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The App Store Optimization CRO Loop

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The Conversion Optimization Loop: A framework for increasing conversion rates via sustainable app store optimization. Prepared and presented by Stuart Miller, Aude Boscher
at App Promotion Summit Berlin 2018.

Building a Systematic Process for ASO With the CRO Loop: https://asostack.com/building-a-systematic-process-for-aso-with-the-cro-loop-d1c4bc7ca725?utm_source=slideshare

Publié dans : Mobile
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The App Store Optimization CRO Loop

  1. 1. App Promotion Summit
  2. 2. Pg. 2 Senior ASO Consultant aude.boscher@phiture.com Lead Growth Designer stuart.miller@phiture.com About Us
  3. 3. Pg. 3 About Us
  4. 4. Pg. 4 Sharing is at the core of our consultancy... 1k ASO practitioners Incipia
  5. 5. CRO Loop 1. Conduct research1 2. Hypothesize2 Looking Inward Looking Outward Looking Skyward Craft message 3 Create assets 44 Test assets 55 Measure & Report 66 Visuals Copy Google Play Store Listing Experiments Fake Landing Pages Apple Creative SetsB/A testing
  6. 6. 1.1 Looking inward
  7. 7. 1.1 Looking inward
  8. 8. 1.1 Looking inward
  9. 9. 1.1 Looking inward
  10. 10. 1.1 Looking inward
  11. 11. 1.1 Looking inward
  12. 12. 1.1 Looking inward
  13. 13. 1.1 Looking inward PERSUASION EMOTION TRUST Cross reference PET-Design Glossary: http://www.humanfactors.com/downloads/Glossary_PET_design.pdf
  14. 14. PERSUASION EMOTION TRUST Cross reference PET-Design Glossary: http://www.humanfactors.com/downloads/Glossary_PET_design.pdf 1.1 Looking inward
  15. 15. 1.1 Looking inward
  16. 16. 1.2 Looking Outward
  17. 17. 1.2 Looking Outward
  18. 18. 1.2 Looking Outward
  19. 19. 1.2 Looking Outward
  20. 20. 1.2 Looking Outward
  21. 21. 1.3 Looking Skyward
  22. 22. 1.3 Looking Skyward
  23. 23. 1.3 Looking Skyward
  24. 24. 2.1 The anatomy of a good hypothesis
  25. 25. 2.1 The anatomy of a good hypothesis “We believe that adding a tasty pizza to the screenshots
  26. 26. 2.1 The anatomy of a good hypothesis “We believe that adding a tasty pizza to the screenshots will increase the conversion rate
  27. 27. “We believe that adding a tasty pizza to the screenshots will increase the conversion rate because research shows that pizzas are the most popular delivery item within our food delivery app” 2.1 The anatomy of a good hypothesis
  28. 28. 3 Brief HYPOTHESIS: We can raise conversion rates if we include building materials in the screenshots, because this app is designed for construction workers.
  29. 29. 3 Brief HYPOTHESIS: We can raise conversion rates if we include building materials in the screenshots, because this app is designed for construction workers. BRIEF: Format: Android Screenshots / x by x px Use a close up texture of brick on the left hand side, and a close up of steel on the right. Left-align text which says, “Measure twice, cut once.” Please consult brand guide for font usage rules.
  30. 30. 4.1 Visuals - Best Practice Overview
  31. 31. 4.1 Visuals - Best Practice Overview
  32. 32. 4.1 Visuals - Best Practice Overview
  33. 33. 4.2 Visuals - Common Techniques
  34. 34. 4.2 Visuals - Common Techniques
  35. 35. 4.3 Copy - Best practices overview
  36. 36. 4.2 Textual Best Practices & Techniques
  37. 37. Pg. 43 Before we start testing...
  38. 38. Pg. 44 Native A/B testing within the Google Play store Google Play Experiments Testing conversion of different screenshots on the App Store via Apple Search Ads Creative Set Testing Landing pages with A/B testing Fake App Stores Updating your assets and measuring conversion Before & After Sequential Analysis update CVR Step 1: Select testing method
  39. 39. Pg. 45 Icon Short description Screenshots Video + feature graphic Long description
  40. 40. Pg. 46 • Free • Native store UX • Up to 5 localized experiments at the same time • No need for technical resources or technical knowledge Step 1: Select testing method
  41. 41. Pg. 47 • Statistical reliability is so-so eg. Calls out a winner with a 90% confidence interval • No segmentation control • No installs source differentiation = inability to optimize for valuable users 2 3 • Free • Native store UX • Up to 5 localized experiments at the same time • No need for technical resources or technical knowledge Step 1: Select testing method
  42. 42. Pg. 48
  43. 43. Pg. 49 #1 Step 1: Select testing method
  44. 44. Pg. 50 #2 - High volume - Avoid brand - Avoid bias Step 1: Select testing method
  45. 45. Pg. 51 #3 Step 1: Select testing method
  46. 46. Pg. 52 • No need for technical resources or technical knowledge • Native store UX • Segmentation control (=possibility to optimize for best-performing ad groups) • Costly. You’re experimenting with ads... • Not true AB testing: Apple decides how much traffic it puts into each test and when. • Very limited: - Only two assets can be tested (screenshots, app preview) - in search results only - in a predefined order - after they’ve been approved by Apple Step 1: Select testing method
  47. 47. Pg. 53
  48. 48. Pg. 54 #1 #2 Update Step 1: Select testing method
  49. 49. Pg. 55 • Free • No need for technical resources or technical knowledge • Native store UX • Possible to “test” all elements editable by the developer (exclude for instance reviews) • Not true AB testing : “Test” is displayed to 100% of the users: - high risk of decreasing conversion rate (impact on installs) - no control group - no segmentation - long rolling back time if on App Store (need for a new release) Step 1: Select testing method
  50. 50. Pg. 56
  51. 51. Pg. 57 Step 1: Select testing method
  52. 52. Pg. 58 Step 1: Select testing method
  53. 53. Pg. 59 • Platform agnostic • Test everything: App name, impact of rating... • Pre-launch testing • Test new store layouts seen in betas • Track everything: Time on page, screenshot clicks, scroll behavior... • Measure LTV instead of Installs (with MMP) Step 1: Select testing method
  54. 54. Pg. 60 1 2 3 Step 1: Select testing method
  55. 55. Pg. 61 Step 2: Monitor
  56. 56. Pg. 62 Step 3: Analyse
  57. 57. Pg. 63 ● ● ● → Step 4: Conclude
  58. 58. CRO Loop 1. Conduct research1 2. Hypothesize2 Looking Inward Looking Outward Looking Skyward The Brief 3 Create assets 44 Test assets 55 Measure & Report 66 Visuals Copy Google Play Store Listing Experiments Fake Landing Pages Apple Creative SetsB/A testing
  59. 59. Pg. 65 aude.boscher@phiture.com | stuart.miller@phiture.com

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