App Store Marketing, Done Simply
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Transcript of App Store Marketing, Done Simply
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: [email protected]: @GeorgeOsbornLinkedIn: George Osborn