'Case study: App Store Optimization' - Gaston Irigoyen at App Promotion Summit Berlin

App Store Optimization (ASO)Case Study

Gaston IrigoyenCEO & Co-Founder

Intro

- ASO in 2010

- Why is ASO important?

- Guidecentral ASO story

Results

15x increase in organic downloads (iOS)March to November 2013ASO only

17 updates2 big step changes

App Store PresenceName

Icon

Description

Updates

Categ / Size

Compatibility

Ratings

Screenshots

Icon (high)

User feedbackCTR testsiOS7 guidelines

10-20% increase

>> users are your best designer <<

Name (high)

>> follow the dinosaur <<

Keywords (medium)100 charactersAvoid duplicationNo spaces, only commas

>> do your homework <<

Description (low)Show valueUse 3 lines wiselyInclude CTA

>> test your unique selling points <<

Screenshots (medium)Real vs. Curated (?)Explain what app does5 screenshotsShowcase best views / contentInclude CTA

>> deliver your elevator pitch <<

Reviews (high)Embrace them, even if negativeFilter if negativeLearn & reactDon’t be evil

>> let others do the talking <<

Other factors (low)

>> pay attention to detail <<

Update frequency- iOS7- Ratings

Developer name

OS Compatibility

Binary file size (100mb 3G)

App Store category

Final Remark

It’s great toMAXIMIZE DOWNLOADS

But that’s NOT THE END GOAL

Apps are all about ENGAGEMENT

Build a great app andEVERYTHING ELSE WILL FOLLOW

[email protected]

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