponentially
  • 6. www.organicmarketing.live Evergreen App Metrics That Will Matter 6 Daily Active Users Measure engagement levels and retention. Measured by changes to UX, messaging and feature changes Downloads/ Registrations Top of the funnel metrics for user engagement. Measured by changes in app’s icon name, keywords, screenshots and simplifying registration In-App Purchases Direct source of revenue. Measured by experimenting with pricing and other options Average Ratings and Reviews Quantify what users think of the app thereby defining the lifetime value of the app. Measured by requesting for ratings at different times.
  • 7. www.organicmarketing.live Evergreen App Metrics That Will Matter 7 Retention Daily average users divided by downloads. If there’s a high download rate compared to DAUs, there’s a clear reason why a certain retention strategy might work. Offline Conversions Offline conversions that happen outside of the app, such as redemption of app exclusive offers. Mostly affected by changes of messaging. Sessions More in-app time have a strong correlation with conversion. Measured by total number of sessions, average duration of sessions etc. Taps and Views For apps that contain CTAs, ads, or forms, taps serve as indicators of engagement and revenue. Measured by changes to the forms and CTAs.
  • 9. www.organicmarketing.live Mobile Optimization – Key Approaches App Store Optimizatio n .The goal is to rank higher for certain keyword searches. And there’s a heuristics for that. Define Your Key Mobile Goals Look at all the mobile metrics in detail and decide which ones are important to your business The UX Experience New UX and First UX Experience is key to improve stickiness in the app market ASOGoals Design Social MediaMobile Dev 9 Promotions to Drive Engagement Promoting the application across various social media channels is key to its proliferation. The Mobile First Site It is important to develop the site with the right scripts and avoid mistakes that would hinder optimum optimization.
  • 10. www.organicmarketing.live App Store Optimization (ASO) is for mobile apps. Specifically, app store optimization includes the process of ranking highly in an app store's search results and top charts rankings. ASO marketers and mobile marketing companies agree that ranking higher in search results and top charts rankings will drive more downloads for an app. Driving Effective Search with App Store Optimization 10
  • 11. www.organicmarketing.live KEYWORDS VISUALS & ICONS RATINGS & REVIEWS LOCALIZATION INDEXING & GROWTH HACKING 11 App Store Optimization – Best Practices
  • 12. www.organicmarketing.live Keyword Optimization Principles Keyword Research •Tools like Google Keywords Tool and Google Trends. •Compete Competitive Study. •Suggested Keyword Techniques from Google App Store. 01 02 03 12 Keyword Implementation •Understand your app store optimization behavior. •Understand the semantics like spaces, use of preposition, singular and plural etc. •Write solid app descriptions by finding a balance between content and format. Keyword Tracking and Monitoring •Evaluate the pre and post updated keywords. •Use effective keyword tracking tools to understand the metrics.
  • 13. www.organicmarketing.live Reviews and Rating Shoot for Good Reviews •Positive Correlation Between Good Ratings, Reviews and Ranking. •Agility to Improve App Based on Feedback from the Ratings. •Stay Away from ‘Buying Reviews’. That is a Malpractice. 01 02 03 13 Competitive Study of Reviews •Scout Your Competition Regularly to See How They are Doing. •Emulate Some of the Best Practices to Increase Positive Reviews. •Understand the App Store Algorithms as Genuine Users Rank Very High in Value. Sanity Checks •Make sure to have a support address so that potential unhappy users would be more tempted to contact you directly than leaving a bad review •Leverage social media, with calls to action on app landing pages to receive feedback. •Implement an app rating SDK directly into your app.
  • 14. www.organicmarketing.live Visuals and Design Awesome Design •Make sure your icon design rocks and is SIMPLE without too many colors. •Avoid using text or words in your icon. •Don’t overwhelm users with written content. Focus on visual content. •Avoid using shiny and glossy effect and keep it fresh. 01 02 03 14 Awesome Screenshots •People look at screenshots and don’t read the description to make their buying decisions. •Focus on the first two screenshots. They will be displayed in the app store search results. •Almost always go for the portrait orientation •.Use all available screenshots that App Store gives you. Meaningful and Measured Content •One screenshot per feature. No overloading. •Localize your screenshots if you are expanding to multiple countries and avoid auto translation. It’s worth the effort to hire an expert. •Show the breadth of devices your app works with. •Always be testing. A/B test your screenshots.
  • 15. www.organicmarketing.live Localizing, Indexing, and Growth Hacking Deep Linking •Building solid backlinks to drive traffic back to the application. •Investigate deep linking strategies. Deep linking works with meta tags that have been added to your site. •Usage of smart banners techniques that notifies users about availability of app. 01 02 03 15 Indexing •Understand various app indexing techniques to index apps directly in Google Search results. •Understand what Google and Apple release as App Indexing APIs frequently to improve indexing. •Understand all the common challenges with indexing and see how you can mitigate them. Growth Hacking •Design an effective campaign strategy for your key audience. •Understand how you can work PR like TechCrunch and social media channels to publicize your app •Pitch your coolest features to the app store and get written about.
  • 16. www.organicmarketing.live About Organic Marketing Our mission is to help startups in new and emerging technologies think about Marketing organically. Organic because the story of your product or service needs to be simple, original, and compelling. Organic because your story needs to be ‘noise free’. 16