Founders Den App Store Optimization by Yann Kronberg

1

App Store Optimization

How to optimize your game or get your app ready for massive distribution and monetization Yann Kronberg, Director of Product Mobile Advertising March 14, 2014

2

•  Introduction

•  App Store Optimization –  How to market your App/Game ?

–  App stores – does it still matter ?

–  Nailing the most important conversion levers

–  How to achieve successful ASO in 1-2-3 steps

–  Privacy a key differentiator

•  Get your game ready: Data driven –  The most important metric

–  Real time dashboard

–  Metrics you need to put in place.

–  Ready for CPI campaign

Agenda

3

•  8 years in Mobile advertising (Adinfuse / Velti / Mobclix / Lifestreet / TRUSTe) - 100 Millions + of apps/games downloads

•  Angel invertor: Liftmedia, Royal Wheel, GoPhigital, Loopme Media *

•  Love for building cool products, currently playing with hadoop/big data

Introduction

4

How to market your app ?

Native App Store

COST

Effo

rt

Third Party App

Store User Acquisition: Incentive

User Acquisition:

Non Incentive

PR

Blog

Social Media

Cross Promotion

Social, SSP, Ad Network US, Europe, Asia

5

Native App Store – Does it still matter ?

$1.3 billion in 2013 | 150 billions downloads

* Source app Annie – 2013 retrospectives / Statistic brains 2013 / Forbes

$10 billions in 2013 | 125 billions downloads

$0.95 billion in 2013 | 4.1 billions downloads

$ 0.55 billion in 2013 | 2.4 billions downloads

6

•  Users go to the app store, Search for apps using 1 or 2 keywords. (95% of the time will pick the one of the 3 apps that is returned).

•  On average users spend only 5 seconds deciding whether or not they will download your app. Learn here how to capitalize on this buying spontaneity. –  Icons / Tile & Screenshots

–  Your keywords

–  Your reviews

Nailing the most important conversion levers

7

•  Optimize App Title (Apple App Store & Google Play)

–  Your app title should both brand your business and communicate the benefit(s) to the user.

–  Keep it simple. AB Test your icon / copy successful icon from somebody else

–  Google play has specific guidance on keyword stuffing in app titles and penalties for doing so. Apple’s App Store does not.

•  Optimize your screenshots –  Focus 95% of the your effort on the first screen shot. It is the screenshot that will

get the looked at the most

–  Test good customer quotes on screenshots (Apple app store)

–  Google Play actually allows a mobile app promotional video to precede the screen shots

How to achieve successful ASO - 1

8

Great first Screenshot

9

•  What counts for keywords? (Apple App Store & Google Play) –  Words in your app title (Apple App Store & Google Play)

–  Short Description (Google Play only)

o  What value your app offers and why someone would let it occupy their precious mobile storage space

–  Long description (Google Play only)

o  Benefits to the users, unique features

–  Description of your company (Apple App Store only)

–  Keywords in your itunes connect (100 characters) – (Apple App Store only)

•  When you make an app/ game update it’s a good time for testing.


10

•  Get some help: app store keyword research, competitive intelligence, search rankings, and analytics –  Searchman

–  SensorTower

–  Mobiledevhq

–  Google’s Keyword Tool

•  Primary Category (Apple App Store & Google Play) –  Primary category that accurately reflects the app’s features and benefits

•  Secondary Category (Apple App Store) –  Does not do much in my humble opinion, just help with the discoverability of your

app


11

•  Ratings & Reviews –  Why don’t you build a great product ?

–  Ask friends to review J

–  Provide review feedback capability within the app so that they do not provide feedback only via the app store

–  Ask for 5 stars review

–  Use Apptentive for capturing feedback, messaging with users, and soliciting customer reviews


12

•  Statistics / Research: –  The Path case – ($800k fine)

–  78% will not download an app they do not trust.

–  76% believe that they are ultimately responsible for their privacy

–  69% do not like ad tracking.

–  http://www.truste.com/us-mobile-privacy-index-2013/

•  Associate your brand with Trusted Partner: TRUSTe

Privacy: A key differentiator

13

ASO is implemented – now what ?

•  You need to understand your game and its user inside out. Meaning you need to measure everything you can.

•  How am I making money ?

•  How much money from Advertising, how much money from in app purchase ?

•  How long do user stay active in my game ?

•  What is the % of active user, passive user, Ultra Active user (95% of $)

•  What can I do to make a passive user become Ultra Active ?

•  Every gamer need to understand: –  AVG(REV) by country by Platform, by user

14

•  You need to compute a real time predicted revenue or rtPR for your user worldwide:

How do you compute this formula for your game ?

rtPR = (AVG(Ad$/Month)/User + AVG(In app$/month)/User) * P(LT) *1000

“ Can not optimize for you don’t measure” – Naghi Prasad

The most important metric

15

Real Time Dashboard you need.

16

•  User engagement = return rate, session frequency, session length, time lapsed between sessions, intensity of play, average number of days played per week

•  Payback Days: Cost - LTV

•  Predicted churn: #User at risk of leaving based on user lifetime at a given time

•  Remaining lifetime: Predicted #of days remaining for users

•  Predicted lifetime value: $ and time associated to a user

•  App store ranking: Rank in the app store

•  DAU: Daily average users

•  CPI: Cost Per install

Metrics you need to put in place

17

You are ready to start global CPI campaigns

18

Questions?

Email: [email protected] @mobilegaraje

Founders Den App Store Optimization by Yann Kronberg

Documents

Transcript of Founders Den App Store Optimization by Yann Kronberg