Gaining the app visibility that matters

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  • Gurgaon, 9th December 2015

    InMobi- inDecode Meetup

  • Gaining the app visibility that mattersMistakes | Build | Measure | Engage

  • The Estimated Growth in Apps

  • From many apps on your phone,

    how many do you actually use?

    YOUR STUNNING

    IMAGE

    Why Visibility Matters?

    According to Google, in U.S out of

    33 apps installed on an average,

    people used only 1/3 of the apps

  • Some Discussions Ive had

    I have uploaded app description,

    and assets. They look just fineSigh! I lately got several bad

    ratings on the app

    I just made a new release of the

    app, but i found people were not

    aware of this update

    I never updated my app. The last

    time i updated the app was when i

    launched the app few months back

  • andthat Happy Moment when your app is ready

  • But what about Measuring Customers Life Time Value

  • What follows?

  • GETTING THE BASICS RIGHTIT DOES MATTER

  • Know Whos the Boss

    https://play.google.com/about/developer-content-policy.html

  • A: Does your app hint what your app is about?

  • Here are some key points

    Placing keyword in the title could boost your rank

    Keyword density is relevant to Android app titles

    Repetition of keywords in title could work, but rarely

  • B: Pay attention to the App description formatting

  • Does it format well on mobile?

  • C:Get the first 3-lines of your app description right

  • D: Using the Keywords that Matter

  • Butwatch your competitors

  • E: Is your icon scalable?

  • F: Designing Icon

    Focusing on Single Character in case of game

    Functional Apps

  • Beautiful Screenshots

    Awesome Feature Image Impressive merging Communicate what your app does

  • Beautiful Screenshots

    Simple, crisp and pleasing to eyes

  • Beautiful Screenshots

    App feature screenshots

  • Beautiful Screenshots

    Updating the screenshots & Emotional connect

  • A Big NO

    Avoid repetitions

    Text Heavy ?

  • Another Big NO

    Ask yourself What are you trying to convey?

  • The Video adds to the topping

    Context Video Feature Video

  • G: Should you choose to Localize?

    Adding your own Translation

  • If not all, which ones?

  • Case Study: Zombie Ragdoll

    Source: Google

    By Search Observe the title Assets in Locale

  • Case Study: Zombie Ragdoll

    Source: Google

    Increased engagement

    because of appeal of the

    localized version

    80% of installs came from

    users of non-English languages

  • Think of this before Localising

    International Launch and Support

    Is the name a trademark?

    International Users pattern of searching

    Is translate possible?

    Discoverability and usability ( marketing budget)

  • H: Do you respond to the (Bad) reviews?

  • So Far.1

    2

    3

    4

    Design sreenshots that scream Install me

    You have 3-4 seconds to catch users attention with your screenshot

    Strategy differs for Apps & Games

    Title and Description Matters. Focus on Keywords, Formatting and first 3 Lines

    5 Strong Opening, Good Storyline & Script can work well for app trailers. Leverage Video Ad Platforms

    6 Think Market when going global

    Reply to all reviews reported7

  • CURIOUS CASES OF TWO APPSTHE GOOGLE POWER UNLEASED

  • CASE A: COUCH TO 5K

  • CASE A: COUCH TO 5K

    Difficulty Measure

    The competition is well spaced

  • CASE A: COUCH TO 5K

    ..and probably K is treated as Running/Expense

    ..and probably K is treated as Running/Expense

  • CASE A: COUCH TO 5K

    Difficulty Measure

    Ranking differs

  • CASE A: COUCH TO 5K

    The Keyword optimization

  • CASE B: SUBWAY SURFERS

  • CASE B: SUBWAY SURFERS

    Synonyms of DASH

  • BEYOND CONVENTIONAL WAYSBE STRATEGIC - BE DIFFERENT

  • LONG-TRAIL Keywords

    REMEBER R.D.T

    ( RELEVANCE, DENSITY AND

    TRAFFIC)

  • Are there any common keys?

  • Using COMPETITIVE KEYWORD Strategy

  • Using COMPETITIVE KEYWORD Strategy

  • REVIEWS Analysis - Keywords

  • REVIEWS Analysis - SHARING & REPLIES

    Share your reviews The conversion works

  • REVIEWS Analysis - Ratings

  • REVIEWS ANALYSIS - How do you handle?

    Super Fans

    Haters Techies

    Spammers

    Shorties Wanderers

    Unclear

  • Wanderers

    REVIEWS ANALYSIS - The Gain

    Super Fans

    Haters Techies

    Spammers Shorties

    Unclear

    Keywords

  • Are you following Social Media enough?

    Understand how users user your

    app name and feature-synonyms

  • Enter the world of Blogging

    Dont forget the post Keywords,

    Meta Description and Back

    links.

  • So Far. Try out long trail keywords

    Analyse competitive keywords

    1

    2

    3

    4

    strategies to reply to different types of comments

    Blogging network is potential way to reach out to right kind of users

  • WHAT CAN GOOGLE OFFER?WHATs EXISTING AND WHATs NEW?

  • How is Google helping ?

    Acquiring new users Re-enaging existing users

  • Driving Engagements Using Search

  • RE-ENGAGING Using Searches

  • Driving Installs Using Search

  • APP Indexing

  • APP Indexing

    Step 1: Add deep link support to app

    Step 3: Publish app deep links

    Indexing

    Step 2: Verify

    website

    Check for errors & status

  • PLAY Experiments

  • PLAY Experiments

  • PLAY Experiments

  • 30% Users 70% Users

    Variant 1 : Testing for new icons

    Variant 2 : Testing for new Tab assets

    15% Users

    15% Users

    Martin Josh

    PLAY Experiments

  • CASE STUDY - EverythingMe launcher

    Changing your app icon can have an incredible impact

    Slogan as part of the feature graphic design can improve

    conversion ( +7% in this case)

    Apps short description can help you capture users

    attention

  • Any Alternatives?

  • And finally App Indexing is important to re-engage or acquire users

    Use experiements to strategize app store listings

    1

    2

    3 Use in-app deep linking

  • Increasing User RetentionCaring & Sharing

  • Points, but not limited

    Use Strategic Notifications

    On-Boarding

    Community Engagement on Social media

    Relevant and ConciseTiming

    Missing you!

    Being smart and Interesting

    Branch for Deep Linking

    In-App Feedback

    Update but Notify Users

  • Resources

    App Analytics

    In-App Feedback

    Alternatives to Play Store

    App Store Analytics

  • Pr@jyot Mainkar Director/Androcid Media Pvt. Ltd. (www.androcid.com) @prajyotm /prajyotmainkar +prajyotmainkar

    Thank you!