An Intro to App Marketing
- 2. USING ASO TO TIE TOGETHER YOUR ACQUISITION & RETENTION EFFORTS FOR A HOLISTIC APP GROWTH STRATEGY An Intro to App Marketing - ASO 360
- 3. Introduction 3 Rishan Weerakoon Senior Growth Manager at Yodel Mobile Experience: About me: Who we are: Founded in 2007.. Operate Globally - London (HQ) - New York 100% App Marketing Consultancy
- 4. Areas of focus today: 4 The key essentials of ASO and the strategic approaches for various app store elements The synergies that exist between acquisition, retention and the app stores Ways in which acquisition and retention activity can inform your ASO strategy
- 5. There is an Ever-growing Sea of Apps… 5 Source: 42 Matters, 2019, AppTweak 2018, Mindsea 2018 +1.8 MILLION APPS +4200 APPS RELEASED DAILY +2.9 MILLION APPS +1200 APPS RELEASED DAILY …and app behaviours are shifting. MORE THAN 50% OF SMARTPHONE USERS DOWNLOAD ZERO NEW APPS PER MONTH 97% OF A SMARTPHONE USER’S TIME IS SPENT IN THEIR TOP 10 APPS IN 2017, 1 IN 5 MILLENIALS DELETED AN APP BECAUSE THEY DIDN’T LIKE THE APP LOGO 65% OF DOWNLOADS COME FROM APP STORE SEARCH
- 6. 6 So what do we do? A great place to start is ASO
- 7. ASO Essentials 7Release notes Promotional artwork Icon Title (& KWs) Ratings Video Screenshots Promo text Long description Ratings Reviews IAP bundles Title (& KWs) Icon Ratings Video Screenshots Short descriptio n Long description Ratings Reviews Release notes iTunes keywords (hidden)
- 8. Understanding Ranking Impact 8 On-page Factors Off-page Factors Off-page FactorsOn-page Factors Title Subtitle Description Release Notes Screenshots Preview Video Ranking Impact High Medium Low Title Short Description Release Notes Long Description Promo. Text Developer Name Developer Name App Icon Screenshots Promo Video App Icon Feature Graphic Avg. App Rating App Page CVR Download Velocity Uninstall Rate Total Downloads iTunes Keywords All-time App Rating App Page CVR Download Velocity Uninstall Rate Total Downloads Ratings Ratings User Reviews Promo Artwork Backlinks Creative Elements Creative Elements
- 9. Strategic Approaches to ASO 9 Data-rich Elements Apple: App Name, Subtitle, iTunes Keywords, IAP Titles Google: Title, Short descriptions, Main descriptions FORMULATION DISCOVERY IMPLEMENTATION EVALUATION Evaluate the performance for key, high-efficiency keywords that drive visibility and discoverability on the app stores Visual & Descriptive Elements Icons, Screenshots, Feature Graphic, IAP Icons, Preview Videos Visual elements are more subjective. Optimisations should be based on industry best practices and ongoing A/B Testing for effective data-based conversion optimisation BEST PRACTICE EXPERIMENTATION Experiment 1 Screenshot Design Experiment 2 Screenshot Copy Experiment 3 Splash Screen A/B TESTING LEARNINGS OPTMISED SCREENSHOTS ROUND 2
- 10. 10 But is this enough to succeed in ASO? Short Answer: No! We need to think more holistically.
- 11. Ensuring Success At Every Stage of the Funnel 11 Acquiring Users Maximising User Value Acquire Activate Retaining Users Collecting Feedback Goal Conversion Advocacy App Store Optimisation Onboarding App Review & Feedback Management Mobilisation Social Sharing Virality Discoverability Owned Media Media mCRM Data Architecture – Single View Analytics MobilisationGrowthMediaKey Viral Loop Viral Loop
- 12. The App Store Bottleneck 12 WEB CUSTOMER APP STORE APP CUSTOMER ACQUIRED USER Clicks a link or sees an ad A KEY CONVERSION POINT THAT SEES TYPICALLY A LOT OF DROP-OFF We can mitigate this drop-off by: Carrying out the ASO essentials Process of test & learn Aligning our ASO strategy with our acquisition & retention efforts
- 13. Synergies: Acquisition, App Store & Retention Paid Owned Earned Your App APP STORES RETENTIONACQUISITION • Increased app store traffic • Increased # of downloads • Improved category rankings • Improved keyword rankings • Increased visibility & discoverability • Increased conversion rates (priming education & rating quality) • Increased visibility (algorithm) • Positive ratings & reviews • Improved acquisition performance as a result of retention-based optimisation • Optimised acquisition channels based on behavioural data • Social Sharing / Referrals driving high intent users 13
- 14. User Acquisition & ASO 14 Paid Social Acquisition Ad Copy Image Copy Call-to-actions Headlines App TitleCreative positioning Variant A – ‘Free’ Variant B – ‘100s of games’ Google Play Store Creative Optimisation +40 % CTR 28% uplift in Store Visitors Transferring UA learnings to ASO strategy
- 15. Apple Search Ads & ASO 15 Keyword specific performance (TTR, CVR, CPI) Ability to bid & rank for competitor terms Boost existing keyword rankings and category rank Increase overall App Store discoverability Ability to leverage Search Match Algorithm for keyword discovery *best friends
- 16. 16 Apple Search Ads & ASO Optimising for keywords dropping in organic rank Optimising for keywords with increasing CPA Bid more aggressively within ASA Boost within next ASO Boost within next ASO Avg. 22-30% rank improvement on targeted KWs 17-45 % drop in CPAs on generic KWs
- 17. App Reviews & ASO We know that reviews have a big impact on conversion to install (acquiring users)… +340% CVR +540% CVR +89% CVR Interacting with customers proactively can increase 3-month retention by as much as 400% But what about retention? However if feedback is ignored, more than 50% of people say they are not likely to continue being a customer Example: 17
- 18. mCRM & ASO 8tracks have used mCRM to test tone of voice: 15.0 % 15.9 % 16.4 % CTR However, after multiple tests, they found that humour worked really well at re-engaging lapsed users, but the tone did not work with engaged users. With these further learnings, 8tracks have adjusted their ASO tone of voice to be straightforward, to appeal to all audience types 18
- 19. Key Takeaways of ASO 360: ASO should not sit in isolation from your acquisition and retention strategies. Leverage data where possible (outside of ASO) to inform your optimisations. Create a cohesive user journey and incorporate learnings to maximise user value and minimise churn. ASO is not a silver bullet – Test your way to success! 19
- 20. Questions & Answers Get in touch: Rishan Weerakoon Senior Growth Manager E-mail: rishan@yodelmobile.com 20
- 21. Smokehouse Yard, 44-46 St John Street, London, EC1M 4DF @yodelmobile 21