mobile optimization approaches

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WELCOMEApproachesMobile Optimization


Introduction

This presentation is about one of the techniques of mobile optimization called ASO (App Store Optimization). App Annie says that by 2020, the app economy could double in size to become $101B. As apps make their way into wearables, cars, and other devices as a result of IoT, the need for ASO ( App Store Optimization) will increase in complexity. Let us decode some of the best practices of ASO.

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Presentation RoadmapState of the App Economy

We’ll cover the major trends and statistics that are driving the future of the app economy. This inlcudes penetration of apps beyond mobile.

Mobile Optimization – Key Approaches

We’ll talk about why Mobile Optimization is the key to drive more traffic to your app. We’ll also talk about some of the key metrics to measure optimization success.

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App Store Optimization – 4 Key Best Practices

We’ll talk about some of the major app store optimization techniques with some interesting links for more learning.


State of the App Economy

101B 284B 23% 102B

App Store Gross Revenue

Mobile App Store Downloads

Non-game App Downloads

GameDownloads

Mobile App Store Gross Revenue

to grow from 51B in 2016 to 101B in

2020

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The Global Install Base to Double

from 2015 to 2020

Non-game App Downloads

Projected to grow at CAGR of 23%

exceeding 182B in 2020

Games accounted for 45.4 billion

downloads in 2015 and will hit 102.2B

in 2020


Key Drivers of the Future App Economy

Emergence of New Platforms Apps for Virtual and Augmented Reality (VR and AR), Wearables, TVs, Smart Homes, Smart Cars, and Other Smart Devices

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New Monetization ModelsBeyond In-App Virtual Goods to More Subscription Models, and Mobile Commerce, Etc.

Mobile Ad RevenueMobile owns only 8% of Overall Ad Spend But This Number is Growing to Grow Exponentially


Evergreen App Metrics That Will Matter

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Daily Active Users

Measure engagement levels and retention.

Measured by changes to UX, messaging and

feature changes

Downloads/Registrations

Top of the funnel metrics for user engagement. Measured by

changes in app’s icon name, keywords,

screenshots and simplifying registration

In-App Purchases

Direct source of revenue.

Measured by experimenting with pricing and other

options

Average Ratings and Reviews

Quantify what users think of the app thereby defining

the lifetime value of the app. Measured by

requesting for ratings at different times.


Evergreen App Metrics That Will Matter

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RetentionDaily average users

divided by downloads. If there’s a high download rate

compared to DAUs, there’s a clear reason

why a certain retention strategy

might work.

Offline Conversions

Offline conversions that

happen outside of the app, such as

redemption of app exclusive offers.

Mostly affected by changes of messaging.

SessionsMore in-app time

have a strong correlation with

conversion. Measured by total

number of sessions, average

duration of sessions etc.

Taps and ViewsFor apps that contain CTAs, ads, or forms,

taps serve as indicators of

engagement and revenue. Measured by changes to the forms

and CTAs.


The Mobile Search Philosophy

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Mobile Optimization – Key Approaches

App Store Optimization.The goal is to rank higher for certain keyword searches. And there’s a heuristics for that.

Define Your Key Mobile GoalsLook at all the mobile metrics in detail and decide which ones are important to your business

The UX ExperienceNew UX and First UX Experience is key to improve stickiness in the app market

ASOGoals Design Social MediaMobile Dev

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Promotions to Drive Engagement

Promoting the application across various social media channels is key to its proliferation.

The Mobile First SiteIt is important to develop the site with the right scripts and avoid mistakes that would hinder optimum optimization.


App Store Optimization (ASO) is for mobile apps. Specifically, app store optimization includes the process of ranking highly in an app store's search

results and top charts rankings. ASO marketers and mobile marketing companies agree that ranking higher in search results and top charts rankings

will drive more downloads for an app.

Driving Effective Search with App Store Optimization

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KEYWORDS VISUALS & ICONS

RATINGS & REVIEWS

LOCALIZATIONINDEXING & GROWTH HACKING

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App Store Optimization – Best Practices


Keyword Optimization Principles

Keyword Research •Tools like Google Keywords Tool and Google Trends.•Compete Competitive Study.•Suggested Keyword Techniques from Google App Store.

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Keyword Implementation•Understand your app store optimization behavior.•Understand the semantics like spaces, use of preposition, singular and plural etc.•Write solid app descriptions by finding a balance between content and format.

Keyword Tracking and Monitoring

•Evaluate the pre and post updated keywords.•Use effective keyword tracking tools to understand the metrics.


Reviews and Rating

Shoot for Good Reviews

•Positive Correlation Between Good Ratings, Reviews and Ranking. •Agility to Improve App Based on Feedback from the Ratings.•Stay Away from ‘Buying Reviews’. That is a Malpractice.

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Competitive Study of Reviews

•Scout Your Competition Regularly to See How They are Doing.•Emulate Some of the Best Practices to Increase Positive Reviews.•Understand the App Store Algorithms as Genuine Users Rank Very High in Value.

Sanity Checks•Make sure to have a support address so that potential unhappy users would be more tempted to contact you directly than leaving a bad review•Leverage social media, with calls to action on app landing pages to receive feedback.•Implement an app rating SDK directly into your app.


Visuals and Design

Awesome Design•Make sure your icon design rocks and is SIMPLE without too many colors.•Avoid using text or words in your icon.•Don’t overwhelm users with written content. Focus on visual content.•Avoid using shiny and glossy effect and keep it fresh.

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Awesome Screenshots•People look at screenshots and don’t read the description to make their buying decisions.•Focus on the first two screenshots. They will be displayed in the app store search results.•Almost always go for the portrait orientation•.Use all available screenshots that App Store gives you.

Meaningful and Measured Content

•One screenshot per feature. No overloading.•Localize your screenshots if you are expanding to multiple countries and avoid auto translation. It’s worth the effort to hire an expert.•Show the breadth of devices your app works with.•Always be testing. A/B test your screenshots.


Localizing, Indexing, and Growth Hacking

Deep Linking•Building solid backlinks to drive traffic back to the application. •Investigate deep linking strategies. Deep linking works with meta tags that have been added to your site.•Usage of smart banners techniques that notifies users about availability of app.

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Indexing•Understand various app indexing techniques to index apps directly in Google Search results.•Understand what Google and Apple release as App Indexing APIs frequently to improve indexing.•Understand all the common challenges with indexing and see how you can mitigate them.

Growth Hacking•Design an effective campaign strategy for your key audience.•Understand how you can work PR like TechCrunch and social media channels to publicize your app•Pitch your coolest features to the app store and get written about.


About Organic MarketingOur mission is to help startups in new and emerging technologies think about Marketing organically. Organic because the story of your product or service needs to be simple, original, and compelling. Organic because your story needs to be ‘noise free’.

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