ASO session

8/16/2019 ASO session

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Computational Marketing

Session 13. ASO - Mobile Apps

Professor: CarlosGonzaloDate: 27-5-2016


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Mobile Planet Spain2013-16

39% of the population has spent more time online with a smartphone inthe past 6 months 30% of the population would i!e up on teleision "efore hissmartp!one 59% of people loo# for information in their smartphone eer" #a" $0% of smartphones users wath !ideos on their de!ies& while 25% do

so one a wee# 'hene the importane of proper ()* for !ideos+ $9% ha!e souht lo$al information 60% ha!e souht loal information at least on$e a %eek 77% ha!e ta#en a$tion as a result of searh 25% of people pur$!ase produts or ser!ies throuh their smartphone $0% ha!e souht information a"out a pro#u$t or seri$e

3% e.pet to use their smartphone more often in t!e future to aessthe /nternet


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Mobile users


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&op '0 #ei$es


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App an# t!e Mobile (eb

ased on ures pro!ided" the mo"ile e.perts atlurr& app usae isinreasin while mo"ilewe" surn is dereasin4

http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolutionhttp://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution


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App Stores


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&"pes of Mobile APPSPro#u$tiit" Apps help onsumers do e.atl that& "e more produti!e4

(ome produti!it apps& suh as Goole aps& pro!ide ser!ies that anrun independentl on our mo"ile de!ie4 hese inlude apps li#e (#pe&rop"o.& Citri. Gooeetin or tness apps4

)etaine# *ngagement Apps ha!e theprimar oal of retainin the attention of

their users4 *ften& these apps ha!ere!enue deri!ed from ad!ertisin4 heseappliations aim to #eep users enaedwith their ontent for loner periods oftime to show users more ad!ertisin and"uild "rand a8nit and awareness4

hese inlude mo"ile game apps&speiall ad-supported so$ial networ#in apps& li#e ae"oo#&/nstaram and witter& and ne%s apps4Commer$e Apps support "usinesses loo#in to ma#e a sale throuhtheir mo"ile apps4(uess of the app is primaril determined " dri!in re!enue and

on!ertin ustomers at he#out4 ).amples of these tpes of apps

https://play.google.com/store/apps/details?id=com.skype.raider&hl=eshttps://play.google.com/store/apps/details?id=com.dropbox.android&hl=eshttps://play.google.com/store/apps/details?id=com.citrixonline.android.gotomeeting&hl=eshttp://www.abc.es/tecnologia/moviles-aplicaciones/20141212/abci-aplicaciones-deporte-201412111741_2.htmlhttps://play.google.com/store/apps/details?id=com.facebook.katana&hl=eshttps://play.google.com/store/apps/details?id=com.instagram.android&hl=eshttps://play.google.com/store/apps/details?id=com.twitter.android&hl=eshttps://play.google.com/store/apps/details?id=com.instagram.android&hl=eshttps://play.google.com/store/apps/details?id=com.justeat.app.it&hl=eshttps://play.google.com/store/apps/details?id=com.justeat.app.it&hl=eshttps://play.google.com/store/apps/details?id=appinventor.ai_casouzabr.TelePizza&hl=eshttps://play.google.com/store/apps/details?id=com.twitter.android&hl=eshttps://play.google.com/store/apps/details?id=com.instagram.android&hl=eshttps://play.google.com/store/apps/details?id=com.instagram.android&hl=eshttps://play.google.com/store/apps/details?id=com.facebook.katana&hl=eshttp://www.abc.es/tecnologia/moviles-aplicaciones/20141212/abci-aplicaciones-deporte-201412111741_2.htmlhttp://www.abc.es/tecnologia/moviles-aplicaciones/20141212/abci-aplicaciones-deporte-201412111741_2.htmlhttps://play.google.com/store/apps/details?id=com.citrixonline.android.gotomeeting&hl=eshttps://play.google.com/store/apps/details?id=com.citrixonline.android.gotomeeting&hl=eshttps://play.google.com/store/apps/details?id=com.citrixonline.android.gotomeeting&hl=eshttps://play.google.com/store/apps/details?id=com.dropbox.android&hl=eshttps://play.google.com/store/apps/details?id=com.skype.raider&hl=es


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+o% Apps are #is$oere# on,oogle Pla"


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+o% Apps are #is$oere# on,oogle Pla"


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App Store Opimiation ASO/

S*O AppsApp Store

Opimiation ASO/

http://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igAhttp://www.youtube.com/watch?v=5Od2SuL2igA


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App Store Opimiation ASO/ on site

• irst impa$t&perhaps the onl one

• (hort and lear titles

• ust inludeke"%or#s that denede ;pp

• /t must inlude the bran# to reinfore "randin• /t should inlude a brief and $lear #es$ription of theappliation

• /t should not "e a misspelling of another app "eauseGoole ;utoCorret shows the oriinal4


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• he desription of the ;pp has to "e as #etaile# aspossible4

• he main message should o in the rst sentene4

• /t has to speif the purpose of the app& its $apabilities& the

needs to o!er& the entertainment !alue& et4


•


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• Proi#e eplanator"images of the app we want tosell

• >he sreenshots mustenerate realisti$epe$tations a"out theappliation<

• alse sreenshots lead touninstall& low puntuation&neati!e omments and alower position in the results

ran#in 'negatie fee#ba$k$ir$le+4

• ?ser studies show that thei#eos are the moston!inin feature

• /t enerates


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•

he positie reie%s andhih sores impro!epositions& li#e referenes insoial networ#s& forums&"los& et4

• he user re!iews are shown" anit" 'ountr&Goole@ irles& et4+

• n#erstan# "ourau#ien$e: the wrontaret audiene 'it !s4rural& ;(A !s G+ anontaminate re!iews4


• ; fundamental part of theB(earh and diso!erBe.periene

• ;lmost the mostimportant ranking fa$tor44


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App Store Opimiation ASO/ of site

• Popularit"5 the num"er of downloadsinreases the ran#in and the possi"ilit ofappearin in popular appliations4

• C&): a hih rate of li#s throuh astrate of low or free initial prie4


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ASO P7s of site

•

he position in the ranking of Goole !aries dependin onthe num"er of installations uninstall '"ad e.periene+

• ?ninstalls after long perio#s of use are not penalized

• Goole an understand where and how users use appliationsand modies the ran#in aordinl4


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ASO P7s of site

•

Goole hanes its ran#in "ased on the geograp!i$al area&the tpe of de!ie and user feed"a# 'ratio of downloads uninstalls+


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8ist ,eneration

• he lists are generate# #ail" " ountr& ateor and tpeof de!ie

• he ke" metri$s are the num"er of failities and re!enueenerated

•

he apps an "e launhed in diDerent ountries at diDerenttimes and di!erse lanuaes


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App &ren#s

•

Aists trends on the last 30 #a"s• Goole alulates the popularit of an appliation "ased on its

life$"$le

• ;ppliations that e$ee# these pre#i$tions are added to thelists of trends

Cross sell an#


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Cross sell an#re$ommen#ations

• /n the same $ategor" or

the same de!eloper

• ;ppliations that "elon tothe same topi$

• ;ppliations of the samestle

• Goole uses more t!an90 signals to ustomizereommendations'eoraphial loation&Goole@ data& re!iews&

our interests and ourfriendsE+


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Custom Sear$!es

• he results are $ustomie# "ased on geograp!i$ loationand user Sear$! !istor"


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Summar" Diagram


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)e$ommen#ations

• >Fothin replaes a ood user e.periene>

• /mpro!e the user eperien$e and usabilit" of theappliation

• Choose a #esign aordin to the uidelines of ;ndroid

de!elopers


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)e$ommen#ations

• ;!oid repetitions of anhor te.t without semanti$ !alue

• ro!ide :loggers and ontent editors with arti$les and links


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)e$ommen#ations

• 50% of searhes are misspelle#

• Goole automati$all" $orre$ts searh '"e areful with toosimilar names+

• e!eloperEs lin#s impro!e outomes in the ran#in


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)e$ommen#ations

• +eaier ;pps areuninstalled "efore

• (ee# a seond#istribution $!annel& asoial loopreommendation4


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)e$ommen#ations


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Mobile App and Marketing Automation. ;pp ations ould "eused as ontent or personalized messaes triers4 nami ontentan "e used as rewards when users !isit the we" site4 hrouhemails it is possi"le to hihliht speial oDers diso!ered durin theapp session4

Marketing Automation for apps


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7noling users %it! #elieries#epen#ing on in#ii#ual

be!aior5 re-enaement&

Customie# $ontent:lima& "irthda& soial

media alerts

Marketing Automation for apps


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ASO tools

8ast Assignment4 ?sin one of these tools& ompare the

optimization of two related apps4 rieH 'one pae ma.+desri"e our ndins4

ASO t l


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ASO tools

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ASO tools

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ASO tools

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ASO tools

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ASO tools

ASO tools


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ASO tools

ASO tools


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ASO tools

ASO tools


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ASO tools

App :uil#ers


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•Apps from templates(vídeo)

•Apps from templates

•Apps from templates (video)

•Apps from webs (ejemplo DGTL)

App :uil#ers

10 ).ellent latformsfor uildin o"ile ;pps
http://www.youtube.com/watch?feature=player_embedded&v=6tDfdMOFj4whttp://igenapps.com/website/producthttp://mashable.com/2013/12/03/build-mobile-apps/http://mashable.com/2013/12/03/build-mobile-apps/http://mashable.com/2013/12/03/build-mobile-apps/http://mashable.com/2013/12/03/build-mobile-apps/http://mashable.com/2013/12/03/build-mobile-apps/http://mashable.com/2013/12/03/build-mobile-apps/http://igenapps.com/website/producthttp://www.youtube.com/watch?feature=player_embedded&v=6tDfdMOFj4w

Documents

ASO session