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Home > Business > 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

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Stefan Bielau is one of the world’s leading experts on App Store Optimization (ASO) and mobile app marketing. His consulting practice helps companies including leading mobile app brands such as HAILO to improve their mobile app distribution and monetization. He was previously the founder of dailyme, a mobile video and TV app. Stefan has also invested in early-stage startups including AdSquare, Zapstreak and BETEGY. You can read his blog about App Store Optimization at appstoreoptimization.tumblr.com
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App Promotion Summit 2013 App Store Optimization London, 07-11-2013
Transcript
Page 1: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

App Promotion Summit 2013

App Store Optimization

London, 07-11-2013

Page 2: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

@StefanBielau

Page 3: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 4: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – Basics

Page 5: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – Basics

Page 6: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – Goals In the app stores   get found   rank higher SERP   rank higher with your appstore page Conversion Rate   App details / Appstore page → Download = 20% Uplift in Organic Installs

Page 7: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – Challenges Limited data   algorithm!?   keyword search volume in the appstores Trial & Error   OS, category, countries / languages   resources Measurement   isolated campaigns, impact of other marketing   immature analytic tools

Page 8: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics

Page 9: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts

Page 10: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 11: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 12: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts   UX   valid backlinks (=dofollow)

  to your app landingpage   to a support page   to your social accounts

  cross-promotion for your app portfolio

Page 13: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts IMPORTANT

  web view vs. mobile view   description text vs. text in „What´s new“

Page 14: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts   web view & description text WORKS = clickable

  complete links   http & https

Page 15: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 16: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts   web view & description text DOES NOT WORK = non-clickable

  „www“ only

Page 17: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 18: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts   web view & text in „What´s new“ NOTHING WORKS

  there are no clickable links

Page 19: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 20: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 21: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 22: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 23: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play texts   mobile view & description text WORKS

  complete links   http & https

Page 24: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 25: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play   mobile view & description text DOES NOT WORK

  „www“ only

Page 26: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 27: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play   mobile view & text in „What´s new“ WORKS

  complete links   http & https

Page 28: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 29: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play   mobile view & text in „What´s new“ DOES NOT WORK

  „www“ only

Page 30: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 31: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Usage of links in Google Play SUMMARY   description text

  use complete links (http & https)   works for web & mobile view

  update text   use complete links (http & https)   clickable: in mobile view only

Page 32: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Description of IAP in Apple App Store   Display name (vs. reference name)   is indexed in search

Page 33: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 34: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Description of IAP in Apple App Store   Display name (vs. reference name)   is indexed in search

  extend your keyword list   enhance keyword density

Page 35: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#AppStoreOptimization – New tactics Backlinks & anchor text

Page 36: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 37: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 38: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#ConversionOptimization 3 hands-on tips

1.  Testing the icon design 2.  Order of screenshots

Page 39: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 40: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 41: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 42: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 43: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#ConversionOptimization 3 hands-on tips

1.  Testing the icon design 2.  Order of screenshots 3.  Video

Page 44: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013
Page 45: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#ConversionOptimization

Page 46: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

#ASO Strategy

1.  Person in charge („App Editor“)

2.  Target countries, markets & appstores

3.  Define & measure goals

Page 47: 'Application Store Optimization (ASO)' - Dos and Don'ts - Stefan Bielau - #APS2013

@StefanBielau [email protected] www.stefanbielau.com

Thank you!


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