App Store OptimizationOptimization potentials of App Stores

Why app store optimization?

App Discovery Channels for developers

How users discover new apps

... but none of these work effectively

How users discover new apps

Delete Delete Delete Delete Delete Delete Delete Delete Delete Delete

"It's brutal, it sucks. [...] I ask my 9-year-old 'How are you picking these games?' and he says 'Dad, I don't know, it's in the top 25.' That's a shitty reason. Really? That's the best you can do?”

- Rob Dyer, Head of Partner Publishing, Zynga

What we mean by „Nothing Works!“

apps

0.1% 50%downloads

The discovery problem

get

Who we are?

Sebastian Knopp

- CEO & Co-Founder of fluidmobile.de

- Growth Team XYO.net

- Former Software Engineer

- Digital Marketer / App Marketing

- Mobile app search

- Fixing discovery problem

- Key insights in app economy

- Key insights in user behavior

Flatten the long tailmajor app stores vs. XYO.net

apps

0.1% 50%downloads

The discovery problem

get

0 %

75 %

150 %

225 %

300 %

2012

270 %300 %

Google Play - Business CategoryIncrease from 09/2011 to 09/2012

apps downloads

Source: www.prioridata.com, 2013

0 %

30 %

60 %

90 %

120 %

2012

70 %

120 %

Apple AppStore - Business CategoryIncrease from 09/2011 to 09/2012

apps downloads

Source: www.prioridata.com, 2013

What to do about it?

One solution: ASO.

App Store Optimization

GoalIncrease Traffic

Increase Conversion

Every store is different, but they have a lot in common

- Title, description

- Downloads

- Ratings & reviews

- Icon & screenshots

- Backlinks & social signals

- Browsing & search

Image: http://www.flickr.com/photos/smemon/

App Title

- Title is important

- Use keywords

- Pitch your app

App Description

- Important for Conversion

- First 2-3 lines

- Use Bullet points

- Keep it simple

- Important for Web SEO

Ratings & Reviews

- Test your app!

- Ask for reviews

- Find the right moment

- Offer a feedback form & support

App Icon

- Do not use words

- Do not use standard gloss

- Keep it simple and clean

- Consistent with the app

Source: http://www.pixelresort.com/blog/iphone-app-icon-design-best-practises/

Screenshots

Moment of truth

Show and tell what your app is about

Be creative, it is more than a simple screenshot

Holy Grail: The perfect keyword

-High search volume-Low competition-High relevance

XYO Insights: Types of search queries

0 %

25 %

50 %

75 %

100 %

Keywords

5 % Brand

5 % Function

10 % Inspiration

80 % Interest

Brand Queries: „Is there a new angry birds game?“

Keywords: „angry birds, fifa, office, weight watchers“Image: http://www.flickr.com/photos/sandycolondam/7231328874/

Functional Queries: „I need to crop an image!“

Keywords: „crop photos, block calls, view movie“Image: http://www.flickr.com/photos/capcase/2735500813/

Inspirational Queries: „Which are the best games!“

Keywords: „best games, free apps, fun games“Image: http://www.flickr.com/photos/31029865@N06/7856215016/

Interest Queries: „Are there golf apps?“

Keywords: „golf, diabetes, job interview, racing games“Image: http://www.flickr.com/photos/jurvetson/5314774452/

Research the right keywords

- Google Keyword Tool

- Dedicated Tools

- searchman.com

- appcod.es

- appnique.com

- mobiledevhq.com

Image: http://www.flickr.com/photos/jurvetson/149332018/

Takeaways

- Discovery becomes even harder

- ASO can improve your downloads

- Find the right keywords

Meet metwitter.com/SebastianKnoppfluidmobile.de

Meet ustwitter.com/xyologicsebastian.knopp@xyo.netxyo.net

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Priori Data GmbHwww.prioridata.com

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Thank you.

Q + A