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Sebastian Knopp talks about App Store Optimization (ASO) for XYO.net on the 2013 M-Days in Frankfurt am Main (Germany). Takeaways: - App Discovery is hard and becomes even harder - ASO can improve your downloads and give you advantage over your competitors - Finding the right keywords is key to success
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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
Like any of the data you saw?
Check out our exclusive data partner Priori:
Priori Data GmbHwww.prioridata.com
[email protected]/prioridata reports | custom projects | data partnerships
Thank you.
Q + A
