Computational Marketing

Session 13. ASO - Mobile Apps

Date: 27-5-2016

Professor: Carlos
Gonzalo

Mobile Planet Spain

2013-16

39% of the population has spent more time online with a smartphone in
the past 6 months
30% of the population would give up on television before his
smartphone
59% of people look for information in their smartphone every day
80% of smartphones users watch videos on their devices, while 25% do
so once a week (hence the importance of proper SEO for videos)
89% have sought local information
60% have sought local information at least once a week
77% havetaken actionas a result of search
25% of people purchase products or services through their smartphone
80% have sought information about a product or service
34% expect to use their smartphone more often in the future to access
the Internet

Mobile users

Top 40 devices

App and the Mobile Web

Based on figures provided
by the mobile experts at
Flurry, app usage is
increasing while mobile
web surfing is decreasing.

App Stores

Types of Mobile APPS

Productivity Apps help consumers do exactly that, be more productive.
Some productivity apps, such as Google Maps, provide services that can
run independently on your mobile device. These include apps like Skype,
Dropbox,Citrix GoToMeeting or fitness apps.
Retained Engagement Apps have the
primary goal of retaining the attention of
their users. Often, these apps have
revenue derived from advertising. These
applications aim to keep users engaged
with their content for longer periods of
time to show users more advertising and
build brand affinity and awareness.
These include mobile game apps,
specially ad-supported social
networking apps, like Facebook,
Instagramand
Twitter,
andbusinesses
news apps.
Commerce
Apps
support
looking to make a sale through
their mobile apps.
Success of the app is primarily determined by driving revenue and
converting customers at checkout. Examples of these types of apps

How Apps are discovered on

Google Play

How Apps are discovered on

Google Play

App Store Opimization (ASO)

SEO Apps
App Store
Opimization (ASO)

App Store Opimization (ASO) on site

First impact,
perhaps the only one
Short and clear titles
Must include
keywords that define
de App

It must include the brand to reinforce branding

It should include a brief and clear description of the
application
It should not be a misspelling of another app because
Google AutoCorrect shows the original.

App Store Opimization (ASO) on site

The beginning of
description is
extremely
important both from
user perspective and
from search engine
perspective

The description of the App has to be as detailed as

possible.
The main message should go in the first sentence.
It has to specify the purpose of the app, its capabilities, the
needs to cover, the entertainment value, etc.

App Store Opimization (ASO) on site

Provide explanatory
images of the app we want to
sell
"The screenshots must
generate realistic
expectations about the
application
False screenshots lead to
uninstall, low punctuation,
negative comments and a
lower position in the results
ranking (negative feedback
circle).
User studies show that the
videos are the most
convincing feature
It generates

App Store Opimization (ASO) on site

A fundamental part of the

'Search and discover'
experience
Almost the most
important ranking factor
!!

The positive reviews and

high scores improve
positions, like references in
social networks, forums,
blogs, etc.
The user reviews are shown
by affinity (country,
Google+ circles, etc.)
Understand your
audience: the wrong
target audience (city vs.
rural, ADSL vs 4G) can
contaminate reviews.

App Store Opimization (ASO) on site

App Store Opimization (ASO) off site

Popularity: the number of downloads
increases the ranking and the possibility of
appearing in popular applications.
CTR: a high rate of clicks through a
strategy of low or free initial price.

ASO KPIs off site

The position in the ranking of Google varies depending on

the number of installations / uninstall (bad experience)
Uninstalls after long periods of use are not penalized
Google can understand where and how users use applications
and modifies the ranking accordingly.

ASO KPIs off site

Google changes its ranking based on the geographical area,

the type of device and user feedback (ratio of downloads /
uninstalls)

List Generation

The lists are generated daily by country, category and type

of device
The key metrics are the number of facilities and revenue
generated
The apps can be launched in different countries at different
times and diverse languages

App Trends

Lists trends on the last 30 days

Google calculates the popularity of an application based on its
lifecycle
Applications that exceed these predictions are added to the
lists of trends

Cross sell and

recommendations

In the same category or

the same developer
Applications that belong to
the same topic
Applications of the same
style
Google uses more than
80 signals to customize
recommendations
(geographical location,
Google+ data, reviews,
your interests and your
friends)

Custom Searches

The results are customized based on geographic location

and user Search history

Summary Diagram

Recommendations

"Nothing replaces a good user experience"

Improve the user experience and usability of the
application
Choose a design according to the guidelines of Android
developers

Recommendations

Avoid repetitions of anchor text without semantic value

Provide Bloggers and content editors with articles and links

Recommendations

50% of searches are misspelled

Google automatically corrects search (be careful with too
similar names)
Developers links improve outcomes in the ranking

Recommendations

Heavier Apps are

uninstalled before
Seek a second
distribution channel, a
social loop
recommendation.

Recommendations

Marketing Automation for apps

Mobile App and Marketing Automation. App actions could be
used as content or personalized messages triggers. Dynamic content
can be used as rewards when users visit the web site. Through
emails it is possible to highlight special offers discovered during the
app session.

Marketing Automation for apps

Involving users with deliveries

depending on individual
behavior: re-engagement,

Customized content:
clima, birthday, social
media alerts

ASO tools

Last Assignment. Using one of these tools, compare the

optimization of two related apps. Briefly (one page max)
describe your findings.

ASO tools

ASO tools

ASO tools

ASO tools

ASO tools

ASO tools

ASO tools

ASO tools

App Builders
10 Excellent Platforms
for Building Mobile App
s
Apps from templates(vdeo)
Apps from templates
Apps from templates (video)
Apps from webs (ejemplo DGTL)