app store optimization

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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”*

App Store Search 63%

Friends & family 50%

App Store Top Charts 34%

Preinstalled apps 20%

% of app users who find apps via each channel



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

>

“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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Why is app title so important?

A title is one of the first things people look for and notice when scrolling through search results.

In terms of rankings, apps rank higher in search for terms used in their title,

as each word is parsed and used as a keyword.

For brands, a title provides an unique opportunity to go beyond their brand name to give further explanation of their app. This is especially important if the app you’re marketing is an extension of your brand rather than an already established product.


% 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


Aver

age

Rank

ing

No keyword in title

Keyword in title

10,3% Ranking Increase

Key words in the title: Worth it?



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Why are app rankings and ratings important?

Based on ratings and reviews, a potential customer will often decide, whether or not to download the app.

From the beginning of the published app lifecycle ratings play an immediate

role impacting search rankings, customer decision making and brand reputation.

What can you do to improve your ratings and reviews? Well, sometimes the best way to get something is to ask for it. However, do not prompt the first time a customer launches an app – nobody will give you an accurate rating before having the time to research the app and its functionalities.


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”.



@TeamLeadmill

Why are app updates important?

Naturally, updating is a sign of action, improvement and often addition of new features that improve or advance the app usage experience.

App Stores are focused on apps that represent freshness and continue to deliver value to the users and there is no better indication for continuous

improvement and development that app update releases. Make sure to continuously obtain feedback from your app users

on the app performance. every piece of feedback whether it is praise or criticism drives your business forward.


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

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Correlation between organic and paid installs?

Consumers spend more and more time on mobile devices and within apps, which implicates that organizations also are increasing their app marketing efforts. Due to this development, it is becoming important for brands to clearly understand the implications of their ad spend and the relationship between paid and organic marketing.

Apps that have the capability to only rely on organic installs are outliers and not the norm. For the other 99,9% of apps, having a strategic

mix between paid and organic marketing efforts is vital to success.

@TeamLeadmill

Organic and paid App Store Optimization

For every paid install an app receives, it can expect to also acquire additional 1.5 organic installs”*

Organic and paid installs

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

Organic and paid App Store Optimization

All apps are not equal


Even though there is a strong correlation between paid and organic installs, not all apps are equal when it comes to the popularity of the app category it belongs to. App categories which consumers

favor the most naturally can achieve a higher organic boost than the less popular app categories.

The top 5 of most popular app categories and their organic multipliers are:

Games 20.38%

Organic Multiplier: 5.4

Education 10.36%


Business 9.43%


Lifestyle 8.01%


Entertainment 7.13%


The above shows that for example Games could look at their multiplier of 5.4 and know that if they pay for one user, they will on average get 5.4 organic users in return, whereas entertainment categories that is not as popular as games only will get 0.9 users in return for a paid install.

Due to this strong correlation between organic and paid installs, marketers cannot

afford to only focus on one or the other. Therefore, striving for a balance between

these two is the key to success for a app marketer.

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paid installs 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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burst campaigns App Store Optimization

Top of charts Moving an app to the Top of Charts in the major app markets, is the primary purpose of burst

campaigns. In fact, the majority of app users find apps through Top Charts in App Stores.

Based on user interests, App Store and Google arrange apps into a number of categories and sub-categories that all hold featuring lists of apps fx best new games, best new updates and others.

By using a Top of Charts burst campaign, marketers generate a large number of new users and

thereby move the app to the Top Charts, which increases visibility and creates more organic installs.

Users are presented with

Your APP as APP OF THE DAY.

Interested users will click and be sent to the App stores to install your app.

Chart rankings and viral effects

dramatically increase as thousands of users

install the app.

User flow How the Top of Charts

Campaign Works 1 2 3

leadmill Case: Talk4fun App Store Optimization

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

Campaign Objective:

Case: Talk4fun App Store Optimization


2780

4300 2nd in App Store

Inst

alls

Org

anic

Inst

alls

17th

in A

pp S

tore

24

Hours

Talk4fun results

always - on campaigns App Store Optimization

Always - on campaigns Always – on campaigns or commonly called long-term campaigns are fundamental for

everyone, no matter if you represent a well-established enterprise level organization with strong brand recognition or a niche focused start-up.

Always – on campaigns can over time help you more precisely and effectively to stand out

from the competition based on narrow targeting, measurement and optimization.

The main purpose is over an extended period of time, to make an impact in one of these three main areas: lead generation, brand awareness, and re-engagement.

mentionable benefits •  Instantly improves brand

awareness and recognition among your target groups

•  Great for new product releases, special activities, offer promotions & more.

•  Multiple targeting opportunities and ad formats available

•  In-depth optimization towards campaign KPI’s

•  Engaging user experience •  Reach thousands of quality users

always - on campaigns Branding

mentionable benefits •  Acquire quality customers with high retention rates

•  Cost-per-lead basis •  Multiple targeting opportunities and ad formats

available •  E-mail submit, Click to call, Coupons, Surveys,

Downloads etc.

YOUR CAMPAIGNç

Case study Scandinavian music streaming service •  Acquire and engage hundreds of

new users •  Position WiMP as Top-of-Mind brand

in Denmark & Germany Full Case Study: http://www.leadmill.com/case-study-wimp/

always - on campaigns Lead Generation

mentionable benefits •  Pay-per-install or cpc/cpm with cost-per-install target •  Inventory worldwide •  iOS & Android •  Smartphone & tablet •  Multiple targeting opportunities •  Optimization towards best user quality

YOUR CAMPAIGNç

Case study Candy Crush Saga •  +40.000 App Installs in EU

and US •  Most downloaded iOS app

in 2013 Full case study: http://www.leadmill.com/candy-crush-saga-case-study/

always - on campaigns App Install

aLways-on campaigns User preferences and reengagement

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

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


high install volume and rates: November, December & January Month by Month

the least performing months: May, September & October


November December


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

holidays drive more installs and have a higher install rate


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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

@TeamLeadmill

app store optimization

Mobile