George Natsvlishvili (Head of Organic Growth at Glovo - food delivery app), talks about how to save $3mm in marketing budgets through App Store Optimization
When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.
Glovo has seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.
Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2
When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.
Glovo has seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.
Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2
When adding popular items/products to your screenshots you need to be careful as they can be seasonal or depend on the country.
Glovo has seen big differences in results between after a short period of time (e.g. one week) vs. 1 or 2 months.
Pop-up rating used to be a long text (and getting no) -> switched to 1 line text and increased rating by 0.2
Notes for this resource are currently being transferred and will be available soon.
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:
To isolate TV or other impact: before/after analysis, and also launched some projects on incrementality.
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.
Do not trust people/experts’ opinions, only trust the numbers.
Surprising:
[💎@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
[💎@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:
Top KPIs in the dashboard
Back to reviews -> Biggest actions on Google Play:
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%.
Focusing on efficiency and automation: 4 persons only.
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:
To isolate TV or other impact: before/after analysis, and also launched some projects on incrementality.
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.
Do not trust people/experts’ opinions, only trust the numbers.
Surprising:
[💎@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
[💎@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:
Top KPIs in the dashboard
Back to reviews -> Biggest actions on Google Play:
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%.
Focusing on efficiency and automation: 4 persons only.
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:
To isolate TV or other impact: before/after analysis, and also launched some projects on incrementality.
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.
Do not trust people/experts’ opinions, only trust the numbers.
Surprising:
[💎@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
[💎@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:
Top KPIs in the dashboard
Back to reviews -> Biggest actions on Google Play:
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%.
Focusing on efficiency and automation: 4 persons only.
