Juanjo Monge, Lab Cave Games

The Importance of the Right ASO

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

Transcript

1. ASO FOR GAMES
2. ©Lab Cave Games. All rights reserved 2017 +150M Organic donwloads +60M Monthly ad impressions +350 Games
3. ©Lab Cave Games. All rights reserved 2017
4. PAST ©Lab Cave Games. All rights reserved 2017
5. PAST ©Lab Cave Games. All rights reserved 2017
6. PAST ©Lab Cave Games. All rights reserved 2017 ASO
7. PAST ©Lab Cave Games. All rights reserved 2017 ASO MVP MARKET UPDATE
8. PAST ©Lab Cave Games. All rights reserved 2017
9. 2013: Jeff Space 2014: Work For Hire 2015: ASO For The Fist Time 2016: From 10 To 60 People 2017: Fibonad Corporation 9 ©Lab Cave Games. All rights reserved 2018 A LOOK BACK
10. ASO is the process of getting as much traffic as possible by, first, improving the app’s visibility in the stores and, second, by optimizing the conversion visit- to- install of those app’s profiles. This is the combination of two kind of factors. 10 ©Lab Cave Games. All rights reserved 2018 WHAT DOES ASO MEAN? Off-Metadata On-Metadata
11. Crowded market WHY ASO IS SO IMPORTANT Searches Sustainable UA High CPI Costs Traffic Quality Brand awareness 11 ©Lab Cave Games. All rights reserved 2018 Many factors of the current apps ecosystem confirms why having the right approach to ASO is crucial for the present and future of your app.
12. ©Lab Cave Games. All rights reserved 2017 OUR BOT SEARCH DATABASE SCORE REPORT
13. Our services include store profiles and apps audit, market research, long term strategy, on going CRO processes, iterations, continuous monitoring and analytics, and brainstorming. All of this is governed by two principles: ASO FOR GAMES Improve Visibility Improve CR 13 ©Lab Cave Games. All rights reserved 2018
14. KPIS 14 ©Lab Cave Games. All rights reserved 2018 CR (Imp. R) Frequency & Density Native KW Localized Metadata Ratings & Reviews Category Benchmark Title & Subtitle CR (Inst R)
15. CASE STUDY: The Respawnables @Digital Legends – Google Play 15 ©Lab Cave Games. All rights reserved 2018
16. CASE STUDY: The Respawnables @Digital Legends – App Store 16 ©Lab Cave Games. All rights reserved 2018
17. CASE STUDY: 2018 CHAMPIONS SOCCER LEAGUE 17 ©Lab Cave Games. All rights reserved 2018 Store Ranking Stats Sensor Tower Data – Sports – Free Games
18. LabCave All Rights Reserved 2018 Crossy Creepers – Complete ASO Project 18 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 01/11/2017 03/11/2017 05/11/2017 07/11/2017 09/11/2017 11/11/2017 13/11/2017 15/11/2017 17/11/2017 19/11/2017 21/11/2017 23/11/2017 25/11/2017 27/11/2017 29/11/2017 01/12/2017 03/12/2017 05/12/2017 07/12/2017 09/12/2017 11/12/2017 13/12/2017 15/12/2017 17/12/2017 19/12/2017 21/12/2017 23/12/2017 25/12/2017 27/12/2017 29/12/2017 31/12/2017 02/01/2018 04/01/2018 06/01/2018 08/01/2018 10/01/2018 12/01/2018 14/01/2018 16/01/2018 18/01/2018 20/01/2018 22/01/2018 24/01/2018 26/01/2018 28/01/2018 30/01/2018 01/02/2018 03/02/2018 05/02/2018 Crossy Creepers – Google Play – Organic – Visits, Installs & Conversion Rate Visits Installs Conversion Rate
19. LabCave All Rights Reserved 2018 Crossy Creepers – Bring Conversion Rate to the Category Average 19 5,0% 7,0% 9,0% 11,0% 13,0% 15,0% 17,0% 19,0% 01/11/2017 03/11/2017 05/11/2017 07/11/2017 09/11/2017 11/11/2017 13/11/2017 15/11/2017 17/11/2017 19/11/2017 21/11/2017 23/11/2017 25/11/2017 27/11/2017 29/11/2017 01/12/2017 03/12/2017 05/12/2017 07/12/2017 09/12/2017 11/12/2017 13/12/2017 15/12/2017 17/12/2017 19/12/2017 21/12/2017 23/12/2017 25/12/2017 27/12/2017 29/12/2017 31/12/2017 02/01/2018 04/01/2018 06/01/2018 08/01/2018 10/01/2018 12/01/2018 14/01/2018 16/01/2018 18/01/2018 20/01/2018 22/01/2018 24/01/2018 26/01/2018 28/01/2018 30/01/2018 01/02/2018 03/02/2018 05/02/2018 Crossy Creepers – Google Play – Organic Conversion Rate versus “Arcade” Category Benchmark Conversion Rate Organic CR Benchmark
20. LabCave All Rights Reserved 2018 Cake Master Cooking – Google Play – Impact of Icon A/B Tests 20 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 1/11/17 3/11/17 5/11/17 7/11/17 9/11/17 11/11/17 13/11/17 15/11/17 17/11/17 19/11/17 21/11/17 23/11/17 25/11/17 27/11/17 29/11/17 1/12/17 3/12/17 5/12/17 7/12/17 9/12/17 11/12/17 13/12/17 15/12/17 17/12/17 19/12/17 21/12/17 23/12/17 25/12/17 27/12/17 29/12/17 31/12/17 2/1/18 4/1/18 6/1/18 8/1/18 10/1/18 12/1/18 14/1/18 16/1/18 18/1/18 20/1/18 22/1/18 24/1/18 26/1/18 28/1/18 30/1/18 1/2/18 3/2/18 Cake Master Cooking - Google Play - Organic Daily Visits & Installs with Icons A/B Tests A/B Launched A/B Applied Visits Installs
21. Thanks! Juanjo Monge CMO +34 91 099 13 95 juanjo.monge@labcavegames.com labcavegames.com juan.jose.monge