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Haris Ikram, Director of Growth

June 2014

Mobile App Store Optimization (ASO)

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CloudOn is a Productivity App that Helps you Work Smarter

Create, share and organize documents with CloudOn users that have logged over 8 million productivity hours to create, review, edit, present or share over 80 million documents, spreadsheets and presentations

Mobile Experience Compatibility Rich Functionality Social Workflow+ + +

CloudOn =

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Reaching 10 Top with Changes to Keywords & Title

> 2x the installs

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Reaching Top 5 with Shiny New Screenshots

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Search OptimizationOR How can anyone find my app?

Conversion OptimizationOR Now that some one found it, how do I convince them to install it?

How Do We Get More Users?

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63% of users from search

Forrester Research, 2013

“For the average app, search actually makes up the vast majority of installs.” – Ankit Jain, Head of Search & Discovery, Google Play

80% of apps are discovered through search on the Google Play Store according to Fiksu

63% of Apps are Discovered via Search on iOS

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• There are many variables that Apple & Google’s search algorithms factor in, that are not in a developers control e.g. installs, momentum of installs

• Lets focus on those in your control:• App Title• Keywords (iOS only) & Description (Android only)• Ratings• Reviews• Uninstalls (Android only)

What Impacts Search Results?

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• Each word in the title is a keyword and can make a major difference as you saw earlier

• The title is also important conversion tool for potential users. Be sure to include a keyword e.g. WhatsApp Messenger, Spotify Music

• Do not go crazy with keywords, branding matters too

The App Title is the Most Important

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• Apple allows you to populate up to 100 characters, so fill it out

• Do not put spaces between words, only commas

• Do not use both plurals and singular of the same word e.g. notes and note

Keywords are Also Very Important

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Steps for Keyword Optimization

Think like a User App ReviewsGoogle Trends

CompetitorsMagical recommendations

Research Keywords

ROI Analysis Volume Competition

Keywords

Repe

at

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• Optimize every letter hereOnly 5 lines are visible (without clicking display more) on the iPad and 3 shorter lines are visible on the iPhone

• Description = Keywords on Google PlayGoogle parses the description and selects the most referenced words as keywords, so repeat the important words as many times as possible for the Play store

The App Description is Like a Love Tweet for your User

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• Good things to include here are:– Rave reviews from press– Social Proof - stats e.g. 7 million downloads, 80

million documents created– Benefits of your app to potential users and not

features• Others recommend, localizing description, I do not

have data on this

Best Practices for Writing App Description

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Your App Rating Impacts on Search

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Uninstall Hurts the Rank on Android

Ranking drop due to uninstall

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2. Icon1. Title

3. Ratings

4. Screenshots

5. Description

6. Reviews

What Impacts Conversion?

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Even more confused!Confused!

Screenshots are Like Window Shopping

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• Place screenshots in the order of what the user cares about. The first screen is the most important

• Have landscape screenshots for iPads and portrait ones for iPhones

• Display benefits, but know that not everyone will read it

• Show images of your app as prominently as possible

Decorate Your Window Like it is Christmas

Screenshot: Sunrise Calendar App

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• Not smart: Apps ask users to rate their app early in the first session. Users should find value in your app before you ask them to rate it

• There are tools to help you improve ratings

• Best way to get this right is build a great product

Rating is like Dating, Timing Matters

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• Reviews can be important decision points for potential users. Study your reviews and make your product better

• Use tools like Otter and to analyze review sentiment

• Additionally, on Android, developers can comment on reviews and engage with their users base

• Keywords can come from here too

Reviews are Important Too

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Learn More About CloudOn

As Covered in

Top 10 Breakthrough Technologies 2014!

AwardsBest New Service of the YearBest App of 2013Best New Company of the YearMost Innovative CompanyBest Tablet Utility

CloudOn: http://www.cloudon.com/

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Thank YouWhere to find mehttp://www.linkedin.com/haris.ikramhttps://twitter.com/HarisIkramH