© 2014 Leadmill All Rights Reserved
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
@TeamLeadmill
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.
@TeamLeadmill
What influences app rankings App Store Optimization
• Title
• Downloads
• Volume
• Velocity
• Uninstalls
(Only Google Play)
• Ratings and reviews
Main Factors
@TeamLeadmill
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
@TeamLeadmill
Case: Talk4fun App Store Optimization
2 Generate brand awareness, acquire new quality users and become the preferred social chat app in Sweden.
Campaign Objective:
@TeamLeadmill
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.
@TeamLeadmill
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
@TeamLeadmill
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
Questions? App Store Optimization
QUESTIONS?
Henrik Fabrin CEO & Co-founder, Leadmill [email protected]
henrikfabrin
@henrikfabrin - @TeamLeadmill