App Store Optimization

© 2014 Leadmill All Rights Reserved
App store optimization
How to increase your mobile profitability

Agenda
App Store Optimization
About the presentation
•  Why App Store Optimization?
•  What inﬂuences the search results
•  Plan your launch
•  Boost your App Store rankings
@TeamLeadmill

What is app store optimization?
“App Store optimization is the
process of improving the
visibility of a mobile app (Such as
an iphone, ipad, android, or
windows phone app) in an app
store (itunes for ios or google
play for android)”

Why Aso?
*
Forrester:
Consumer
Technology
Survey

**
TUNE:
Understanding
the
rela<onship
between
organic
and
paid

Why aso?
With over 2 million apps in the
major app stores, getting your
app discovered is one of the
biggest issues today.

Why Aso?
*
Forrester:
Consumer
Technology
Survey

**
TUNE:
Understanding
the
rela<onship
between
organic
and
paid

“Yet, 63% of apps are
discovered through app
store searches”*
App Store Search
63%
Friends & family
50%
App Store Top Charts
34%
Preinstalled apps
20%
% of app users who find apps via each channel

Why Aso?
*
Forrester:
Consumer
Technology
Survey

**
TUNE:
Understanding
the
rela<onship
between
organic
and
paid

“63% of apps are discovered
through app store
searches”*
>

“63% of apps are
discovered through
app store searches”*

If you’re not using ASO to increase App’s
search rankings, you’re missing out on the
largest discovery channel available
to your app.
@TeamLeadmill

What influences app rankings
•  Title
•  Downloads
•  Volume
•  Velocity
•  Uninstalls
(Only Google Play)
•  Ratings and reviews
Main Factors
@TeamLeadmill

@TeamLeadmill
Why is app title so important?
A title is one of the ﬁrst things people look for and notice when scrolling
through search results.
In terms of rankings, apps rank higher in search for terms used in their title,
as each word is parsed and used as a keyword.
For brands, a title provides an unique opportunity to go beyond
their brand name to give further explanation of their app. This is
especially important if the app you’re marketing is an extension of
your brand rather than an already established product.

% of apps with the keyword in the app title
70%
60%
50%
40%
30%
20%
10%
0%
60% vs. 56%
53% vs. 50%
48% vs. 45%
42% vs. 41%
41% vs. 39%
36% vs. 34%
iPhone
iPad
Top 5 Top 10 Top 20 Top 50 Top 100 Overall
“ 60% of the apps ranked
in the top five for a
keyword, included the
term in their title”.
TUNE:
%
of
Apps
with
the
Keyword
in
the
App
Title

AverageRanking
No keyword
in title
Keyword
in title
10,3% Ranking
Increase
Key words in the title: Worth it?
TUNE:
%
of
Apps
with
the
Keyword
in
the
App
Title

@TeamLeadmill
Why are app rankings and ratings important?
Based on ratings and reviews, a potential customer will often decide,
whether or not to download the app.
From the beginning of the published app lifecycle ratings play an immediate
role impacting search rankings, customer decision making and brand
reputation.
What can you do to improve your ratings and reviews? Well,
sometimes the best way to get something is to ask for it. However, do
not prompt the first time a customer launches an app – nobody will
give you an accurate rating before having the time to research the
app and its functionalities.

App Rating by Ranking
4.5
4
3.5
3
2.5
2
1.5
1
0,5
0
4.11 vs. 3.9
4.1 vs. 3.8
3.9 vs. 3.6
3.5 vs. 3.0
3.0 vs. 2.5
1.6 vs.1.3
iPhone
iPad
Top 5 Top 10 Top 20 Top 50 Top 100 Overall
“Positive word-of-mouth is
paramount for brands striving
to be top of charts in app
stores”.
TUNE:
%
of
Apps
with
the
Keyword
in
the
App
Title

@TeamLeadmill
Why are app updates important?
Naturally, updating is a sign of action, improvement and often addition of
new features that improve or advance the app usage experience.
App Stores are focused on apps that represent freshness and continue to
deliver value to the users and there is no better indication for continuous
improvement and development that app update releases.
Make sure to continuously obtain feedback from your app users
on the app performance. every piece of feedback whether it is
praise or criticism drives your business forward.

App update frequency in last 90 days
Top 5 apps are on
average updated 1.5
times every 3 month
TUNE:
App
update
frequency
in
last
90
days

organic and paid
@TeamLeadmill
Correlation between organic and paid installs?
Consumers spend more and more time on
mobile devices and within apps, which
implicates that organizations also are
increasing their app marketing efforts.
Due to this development, it is becoming
important for brands to clearly understand
the implications of their ad spend and the
relationship between paid and organic
marketing.

Apps that have the capability to only rely on
organic installs are outliers and not the norm.
For the other 99,9% of apps, having a strategic
mix between paid and organic marketing
efforts is vital to success.
@TeamLeadmill

Organic and paid
For every paid install an app receives, it
can expect to also acquire additional
1.5 organic installs”*
Organic and paid installs
*
TUNE:
Understanding
the
rela<onship
between
organic
and
paid

Organic and paid
All apps are not equal
*
TUNE:
Understanding
the
rela<onship
between
organic
and
paid

Even though there is a strong correlation between paid and organic installs, not all apps are equal
when it comes to the popularity of the app category it belongs to. App categories which consumers
favor the most naturally can achieve a higher organic boost than the less popular app categories.
The top 5 of most popular app categories and their organic multipliers are:
Games
20.38%
Organic Multiplier: 5.4
Education
10.36%
Business
9.43%
Lifestyle
8.01%
Entertainment
7.13%
The above shows that for example Games could look at their multiplier of 5.4 and know that if they
pay for one user, they will on average get 5.4 organic users in return, whereas entertainment
categories that is not as popular as games only will get 0.9 users in return for a paid install.

Due to this strong correlation between
organic and paid installs, marketers cannot
afford to only focus on one or the other.
Therefore, striving for a balance between
these two is the key to success for a app
marketer.
@TeamLeadmill

paid installs
Always - on campaigns
Designed to move apps up the Top Charts in app marketplaces
and help to acquire additional organic installs.
Designed to acquire quality, long-term users that remain engaged
and contribute to the ﬁnancial component of the app.
Burst campaigns
@TeamLeadmill

burst campaigns
Top of charts
Moving an app to the Top of Charts in the major app markets, is the primary purpose of burst
campaigns. In fact, the majority of app users ﬁnd apps through Top Charts in App Stores.
Based on user interests, App Store and Google arrange apps into a number of categories and sub-
categories that all hold featuring lists of apps fx best new games, best new updates and others.
By using a Top of Charts burst campaign, marketers generate a large number of new users and
thereby move the app to the Top Charts, which increases visibility and creates more organic installs.
Users are
presented with
Your APP as APP
OF THE DAY.
Interested users will
click and be sent to
the App stores to
install your app.
Chart rankings and
viral effects
dramatically increase
as thousands of users
install the app.
User flow
How the Top of Charts
Campaign Works
1 2 3

leadmill Case: Talk4fun
2
Generate brand awareness, acquire new quality users
and become the preferred social chat app in Sweden.
Campaign Objective:

Case: Talk4fun
*
TUNE:
Understanding
the
rela<onship
between
organic
and
paid

2780
4300
2nd in App Store
Installs
OrganicInstalls
17thinAppStore
24
Hours
Talk4fun results

always - on campaigns
Always - on campaigns
Always – on campaigns or commonly called long-term campaigns are fundamental for
everyone, no matter if you represent a well-established enterprise level organization with
strong brand recognition or a niche focused start-up.
Always – on campaigns can over time help you more precisely and effectively to stand out
from the competition based on narrow targeting, measurement and optimization.
The main purpose is over an extended period of time, to make an impact in one of these
three main areas: lead generation, brand awareness, and re-engagement.

mentionable benefits
•  Instantly improves brand
awareness and recognition among
your target groups
•  Great for new product releases,
special activities, offer promotions
& more.
•  Multiple targeting opportunities
and ad formats available
•  In-depth optimization towards
campaign KPI’s
•  Engaging user experience
•  Reach thousands of quality users
Branding

mentionable benefits •  Acquire quality customers with high retention
rates
•  Cost-per-lead basis
•  Multiple targeting opportunities and ad formats
available
•  E-mail submit, Click to call, Coupons, Surveys,
Downloads etc.YOUR
CAMPAIGNç

Case study
Scandinavian music streaming service
•  Acquire and engage hundreds of
new users
•  Position WiMP as Top-of-Mind brand
in Denmark & Germany
Full Case Study:
http://www.leadmill.com/case-study-
wimp/
Lead Generation

mentionable benefits •  Pay-per-install or cpc/cpm with cost-per-install target
•  Inventory worldwide
•  iOS & Android
•  Smartphone & tablet
•  Multiple targeting opportunities
•  Optimization towards best user quality
YOUR
CAMPAIGNç

Case study
Candy Crush Saga
•  +40.000 App Installs in EU
and US
•  Most downloaded iOS app
in 2013
Full case study: http://www.leadmill.com/
candy-crush-saga-case-study/
App Install

aLways-on campaigns
User preferences and reengagement
reengagementIndustry related

è è
Brands can promote their webshop, app or product
towards users with industry related apps installed.
Brands can reengage current customers that have
not engaged with their app for a period of time.
Third-party app Third-party appCampaign displayed Campaign displayed

Ensuring that your ad spend is appropriately
allocated and utilized at the most favorable
time is fundamental to driving successful
user acquisition campaigns and optimizing
your mobile marketing budget.
@TeamLeadmill

Plan your campaign
*TUNE: The timing of user acquisition campaigns
Weekdays vs. Weekends
Saturdays and
Sundays perform
28% higher install
volumes.
the lowest performance
On Tuesday & Thursday

Saturday
Sunday

Plan your campaign
high install volume
and rates:
November, December &
January
Month by Month
the least performing
months: May,
September & October

November
December

Plan your campaign
Holidays
Christmas and new
years days have 173%
higher install volumes
than non-holidays.
holidays drive more
installs and have a
higher install rate

Key Takeaways
1.  You are leaving downloads on the table,
if you don’t work with ASO.
2.  Strategic mix between organic and
paid installs is vital for success
3.  Utilize mobile ad spend at the most
favorable time
@TeamLeadmill

App Store Optimization

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