Learn how to growth your app with App Store Optimization, Apple Search Ads and App Push Strategies and Technology. Cases and examples.

1. App Growth Hacking
by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers.com
linkedin.com/in/brianegerup

2. The War is On
150-200daily micro moments

3. Micro Moments for Denmark
793.800.000daily micro moments
Source: eMarketer - Smartphone penetration study
(81% smartphone penetration), DK population 5.6M
http://www.emarketer.com/Article/Denmarks-Smartphone-Market-Nears-Saturation/1012620

4. Business Success with Apps, A Formula
Business Value
(measured with the right KPI’s)
+ App Solves A Need
+ Monetization Model
+ Acquire Relevant Users
+ Retain Users

5. Visibility EngagementStrategy Insights
Mobtimizers

6. Who We Work With

7. Smartphone Users’ Number of App Downloads Per Month
Source: MediaCom
Infographic Have We Reached Peak App
3.5
Monthly average
of app downloads
*Of the people who download apps

8. ASO: App Store Optimization
2.2 million apps in Apple App Store,
2.6 million apps in Google Play Store
Improve ranking
Increase conversion
Grow user base

9. 50% of App Installs Motivated by Specific Need
Source:Tune Blog
Friends Reccomendation
Ad Looked Interesting
App Featured by Apple or Google
Found in Google Results
Had a Specific Task
Was a Customer
Other
0 % 10 % 20 % 30 % 40 % 50 %
(2,6 %)
(10,8 %)
(37,3 %)
(13,5 %)
(13 %)
(20,2 %)
(31 %)

10. Source: Apple and Google
65%
Search queries account for
65% of downloads from the
App Store and Google Play
How Apps Are Found

11. App Store Optimization (Holistic View)
Analysis & Optimization
Rank Convert Engage

12. App Store Optimization Fundamentals
Source: Mobtimizers
Visibility Cycle

13. ASO: How to Increase Rankings
Analysis & Optimization
App Store Meta Data
• App title (include keywords)
• Keywords field (only Apple App Store)
• App description (integrate keywords)
• App category (primary & secondary)
Algorithm
• Number of downloads (especially in ‘category')
• Ratings and reviews (number & quality)
• App updates

14. Client Example: Keyword Optimization (App Store)
Old Keywords
Optimized Keywords

15. Client Example: Keyword Optimization (Google Play)

16. App Ranks on
+100 Keywords
Keyword Rankings and Optimization

17. Results - Keyword Rankings vs Competitors

18. Higher Category Ranking Boosts Organic Downloads

19. ASO: How to Increase Conversion
Analysis & Optimization
• Icon
• Title
• Screenshots
• Video
• Descriptions
• Ratings and reviews

20. Optimize Conversion from Store View to Download, Baseline
40%Apple App Store
22%Google Play
Source: Mobtimizers Clients, iTunes Connect & Google Play

21. Value Proposition Validation, Continuous Experiments
Source: Google Play Experiments.
10%
13% 3%
6%
Source: Google Play Experiments.

22. B) Hitta nästa drömjobbet och spara platsannonser här
A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb
Optimize Conversion with Copy, Short Descriptions Experiment
Analysis & Optimization
C) Största översikt över lediga jobb i hela Sverige

23. B) Hitta nästa drömjobbet och spara platsannonser här (+7% downloads)
A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb
Optimize Conversion with Copy, Short Descriptions Experiment
Analysis & Optimization
C) Största översikt över lediga jobb i hela Sverige (+22% downloads)

24. Optimize Conversion with Visual, Screenshots
Analysis & Optimization
1st iteration 2nd iteration

25. • 30 seconds or less
• With/without voice over
• Both stores
• Takes first screenshots space
Analysis & Optimization
Optimize Conversion with Visual, Video
Analysis & Optimization

26. Continuous Experiments: Accumulated Conversion Improvement
Source: Google Play Experiments
0 %
10 %
20 %
30 %
40 %
Accumulated improvement in App Store conversion
4,8 %
1,5 %
5 %
12 %
13 %
3 %
Experiment 1:
best practices screenshots
Experiment 2:
App Trailer Video
Experiment 3:
Changed first value proposition
Experiment 4, 5, & 6:
New order in value propositions
+39.3%

27. App Store Optimization - Downloads Increase, Results
+170%Apple App Store
+80%Google Play
Source: Mobtimizers Client, iTunes Connect & Google Play

28. App Store Search Ads Benefits
Source: Sensor Tower (Updated August 12, 2016)
• Low cost per acquisition
• Highest retention rates
• Jump in organic downloads
• Additional insights
• Track downloads per keyword
• Uses existing metadata
• Ability to segment
• US only now, soon global

29. Search Ads: Results So Far (iOS, Non-Games, North America)
Source: Appsflyer.com/index

30. Search Ads Are Linked to ASO
Source: App Store (US)
• Title
• Rating
• Screenshot(s)
• Icon

31. Lack of Personalization, Contextual and Timely Engagement Leads to
CHURN

32. 30 Day Retention Rate Averages, By Industry
Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/

33. Pairing Individual With Data
DATA
INDIVIDUAL

34. segmentation
timing
customized
The Mobile Mind Shift
…a successful
engagement delivers
personalized messages
relevant to the right user
at the right time…
contextual

35. How to Create Engagement
Analysis & Optimization
• App quality
• On-boarding
• Push and in-app messages
• Retargeting

36. Personalized Feed and Offers Based on Individuals

37. Push Messaging: Personal vs Generic
P
C
T
P
T
C

38. Effect Measurement: Personal Push vs Generic Push
0
100
200
300
400
Generic message Personal message
333,63
260,39
Increased Sessions per 1,000 Push Messages
~25% better
performance
Source: Mobtimizers Client Data

39. Engagement Plan

40. Dedicated Mobile Web Push and App Push Platforms
Platform Overview
Rich Intelligence
Action

41. New Possibilities in The World of Push
Rich Push
Emojis
• Intelligent
Delivery
• Geolocation
(Foursquare)
• Web Push

42. App Growth Hacking, Our Findings
• Tab into specific needs and search volumes/competition
• Align brand with users’ needs through value propositions
• Optimize the whole funnel to drive users and retention
• Embed the right technology within the organization
• Move towards 1:1 communication, away from one-size-fits-all
• Continuous iterations and experiments to accelerate learnings

43. Get in Touch
+45 21152412
brian@mobtimizers.com
Brian Egerup Kjærulff
CEO & Co-Founder