TheTalks Episode 1 - 2020: A New Scope for Aso

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6

Three ASO experts talk about what's coming up for next year in terms of ASO: Jorge Canga (founder @ Kaizen Internet - digital agency - and CRO enthusiast, Steve Young (CEO & founder of AppMasters - app marketing agency) and Daniel Peris (CEO, co-founder of TheTool & Growth Engineer).

Source:
TheTalks Episode 1 - 2020: A New Scope for Aso
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
December 12, 2019
Added to the Vault on:
March 19, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

At the macro level, think about what displays in the search results, and add social proof to the screenshots.

06:55
💎 #
2

For your app name find a “brand” keyword that is associated/synonymous with THE keyword you're going after (example: “Unplug” brand for the “Meditation” keyword; “Playlist” for “Music”) can bring additional downloads.

19:13
💎 #
3

Direct relationship with visibility of the app, in both search and explore on the Google Play Store (similar apps). Same to come on the App Store.

21:30
💎 #
4

On the Google Play Store semantics are much more important than keyword density. Almost SEO. Use h1 (2 or 3 main keywords) / h2 (core product keywords) /h3, in html on your listing.

26:00
💎 #
5

For KPIs track your revenue of course (can leverage email marketing, especially for subscription apps)

32:40
💎 #
6

To help get a feature, run ads targeting employees of Apple.

43:55
The "gems" from this resource are only available to premium members.
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  • Define your preferred categories and receive new relevant gems directly in your inbox
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💎 #
1

At the macro level, think about what displays in the search results, and add social proof to the screenshots.

06:55
💎 #
2

For your app name find a “brand” keyword that is associated/synonymous with THE keyword you're going after (example: “Unplug” brand for the “Meditation” keyword; “Playlist” for “Music”) can bring additional downloads.

19:13
💎 #
3

Direct relationship with visibility of the app, in both search and explore on the Google Play Store (similar apps). Same to come on the App Store.

21:30
💎 #
4

On the Google Play Store semantics are much more important than keyword density. Almost SEO. Use h1 (2 or 3 main keywords) / h2 (core product keywords) /h3, in html on your listing.

26:00
💎 #
5

For KPIs track your revenue of course (can leverage email marketing, especially for subscription apps)

32:40
💎 #
6

To help get a feature, run ads targeting employees of Apple.

43:55
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💎 #
1

At the macro level, think about what displays in the search results, and add social proof to the screenshots.

06:55
💎 #
2

For your app name find a “brand” keyword that is associated/synonymous with THE keyword you're going after (example: “Unplug” brand for the “Meditation” keyword; “Playlist” for “Music”) can bring additional downloads.

19:13
💎 #
3

Direct relationship with visibility of the app, in both search and explore on the Google Play Store (similar apps). Same to come on the App Store.

21:30
💎 #
4

On the Google Play Store semantics are much more important than keyword density. Almost SEO. Use h1 (2 or 3 main keywords) / h2 (core product keywords) /h3, in html on your listing.

26:00
💎 #
5

For KPIs track your revenue of course (can leverage email marketing, especially for subscription apps)

32:40
💎 #
6

To help get a feature, run ads targeting employees of Apple.

43:55
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Notes for this resource are currently being transferred and will be available soon.

Most crucial factor for conversion rate

App Store

  • Icon
  • Ratings (too close to 5 if not a big brand is not good - prefer 4.7)
  • [💎@06:55] + think about what displays in the search results, and add social proof to the screenshots

Google Play Store

  • Icon
  • Ratings
  • + use short description to add social proof (vs. keywords)

=> run A/B tests on these elements first


Impact of iOS 13 on ASO strategy

  • Focus on retention and monetization more an more important (for the algorithm too). Steve focuses more on App Store browse and search recommendations (Apple testing adding icons in search recommendations).
  • Less hackable now, good metrics are becoming more important. Favoring good products vs. ASO hacks
  • Dark mode: icons + screenshots should look great in both modes


What do you use for CRO experimenting

  • Splitmetrics, ASO Giraffe to get more insights than Google Play. Tries to use them + Google Play to compare results.
  • Posts A/B/C/D contests on Facebook groups. Focus on big differences, not subtle color changes.


User retention in 2020 might be one of the keys to success for ASO. All about the product (! crashes).

Branding test (Steve):

[💎@19:13] For your app name find a “brand” keyword that is associated/synonymous with THE keyword you're going after (example: “Unplug” brand for the “Meditation” keyword; “Playlist” for “Music”) can bring additional downloads.


ANRs and Crashes

[💎@21:30] Direct relationship with visibility of the app, in both search and explore on the Google Play Store (similar apps). Same to come on the App Store.


Primary factors to get ranked on keywords

iOS: title, shorter app names seems to work better, ratings.

Google Play:

  • Quality backlinks (think about what was working with SEO).
  • [💎@26:00] ! Semantics much more than keyword density. Use h1 (2 or 3 main keywords) / h2 (core product keywords) /h3, <b> in html on your listing
  • Retention and of course downloads are important
  • Keywords in user reviews (less than before though).


Google Play “tags” feature: no impact at all discovered so far (but similar to AdMob categories). This seems to have changed since.


ASO KPIs to track

  • Volume of organic downloads
  • Conversion rate
  • Keyword rankings, user reviews per day
  • [💎@32:40] Revenue of course (can leverage email marketing, especially for subscription apps)
  • Backlinks (using ahrefs)


ASO Tips

  • Using emojis (but not in app name), social proof, additional localizations indexed (Spanish-Mexico indexed for US region)
  • Have a scientific approach whenever possible
  • 1 or 2 keywords in bundle name (Google Play), emojis in developer name


To help features

  • Finding social/positive impact angle
  • Say you’re going to run ads with the platform
  • Exclusivity period (especially for iOS)
  • Find reviewers on LinkedIn and Instagram to try and build rapport with them
  • [💎@43:55] Run ads targeting employees of Apple


UA can help with organic uplift (ranked with other apps that have same volume of downloads). Mostly something for big players. Depends a lot on the platform and needs to be measured in the right way.

UA: better to use budget evenly than bursts.


2020 predictions

  • Good products will win
  • Think about the whole funnel


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

Most crucial factor for conversion rate

App Store

  • Icon
  • Ratings (too close to 5 if not a big brand is not good - prefer 4.7)
  • [💎@06:55] + think about what displays in the search results, and add social proof to the screenshots

Google Play Store

  • Icon
  • Ratings
  • + use short description to add social proof (vs. keywords)

=> run A/B tests on these elements first


Impact of iOS 13 on ASO strategy

  • Focus on retention and monetization more an more important (for the algorithm too). Steve focuses more on App Store browse and search recommendations (Apple testing adding icons in search recommendations).
  • Less hackable now, good metrics are becoming more important. Favoring good products vs. ASO hacks
  • Dark mode: icons + screenshots should look great in both modes


What do you use for CRO experimenting

  • Splitmetrics, ASO Giraffe to get more insights than Google Play. Tries to use them + Google Play to compare results.
  • Posts A/B/C/D contests on Facebook groups. Focus on big differences, not subtle color changes.


User retention in 2020 might be one of the keys to success for ASO. All about the product (! crashes).

Branding test (Steve):

[💎@19:13] For your app name find a “brand” keyword that is associated/synonymous with THE keyword you're going after (example: “Unplug” brand for the “Meditation” keyword; “Playlist” for “Music”) can bring additional downloads.


ANRs and Crashes

[💎@21:30] Direct relationship with visibility of the app, in both search and explore on the Google Play Store (similar apps). Same to come on the App Store.


Primary factors to get ranked on keywords

iOS: title, shorter app names seems to work better, ratings.

Google Play:

  • Quality backlinks (think about what was working with SEO).
  • [💎@26:00] ! Semantics much more than keyword density. Use h1 (2 or 3 main keywords) / h2 (core product keywords) /h3, <b> in html on your listing
  • Retention and of course downloads are important
  • Keywords in user reviews (less than before though).


Google Play “tags” feature: no impact at all discovered so far (but similar to AdMob categories). This seems to have changed since.


ASO KPIs to track

  • Volume of organic downloads
  • Conversion rate
  • Keyword rankings, user reviews per day
  • [💎@32:40] Revenue of course (can leverage email marketing, especially for subscription apps)
  • Backlinks (using ahrefs)


ASO Tips

  • Using emojis (but not in app name), social proof, additional localizations indexed (Spanish-Mexico indexed for US region)
  • Have a scientific approach whenever possible
  • 1 or 2 keywords in bundle name (Google Play), emojis in developer name


To help features

  • Finding social/positive impact angle
  • Say you’re going to run ads with the platform
  • Exclusivity period (especially for iOS)
  • Find reviewers on LinkedIn and Instagram to try and build rapport with them
  • [💎@43:55] Run ads targeting employees of Apple


UA can help with organic uplift (ranked with other apps that have same volume of downloads). Mostly something for big players. Depends a lot on the platform and needs to be measured in the right way.

UA: better to use budget evenly than bursts.


2020 predictions

  • Good products will win
  • Think about the whole funnel


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

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Most crucial factor for conversion rate

App Store

  • Icon
  • Ratings (too close to 5 if not a big brand is not good - prefer 4.7)
  • [💎@06:55] + think about what displays in the search results, and add social proof to the screenshots

Google Play Store

  • Icon
  • Ratings
  • + use short description to add social proof (vs. keywords)

=> run A/B tests on these elements first


Impact of iOS 13 on ASO strategy

  • Focus on retention and monetization more an more important (for the algorithm too). Steve focuses more on App Store browse and search recommendations (Apple testing adding icons in search recommendations).
  • Less hackable now, good metrics are becoming more important. Favoring good products vs. ASO hacks
  • Dark mode: icons + screenshots should look great in both modes


What do you use for CRO experimenting

  • Splitmetrics, ASO Giraffe to get more insights than Google Play. Tries to use them + Google Play to compare results.
  • Posts A/B/C/D contests on Facebook groups. Focus on big differences, not subtle color changes.


User retention in 2020 might be one of the keys to success for ASO. All about the product (! crashes).

Branding test (Steve):

[💎@19:13] For your app name find a “brand” keyword that is associated/synonymous with THE keyword you're going after (example: “Unplug” brand for the “Meditation” keyword; “Playlist” for “Music”) can bring additional downloads.


ANRs and Crashes

[💎@21:30] Direct relationship with visibility of the app, in both search and explore on the Google Play Store (similar apps). Same to come on the App Store.


Primary factors to get ranked on keywords

iOS: title, shorter app names seems to work better, ratings.

Google Play:

  • Quality backlinks (think about what was working with SEO).
  • [💎@26:00] ! Semantics much more than keyword density. Use h1 (2 or 3 main keywords) / h2 (core product keywords) /h3, <b> in html on your listing
  • Retention and of course downloads are important
  • Keywords in user reviews (less than before though).


Google Play “tags” feature: no impact at all discovered so far (but similar to AdMob categories). This seems to have changed since.


ASO KPIs to track

  • Volume of organic downloads
  • Conversion rate
  • Keyword rankings, user reviews per day
  • [💎@32:40] Revenue of course (can leverage email marketing, especially for subscription apps)
  • Backlinks (using ahrefs)


ASO Tips

  • Using emojis (but not in app name), social proof, additional localizations indexed (Spanish-Mexico indexed for US region)
  • Have a scientific approach whenever possible
  • 1 or 2 keywords in bundle name (Google Play), emojis in developer name


To help features

  • Finding social/positive impact angle
  • Say you’re going to run ads with the platform
  • Exclusivity period (especially for iOS)
  • Find reviewers on LinkedIn and Instagram to try and build rapport with them
  • [💎@43:55] Run ads targeting employees of Apple


UA can help with organic uplift (ranked with other apps that have same volume of downloads). Mostly something for big players. Depends a lot on the platform and needs to be measured in the right way.

UA: better to use budget evenly than bursts.


2020 predictions

  • Good products will win
  • Think about the whole funnel