PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

ne

ASO in 5 quick tips

TargetSummit Meetup@moritzdaan

Moritz Daan @moritzdaan

Previously:❏ Founded & sold two gaming companies❏ Masters of Law❏ 2 years growth at SoundCloud

Now:❏ Partner at Phiture (helping apps grow)❏ Co-author Mobile Growth Stack❏ Publisher ASO Monthly

@moritzdaan

The Mobile Growth Stack:A framework for strategic mobile growth

@andy_carvell >>

ASO is just a tiny element in the Stack, but an extremely important one

@moritzdaan

PR Ads

1. App Store Conversion

Etc.

WoMViral loops

Content marketingApp Indexing

SEO...

* three possible exceptions1) Install via App Store Search2) Install via Google.com search3) Install via Snapchat ad?

Every* potential user will pass by your app store page

2. Store Search 3. Store Featuring@moritzdaan

PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

ne

Tip 1Consider ASO an amplifier, but the App Store not your primary discovery channel

The goldrush is over @moritzdaan

Apps are hard work, but can pay off..

● Stop building flashlight apps, start building a business that offers○ Awesome / useful product ○ Great content○ Engaged communities

● You need a strong marketing plan independent of the app stores as discovery method

@moritzdaan

PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

ne

Tip 2Focus on conversion rates

Test, Test, Test

● Google Play○ Fail fast, win fast (5 experiments)○ Do localized tests: what works in US might not

work in the Germany● App Store? Only if you have a big budget (TestNest

etc..)● Test Bold things

@moritzdaan

What to do without volume to test?

Make your app stand out of the crowd, whilst following best practices:

● Video? Problematic.

● Rich formatting? Yes. ● Emoji in short description? Yes ● Annotate your screenshots with a

value prop? Almost always yes.

@moritzdaan

@moritzdaan

Src: AppAnnie / Storemaven

Importance of reviews@moritzdaan

PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

ne

Tip 3Be smart about keyword optimization

Will people discover you via search?

If yes, spend sufficient time on optimizing KWs.

(see mobilegrowthstack.com)

If no, do best practice, and spend your time on

optimizing other UA channels.

@moritzdaan

Do: localize

● Most Germans look for “musik” not for “music”:○ Google auto-translates○ Apple doesn’t

● After localizing in Russian SoundCloud saw ~400% uplift in downloads

@moritzdaan

PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

ne

Tip 4Don’t do black hat, but find “the line”

Black hat: Bot Installs & Paid Reviews (I)@moritzdaan

Black hat: Incentivized Reviews (II)@moritzdaan

And there’s many more: don’t do it

From: App Store Review Guidelines

@moritzdaan

● Asking reviews only from users who love your app

● Priming users to review on certain topics/keywords: “Please leave a review about how you used this app to learn Spanish”

● Using long titles / keyword heavy descriptions, as long as they are still readable

● Using localization tricks to benefit from the algorithm

● Pay for reviews● Incentivized reviews● Review competitors negatively● Bot installs (keyword + generic)● etc...

From: App Store Review Guidelines@moritzdaan

PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

ne

Tip 5Don’t believe everything you hear about ASO (incl. from me!)

There’s a lot of nonsense out there :)Test everything yourself!

Thanks!

@moritzdaan