InMobi inDecode - Gaining App Visibility That Matters

Gurgaon, 9th December 2015

InMobi- inDecode Meetup

Gaining the app visibility that mattersMistakes | Build | Measure | Engage

The Estimated Growth in Apps

From many apps on your phone,

how many do you actually use?

YOUR STUNNING

IMAGE

Why Visibility Matters?

According to Google, in U.S out of

33 apps installed on an average,

people used only 1/3 of the apps

Some Discussions I’ve had

“I have uploaded app description,

and assets. They look just fine”“Sigh! I lately got several bad

ratings on the app”

“I just made a new release of the

app, but i found people were not

aware of this update”

“I never updated my app. The last

time i updated the app was when i

launched the app few months back”

and…that Happy Moment when your app is ready

But what about Measuring Customer’s Life Time Value

What follows?

GETTING THE BASICS RIGHTIT DOES MATTER

Know Who’s the Boss

https://play.google.com/about/developer-content-policy.html

A: Does your app hint what your app is about?

Here are some key points

Placing keyword in the title ‘could’ boost your rank

Keyword density is relevant to Android app titles

Repetition of keywords in title could work, but rarely

B: Pay attention to the App description formatting

Does it format well on mobile?

C:Get the first 3-lines of your app description right

D: Using the Keywords that Matter

But…watch your competitors

E: Is your icon scalable?

F: Designing Icon

Focusing on Single Character in case of game

Functional Apps

Beautiful Screenshots

Awesome Feature Image Impressive merging Communicate what your app does

Beautiful Screenshots

Simple, crisp and pleasing to eyes

Beautiful Screenshots

App feature screenshots

Beautiful Screenshots

Updating the screenshots & Emotional connect

A Big ‘NO’

Avoid repetitions

Text Heavy ?

Another Big ‘NO ’

Ask yourself “What are you trying to convey? “

The Video adds to the topping

Context Video Feature Video

G: Should you choose to Localize?

Adding your own Translation

If not all, which ones?

Case Study: Zombie Ragdoll

Source: Google

By Search Observe the title Assets in Locale

Case Study: Zombie Ragdoll

Source: Google

Increased engagement

because of appeal of the

localized version

80% of installs came from

users of non-English languages

Think of ‘this’ before Localising

International Launch and Support

Is the name a trademark?

International User’s pattern of searching

Is translate possible?

Discoverability and usability ( marketing budget)

H: Do you respond to the (Bad) reviews?

So Far….1

2

3

4

Design sreenshots that scream “Install me”

You have 3-4 seconds to catch user’s attention with your screenshot

Strategy differs for Apps & Games

Title and Description Matters. Focus on Keywords, Formatting and first 3 Lines

5 Strong Opening, Good Storyline & Script can work well for app trailers. Leverage Video Ad Platforms

6 Think Market when going global

Reply to all reviews reported7

CURIOUS CASES OF TWO APPSTHE “GOOGLE” POWER UNLEASED

CASE A: COUCH TO 5K

CASE A: COUCH TO 5K

Difficulty Measure

The competition is well spaced

CASE A: COUCH TO 5K

..and probably “K” is treated as Running/Expense

..and probably “K” is treated as Running/Expense

CASE A: COUCH TO 5K

Difficulty Measure

Ranking differs

CASE A: COUCH TO 5K

The Keyword optimization

CASE B: SUBWAY SURFERS

CASE B: SUBWAY SURFERS

Synonyms of DASH

BEYOND CONVENTIONAL WAYSBE STRATEGIC - BE DIFFERENT

LONG-TRAIL Keywords

REMEBER R.D.T

( RELEVANCE, DENSITY AND

TRAFFIC)

Are there any common keys?

Using COMPETITIVE KEYWORD Strategy

Using COMPETITIVE KEYWORD Strategy

REVIEWS Analysis - Keywords

REVIEWS Analysis - SHARING & REPLIES

Share your reviews The conversion works

REVIEWS Analysis - Ratings

REVIEWS ANALYSIS - How do you handle?

Super Fans

Haters Techies

Spammers

Shorties Wanderers

Unclear

Wanderers

REVIEWS ANALYSIS - The Gain

Super Fans

Haters Techies

Spammers Shorties

Unclear

Keywords

Are you following Social Media enough?

Understand how users user your

app name and feature-synonyms

Enter the world of Blogging

Don’t forget the post “Keywords”,

“Meta Description” and Back

links.

So Far….

Try out long trail keywords

Analyse competitive keywords

1

2

3

4

strategies to reply to different types of comments

Blogging network is potential way to reach out to right kind of users

WHAT CAN GOOGLE OFFER?WHAT’s EXISTING AND WHAT’s NEW?

How is Google helping ?

Acquiring new users Re-enaging existing users

Driving Engagements Using Search

RE-ENGAGING Using Searches

Driving Installs Using Search

APP Indexing

APP Indexing

Step 1: Add deep link support to app

Step 3: Publish app deep links

Indexing

Step 2: Verify

website

Check for errors & status

PLAY Experiments

PLAY Experiments

PLAY Experiments

30% Users 70% Users

Variant 1 : Testing for new icons

Variant 2 : Testing for new Tab assets

15% Users

15% Users

Martin Josh

PLAY Experiments

CASE STUDY - EverythingMe launcher

Changing your app icon can have an incredible impact

Slogan as part of the feature graphic design can improve

conversion ( +7% in this case)

App’s short description can help you capture user’s

attention

Any Alternatives?

And finally…

App Indexing is important to re-engage or acquire users

Use experiements to strategize app store listings

1

2

3 Use in-app deep linking

Increasing User RetentionCaring & Sharing

Points, but not limited

Use Strategic Notifications

On-Boarding

Community Engagement on Social media

Relevant and ConciseTiming

Missing you!

Being smart and Interesting

Branch for Deep Linking

In-App Feedback

Update but Notify Users

Resources

App Analytics

In-App Feedback

Alternatives to Play Store

App Store Analytics

Pr@jyot Mainkar Director/Androcid Media Pvt. Ltd. (www.androcid.com) @prajyotm /prajyotmainkar +prajyotmainkar

Thank you!