Moritz Daan Growth Channel Specialist
!@moritzdaan
App Store OptimizationMobile Growth Hacking at SoundCloud
Mobile tipping point = reached
@moritzdaan
Source: Andy Carvell (SoundCloud) - @andy_carvell
Acquisition Cross-Sell App Store Optimisation
Press / PR / Blogs / Social
Paid Channels (Ad Networks, SMS, Search, RichMedia, FB+Twitter)
Partnerships (inc. carriers, OEMS & 3rd party stores)
VIRAL (invites, shares/
integrations)
I N T E R N A T I O N A L
Engagement & Retention
Onboarding Flow (tutorial, welcome emails, NUX)
PUSH / Email / SMS / in-app alerts !
(mobile CRM)Deep-Linking Re-Activation!
Campaigns Retargeting
Monetisation
IAP, Paid Apps,!Ad-Supported,!Subscriptions,!Virtual Goods
Relevant Payment Methods !
- e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing
Virtual Currency Dynamic PricingConversion
Optimisation
Analytics
Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device
Demographics Cohort Analysis
Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword PerformanceCPU / Battery /
Network Performance Analysis
LTV Modelling
Mobile Growth Stack
Publishing
App Store OptimizationApp Store SEO Conversion
LocalizationAnalytics
@moritzdaan
?
@moritzdaan
Google AdWords - A/B
@moritzdaan
Traffic
Serve & Measure A/Bie.
SoundCloud App Store
@moritzdaan
SoundCloud App Store
?SoundCloud - Music & Audio
?SoundCloud - Music
?Discover the best new music & audio ….
250 million listeners love SoundCloud ….
Icon Title
Screenshots
(graphics, CTA, order)
Description
?
@moritzdaan
SoundCloud App Store
@moritzdaan
> 10% conversion increase= 1.000.000 - 5.000.000 extra installs
BOOM!
(yes, hypothetical)
SoundCloud App Store
@moritzdaan
Looking ahead
@moritzdaan
Localization
Professional translationsPreferably use a company with SEO expertise
Opportunity is hugeEspecially on with iTunes, less with Google Play
iOS keyword fallbackDon’t worry about losing your English keywords in other countries. They’re still there!
Track & AdaptTrack keywords & downloads, and improve/kill localizations that have negative impact
App Store Localization
Spanish & English for US!Make use of this opportunity to double your 100 characters!
@moritzdaan
Localization
BOOM!(with a minor headache)
Russia +376% South Korea +264%
Turkey +157% Italy +136% Brazil +98%
Belgium +47% Mexico +36% Spain +33%
France +28% Germany +23%
Netherlands +21% Canada +12%
Japan -6% China -15%
@moritzdaan
Moritz Daan @moritzdaan
Pssst, we’re always hiring http://soundcloud.com/jobs
Thank you