The New World And How To Respond: App Store Optimisation

Editor's Notes

• #2: ASO – Why? Well it’s currently a $25 billion industry
• #4: Why did you download your last app?
• #5: I bet it was one of these. These are the most popular apps in Apple’s app store. The lion share of the 100 billion apps that have been downloaded from the Apple app store are used for a relatively limited range of purposes. If you dig a bit deeper we find there are common elements behind the most successful apps which can be defined: they serve a function, they all fulfil demand for instant gratification and they are all clear on their singular purpose. If your app doesn’t meet these criteria to begin with, ASO is unlikely to get you into the most popular app charts. You have been warned
• #6: So we know why most of us are glued to our mobiles and love our apps – I’ll warrant someone isn’t paying attention and checking an app right now – but what can apps do for your business…
• #7: I’m sure you’re getting CX loop withdrawal symptoms by now, so let’s look at how apps fit within the customer journey. So we saw that around 30% of all apps downloaded are for entertainment purposes….
• #8: So why is getting visibility for your app so important? As we saw on the last chart, an app can help make the user aware of a brand, consider a brand and ultimately lead to brand loyalty and purchasing. There’s a reason Apple have made enough profit to buy every man, woman and child in America an iPhone, and that is largely down to smartphone sales. In 2014, mobile usage overtook desktop, and in 2015 66% of UK adults owned a smartphone. Couple that with the rate of new app adoption, which is set to double over the next 5 years, and we begin to see the power of creating an app that is genuinely useful for your customers
• #9: So how can we help? Well, because we’re experts at getting search engines to discover and deliver, and it turns out that 63% of all new apps are discovered through app store searches. However, there’s an even more compelling reason why ASO is so important. Here’s the bad news.
• #10: Now, I’ve seen a few ASO decks in my time, and at this point, they tend to take us back in time, to the heady year of 2013, with the UK forecasting economic upturn and mummy bloggers commanding millions of pounds a week to review hair products in return for links. Whilst there is a section on metadata, I’m not going to dwell to long it, I promise.
• #11: This is our approach to ASO.
• #12: So say a brand comes to us with a brief: to raise brand consideration. They already have a functional app which sells clothes to its customers. Where would you start? At the research phase… Keyword research
• #14: Extension of the app name Formatting and optimizing the description Category classification Keyword opportunity analysis
• #15: Extension of the app name Formatting and optimizing the description Category classification Keyword opportunity analysis
• #16: Optimise point in journey to ask for a review When involved with a social interaction Positive experience with brand/app rather than final purchase Lead with educational messaging to allow users to have how your app has added value at a particular time
• #17: Explore competitor performance and understand what apps are working well within your niche, which companies are behind the most successful apps, and how they are monetising them. Understand the performance of your own apps within one single dashboard, allowing you to track your app data across iTunes, Google play, Amazon & windows Spend less time building reports and more time planning, optimizing and evaluating your ad monetization and user acquisition strategies
• #18: So how do we stay ahead of the curve?
• #19: Firstly, start aligning your content marketing strategy with you app marketing strategy 1. Natural search traffic etc.
• #20: So let’s think even bigger. We’ve seen the size of the app industry, and we’ve seen that mobile and app usage is set to double. Therefore App downloads should be an integral part of the marketing KPIs.