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Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Date post: 23-Feb-2016
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DCI recently presented a webinar titled Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO). The webinar covered important topics such as: - An introduction to app stores and the market share of top players - Why app store search matters - The different aspects of ASO - Using keyword tools - Common ASO mistakes - What developers need to do to attract attention in a crowded app store, increase discoverability and drive downloads
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Tips, Tricks & Strategies to Get Started with ASO (App Store Optimization) By Dot Com Infoway Make your apps discoverable
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Page 1: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Tips, Tricks &

Strategies to Get

Started with ASO (App

Store Optimization)

By Dot Com Infoway Make your apps discoverable

Page 2: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Stores

An online marketplace where users of smartphones and other mobile devices can

browse, purchase, and download applications, or "apps", that augment the

capabilities of their devices. While Apple, Inc. created the original "App Store" for

iPhone apps, and claims copyright to the term, online stores selling mobile apps for

other platforms are also referred to as "app stores".

List of top mobile app distribution platforms (App Stores)

iOS App Store

Google Play Store

BlackBerry World

Windows Phone Store

Amazon Appstore

Page 3: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Apps published on various platforms

On an average, 2371 New Apps are published every day.

Android – 47%

iOS – 41%

Windows Mobile – 12%

90 New developers publish an App on iOS each day, versus 75 on Google Play.

“It is easy for your App to get lost in the competition”

Page 4: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

What is App Store Optimization?

App Store optimization, (ASO) is altering the app store title and it’s keywords to

gain a higher ranking in search results on the App Store.

App store optimization (ASO) is the process of improving the visibility of a mobile

app (such as an iPhone, iPad, Android, or Windows Phone app) in an app store

(such as iTunes or Google Play for Android). App store optimization is closely

related to search engine optimization. Specifically, app store optimization includes

the process of ranking highly in an app store's search results and top charts

rankings. — Wikipedia

Page 5: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Why App Store Search Matters?

With over 2 million mobile

apps in the major app stores,

getting your app discovered

is one of the biggest issues

facing mobile app publishers

today.

More apps are discovered

through search than any

other method

Page 6: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Why App Store Search Matters?

“For an average app, search actually

makes up the vast majority of

installs”

12 percent of daily active users

(DAU) search for apps daily, 50

percent of DAU search for apps

weekly and Google sees six million

unique phrases searched monthly

in Google Play Store - Ankit Jain,

Head of Search and Discovery –

Google Play

Page 7: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Why App Store Search Matters?

The higher your app ranks in an app store’s

search results, the more visible it is to potential

customers. That increased visibility tends to

translate into more traffic to your app’s page in

the app store.

The goal of ASO is to drive more traffic to your

app’s page in the app store, so searchers can

take a specific action: downloading your app.

Page 8: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Meta Data

App Title

App Description

App Icon

App Screenshot

Category

Keywords

Google Play only

App Type

App YouTube Demo

Page 9: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Other Factors

App Reviews

App Ratings

App Downloads

Page 10: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Title

Branding is the Key

Include keyword in your title. Based on the top 25 ranking positions, it was

calculated that an app which includes keyword in its title is ranked 10.3%

higher than the ones that do no have keywords. (Source: MobileDevHQ)

Almost 50% of apps now contain some sort of keyword in their title.

Bigger brands too optimize the title

Gmail – email from Google

Skype - free IM & video calls

App name in Apple App store can be up to 255 characters long but the

user can see only upto 35 characters in their iPhone.

For Android, the maximum character for app title is 30

Page 11: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Title – Business Card Reader App

Page 12: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Description

The intro lines are what’s shown to users before they click “More” to expand

the description at the fold.

Show your best writing skills in the initial paragraph with marketing appeal.

USP Statement

Your app is “ideal for” declaration

A short snippet from the app review from popular sites : “A must have for

travellers!” – TechCrunch

Reasons to download: “Free upgrades for life!”

Numbers of downloads or users (if it’s large)

Other apps you’ve created: “From the creators of _______”

There is a 4000 character limit on descriptions for both Apple App store and

Google Play store. It’s important to localize your description for important

territories.

Page 13: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Description – Example 1

Page 14: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Description – Example 2

Page 15: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Icon

Your product icon can make or break your success

Make sure your icon or logo clearly and creatively expresses your app.

Don’t include words

Don’t standard gloss

Simple is good. Simple is clear.

Stand out from the crowd

Icon/App consistency

For business apps, keep the icon consistent with the rest of your business logos,

colors and style.

For games, make sure your icon reflects a key element of your game. It’s also helpful

if the icon conveys the gameplay to let users know if they will be interested in it.

Page 16: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Icon Example

App Icon For Pizza Shop App Icon For Travel plans

Page 17: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Screenshot

Display some eye-catching screenshots of your app in action.

Give clear and detailed screenshots of your app and highlight all the best

parts of your app with multiple screen shots.

The App Store allows you to upload five screenshots of your app. Be sure to

use every single one!

You can add some simple text or additional graphics to your screenshots to

drive home the benefits of your app.

Page 18: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Screenshot – Pizza Hut

Page 19: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Screenshot – Card Reader App

Page 20: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Screenshot – Car Racing App

Page 21: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Keywords

The Keyword Field in iOS is a 100 character field which you can use to tell

iTunes search for which keywords you should show up

Focus on relevancy, search volume, and difficulty.

Don't use multiple word phrases; break out to individual words

Don't repeat keywords that are already in your title

Separate your keywords by commas but do not use spaces – you should

use “keyword1,keyword2″ instead of “keyword1, keyword2″.

Use ASO Tools

In Google Play, the app description has to be optimized.

Page 22: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Keyword Tools

Brain Storming

Google Keyword Planer

SearchMan

MobileDevHQ

Sensor Tower

Page 23: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Google Keyword Planner – Step 1

Sign-in with your account

Page 24: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Google Keyword Planner – Step 2

Search for new keywords

Page 25: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Google Keyword Planner – Step 3

Page 26: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Search Man – Step 1

Page 27: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Search Man – Step 2

Search similar/competitor apps

Page 28: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Search Man – Step 3

Analyze competitor keywords

Page 29: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Sensor Tower – Step 1

Page 30: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Sensor Tower – Step 2

Enter your App’s name

Page 31: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Sensor Tower – Step 3

Then Click “Keyword Suggestions” in left sidebar menu,

Page 32: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Google Play only

App Type - Google categorizes apps into two main “types.” They are “applications”

and “games.” Mark your app appropriately.

App YouTube Demo – Upload a YouTube video that highlights all the best parts of

your app.

Leverage Google Plus - All apps have a Google Plus plugin. The more pluses your

app gets, the more visible it will be in the Play Store.

Page 33: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Reviews, Ratings

The more favorable reviews your app receives, the higher the conversion rate.

Page 34: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Reviews, Ratings

Use app reviews as a feedback to continuously improve your app.

Page 35: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Reviews, Ratings

Make sure your app has a sufficient amount of detailed and genuine reviews.

Page 36: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

App Reviews, Ratings

Ratings are also a direct reflection of your app’s performance

People will almost always download an app that has a high percentage of positive

ratings.

Page 37: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Conclusion

To reap the rewards of ASO, you need to invest time and effort. If you do,

you’ll have a consistent channel driving traffic to your app.

ASO is a useful set of techniques used to increase discoverability through

keywords, complementary screenshots and –most importantly–

understanding how users are looking for apps.

ASO is just one of many approaches to attract attention in a crowded app

store, the main one being: having a great app that’s worth discovering in

the first place.

Page 38: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

Sources

Kissmetrics.com

Searchenginejournal.com

Marketingland.com

Venturebeat.com

Searchenginewatch.com

Copyhackers.com

Page 39: Tips, Tricks & Strategies to Get Started with App Store Optimization (ASO) - Webinar

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