Guidecentral is a global community of makers and DIY fans who share ideas and how-tos. In this presentation, the CEO and co-founder of Guidecentral, Gaston Irigoyen explains how they increased downloads by 700%. They identified App Store opportunities and tackled data by using keyword tools. Different methods are compared and ranked by their efficiency.

1. App Store Optimization (ASO)
Case Study
Gaston Irigoyen
CEO & Co-Founder

2. Intro
- ASO in 2010
- Why is ASO important?
- Guidecentral ASO story

3. Results
15x increase in organic downloads (iOS)
March to November 2013
ASO only
17 updates
2 big step changes

4. App Store Presence
Name
Icon
Descriptio
n
Updates
Categ / Size
Compatibility
Ratings
Screenshots

5. Icon (high)
User feedback
CTR tests
iOS7 guidelines
10-20%
increase
>> users are your best designer <<

6. Name (high)
>> follow the dinosaur <<

7. Keywords (medium)
100 characters
Avoid duplication
No spaces, only commas
>> do your homework <<

8. Description (low)
Show value
Use 3 lines wisely
Include CTA
>> test your unique selling points <<

9. Screenshots (medium)
Real vs. Curated (?)
Explain what app does
5 screenshots
Showcase best views / content
Include CTA
>> deliver your elevator pitch <<

10. Reviews (high)
Embrace them, even if negative
Filter if negative
Learn & react
Don’t be evil
>> let others do the talking <<

11. Other factors (low)
Update frequency
- iOS7
- Ratings
Developer name
OS Compatibility
Binary file size (100mb 3G)
App Store category
>> pay attention to detail <<

12. Final Remark
It’s great to
MAXIMIZE DOWNLOADS
But that’s
NOT THE END GOAL
Apps are all about
ENGAGEMENT
Build a great app and
EVERYTHING ELSE WILL FOLLOW

13. scan to download & post 5-star review 
gaston@guidecentr.al