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App store optimization How to increase your mobile profitability

Agenda App Store Optimization

About the presentation •  Why App Store Optimization? •  What influences the search results •  Plan your launch •  Boost your App Store rankings

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What is app store optimization?

“App Store optimization 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 (itunes for ios or google play for android)”

Why ASO?

Why Aso? App Store Optimization

*  Forrester:  Consumer  Technology  Survey  **  TUNE:  Understanding  the  rela<onship  between  organic  and  paid  

Why aso?

With over 2 million apps in the major app stores, getting your app discovered is one of the biggest issues today.

“Yet, 63% of apps are discovered through app store searches”*

If you’re not using ASO to increase App’s search rankings, you’re missing out on the

largest discovery channel available to your app.

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What influences app rankings App Store Optimization

•  Title

•  Downloads

•  Volume

•  Velocity

•  Uninstalls

(Only Google Play)

•  Ratings and reviews

Main Factors

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What influences app rankings App Store Optimization

% of apps with the keyword in the app title 70% 60% 50% 40% 30% 20% 10% 0%

60% vs. 56%

53% vs. 50%

48% vs. 45%

42% vs. 41% 41% vs. 39%

36% vs. 34%

iPhone

iPad

Top 5 Top 10 Top 20 Top 50 Top 100 Overall

“ 60% of the apps ranked in the top five for a keyword, included the term in their title”.

TUNE:  %  of  Apps  with  the  Keyword  in  the  App  Title  

What influences app rankings App Store Optimization

Aver

age

Rank

ing

No keyword in title

Keyword in title

10,3% Ranking Increase

Key words in the title: Worth it?

TUNE:  %  of  Apps  with  the  Keyword  in  the  App  Title  

What influences app rankings App Store Optimization

App Rating by Ranking

4.5 4 3.5 3 2.5 2 1.5 1 0,5 0

4.11 vs. 3.9

4.1 vs. 3.8

3.9 vs. 3.6

3.5 vs. 3.0 3.0 vs. 2.5

1.6 vs.1.3

iPhone

iPad

Top 5 Top 10 Top 20 Top 50 Top 100 Overall

“Positive word-of-mouth is paramount for brands striving to be top of charts in app stores”.

TUNE:  %  of  Apps  with  the  Keyword  in  the  App  Title  

What influences app rankings App Store Optimization

App update frequency in last 90 days

Top 5 apps are on average updated 1.5 times every 3 month

TUNE:  App  update  frequency  in  last  90  days  

Get one And more will follow

Organic and paid App Store Optimization

For every paid install an app receives, it can expect to also acquire additional 2 organic installs”*

Organic and paid installs

*  TUNE:  Understanding  the  rela<onship  between  organic  and  paid  

Paid acquisition App Store Optimization

Always - on campaigns

Designed to move apps up the Top Charts in app marketplaces and help to acquire additional organic installs.

Designed to acquire quality, long-term users that remain engaged and contribute to the financial component of the app.

Burst campaigns

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Case: Talk4fun App Store Optimization

2 Generate brand awareness, acquire new quality users and become the preferred social chat app in Sweden.

Campaign Objective:

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Case: Talk4fun App Store Optimization

*  TUNE:  Understanding  the  rela<onship  between  organic  and  paid  

2780

4300 2nd in App Store

Inst

alls

Org

anic

Inst

alls

17th

in A

pp S

tore

24

Hours

aLways-on campaigns App Store Optimization

reengagement Industry related  

è è

Brands can promote their webshop, app or product towards users with industry related apps installed.

Brands can reengage current customers that have not engaged with their app for a period of time.

Third-party app Third-party appCampaign displayed Campaign displayed

SDK App Store Optimization

Timing matters!

Ensuring that your ad spend is appropriately allocated and utilized at the most favorable

time is fundamental to driving successful user acquisition campaigns and optimizing

your mobile marketing budget.

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Plan your campaign App Store Optimization

*TUNE: The timing of user acquisition campaigns

Weekdays vs. Weekends

Saturdays and Sundays perform 28% higher install volumes.

the lowest performance On Tuesday & Thursday

Saturday Sunday

Plan your campaign App Store Optimization

high install volume and rates: November, December & January

Month by Month

the least performing months: May, September & October

*TUNE: The timing of user acquisition campaigns

November December

Plan your campaign App Store Optimization

Holidays Christmas and new years days have 173% higher install volumes than non-holidays.

holidays drive more installs and have a higher install rate

*TUNE: The timing of user acquisition campaigns

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Key Takeaways App Store Optimization

1.  You are leaving downloads on the table, if you don’t work with ASO.

2.  Strategic mix between organic and

paid installs is vital for success 3.  Utilize mobile ad spend at the most

favorable time

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Questions? App Store Optimization

QUESTIONS?

Henrik Fabrin CEO & Co-founder, Leadmill hf@leadmill.com

henrikfabrin

@henrikfabrin - @TeamLeadmill