aso - app store optimisation by mobile apps growth
Post on 10-Feb-2017
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ASOApp Store Optimisation
http://www.finoit.com
WHAT MATTERS
2edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ App Name
➤ App Icon
➤ Screenshots
➤ Video / App Preview
➤ Keywords
➤ Short Description
➤ Description
➤ What’s New
➤ Ranking
➤ App Indexing
➤ Alternative App Stores
APP NAME
3edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Use Keywords in your App Name
➤ Apple Constraint: 45 char. recommended (80 char. max)
➤ Google Constraint: 30 char. max
APP ICON
4edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Stand out from competition
➤ Easily recognisable & simple
➤ Use the (two) main colors of your app
➤ No photos, avoid text
➤ Trends: Gradients and negative spaces
➤ AB test it! (FB Ads, Storemaven, Google Experiment)
APP ICON
5edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
SCREENSHOTS
6edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ One of the most important asset to drive conversion (download)
➤ Most eye-catching screenshot first
➤ Test, test, Test > Screenshots visuals, order, colours and contrast
➤ Experiment screenshots frame on a single canvas. When app store visitors see only one piece of the “puzzle”, they are more likely to scroll further to see what’s missing.
➤ Tell a story
➤ Show USP (Unique Selling Proposition)
➤ Short captions - Use big fonts
➤ Check competition
SCREENSHOTS
7edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
SCREENSHOTS
8edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
2015
2016
SCREENSHOTS
9edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
VIDEO / APP PREVIEW
10edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Use thumbnail carefully, displayed before any other screenshots
➤ Measure: Less conversions but better conversions?
➤ Tell a story
➤ Stay within the app (Apple)
➤ Show USP (Unique Selling Proposition)
➤ Video experience usually leads to decrease in instant drop & instant install rates but increases exploration rate.
VIDEO / APP PREVIEW
11edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
http://dancounsell.com/
KEYWORDS
12edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Search for phrases to rank for, long tail keywords
➤ Investigate through users’ app stores reviews
➤ Analyze keywords volume (Apptweak, App Annie, SensorTower Google Keywords tool) - Find balance between search volume and amount of apps ranking for a keyword
➤ 100 characters field on iOS (Microsoft Word, http://www.lettercount.com) separate keywords with commas
➤ Do not repeat company name or app title
➤ Test plurals, consider misspellings
➤ Test keywords after release
KEYWORDS
13edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
SHORT DESCRIPTION (GOOGLE PLAY)
14edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Target: New Users
➤ Place the most important keywords for ranking
➤ Powerful straightforward short sentence to present the app to new users
➤ Constraint : 80 characters - Try to use them all
DESCRIPTION
15edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ The first 255 characters should be amazing. Write powerful first sentences about the vision and the purpose of the app. How is your app better than the other apps? Why should a user download your app?
➤ iOS constraint: the first 3 lines are visible.
➤ Google Play: the first 5-6 lines are visible. One Google Play line can hold up to 100 characters.
➤ Google Play - The description is crawled and indexed. Repeat your most 4-5 important keywords phrases 4 to 5 times within the app description. Plurals don’t matter.
➤ You already rank for your app store category keywords and keywords which are contained in the app name.
DESCRIPTION
16edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Tell a story:
➤ You can also mention awards if they are known from most of users in your country
➤ List your app main assets as bullet points
➤ Use formatting
➤ Add users’ testimonials or professional/blogs reviews
➤ End your app description with “Follow us on social media + links” + community support email link
DESCRIPTION
17edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
DESCRIPTION
18edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
WHAT’S NEW
19edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Constraint of 500 char. on Google Play - 4000 char. on iOS
➤ Describe what’s new in your app, makes it exciting
➤ Tell a story
➤ “Bug fix” is not acceptable. Convey company mission/vision if nothing to say.
WHAT’S NEW
20edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
http://www.buzinga.com.au
WHAT’S NEW
21edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
RANKING
22edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Rating & Reviews - Monitor ratings averages and volumes (Google Play, App Annie, Appbot)
➤ Ask for it when appropriate and be clever on how and when you ask for it.
➤ Downloads velocity
➤ Inbound links
➤ App usage
➤ App updates frequency
RANKING
23edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
RANKING
24edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
APP INDEXING
25edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ Deep app content can now be indexed
➤ Apple: Apple Search - Siri, Spotlight, Safari suggestion
➤ Google: App Indexing
http://searchengineland.com/ http://www.ibtimes.com/
MEASURE!
26edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
ALTERNATIVE APP STORES
27edouard@mobileappsgrowth.com - www.mobileappsgrowth.com
➤ OEMs’ App Stores - Appslib, Aptoide, etc
➤ App Preload Network - Moblin, App Attach
➤ Rev. Share
http://www.apparrayworld.com
Thank you
edouard@mobileappsgrowth.com @earboz on Twitter
www.mobileappsgrowth.com
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