Aso barcamp
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Transcript of Aso barcamp
App Store OptimizationUnraveling the Black Box
Moritz Daan @moritzdaan
ASO Funnel
Discoverability User needs to see you — Search, Charts or Featuring
Pre App Page User needs to choose you — Primary assets
App Page User needs to install — All assets
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Localization and 3rd Party App Store Distribution add to the TOTF
LocalizationConversionDiscoverability
ASO ToolsDistribution Discoverability Conversion
LocalizationAnalytics
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LocalizationConversionDiscoverability
ASEO
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LocalizationConversionDiscoverability
Pick keywords based on Traffic estimations Keyword difficulty Keyword length (shorter = better) Common sense multiplier (ie. ambiguity, long-tail combinations, etc.)
App Store SEO (ASEO) can be a game changer, definitely for the Apple App Store.
ASEO
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LocalizationConversionDiscoverabilityHow do you know which keywords people actually find you on?
Importance ASEO
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LocalizationConversionDiscoverability
Source:
ASEO not a game changer for all apps.
A/B testing
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LocalizationConversionDiscoverabilityTesting your screenshots with an ad.
Test conversion to install via AdWords/Facebook Downsides
Out of context (!) Not the actual size of a screenshot You have to follow the Ad Network rules (“Sexy”) No way to test description, title, icon, etc.
A/B testing
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LocalizationConversionDiscoverability
Traffic
Serve & Measure A/B
ie.
HTML5 Landing page
Create your own “App Store”
Build your own landing page: HTML, JS, CSS Integrate A/B testing tool
Send traffic to there and measure A/B Screenshots first 3 lines of description
A/B testingLocalizationConversionDiscoverabilityResults already huge for a trusted
brand like SoundCloud. Smaller apps should be able to profit even more.
All A/B-tests combined: > 10% conversion increase = 5.000.000+ extra installs
(hypothetical)
No resources to build it yourself? testnest.co and splitmetrics.com now built this as SaaS
(untested)
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Localization
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LocalizationConversionDiscoverability
Every App Store region falls back on English Depending on if you supplied a en_UK localization, they will use that, otherwise en_US In the US you will be found on es and en_US China & Hong Kong index you for English, Chinese Traditional & Simplified In Japan you will be found on both en_US & en_UK
Indexation for several locales in App Store.
What’s coming for ASOLooking ahead
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Paid Search More insights on iTunes Connect and Developer Console (A/B Testing!?)
Alternative App Discovery (remains to be seen…)
