Ilia Kukharev, AppFollow

How to Do ASO to Get Featured on the App Store

(White Nights Conference Moscow 2018)
The official conference website — http://wnconf.com

Transcript

1. ASO for Games & Ra/ngs and Reviews
2. 2018: AppFollow 2015: Aviasales 2004: SEO-Transla/on Ilia Kukharev Head of ASO worldwide AF
3. 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?
4. ASO for Games
5. ASO for Games
6. Help me %
7. +90% Search ASO for Apps
8. +10% Search ASO for Games
9. Why? App Store x3 Browse channel
10. Google Play ~90% — browse
11. ASO for Games — search channel Help me
12. 1. Limited keyword ideas 2. No long-tails 3. Huge compe//on ASO for Games — search channel
13. ASO for games — browse channel Help me
14. 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
15. CR Op@miza@on: Graphics
16. App Store (Browse)
17. Google Play (Browse)
18. Google Play (Browse)
19. Google Play Layout Update
20. 1. Icon — Top priority 2. Crea/ves rota/on 3. Stores are changing — adapt 4. Constantly monitor graphics trends CR Op@miza@on — Graphics
21. What is your CR? 5 appfollow.io/benchmark
22. CR Op@miza@on: Ra@ngs and Reviews
23. How average ra@ng affects CR 79% checks the average ra/ngs when searching and downloading apps appten&ve
24. How average ra@ng affects CR ✭ ✭✭ ✭✭✭ ✭✭✭✭ ✭✭✭✭✭ 0 % 25 % 50 % 75 % 100 % appten&ve
25. We. Require. More. Ra@ngs.
26. You Must Construct Na@ve Request
27. Na@ve ra@ng request
28. Reviews analysis
29. Be a nice guy
30. Featured reviews
31. Stats Reviews for 9 months: 14k+ Average ra/ng for reviews without answers: –0.71 Average ra/ng for reviews with answers: +0.23
32. 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
33. 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
34. bit.ly/appfollow-featuring
35. Games 23 % 4 % 73 % In-app Free Paid 22 % 5 % 72 % Today Games only
36. Games ⭐ 5 % 51 % 43 % 5* 4* 3* 2* 1* 52 % 47 % Today Games only
37. Today Games only Games 97 % iPhone only Universal 98 %
38. Track your success
39. But. It's not that simple. J
40. Got Featured won't help you featured: games forgotten rgnc dwnlds 0 Impressions (Daily Average)
41. And even can make things much worse okay featured & server is down avg rating ruined ☠
42. 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
43. Summary 1. Browse channel is more valuable for Games, but basic text ASO is absolutely necessary
44. 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
45. 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 — this should be one of the crucial parts of your ASO-strategy
46. 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
47. 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 5. Replies will help to increase average ra/ng and number of downloads
48. 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 5. Replies will help to increase average ra/ng and number of downloads 6. Prepare to be Featured
49. 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 5. Replies will help to increase average ra/ng and number of downloads 6. Prepare to be Featured
50. One more thing
51. Featured: Today for Oct 18 appfollow.io/today
52. Featured: Today for Oct 18 appfollow.io/today
53. May the ASO be with you! c.me/ilia.kukharev ilia@appfollow.io Ilia Kukharev Head of ASO