App Store Marketing, Done Simply

About Me

Practical App Store Marketing Advice

• Understanding how app store marketing works

• Knowing which assets form the basis of it

• Appreciating what are the best techniques for success

• Learning where you can improve with your app

Appreciating The Funnel

The process in which users flow through your marketing resources and make the all important decision:

To download!

The Main App Store Marketing Assets

Keywords and SEO

Screenshots and Icon

App Store Description

User Reviews

The User

Keywords and SEO

Why do Keywords matter?

• 63% of iOS users search to find apps (Creativeconstruction.de)

• AppCodes.com, optimising keywords equals 3,000 – 150,000 installs per month

• Really important to get it right!

What counts towards your keywords?

App Name

Developer Name

100 char Keywords

IAP Names

iOS Keywords

Get The App Name Right

• Make sure the product name is first and foremost – searchers will only see first few characters on iPhone so needs to be up front

• But add an ASO friendly, descriptive tagline – an important keyword helps explain product and boost search results

• Not too long though – overly long app names that spam keywords can get banned by Apple!

Use 100 Characters Wisely• Can’t move your ranking up/down search results with

keyword manipulation – other factors affect movement (dls, reviews etc)

• Looking to create phrases with keywords which are relatively popular

• Don’t repeat any words in title! All 100 chars should be used for different words

• Quirk – if your app is priced free, automatically adds “free” as a keyword (AppLift blog)

An example

App Name: Snaptastic: The Funky Photo Filter App

Developer Name: Snap Happy

Keywords: Lomography, SLR, Lense, Camera, Shutter, Exposure, Fun, Film, Picture, Portrait, Print, Shot, Image (100 Characters)

Get Outside Help If Necessary

ASO specialists can be contracted to help you get it right

What about Google Play?

No Keyword field – all about the old school SEO tactics

• Main Keyword in App Name, first line of description and sprinkled occasional throughout

• Other keywords added in description to bolster search results

• Complete the page (icon, screenshots, trailers)

• Backlinks – can add full http:// and https:// links into Google Play!

Icons and Screenshots

First Impressions MatteriOS Search Page Google Play Search

Page

The Secret To Great Icons?Follow design convention but add a unique, memorable

twist

Great on the store, great on the homescreen

Screenshots: Your Story In Pictures• Best foot forward – your most enticing

image/character/artwork should be up front

• Tell a short story – write down in 5 short connected sentences why people should download your app; that’s your marketing text for these screenshots

• Communicate with images – use real life actions like swipes to show functionality

Best Foot Forward

Infinity Blade 3 (iOS)Badland (iOS)

Tell A Short Story

Clash of Clans – one of highest grossing games in App Store history so far (iOS/Android)

Communicate With Images

Bump for iPhone

Demonstrates the functionality across two screenshots

User Reviews

Controlling the Crowd

Difficult to control reviews – even making a great quality, bug free app isn’t enough to impress everyone.

“This app is poop! I don't understand what u do in this BORING game.” Swirly Heart

Take Control of What You Can

• Ask users to review – insert a pop up/review option in your app during a natural pause when people would want to review

• Get your advocates on board – Make sure people who are really enjoying your app are reviewing it

• Divert criticism from the review section – send people having a bad time to user feedback or provide in game compensation.

Ask Users To Review At The Right Time

• Award winning game The Room asks for a review after each 20 minute long chapter

• Embeds it into the level continue screen to make it seem natural

• Result: 5000+ 5 Star Reviews

Get good reviews, divert bad ones

Are you enjoying the game/app?

Please leave us a nice review of our

app

We’re sorry to hear that. Please leave us some feedback to help us

improve

NoYes

Head to App Store Email developer

App Store Description

The Ultimate Backup Plan

• Not the number one asset at all – Screenshots and Icons more important for catching attention; keywords, reviews and dls all more important to Search Engines.

• Vital for convincing uncertain “selective” consumers – need to appeal to people who are really unsure/analytical

• Inform and sell – give consumer all the information they need to choose and then sell to them.

Getting the description right

• Line one matters the most – most visible part, have to really sell your app strengths in that line.

• Be creative and understandable – let your company/apps tone of voice come out but keep things in simple terms for mass market

• Be informative – list features in easy to read lists with clear headlines, provide support info and any problems/IAPs

Candy Crush Saga: First Line

One line, one perfect summary of why you should download it

Candy Crush Saga: Layout/Tone

Easy on the eye, simple to read and fun creative at end

Candy Crush Saga: Info

Feature list clear and informative, extra details present

One More Thing

App Store Marketing: Not A One Off• Think of these assets as your store front – want to

keep the displays tidy, the marketing materials relevant and awards/reviews up to date

• Review them every three months – industry moves quickly, graphics and art style will leave you behind if you’re not careful

• The Keywords are really important to check – competitors may have moved on your turf or new words enter lexicon (e.g. selfie for Snapsmatic)

Need a hand? Get in touch

Email: gosborn180@gmail.comTwitter: @GeorgeOsbornLinkedIn: George Osborn