Ilia Kukharev, AppFollow

by wnconf

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ASO for Games & Ra/ngs and Reviews

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2018: AppFollow 2015: Aviasales 2004: SEO-Transla/on Ilia Kukharev Head of ASO worldwide AF

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1. ASO for Games — how it works? 2. Graphics and reviews — why is it important? 3. Install conversion rate ❤ average ra@ng 4. App Store Featured analy/cs — Hey dude — Hey whats up?

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ASO for Games

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ASO for Games

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Help me %

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+90% Search ASO for Apps

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+10% Search ASO for Games

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Why? App Store x3 Browse channel

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Google Play ~90% — browse

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ASO for Games — search channel Help me

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1. Limited keyword ideas 2. No long-tails 3. Huge compe//on ASO for Games — search channel

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ASO for games — browse channel Help me

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1. Basic text ASO for proper indexing 2. Focus in Graphics and CR op/miza/on 3. Ra/ngs and Reviews 4. Brand, virality, sharing op@ons, etc 5. Get Featured (⚠) ASO for Games — browse channel

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CR Op@miza@on: Graphics

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App Store (Browse)

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Google Play (Browse)

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Google Play (Browse)

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Google Play Layout Update

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1. Icon — Top priority 2. Crea/ves rota/on 3. Stores are changing — adapt 4. Constantly monitor graphics trends CR Op@miza@on — Graphics

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What is your CR? 5 appfollow.io/benchmark

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CR Op@miza@on: Ra@ngs and Reviews

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How average ra@ng aﬀects CR 79% checks the average ra/ngs when searching and downloading apps appten&ve

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How average ra@ng aﬀects CR ✭ ✭✭ ✭✭✭ ✭✭✭✭ ✭✭✭✭✭ 0 % 25 % 50 % 75 % 100 % appten&ve

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We. Require. More. Ra@ngs.

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You Must Construct Na@ve Request

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Na@ve ra@ng request

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Reviews analysis

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Be a nice guy

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Featured reviews

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Stats Reviews for 9 months: 14k+ Average ra/ng for reviews without answers: –0.71 Average ra/ng for reviews with answers: +0.23

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1. Basic text ASO is done 2. Icon and Screenshots have dozens of A/B-tests and show the best performance ever 3. Average ra/ng is above 4.5 and users are dying in your arms 4. Game is super-stable and ready for overload

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Get ready to be Featured 1. Basic text ASO is done 2. Icon and Screenshots have dozens of A/B-tests and show the best performance ever 3. Average ra/ng is above 4.5 and users are dying in your arms 4. Game is super-stable and ready for overload

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bit.ly/appfollow-featuring

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Games 23 % 4 % 73 % In-app Free Paid 22 % 5 % 72 % Today Games only

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Games ⭐ 5 % 51 % 43 % 5* 4* 3* 2* 1* 52 % 47 % Today Games only

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Today Games only Games 97 % iPhone only Universal 98 %

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Track your success

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But. It's not that simple. J

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Got Featured won't help you featured: games forgotten rgnc dwnlds 0 Impressions (Daily Average)

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And even can make things much worse okay featured & server is down avg rating ruined ☠

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Ready to be Featured 1. Basic text ASO is done 2. Icon and Screenshots have dozens of A/B-tests and show the best performance ever 3. Average ra/ng is above 4.5 and users are dying in your arms 4. Game is super-stable and ready for overload

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Summary 1. Browse channel is more valuable for Games, but basic text ASO is absolutely necessary

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Summary 1. Browse channel is more valuable for Games, but basic text ASO is absolutely necessary 2. Pay maximum a_en/on to the game page — icon, screenshots, average ra/ng and reviews

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Summary 1. Browse channel is more valuable for Games, but basic text ASO is absolutely necessary 2. Pay maximum a_en/on to the game page — icon, screenshots, average ra/ng and reviews 3. Do not underes/mate ra/ng power — it should be one of the crucial parts of your ASO-strategy 4. User Reviews is the same feedback channel as email/etc

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One more thing

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Featured: Today for Oct 18 appfollow.io/today

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Featured: Today for Oct 18 appfollow.io/today

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May the ASO be with you! c.me/ilia.kukharev [email protected] Ilia Kukharev Head of ASO