How to Save $3mm in Marketing Budgets through ASO

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6

George Natsvlishvili (Head of Organic Growth at Glovo - food delivery app), talks about how to save $3mm in marketing budgets through App Store Optimization

Source:
How to Save $3mm in Marketing Budgets through ASO
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
January 5, 2020
Added to the Vault on:
March 13, 2020
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💎 #
1

When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.

10:36
💎 #
2

To increase your confidence in Google Experiment you can test again a test

11:40
💎 #
3

Glovo has seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.

12:05
💎 #
4

Created an ASO KPI dashboard with team which shows everything and is very helpful.

12:40
💎 #
5

Used inappropriate review flagging to get reviews with swear words removed

14:11
💎 #
6

Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2

14:40
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💎 #
1

When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.

10:36
💎 #
2

To increase your confidence in Google Experiment you can test again a test

11:40
💎 #
3

Glovo has seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.

12:05
💎 #
4

Created an ASO KPI dashboard with team which shows everything and is very helpful.

12:40
💎 #
5

Used inappropriate review flagging to get reviews with swear words removed

14:11
💎 #
6

Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2

14:40
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💎 #
1

When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.

10:36
💎 #
2

To increase your confidence in Google Experiment you can test again a test

11:40
💎 #
3

Glovo has seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.

12:05
💎 #
4

Created an ASO KPI dashboard with team which shows everything and is very helpful.

12:40
💎 #
5

Used inappropriate review flagging to get reviews with swear words removed

14:11
💎 #
6

Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2

14:40
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Keyword optimization and measuring impact

Keyword optimization is a constant process: always need to check ranks for keywords to see impact. Need to find the combination between keyword relevancy for your app and low competition ones.

Measure the impact based on:

  • Ranking for specific keyword
  • Organic traffic on App Store and Google Play Store (hard to assess however because of other organic/offline efforts)

To isolate TV or other impact: before/after analysis, and also launched some projects on incrementality.

Improving ratings

Improved Glovo’s ratings from 4.2 to 4.7 on the App Store and 3.2 to 4.4 on the Google Play Store.

=> conversion rate improved dramatically (also impact on all traffic, including paid)

=> got featured by Apple

Conversion rate increase of 7% with all efforts. Estimated impact on less than one year: $3mm in budget.

App Store tests

Do not trust people/experts’ opinions, only trust the numbers.

Surprising:

  • New cool screenshots with popular items, new background color => failed so they
    - Changed the background color
    - Switched from popular item to popular category

[💎@10:36] When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.

For Google Play Glovo usually uses Google Experiments and for the App Store a third party tool.

Google Experiments biggest focus despite low confidence rate

  • [💎@11:40] To increase your confidence in Google Experiment you can test again a test
  • Combine with before/After analysis as well

[💎@12:05] They have seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.

[💎@12:40] Created an ASO KPI dashboard with team which shows everything and is very helpful:

  • Ad server tools
  • Google Play Console
  • App Store

Top KPIs in the dashboard

  • Conversion rate organic traffic
  • Ratings (huge influence on conversion rate)

Back to reviews -> Biggest actions on Google Play:

  • Starting answering both negative and positive reviews: changed users’ mindset
  • [💎@14:11] Used inappropriate review flagging to get reviews with swear words removed
  • Tried changes in the rating prompt to find the right combination + changes within the copy used itself
    - [💎@14:40] Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2
    - Also switched to initial ratings pop-up to CRM ratings pop-up

Website & SEO

Have been developing the website as well (only 2 years ago). Before that, mobile-only. It’s been bringing a lot of additional users.

Incremental lift depends on countries but at least 10%.

Team structure

Focusing on efficiency and automation: 4 persons only.

  • ASO and SEO: high qualified external person + 1 in-house SEO
  • A lot has been automated


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Keyword optimization and measuring impact

Keyword optimization is a constant process: always need to check ranks for keywords to see impact. Need to find the combination between keyword relevancy for your app and low competition ones.

Measure the impact based on:

  • Ranking for specific keyword
  • Organic traffic on App Store and Google Play Store (hard to assess however because of other organic/offline efforts)

To isolate TV or other impact: before/after analysis, and also launched some projects on incrementality.

Improving ratings

Improved Glovo’s ratings from 4.2 to 4.7 on the App Store and 3.2 to 4.4 on the Google Play Store.

=> conversion rate improved dramatically (also impact on all traffic, including paid)

=> got featured by Apple

Conversion rate increase of 7% with all efforts. Estimated impact on less than one year: $3mm in budget.

App Store tests

Do not trust people/experts’ opinions, only trust the numbers.

Surprising:

  • New cool screenshots with popular items, new background color => failed so they
    - Changed the background color
    - Switched from popular item to popular category

[💎@10:36] When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.

For Google Play Glovo usually uses Google Experiments and for the App Store a third party tool.

Google Experiments biggest focus despite low confidence rate

  • [💎@11:40] To increase your confidence in Google Experiment you can test again a test
  • Combine with before/After analysis as well

[💎@12:05] They have seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.

[💎@12:40] Created an ASO KPI dashboard with team which shows everything and is very helpful:

  • Ad server tools
  • Google Play Console
  • App Store

Top KPIs in the dashboard

  • Conversion rate organic traffic
  • Ratings (huge influence on conversion rate)

Back to reviews -> Biggest actions on Google Play:

  • Starting answering both negative and positive reviews: changed users’ mindset
  • [💎@14:11] Used inappropriate review flagging to get reviews with swear words removed
  • Tried changes in the rating prompt to find the right combination + changes within the copy used itself
    - [💎@14:40] Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2
    - Also switched to initial ratings pop-up to CRM ratings pop-up

Website & SEO

Have been developing the website as well (only 2 years ago). Before that, mobile-only. It’s been bringing a lot of additional users.

Incremental lift depends on countries but at least 10%.

Team structure

Focusing on efficiency and automation: 4 persons only.

  • ASO and SEO: high qualified external person + 1 in-house SEO
  • A lot has been automated


The notes from this resource are only available to premium members.

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↘ At this point, you know what to do ↙
GET Access

Keyword optimization and measuring impact

Keyword optimization is a constant process: always need to check ranks for keywords to see impact. Need to find the combination between keyword relevancy for your app and low competition ones.

Measure the impact based on:

  • Ranking for specific keyword
  • Organic traffic on App Store and Google Play Store (hard to assess however because of other organic/offline efforts)

To isolate TV or other impact: before/after analysis, and also launched some projects on incrementality.

Improving ratings

Improved Glovo’s ratings from 4.2 to 4.7 on the App Store and 3.2 to 4.4 on the Google Play Store.

=> conversion rate improved dramatically (also impact on all traffic, including paid)

=> got featured by Apple

Conversion rate increase of 7% with all efforts. Estimated impact on less than one year: $3mm in budget.

App Store tests

Do not trust people/experts’ opinions, only trust the numbers.

Surprising:

  • New cool screenshots with popular items, new background color => failed so they
    - Changed the background color
    - Switched from popular item to popular category

[💎@10:36] When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.

For Google Play Glovo usually uses Google Experiments and for the App Store a third party tool.

Google Experiments biggest focus despite low confidence rate

  • [💎@11:40] To increase your confidence in Google Experiment you can test again a test
  • Combine with before/After analysis as well

[💎@12:05] They have seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.

[💎@12:40] Created an ASO KPI dashboard with team which shows everything and is very helpful:

  • Ad server tools
  • Google Play Console
  • App Store

Top KPIs in the dashboard

  • Conversion rate organic traffic
  • Ratings (huge influence on conversion rate)

Back to reviews -> Biggest actions on Google Play:

  • Starting answering both negative and positive reviews: changed users’ mindset
  • [💎@14:11] Used inappropriate review flagging to get reviews with swear words removed
  • Tried changes in the rating prompt to find the right combination + changes within the copy used itself
    - [💎@14:40] Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2
    - Also switched to initial ratings pop-up to CRM ratings pop-up

Website & SEO

Have been developing the website as well (only 2 years ago). Before that, mobile-only. It’s been bringing a lot of additional users.

Incremental lift depends on countries but at least 10%.

Team structure

Focusing on efficiency and automation: 4 persons only.

  • ASO and SEO: high qualified external person + 1 in-house SEO
  • A lot has been automated