10 tricks to get more app downloads

MOBILE MARKETING ASSOCIATION Oct 30th, 2014
10 tricks to get more
app downloads
meetsapp.com @jberlana

Javier Berlana
Co-founder & CTO
@jberlana
About me

About me
Computer Science Engineer
Master on security and mobile computing
Android Aalto
Aalto Venture Garage
IECISA
iOS Developer
Mobile One2One
Senior iOS Developer
Sweetbits
Cofounder & iOS Developer

About me
2M users
iOS App
SingIt! Top1 in more than 15 countries.
Facebook App
“Mi equipo de fútbol” 3.5M users
Website
Twitter to RSS 70K accounts
Marketing investment 0.00 €

App name

1 App name
255 chars 30 chars
Use the words in your
name as keywords!

1 App name
meets
Singit!
Framebook

1 App name
meets, organizar planes con amigos
y descubre conciertos, teatro y fiestas
con descuentos.
Singit! Your music, with lyrics.
Framebook, the social photo frame.

1 App name
iPhone iTunes detail screen
iTunes lists screen

1 App name
• Use URL safe characters.
• Don’t duplicate.
• Use the two-part name convention.
• Be authentic.
• Be clear.
• Pronounceability matters.
• Short and concise is the way to go.

App description

2 Description

2 Description
Your app 3 lines max pitch.

2 Description
List of features.

2 Description
Social proof.

2 Description
Call to action.

2 Description
Product & social media links

2 Description
More keywords.

2 Description
• 3 first lines are the most important.
• Localize your description.
• Add social proof.
• On Android chose you words wisely.

Screenshots

3 Screenshots
One of the most
important things on
search results

3 Screenshots
iOS 7
1 screenshot
iOS 8
2 screenshots

3 Screenshots
App leitmotiv ->
Social proof ->
Cool UI  ->

3 Screenshots
Describe your features.

86% of top grossing & paid games
screenshots on the App Store use text to
support visuals*
* By Alexandru Bleau,

3 Screenshots
• Your best screenshot should be displayed first.
• Each individual screenshot should communicate
one benefit of your app.
• Use additional text to highlight the benefit that is
displayed on each screenshot.
• Keep screenshots clean, bright and easy to read.
• Always use all available screenshot slots.

Localization

4 Localization
More countries
Larger market
More downloads

4 Localization
Users want to feel the app has
been developed in their country.

4 Localization
At least translate keywords and
description.

Keywords

5 Keywords
100 chars No keywords

5 Keywords
Do not use spaces.
meetsapp, mits, eventos, madrid, valencia,
barcelona, entradas, quedar, hoy, ofertas,
decidir, en, ocio, bcn, vlc
meetsapp,mits,eventos,madrid,valencia,barcelon
a,entradas,quedar,hoy,ofertas,decidir,en,ocio,
bcn,vlc

5 Keywords
Use conjunctions
planes madrid planes en madrid
#3 /12 #1 /2

5 Keywords
Get inspired
thesaurus.com synonyms that you can use
for your keyword list.
Doing hashtag searches on Twitter.
Review mining, examining user reviews can
also be a great way to prospect for keyword.

Keyword optimization

6 Keyword optimization
Use of tools is mandatory

The biggest mistake is selecting keywords
solely based on traffic volume.
While it is ideal to rank for keywords that get
a ton of searches, relevance and difficulty
are actually more important when it comes to
getting downloads.

Ads optimizaion

7 Ads optimization
People on pictures is a plus!
Vs

7 Ads optimization
Nexus between the ad and the
app screenshots.
before (CPI 0.50€) after (CPI 0.18)

7 Ads optimization
Highly segmented
Huge target (> 2M)
> CTR
< CPI

7 Ads optimization
Do not look only on the basic
metrics that Facebook gives us,
measure LTV and other business
related metrics.

Nice tool
Do not look only on the basic
metrics that Facebook gives us,
measure LTV and other business
related metrics.

Reviews & Velocity

8 Reviews & velocity
Top Charts
Rankings
Featured
Rankings
Search Results
Rankings

Top charts rankings
Chart rankings are mainly influenced by download
numbers and in particular download velocity.
Indirectly, reviews do affect the rankings in the Top Charts,
because positive reviews lead to both improved visibility.
Push apps

Search results rankings
Ratings definitely do seem to influence the appearance in
search results.
Quantity of reviews probably also comes into play here, but
I do not have data to back this up.

Featured Rankings
“Featured” “New and Noteworthy” “What's Hot” “New”
There does not seem to be any mathematical model that
can predict these results and therefore this indicates that
the results are the results of human curation.
The ranking in the "What's Hot" here seems to be
influenced more directly by both quantity and quality of
ratings.
In this case also "positive review velocity" may also be
related to the rankings here.

Frequent updates

9 Frequent updates
Frequent updates show that
you’re dedicated to your product.
At least once per month

9 Frequent updates
Update with a purpose
When you’re updating your app, there should always be a
definitive reason for the update. It can be as small as a
simple bug fix or a big as a complete UI overhaul. Be clear
about what the purpose is and make sure to stay focused
on that reason.

9 Frequent updates
A/B test ASO efforts
Updates are a chance for you to test out different facets of
your ASO strategy to see what works best. Try changing
your title, keywords, screenshots, and description to find
the best factors that lead to the highest search rankings
and conversion rates.

Social interaction

10 Social interaction
Share content inside the app
via social networks

Traditional channels

Javier Berlana
Co-founder & CTO
@jberlana
Gracias!

10 tricks to get more app downloads

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