App Store Optimization tiConf 2014 Singapore

Singapore, October 25 2014

App Store Optimization

Mariano GlasFounder, Owner, Editor-‐in-‐chief

Serienjunkies.de

@murrayde

+MarianoGlas marianoglas

Mariano_GlasConference Apps for iOS & Android using Appcelerator Titanium

iOS & Android App Store Optimization

Singapore, October 25 2014@murrayde

Mobile First?



Why ASO?



Source: yodel mobile

The Problem

0,1%

Apps50%

Downloads



Source: XYO

You still can win big!



https://www.adjust.com/assets/downloads/AppleAppStore_Report2014.pdf


° No Standards ° No reliable data from Stores ° Analytics ° There are more then two App Stores ° Rock the SERP

° ~50% all Apps => /dev/null ° Craftsmanship

ASO Challenges:



ASO Challenges: No Standards

° Trial & Error – your daily business!



ASO Challenges: No reliable data from Stores

There are no reliable data on the ° Search behavior ° Search volumes ° Keywords ° user behavior !I would get suspicious if someone try to sell me these data



ASO Challenges: There are more then two App Stores

° App Store ° Operating system ° Version ° Device ° Country (localization /specific adaptions) ° Translation ° payment model (Free/Freemium/Pay)



ASO Challenges: !

Big Spending vs. Free Thinking

Apple App-‐Store: 10-‐40k/day for Top 10 rankings

!vs. !

ASO / SEO / Marketing / PR



ASO Challenges: Rock the SERP

Google search for a well known App* :

1. Website 2. Google Play App-‐Page 3. iTunes Smartphone App-‐Page 4. iTunes iPad App-‐Page 5. App im Windows Store

* Google organic ranking. Privacy mode.


ASO Challenges: ~ 50% of Apps => /dev/null

50% of all Apps on the Apple App-‐Store are never ever downloaded. Not even by the coder*

* Source: Adeven 2012 Survey



ASO Challenges: ASO is Craftsmanship

A Craftsman needs



✓ Plans✓ Deadlines✓ Tools


Exploring the App Store

Source: http://www.parisoma.com/app-‐store-‐optimization-‐on-‐metadata-‐off-‐metadata/


http://www.parisoma.com/app-store-optimization-on-metadata-off-metadata/

http://www.parisoma.com/app-store-optimization-on-metadata-off-metadata/

Exploring the App Store: Beginer

Source: Mobile Media Report NIELSEN



Exploring the App Store: Advanced User



Source: Mobile Media Report NIELSEN



Search the App Store: What about Siri?


App-‐Store Highlights und Fails

Searching for “Make App”




Source: Apple Appstore


App-‐Store Highlights und Fails




Source: Google Play Store DE

Searching for „Gas Prices“



Source: Google Play Store DE



http://4sj.de/aso1

Automatic approach



Mixed approach: local & ranking



Amazons A9 Search Exec Benoit Dupin hired by Apple

Mastermind approach

Commercial break: Banners suck iOS & Android App Store Optimization




Commercial break: Winning!



Commercial break: System message!



Commercial break: Uhm!



Commercial break: BEST AD EVER!


ASO Basics App Name

Keywords

Categorie

Publisher Name

Support, Marketing, Help-‐URLs

App-‐Type

Description

Localization

Icons

Screenshots

Marketing graphics

Product Video

Links directly to the store landing page

Social signals

Ratings

Reviews

Downloads

E-‐Mail Marketing

✓ Title ✓ Keywords ✓ Description ✓ Localization ✓ Icons ✓ Screenshots ✓ Product Video ✓ Pricing



Enterprises: You need

App-‐Editor / App-‐Manager

* Chief Of Chaos

Bild: CC2.0 Intel Free Press



ASO BasicsApp Name / App Title

iOS Google Play Store

Name der App 255 Characters No limit ?

Optimizing Search 255 Characters 32 Characters

Optimizing Device 12 Characters 8+1 Characters 8+8 Characters


App Name vs. App Title iOS & Android App Store Optimization


Source: iPhone device / Apple App Store Desktop


ASO BasicsKeywords


Number of keywords 100 Characters -‐

Optimizing Search Start with most important keywords. Keywords divided by comma

Start with most important keywords. No keyword stuffing. Optimize your description according to your Pro Tip 1. High search volume

2. Little competition 3. High relevance 4. Don’t include your app title

1. High search volume 2. Little competition 3. High relevance



ASO Basics


http://keywordtool.io/app-store


ASO BasicsDescription: Best practice


✓ Persuasion in 10 seconds ✓ Measure up expectations ✓ Bullet points ✓ Feature lists ✓ Short sentence ✓ Cite positive reviews ✓ Social Media Links ✓ Support mail and App Landing Page


ASO BasicsDescription, Change log & What’s New


Description Intro: Think Tweet USP in 140 Characters or less

!What‘s New is immediately visible

!Google Play: Split huge keyword set in description

and change log


ASO BasicsDescription, Change log & What’s New -‐ Fail



ASO BasicsDescription, Change log & What’s New: Winning



ASO BasicsDescription


Number of Characters 4.000 4.000

Impact on search None High

Optimizing Search Short description on top (more)

“Features Apps.” / “Recommendation of the day”

List most important USP

Avoid large blocks of text

Avoid large lists

Use Testimonials

Clickable URL on Google Play (Testing!)




Perfekt: App Title

Description Teaser Icon

Screenshot



Perfect Description


ASO Basics: Pro Tip



ASO BasicsLocalization


Localization • App Title • App Name • Description • What‘s New • Change log • Home/Support/Privacy Policy • Screenshots • Error messages • Categories • App Type

• App Title • App Name • Description • What‘s New • Change log • Home/Support/Privacy Policy • Screenshots • Error messages • Promotion text • Categories • App Type

Don’t forget! Brand names swear words Inappropriate language/Images/Icons/Videos




Localization !



Source: Distimo



Tip: Use professional native translator services. Not Google, Bing or anything else.


Localization Highlight: Error Messages



Ratings & Reviews



ASO BasicsIcons


Icon size Master: 4096x4096 App-‐Icon: 76x76,120x120 & 152x152 App-‐Icon on App-‐Store: 1024x1024 App-‐Icon Spotlight: 80x80 App-‐Icon Preferences: 58x58 App-‐Icon Toolbar: ~44x44 App-‐Icon Tab Bar: 50x50 !

Master: 4096x4096 App-‐Icon: 1024x1024

Optimizing Search Big influence exploring store Big influence exploring store


App-‐Icons: True colors iOS & Android App Store Optimization


Source: iPhone test device

App-‐Icons: True colors -‐ RED iOS & Android App Store Optimization


YouTube Google+ Avira Mobile

Red => stimulus color energy & youthful vigor

App-‐Icons: True colors -‐ ORANGE iOS & Android App Store Optimization


Badoo SoundCloud iBooks

Orange => signal color Trend: Orange & Yellow Icons

App-‐Icons: True colors -‐ YELLOW iOS & Android App Store Optimization


SoundHound Watchever Snapchat

Yellow => Trend color Mix Yellow & Orange

App-‐Icons: True colors -‐ GREEN iOS & Android App Store Optimization


WhatsApp 7 Min Workout Line Deco

Green promises something natural, health and inner peace.


ASO BasicsScreenshots


Screenshots Smartphone 3.5: 4 Screenshots (960x640) Smartphone 4.0: 4 Screenshots (1136x640) Tablets: 4 Screenshots (1536x2048) JPEG, TIFF or PNG !

Smartphone: 8 Screenshots Tablet: 8 Screenshots >=320 Pixel <=3840 Pixel 480x800 and 480x854 PNG or JPG (No Alpha)

Optimizing Search

Big influence exploring store Big influence exploring store


Screenshots: Boring iOS & Android App Store Optimization


Screenshots & Usability Fail: Boring iOS & Android App Store Optimization


Screenshots: Show what the user can expect!



Screenshots: Meet your audience iOS & Android App Store Optimization


Screenshots: Huge Difference iOS & Android App Store Optimization


Before After

Screenshots: Get some Action iOS & Android App Store Optimization


mockuphone.com



placeit.net

Screenshots: More Action #2



2 Screenshots iOS 8


ASO BasicsMarketing Graphics


Graphics -‐ Marketing Graphics for “Featured Apps, Staff Picks, Special Events” are optional bit highly recommended! * 1024 x 500 (Frame: 924 x 400) * 24-‐Bit-‐PNG or -‐JPEG (No Alpha) * No Transparency

-‐ Old (only older devices, but think Asia, Africa) * 180 x 120 * 24-‐Bit-‐PNG or -‐JPEG (No Alpha) * No Transparency



ASO Basics: Recommended to 1.3 Mio Users



ASO Basics: Recommended to 3.8 Mio Users



ASO BasicsProduct Videos

iOS (>= 8.x) Google Play Store

App-‐Stores Upload Video via iTunes Connect Link to your YouTube-‐Video !Tipp: Use a non-‐public YouTube-‐ID and YT-‐Analytics to get some numbers that you can not get from Google Play Dashboard



ASO Basics

iOS (8.x)

• 30 Seconds videos • UI-‐Demonstration, Functionality or special Features (USP) • Capture-‐Video -‐ NO „Shiny Happy People“ • Different Phone and iPad Videos • Don’t forget about localization • Upload via iTunes Connect


Product Videos


ASO BasicsPricing


https://blog.sensortower.com/blog/2013/10/03/how-to-automate-your-app-promotions-and-testing-with-scheduled-price-tier-changes/ https://blog.sensortower.com/blog/2013/09/17/a-simple-ios-mobile-app-marketing-pricing-strategy-boost-your-downloads-with-a-price-drop/

https://blog.sensortower.com/blog/2013/10/03/how-to-automate-your-app-promotions-and-testing-with-scheduled-price-tier-changes/

https://blog.sensortower.com/blog/2013/10/03/how-to-automate-your-app-promotions-and-testing-with-scheduled-price-tier-changes/

https://blog.sensortower.com/blog/2013/09/17/a-simple-ios-mobile-app-marketing-pricing-strategy-boost-your-downloads-with-a-price-drop/

https://blog.sensortower.com/blog/2013/09/17/a-simple-ios-mobile-app-marketing-pricing-strategy-boost-your-downloads-with-a-price-drop/



Social Media Promotion 1/3


ASO BasicsSEO: Link to the Landing page at the App Store


App-‐Stores https://itunes.apple.com/<countrycode>/app/id<id>?mt=8 !http://appstore.com/mac/pixelmator *

https://play.google.com/store/apps/details?id=<PackageName>

App-‐Site with text links & official badges

Links directly to the landing page Links directly to the landing page

* Apple Document

http://4sj.de/aso5


https://itunes.apple.com/%3Ccountrycode%3E/app/id%3Cid%3E?mt=8

https://itunes.apple.com/%3Ccountrycode%3E/app/id%3Cid%3E?mt=8

http://appstore.com/mac/pixelmator

https://play.google.com/store/apps/details?id=tv.dailyme.android

http://4sj.de/aso5

Black Hat ASO using Chat Bots (Tinder) iOS & Android App Store Optimization


Black Hat ASO using Ratings iOS & Android App Store Optimization


Black Hat ASO using keyword stuffing iOS & Android App Store Optimization



There are more then two App Stores!

Google Play Apple App-‐Store Amazon App-‐Store

Windows Phone Store





Asia, Africa, Emerging Regions




Pre-Installs (Samsung, LG) Provider-Installs und App-Stores

Smart-TV Apps 3rd Party App-Stores*

!!* 72% of all Apps in China installed via 3rd Party App Store



Source: Screenshot D.nc Games Center

Blog des Ex-Googlers Junyu Wang

!http://appindex.wandoujia.com



Source: Amazon.de Screenshot



Source: T-Mobile Screenshot

+100k Apps !

10% customer discount if

bought thru Yandex



Source: T-Mobile Screenshot



Source: Samsung App Portal Screenshot



Source: The New York Times

Mariano Glas @murrayde

+MarianoGlas marianoglas

Mariano_Glas



♥ Thanks!

App Store Optimization tiConf 2014 Singapore

Mobile

Transcript of App Store Optimization tiConf 2014 Singapore