ASO (App Store Optimization) Meetup - MWC 2017 Talent Garden

#ASO Barcelona Meetup

Feb 27, 2017

Speaker: Daniel Peris

Organizers

@DanielPeris

#ASOBCNmeetup @DanielPeris

100% MOBILE

index,follow• App Store Optimization (ASO)

• ASO for Apple App Store

• ASO for Google Play Store

• ASO KPI & tracking

• ASO “hacks”


What is ASO?ASO (App Store Optimization) is the process of optimizing an app store listing in

order to maximize visibility, improve CTR on lists & conversion rate (to install) and

generate organic installs through search, top charts rankings and featured.

ASO = TRAFFIC + CONVERSION

Important: organic installs are FREE and help reduce user acquisition costs

(CPI, CPL, CPA).


ASO



but…

ASO IS

NOTONLY

SEARCH


ASO = Traffic* + Conversion**

ASO

* Visits to landing page (app store listing) from Search + Top Charts +

Featured

** Installs

ASO goals


• Maximize visibility on app stores

• Outrank competitors

• Improve CR on lists & CVR (visit > install)

• Increase organic installs volume

• Reduce UA costs > Make more money

ASO factors


On-metadata

• App Name / Title

• Google Play Short desc.

• Google Play Long desc.

• App Store keywords field (only Apple)

• App category

• Developer name / age

• Icon, Screenshots, Video, Feature

graphic (GPlay)

• App size (MB)

Off-metadata

• Installs volume

• Installs speed

• Ratings + reviews

• CTR on Search

App Store


Google Play



vs.

ASO process


ASO KPI & tracking• Keywords rankings per day + country | you + competitors

• Top Charts rankings per day + country | you + competitors

• Reviews & ratings per day + country | you + competitors

• Conversion rate per day + country | you

• Organic installs per day + country | you

• Organic uplift per day + country | you


ASO “hacks”


• Don’t forget to do ASO :P

• Remember product is KEY. Bad app = NO INSTALLS

• Localize your app store listing to all possible languages. (Gtranslate…)

• Don’t repeat kws on App Name & kws field (appstore)

• Use emoji in short descriptions (gplay)

• Make your app / game available worldwide.

• Work mid & long-tail keyword strategy.

• Keywords on reviews (gplay) have a direct impact in kw rankings… (greyhat)

• Keywords on package / URL (gplay) have a direct impact in kw rankings…

• Extreme A/B test (experiment) icon on gplay > Then, A/B test featured graphic

• TEST, TEST, TEST > MEASURE, MEASURE, MEASURE!

• TRACK COMPETITORS!

ASO “hacks”


Icon A/B testing

ASO “hacks”


Mid + Long-tail keywords


https://thetool.io

• Main ASO KPI tracking in 91 countries (App Store + Google Play)

• Keywords + Top Charts + Ratings + Installs + Ad revenue

• All in one Mobile Growth dashboard

• SIGN UP FOR FREE


https://thetool.io

Introducing Organic Uplift


• Organic Uplift = For any non-organic user acquired, how many additional organic users you gain.

• The higher keywords rankings and top chart rankings, the higher Organic Uplift.

• The higher Organic Uplift, the more organic installs.

Resources• PickASO: https://pickaso.com

• TheTool: https://thetool.io

• ASO Manual (spanish): https://goo.gl/EF6n6L

• Short description spy (Chrome ext.): https://goo.gl/MkCuwv

• Search Ads Keyword popularity hack (Chrome ext.): https://goo.gl/5lTMm2

• apptamin - App Marketing tools for Devs: https://goo.gl/EU5nes


https://pickaso.com

https://thetool.io

https://goo.gl/EF6n6L

https://goo.gl/MkCuwv

https://goo.gl/5lTMm2

https://goo.gl/EU5nes

Thanks!


Need ASO or Mobile Growth consultancy?

Write us!

[email protected]

mailto:[email protected]

We’re attending


See you!