Designing App Store Pages For

Success

Justin Lewis | @Jus10Lew | #BigD15

Designing App Store Pages For

Success

App Store Optimization

(ASO)

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iOS App Store

• >1.5 Million Apps• >1000 New Apps/Day

iPhone screen diplays 6 at a time

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ASO: Make your needle stand out

ASO ≠ SEO

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You keep using that word. I do not think it means what you think it means.

App Store Optimization (ASO)• Icon• App Name• Screenshots• Preview Video• Description• “What’s New”• Localization• Reviews• SEO

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ASO: 3 main areas of concern1. Search + Explore

• Showing up in front of customers

2. Results list of apps• Get them to stop scrolling and click on

yours Screenshots

3. App page• Convince them to download

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Icon

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If you’re lucky enough to get featured, you

only get your icon and app name to convince someone to tap on you

Icon

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Icon has 2 jobs to do:

1. Catch the users eye2. Give an idea about

what the app does

While looking attractive and professional

Icon

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Icon

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http://iosicongallery.com/

Icon Branding

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Add a branding tag if you have multiple apps in a common niche

Icon Branding

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Add a branding tag if you have multiple apps in a common niche

Icon Branding

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App Name

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App Name

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- Add a brief descriptive tag

- Start with a catchy easily searchable name(Required for Word-Of-Mouth downloads)

Search Results

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Screenshots added to the mix

Screenshots

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Screenshots

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Screenshots

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5 Screenshots!!

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Screenshots

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Good UX = Good Screenshots

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To Preview, or not to Preview…

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Preview Video

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Preview Video

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Some Arguments Against Previews:• Video thumbnail might not be as good as a

“screenshot” graphic • Apple’s rules prevent the video you want

- Only 30 seconds- Only screen captured content- Don’t show people interacting with the app

• Expensive and Time-Consuming

Preview Video

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Some Arguments Against Previews:

• Might actually un-sell the customer- Depending on video & app quality- Delays impulse buying

• Multiple screen resolutions• App updates = Preview updates

Preview Video

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Apple tends to lead by example

Positive ROI?

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Preview Video

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• Follow Apple Guidlines• Plan/Prepare shots - Write a script• Focus on what makes you great• Choose and setup a great Screenshot

Description

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5 Line Pitch

Description

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What can you change &When can you change it

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Icon LockedApp Name Locked

Screenshots LockedPreview Video Locked

Description UNLockedWhat’s New UNLocked

Price UNLockedLanguages LockedKeywords Locked

What’s New

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What’s New

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5 Bonus Lines to PitchUse them wisely

What’s New

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Customers are more likelyto read the “What’s New”

than they are to click “more”on Description

Localization

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• Icon• App Name• Screenshots• Preview Video• Description• “What’s New”• Reviews• SEO!!

Reviews

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• Consider how often you update your app• Updates hide your previous Ratings and Reviews

Reviews

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Get 5 reviews ASAP

Reviews

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Asking for reviews in “What’s New”

Reviews

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Prompting for reviews inside app

Reviews

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Prompting for reviews inside app

SEO

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A SEO expert walks into a bar, bars, pub, beer garden, tavern, Irish pub, drinks, beer, alcohol….

SEO:App Name + Keywords

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Choosing Keywords• Specific targeted keyword combos• Find searches you can win• Ranked >10 isn’t going to be seen

SEO

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iPhone vs.

iPad Results

SEO

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Ideas for keywords“Related” &

typing suggestions

SEO

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Ideas for keywordsLook at competing apps

Use iTunes on Mac: You can see the whole name

SEO

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Ideas for keywordsGoogle AdWords Keyword Planner

Sensor TowerAppAnnie

Explore

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Another source of Ideas for keywords

Explore

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A Case Study

5 Beginner Rules:How To Not Suck At SEO

On The iOS App Store

Puzzle Bricks - by Little Beetlepicture bricks, puzzle, development games for kids, logic games

Family Puzzles - by Little Beetle

Aquadots - by Little Beetle

puzzle, puzzles, baby puzzle, kids puzzle, adult puzzle, family puzzle, photo puzzle

aquarium, preschool education, kids development, aquarium for kids, developing games, kids puzzles

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Rule #1:You have 100 characters. Use them!

Puzzle Bricks - by Little Beetlepicture bricks, puzzle, development games for kids, logic games

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Puzzle Bricks - by Little Beetlepicture bricks, puzzle, development games for kids, logic games

Rule #2:Anything between the commas is an exact

phrase search.“Development Games For Kids”??

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Rule #3:Get Rid of the

Spaces

Family Puzzles - by Little Beetlepuzzle, puzzles, baby puzzle, kids puzzle, adult puzzle, family puzzle, photo puzzle

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Rule #4:Don’t repeat

keywords

Family Puzzles - by Little Beetlepuzzle, puzzles, baby puzzle, kids puzzle, adult puzzle, family puzzle, photo puzzle

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Rule/Suggestion #5:Make your app

name descriptive with keywords

Aquadots - by Little Beetle

aquarium, preschool education, kids development, aquarium for kids, developing games, kids puzzles

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Kindle – Read Books, eBooks, Magazines, Newspapers & Textbooks

Khan Academy: learn math, biology, chemistry, economics, art history and almost anything for free

TurboTax Tax Preparation - Complete and efile your 2014 income taxes

Calorie Counter & Diet Tracker by MyFitnessPal

iHeartRadio - Stream the Best Music, Live & Internet Radio Stations Free

Walmart - Savings Catcher, Shopping and Pharmacy App

Examples of legit Top 100 apps:It’s not just SEO scammers

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Puzzle Bricks - by Little Beetle

picture bricks, puzzle, development games for kids, logic games

Puzzle Blocks: Learn problem solving with kid block puzzles - by A+ Kids Apps & Educational Games

beginner,bricks,jigsaw,children,picture,learning,app,logic,school,for,preschool,young,pre,k,toddler

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Before & After

A SEO expert walks into a “bar, bars, pub, beer garden, tavern,

Irish pub, drinks, beer, alcohol”

meetup.com/DevsNightOutfacebook.com/groups/DallasAppDevs

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Designing App Store Pages For

SuccessJustin Lewis

Contact:Justin@LittleBeetle.net

@Jus10LewLinkedIn: Jus10Lewis

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