Gaining Visibility Over Licensing in a Diverse Technology Market
Gaining the app visibility that matters
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Transcript of Gaining the app visibility that matters
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Gurgaon, 9th December 2015
InMobi- inDecode Meetup
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Gaining the app visibility that mattersMistakes | Build | Measure | Engage
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The Estimated Growth in Apps
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From many apps on your phone,
how many do you actually use?
YOUR STUNNING
IMAGE
Why Visibility Matters?
According to Google, in U.S out of
33 apps installed on an average,
people used only 1/3 of the apps
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Some Discussions I’ve had
“I have uploaded app description,
and assets. They look just fine”“Sigh! I lately got several bad
ratings on the app”
“I just made a new release of the
app, but i found people were not
aware of this update”
“I never updated my app. The last
time i updated the app was when i
launched the app few months back”
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and…that Happy Moment when your app is ready
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But what about Measuring Customer’s Life Time Value
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What follows?
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GETTING THE BASICS RIGHTIT DOES MATTER
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Know Who’s the Boss
https://play.google.com/about/developer-content-policy.html
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A: Does your app hint what your app is about?
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Here are some key points
Placing keyword in the title ‘could’ boost your rank
Keyword density is relevant to Android app titles
Repetition of keywords in title could work, but rarely
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B: Pay attention to the App description formatting
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Does it format well on mobile?
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C:Get the first 3-lines of your app description right
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D: Using the Keywords that Matter
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But…watch your competitors
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E: Is your icon scalable?
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F: Designing Icon
Focusing on Single Character in case of game
Functional Apps
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Beautiful Screenshots
Awesome Feature Image Impressive merging Communicate what your app does
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Beautiful Screenshots
Simple, crisp and pleasing to eyes
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Beautiful Screenshots
App feature screenshots
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Beautiful Screenshots
Updating the screenshots & Emotional connect
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A Big ‘NO’
Avoid repetitions
Text Heavy ?
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Another Big ‘NO ’
Ask yourself “What are you trying to convey? “
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The Video adds to the topping
Context Video Feature Video
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G: Should you choose to Localize?
Adding your own Translation
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If not all, which ones?
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Case Study: Zombie Ragdoll
Source: Google
By Search Observe the title Assets in Locale
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Case Study: Zombie Ragdoll
Source: Google
Increased engagement
because of appeal of the
localized version
80% of installs came from
users of non-English languages
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Think of ‘this’ before Localising
International Launch and Support
Is the name a trademark?
International User’s pattern of searching
Is translate possible?
Discoverability and usability ( marketing budget)
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H: Do you respond to the (Bad) reviews?
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So Far….1
2
3
4
Design sreenshots that scream “Install me”
You have 3-4 seconds to catch user’s attention with your screenshot
Strategy differs for Apps & Games
Title and Description Matters. Focus on Keywords, Formatting and first 3 Lines
5 Strong Opening, Good Storyline & Script can work well for app trailers. Leverage Video Ad Platforms
6 Think Market when going global
Reply to all reviews reported7
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CURIOUS CASES OF TWO APPSTHE “GOOGLE” POWER UNLEASED
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CASE A: COUCH TO 5K
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CASE A: COUCH TO 5K
Difficulty Measure
The competition is well spaced
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CASE A: COUCH TO 5K
..and probably “K” is treated as Running/Expense
..and probably “K” is treated as Running/Expense
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CASE A: COUCH TO 5K
Difficulty Measure
Ranking differs
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CASE A: COUCH TO 5K
The Keyword optimization
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CASE B: SUBWAY SURFERS
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CASE B: SUBWAY SURFERS
Synonyms of DASH
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BEYOND CONVENTIONAL WAYSBE STRATEGIC - BE DIFFERENT
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LONG-TRAIL Keywords
REMEBER R.D.T
( RELEVANCE, DENSITY AND
TRAFFIC)
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Are there any common keys?
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Using COMPETITIVE KEYWORD Strategy
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Using COMPETITIVE KEYWORD Strategy
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REVIEWS Analysis - Keywords
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REVIEWS Analysis - SHARING & REPLIES
Share your reviews The conversion works
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REVIEWS Analysis - Ratings
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REVIEWS ANALYSIS - How do you handle?
Super Fans
Haters Techies
Spammers
Shorties Wanderers
Unclear
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Wanderers
REVIEWS ANALYSIS - The Gain
Super Fans
Haters Techies
Spammers Shorties
Unclear
Keywords
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Are you following Social Media enough?
Understand how users user your
app name and feature-synonyms
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Enter the world of Blogging
Don’t forget the post “Keywords”,
“Meta Description” and Back
links.
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So Far….
Try out long trail keywords
Analyse competitive keywords
1
2
3
4
strategies to reply to different types of comments
Blogging network is potential way to reach out to right kind of users
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WHAT CAN GOOGLE OFFER?WHAT’s EXISTING AND WHAT’s NEW?
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How is Google helping ?
Acquiring new users Re-enaging existing users
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Driving Engagements Using Search
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RE-ENGAGING Using Searches
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Driving Installs Using Search
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APP Indexing
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APP Indexing
Step 1: Add deep link support to app
Step 3: Publish app deep links
Indexing
Step 2: Verify
website
Check for errors & status
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PLAY Experiments
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PLAY Experiments
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PLAY Experiments
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30% Users 70% Users
Variant 1 : Testing for new icons
Variant 2 : Testing for new Tab assets
15% Users
15% Users
Martin Josh
PLAY Experiments
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CASE STUDY - EverythingMe launcher
Changing your app icon can have an incredible impact
Slogan as part of the feature graphic design can improve
conversion ( +7% in this case)
App’s short description can help you capture user’s
attention
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Any Alternatives?
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And finally…
App Indexing is important to re-engage or acquire users
Use experiements to strategize app store listings
1
2
3 Use in-app deep linking
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Increasing User RetentionCaring & Sharing
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Points, but not limited
Use Strategic Notifications
On-Boarding
Community Engagement on Social media
Relevant and ConciseTiming
Missing you!
Being smart and Interesting
Branch for Deep Linking
In-App Feedback
Update but Notify Users
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Resources
App Analytics
In-App Feedback
Alternatives to Play Store
App Store Analytics
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Pr@jyot Mainkar Director/Androcid Media Pvt. Ltd. (www.androcid.com) @prajyotm /prajyotmainkar +prajyotmainkar
Thank you!