2. Who are we?
Emilio Aviles
CEO at SlashMobility & Startup Investor
Emilio, is a visionary entrepreneur with the ability to find technological business
opportunities based on the Mobile sector. Co-founder and investor in several startups
including SlashMobilty, founded in 2010, which has become a reference in the
development of apps, technology training and mobile business. Director of SlashLab
an incubator of App Startups as: DressApp & Manduka Games.
Oscar Escudero
Co-Founder at DressApp , Partner at Slash Mobility & App Marketing
Consultant
Oscar holds a degree in computer science and Marketing, Professor at the UOC and
CoFounder of DressApp, a mobile marketing platform for the fashion industry, which
has managed to position itself as a leader in the industry and where the use of App
Marketing techniques has played a key role for its placement.
7. I have a new app….
I have detected a user need
I have analyzed the competitor and I have detected an opportunity
I have found a buss. Model for our app which is scalable
I have done all the use cases and we have double checked it with
potential users
I have designed the app using user experience and mobile app design
best practices
I have developed my app with enough quality and errors free.
I have the approval of apple
8. …. Which means….
I HAVE DONE ALL THE JOB!!! NOW I
JUST NEED TO WAIT TO BECOME RICH
& FAMOUS
ARE YOU SURE?
9. Some Figures…
100 New Films
per week
(WW)
250 New Books
per week
(WW)
18.000 New
Apps per week
(WW)
More than 2 Millions of apps
available in the stores
10. Some Figures
“Nearly two thirds of apps in
Apple's iOS App Store have no
more than 100 downloads, no
ranking and are invisible to users.”
GigaOM 2013
11. …. Which means….
IF YOU DON’T HAVE AN APP MARKETING
STRATEGY YOU ARE FAR AWAY FROM …
AND CLOSE TO BECOME…
13. ASO
App Store Optimization – ASO - is the practice of
optimizing various elements of your app submission (i.e.
title, keywords, description) in order to maximize your
app’s visibility in app store searches.
14. ASO
55% of apps are discovered by users through search in app stores
If you are NOT using ASO to improve your rankings in the
search for your application, you are missing the most
important channel for your application to be installed and
visible.
Considering that mobile ecosystem is still in its nascent stage, it’s
simpler to optimize mobile apps than webpages
And one more important thing… it’s CHEAP!
15. ASO
Over the last year, companies /developers have seen value in
implementing basic ASO. This is because, like the early days of
SEO, few competitive apps were taking the time to research
and optimize for keyword search. However, the landscape
is changing…
16. Virtuous
Why downloads are important…circle
1. ASO GOALS: GET VISIBILITY TO GET MORE DOWNLOADS
2. MORE DOWNLOADS MEANS BETTER RANKING POSITION
3. BETTER RANKING POSITION MEANS MORE VISIBILITY
4. MORE VISIBILITY MEANS MORE DOWNLOADS
5. TOP RANKING POSITION WILL PROVIDE YOU ORGANIC DOWNLOADS
Virtuous circle
17. Top Rankings… not an easy job
38.400 Per day (Overall Ranking)
25.300 Per day (Games Ranking)
18. Downloads are important…
TOP RANKINGS ARE JUST BASED ON
DOWNLOADS
NO!!! There are other factors!
Overall
App
Ratings
App
Reviews
Engagement
UPDATES &
USE
19. Search & Ranking Factors
On-Page Relevant
Factors
APP Title
APP Description
App Keywords (only iOS)
APP Icon
APP Category
APP Screen Shoots
App Video (only Android)
App Google Plus (only Android)
Off-Page Relevant
Factors
Total Downloads
Rating
Reviews
Updates
Usage Weight
Link Building (only Google)
*Trick: add a link to your app in
your email signatures.
Algorithm & Factors change over time
20. ASO Factors
When a person choose to download an app, the
points that influence are:
•
•
•
•
•
Description 25%
Reviews 24 %
Images & Screenshots 23%
Stars and ratings 13%
Icon 13%
25. Users needs & App Marketing
APPS TREND: APP USERS ARE JUST NOT LOOKING FOR “APPS”
THEY ARE LOOKING
FOR
“LIFE EXEPRIENCE”, ADDED VALUE, LIFE STYLE &
COMMUNITY = EMOTIONAL CONNECTION
APP
MARKETING
30. App Marketing 360º
PROMOTED
DOWNLOAD
S
CPI = COST PER INSTALL
FOCUS IN GETTING VOLUME
SEGMENTATION
COST PER CPI
RETENTION
FOCUS IN GETTING USERS
SEGMENTATION
COST PER CPI
RETENTION
34. App Marketing 360º
ENGAGE
MENT
Request for External Reviews
Reviews
Request for Reviews inside your App
Do not ask user
until they are an
“engaged” user.
35. App Marketing 360º
UPDATES
Listen to feedback and adapt
Iterate, Iterate, Iterate
REVIEWS
Make it easy for your users to give in-app
feedback
Address the problem quickly and thoroughly
Respond to users (Google Dev Console)
NOTIFICATIO
NS
Create a personal connection
Reactivate Lapsed Users Event Messaging
38. App Marketing 360º
APP BEHAVIOUR KPI
Downloads – Helps to analyze App impact, visibility
Downloads per country – Helps to take(see/choose) which are your main
markets
Downloads vs Ranking – Helps to understand the ranking category & country
Updates User Velocity – How the user is engaging with the app
39. App Marketing 360º
USER BEHAVIOUR KPI
TRAFFIC KPI
Active Users
Time spent per session
MAUS
USER EVENTS
Screens & Actions
41. Summary
Visibility in the Apps Stores are the key factor to discover apps.
If your app does not have visibility it is a Zombie App – NO
DOWNLOADS NO USERS
ASO Techniques will help you get more visibility and downloads
More Downloads means better position in TOP Ranks and more
Organic Downloads.
Top Ranks are based basically on Downloads and other 3 main
factors: USE, RATINGS & REVIEWS
Don’t forget: Downloads are the first Step but you need
Retention. ATTRACTION+RETENTION
Your app marketing strategy is not just ASO and Ads, it is a 360º
STRATEGY to create an experience and provide value to your
users.
44. Target
Know the platform, know your user…
AGE
GENDER
Android
Android
17- 34 = 54%
35 - 44 = 21%
+ 44 = 25%
Men = 73%
Women = 27%
iPhone
iPhone
17 - 34 = 41%
35 - 44 = 29%
+44 = 30 %
Men = 57%
Women = 43%
Free vs Paid
Android
Free App = 2/3
Paid App = 1/3
iPhone
Free App = 1/3
Paid App = 2/3
45. Segments
1. Understand their behaviour and needs
DressApp
Organize your closet
Women spend one year of their life (16
min daily) thinking What should I wear?
They are not separated from their
smartphone by more than
2 meters and during the 24 hours
48. Platform
THERE ARE JUST 3 APPS THAT ARE IN THE TOP 15 OF
GOOGLE PLAY & APP STORE
YOUR COMPETITORS ARE DIFFERENT IN EACH
PLATFORM WHICH MEANS THAT YOUR TITLE,
KEYWORDS & DESCRIPTION SHOULD BE
ADAPTED
57. Summary
Identify your target audience
Create a target audience profile to identify their interest
Identify your competitors per country
Think about the platform
59. ASO
ICON
NAME
DESCRIP
TION
CATEGO
RY
App Title: Make sure the app title clearly describes the app and what it
does, but keep it short.
App Description: This is probably the second most important part of ASO.
This is where you sell your app on all its great features! Again, keep it short
and concise.
App Logo: This is a great way you can creatively express what your app
does.
61. ASO
Google Play allows a
mobile app
promotional video to
precede the screen
shots.. A great video
could push the user
over the hump if he or
she is contemplating
downloading your app.
62. Icon
Icons: The first things to introduce consumers to your app is the icon. So, it is imperative
that your app icon plays a role in conveying your brand identity, while stating its elegance
and usability.
63. Icon
Iconization: The icon takes the key
elements of the user interface. This
approach creates a more intimate
relationship between application and
icon when the user sees the icon that the
fundamental experience of the
application makes them remember.
Hyper-real: conceptually capture the
intent of the application it represents.
Examples: Instagram a retro camera.
Brand Focus: the brand is so strong
less flexibility
64. Title
Title-Name: the key word in the title should be the most search traffic you wish to
generate. It's good to take advantage of the title to add keywords. For example: BIDI: QR
and barcode reader
Keywords Title Impact
65. Title: Examples
• Lose It! – Weight Loss Program and Calorie
Counter
• iHeartRadio – Free Music & Internet Radio
• Positionly – Simple SEO Analytics
• CardMunch – Business Card Reader by LinkedIn
• Calzy – The Smart Calculator
• Wish – Shopping Made Fun
• TuneWiki – Lyrics for Music
66. Description
Description: Included again in on-metadata ASO, descriptions are an important part of
the optimization process as it can either make or break search results.
One of the best techniques is to break
down descriptions into two sections:
above the fold and below the fold
(very similar to SEO for web).
Add1 -2 sentences describing the
app and its primary use case – above
the fold language.
Include a clear and engaging feature
set and social proof – below the fold.
73. Localization of applications
• Localizing Your App Title
You can add a catchy, translated phrase that’s embedded with
localized keywords. That way, searchers will know how great
your app is from the very first look.
• Localizing Keywords
Keywords are short, but they are critical to ASO, so you need
to make sure that they are translated as accurately and
strategically as possible.
• Localizing Your App Description
Your app’s description plays a key role in ASO.
75. Summary
Remember the main factors to improve search: Title,
Description
Remember the main factors to attract the user attention:
Icon & Screenshots
Localizing your app is easy and cheap
78. Key Words
Now you have a list of
relevant keywords, how do
you determine which ones
are the highest quality
terms?
LIST OF
WORDS
LIST OF
WORDS
PER
COUNTRY
& LANGUAGE
1. Selecting keywords is to choose
keywords that are relevant to your
app
2. Sort your list by Difficulty Score (from
lowest to highest).
3. The keywords with the lowest
Difficulty Score will be your best
keywords to target.
4. As your app gets more downloads
and more ratings, you can start to
target higher Difficulty Score
keywords, but start small and focus on
ranking as high as possible for lower
competition keywords.
79. Key Words
Title
Description
Keyword
Field
255 characters
Does not have direct
impact in search factor .
30 characters
There is a maximum of 4,000
characters.
Include a target keyword about 5
times in your description for best
results.
100 characters. Removing all the spaces between
your words
You generally do not want to include both the
plural and singular forms of a word in your
keyword list, unless they have similar competition
and traffic
Do not repeat keyword in title and keyword field.
Do put prepositions, articles etc.
N/A