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

1. App Promotion Summit 2013
App Store Optimization
London, 07-11-2013

2. @StefanBielau

4. #AppStoreOptimization – Basics

5. #AppStoreOptimization – Basics

6. #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

7. #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

8. #AppStoreOptimization – New tactics

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

12. #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

13. #AppStoreOptimization – New tactics
Usage of links in Google Play texts
IMPORTANT
 web view vs. mobile view
 description text vs. text in „What´s new“

14. #AppStoreOptimization – New tactics
Usage of links in Google Play texts
 web view & description text
WORKS = clickable
 complete links
 http & https

16. #AppStoreOptimization – New tactics
Usage of links in Google Play texts
 web view & description text
DOES NOT WORK = non-clickable
 „www“ only

18. #AppStoreOptimization – New tactics
Usage of links in Google Play texts
 web view & text in „What´s new“
NOTHING WORKS
 there are no clickable links

23. #AppStoreOptimization – New tactics
Usage of links in Google Play texts
 mobile view & description text
WORKS
 complete links
 http & https

25. #AppStoreOptimization – New tactics
Usage of links in Google Play
 mobile view & description text
DOES NOT WORK
 „www“ only

27. #AppStoreOptimization – New tactics
Usage of links in Google Play
 mobile view & text in „What´s new“
WORKS
 complete links
 http & https

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

31. #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

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

34. #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

35. #AppStoreOptimization – New tactics
Backlinks & anchor text

38. #ConversionOptimization
3 hands-on tips
1. Testing the icon design
2. Order of screenshots

43. #ConversionOptimization
3 hands-on tips
1. Testing the icon design
2. Order of screenshots
3. Video

45. #ConversionOptimization

46. #ASO Strategy
1. Person in charge („App Editor“)
2. Target countries, markets &
appstores
3. Define & measure goals

47. @StefanBielau
stefan@stefanbielau.com
www.stefanbielau.com
Thank you!