1.
Why You Aren't Done When
the App is in the Store?
Vanessa Estorach
@vestorach
#nsbarcelona

2.
I have the answer…
iOS
October 22, 2013
1,000,000
Android
January, 2014
1,023,902
Windows Phone
December, 2013
200,000
@vestorach
#NSBarcelona

3.
You don’t want to be…

4.
Can I really do something?

5.
Who am I?
I’m Vanessa Estorach
e-growing.com
#Entrepreneur
#SocialMediaEnthusiast
#MobileSensei
#CookingLover
#Strategist
#Traveller
@vestorach
#NSBarcelona

6.
Why are you here?
Make more €€€
Make your app stand out
Just Curious
Other…
You don’t KNOW…
@vestorach
#NSBarcelona

7.
Let’s start!

8.
Do you know him?

9.
I want you to watch a very short video…
@vestorach
#NSBarcelona

10.
He has…
PRODUCT
GOAL

11.
He has NO…
COMMUNICATION
DESIGN

12.
You have…
PRODUCT
GOAL
[App]

13.
Very important thing!
€€€

14.
2 Secret Ingredients…
€=
Conversions
Communication
@vestorach
Exposure
Design
#NSBarcelona

15.
Let’s get started!

16.
How can you promote your APPs?
Inside the app
@vestorach
Outside the app
#NSBarcelona

17.
How can you promote your APPs?
Inside the app
NAME
ICON
SCREENSHOTS
DESCRIPTION
KEYWORDS
REVIEWS
@vestorach
#NSBarcelona

18.
How can you promote your APPs?
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
@vestorach
#NSBarcelona

19.
Let’s start with…
Inside the app
¡Hola que ASO!
@vestorach
#NSBarcelona

20.
App Store Optimization

21.
What do you see?

22.
What do you really see?

23.
App Name

24.
How do you choose it?

25.
#1 I just make it up

26.
#2 Brainstorming with your colleagues

27.
#3 I do some research and I see my
competitors’ names

28.
My recommendation:
Follow the 3 steps

29.
And always include keywords

30.
Because keywords influence your
app rank!

31.
App Icon

32.
Do you see the difference?

33.
Recommendations
#1 Never include words
#2 Keep it simple
#3 Icon/App consistency
@vestorach
#NSBarcelona

34.
With a good icon…

35.
… you convince us to open your app

36.
App Screenshots

37.
“A Picture is Worth a Thousand Words”
@vestorach
#NSBarcelona

38.
Never post your screenshots naked
#1 Mix them
#2 Write on them
#3 Play with them
@vestorach
#NSBarcelona

39.
Design has HIGH
IMPACT
IT’S YOUR FIRST IMPRESSION!

40.
App Description

41.
Remember
#1 We are lazy… We only read the first 2 or 3 lines of
the description
#2 In Android apps: Include keywords!
@vestorach
#NSBarcelona

42.
App Keywords

43.
What tools can we use?

44.
- Similar to the old Google Keyword Tool
- Not 100% perfect
- Free
- Very easy to use
http://www.straply.com/

45.
- Suggest competitors keywords
- Suggest some top keywords for your app
- Relevant information (from the App Store)
http://www.appcodes.com/

46.
- Track your rankings
- Compare your progress with your competitors
- Identify relevant keyword
http://www.mobiledevhq.com/

47.
App Reviews

48.
How can you get them?

49.
#1 Ask your colleagues
@vestorach
#NSBarcelona

50.
#2 Get your app reviewed
Don’t forget in your mail:
Popular Review Sites:
•
App name
• Macworld.com
•
Link to your app
•
Description
•
Screenshots
• Macrumors.com
•
Video
• Arstechnica.com
•
Price
•
Contact information
•
Promocode
@vestorach
• Tuaw.com
• Engadget.com
• Mactech.com
#NSBarcelona

51.
#3 Pay for reviews
@vestorach
#NSBarcelona

52.
To sum up…
€=
Exposure
Conversions
NAME
KEYWORDS
ICON
DESCRIPTION
SCREENSHOTS
REVIEWS
@vestorach
#NSBarcelona

53.
ASO is like going out…

54.
… If you don’t interact, you won’t get
the girl

55.
Let’s interact!
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
@vestorach
#NSBarcelona

56.
Web Page

57.
Why?
@vestorach
#NSBarcelona

58.
Why?
#1 Before downloading the app… web research!
#2 Somewhere to contact you
#3 Build your Brand
@vestorach
#NSBarcelona

59.
Use pre-design-mobile-optimized
templates
@vestorach
#NSBarcelona

60.
We are
@vestorach
SOCIAL
#NSBarcelona

61.
@vestorach
#NSBarcelona

62.
Social Media

63.
At least…
Mentions
 Explain new features
@vestorach
#NSBarcelona

64.
Ads

65.
Do you know?

66.
CPM

67.
CPC

68.
CPI

69.
#1 Mobile Ad Networks

70.
You can use them to…
Advertise your Apps
Monetize your Apps

71.
ADMOB

72.
REVMOB

73.
CHARTBOOST

74.
Network
Platform
Known Model
AdMob
iOS, Android,
Windows
Phone
CPC
Supported Ad
Format
Banner, Smart
Banner,
Interstitial,
Search, Table
Characteristics
- best integration
- low revenue
- support is hard to reach.
@vestorach
#NSBarcelona

75.
Network
Platform
Known Model
Supported Ad
Format
Chartboost
iOS, Android
CPC, CPI
Interstitial
Characteristics
- the solution for game developers
- optimize your revenue
- easy integration
- The ads are mostly about downloading another new game
@vestorach
#NSBarcelona

76.
Network
Platform
Known Model
RevMob
iOS, Android
CPI
Supported Ad
Format
Banner,
Interstitial
Characteristics
- high revenue
- easy integration
- SDK that supports game engine
@vestorach
#NSBarcelona

77.
#2 Incentivized Download

78.
TAPJOY

79.
Network
Platform
Known Model
Tapjoy
iOS, Android,
Windows
Phone
CPI
Supported Ad
Format
Banner,
Interstitial,
Video, Offer
Wall
Characteristics
- they offer the gamers the chance to earn virtual currency by performing
real-world action
- Over 77 million monthly active users are on Tapjoy
- Apple has banned it (access with web)
@vestorach
#NSBarcelona

80.
#3 Free Cross-Promotion

81.
How?
with Other Developers’ Apps
with Your Own Apps

82.
PR

83.
Which one?
#1 Google it!
#2 Where you’d like to be published?
#3 Where are your competitors?
@vestorach
#NSBarcelona

84.
How can you reach them?
With a Press Release that should contain:
 App name
 Video
 Link to your app
 Price
 Description
 Contact information
 Screenshots
@vestorach
 Promocode
#NSBarcelona

85.
Are they going to publish me?
The first time for sure, NOT.
You FIRST have to establish a relationship with the
blogger or journalist.
@vestorach
#NSBarcelona

86.
To sum up…
€=
Exposure
KEYWORDS
WEB PAGE
SOCIAL MEDIA
@vestorach
NAME
Conversions
REVIEWS
DESCRIPTION
PR
ICON
SCREENSHOTS
ADS
#NSBarcelona

87.
Ask yourself: “Am I…?”
• Telling a story?
• Investing in design?
• Researching keywords?
• Socializing my app?
• Building a brand?
• Investing in ads?
@vestorach
#NSBarcelona

88.
But always with a…

89.
Exemple of No Planning

90.
Exemple of Planning
#1
#2
#3
#4

91.
You know the secret formula…
€=
Conversions
Communication
@vestorach
Exposure
Design
#NSBarcelona

92.
Experiment!
#1 Plan
#4
Repeat &
Improve
#2 Test
#3
Measure

93.
Keep the conversation on
THANK YOU!
@vestorach
vestorach@e-growing.com