Month: December 2017

The 5 App Industry Trends You Need to Understand In 2018

The hero’s attitude: take the lead while everyone else follows.

Smartphone subscribers were expected to comprise 46% of the global population by the end of 2016 according to Forrester. The market opportunities will decrease quickly, but those who understand the trends will stay ahead. There is still a way to maintain your app’s visibility. To know more about how to increase organic downloads on your app, check it out  here.

2017 is not so much about new as it is about the increasing intimacy of our relationships with smartphones. This will only continue as mobile payments, wearables and AR/VR technology become more accessible and adopted.

But it’s not the trends that are important, it’s the core truth they are grounded in. The question to ask is, what do the trends tell you about how users are engaging with their phones and what they expect from it? Now on to the trends…

Trend 1: App stores will remain the hub of app discovery but…

Google is beginning to roll out Instant Apps to a limited number of users, opening an additional channel for app discovery. Instant Apps are the sample toothbrushes that you get from the dentist of the app world.

You don’t have to install the app to use it and when close it, the app is gone. Consequently, none of the device’s storage has to be sacrificed to test an app or for one that won’t be used often, e.g. booking app.

How will this bode for the future of app development, especially the small- and mid-cap apps built to drive income? On one hand, Android users will be able to find suggested apps to go with their Google search.

On the other hand, you will be investing a lot of resources in creating an app that isn’t truly able to be monetized just for the opportunity to entice the user to download the full version while still running the risk of losing them within 90 days.

Trend 2: Aggregation apps will become increasingly popular

How many blog posts do you think are produced each day? If you guessed around 2 million, you’d be right. That’s just blog posts and doesn’t take into account other forms of content such as infographics, videos and social media.

With brands entering the content fray and technology providing users the means to efficiently create all forms of content, user eyeballs will become evermore saturated with content. The solution? Aggregator apps.

These apps satisfy the two requirements of apps: to make users’ lives easier and to entertain them. And they are getting better at what is fast becoming a third requirement: other- and self-personalization.

Get these three requirements right and you might just provide enough incentive for the user to download and keep your app. How do you accomplish the third? Use data for the former and provide tools and features for users to accomplish the latter.

If you need advice from market experts you can check it out here.

Trend 3: Churn baby, churn

Churn will continue to be a problem for app developers as 80% of users continue to leave apps within the first 90 days. The margin for error is even tighter considering that the majority of in-app time is spent within a small number of apps.

How can app developers/publishers beat the average? The Localytics research referenced above indicates that rich push notifications and in-app messaging are essential to encouraging engagement…and they must be personalized.

See those couples and groups of friends physically occupying the same space but with their noses firmly placed in-screen? The digital world will not only enhance the real, but it will replace many aspects of it.

But users are still humans with human needs…we will expect the same from the digital world. In this case, we will expect that our devices and apps know us to such a degree that they will even be able to predict our wants and desires.

Trend 4: Your app is only as good as your data and segmentation

Enter data: 2.5 quintillion bytes of it are created. Daily. How many zeroes are in a quintillion? 18. Simply put: that’s a lot of data. Money may make the world go ‘round but data makes the money go ‘round.

Luckily for you, your app is the perfect data-capture solution: users willingly hand over data for access to your app. This provides you a unique opportunity to personalize the in-app experience.

The trick for you will be collecting data in a non-threatening way. Specifically, the permissions you request need to be relevant to the in-app experience. It’ll be the difference between your user feeling taken care of or interrogated…

…no one likes to feel interrogated. Back to the data; you’re getting a lot of it and you will need to segment it to make any sense of it. Only through effective segmentation will you be able to realistically provide a personalized experience.

Trend 5: Be one with the platform and use discretion

Remember those rich push notifications we covered in Trend 3; why are they more likely to encourage engagement than a textual notification? The technology. The technology we use shapes our expectations.

After all, if your users were accessing your app through a feature-phone, their expectations would be different. Let’s consider how to work with the current technology while drawing from what worked in the past.

The record-breaking pre-registration numbers for the Nokia 3310 are not just the result of nostalgia, they are the result of something else: design. Its elegance lies in its purpose-built simplicity, complexity produced anxiety.

Hint: it’s not complexity that users expect. Ask why rich push notifications engage users? Answer this and you’ll get to the core truth of the technology; then you can ask how you can implement it into other app facets?

What core truth are these trends grounded in?

There’s no question that you have your work cut out for you; you face greater competition and other external pressures in capturing and maintaining users for your app. Luckily, the opportunities have never been greater. There is still a way to increase organic downloads on your apps.

Check it out here to get in touch with our mobile experts.

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App Store Optimization: Main Goals And KPIs To Track And Measure

What is not measured, can’t be improved.

But what are the key performance indicators (KPIs) for mobile app businesses?

What should we measure and how do we understand that our marketing efforts are effective and bringing results?

Mobile apps have different goals at different product stages. Their main intents could be:

  • driving installs,
  • reducing customer acquisition costs,
  • increasing revenues from the app,
  • improving user retention,
  • reducing churn rate,
  • working on engagement rates,
  • increasing the volume of Daily or Monthly Active Users (DAU / MAU).

 

ASO goals and main KPIs to track

Mobile app marketing and user acquisition can be done in-house, or with the help of a single seasoned ASO consultant like Supreme Media with a track record of well-optimized apps for better efficiency.

One way or another, App Store Optimization process enters at any stage of the product cycle. ASO is never a single action, it is a process to be done continuously to ensure a steady growth in every phase of app business. Never forget this!

In the beginning of app lifecycle, it is aimed at improving app’s visibility and discoverability, in order to drive installs and lower the costs of paid marketing and user acquisition. On the later stages, ASO will be more focused on maintaining top positions in search and category rankings, monitoring competitor’s actions, working on improving the conversion rate, retention and user sentiment.

Let’s take a look at the KPIs involved in each of these goals and see how can we measure and optimize them. Because ASO can and MUST be measured.

Get A Free ASO Consultation Here!

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Goal: Boost visibility in the app stores

The first and the main objective of App Store Optimization is to improve the visibility of an app or game in the app stores, so more users can organically find it, download it and use it. Visibility in the stores is based on Search, Top Charts and Featured.

To measure visibility, we need to track and monitor these KPIs, that can be done in virtually all ASO tools:

  • App Keywords rankings – rankings in search results on particular keywords
  • Top Charts rankings – positions of app in Top Charts (Free / Paid / Grossing)
  • Category rankings – position in a certain app/game category, for example, lifestyle or utilities.
  • Featured – whether your app appears as featured in the app stores. You can track this KPI with App Annie.

Tracking the evolution of these indicators on a daily and monthly level, in all the countries where the app is available, and comparing the rankings with those of the competitors is an essence of any App Store Optimization strategy.

Goal: Improve Conversion Rate on app store listing

Conversion rate to install is the next most important ASO objective after visibility. Having a high-converting, selling app product page is essential to convert the visitors to users.

The conversion rate is affected by numerous ASO on-metadata factors, such as:

  • app title,
  • description,
  • short description (on Google Play Store),
  • graphic elements like icon, screenshots, feature graphic (only on Google Play) or video.

Some ASO off-metadata factors matter too: such as installs, user ratings and reviews.

The conversion rate is measured as a percentage of installs divided by the total number of visitors. It is important to keep track of it constantly (per day, per country), and experiment with app store listing elements to improve the conversion rate, to ensure that you make the most out of the traffic that you are driving towards app product page.

Get A Free ASO Consultation Here!

The most common way to optimize conversion rate and other app store metrics and make experiments with your app store listing is A/B testing – comparing 2 different listing element variations and driving traffic to the possible options to see which one has more installs. One of the great tools for A/B testing is Google Experiments in Google Play Console.

Goal: Mobile App Growth

In mobile app marketing, growth is commonly understood as a higher number of installs, but in practice, there is something more than that.

Installs is without a doubt, one of the essential KPIs to evaluate the evolution of an app, and can be tracked in the developer console. But installs driven only by paid marketing channels is definitely not a goal of app developers and marketers. So instead of advertising an app, we want to achieve an organic growth, so to speak, to have a great share of installs driven by organic (non-paid) channels.

This leads us to the next important KPI – organic uplift.

Organic uplift, or organic multiplier, is a ratio that shows how many organic installs account for one non-organic install. It is measured as a percentage of organic installs divided by non-organic installs, and the higher is the organic uplift, the less the user acquisition costs will be.

In order to have data about the number of organic and non-organic installs, and to be able to measure organic uplift, it comes in handy to have an SDK or tracker implemented for your mobile app.

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On the later stages of app product cycle, the installs, though, don’t have as much meaning as the active users of an app.

The main KPIs for marketers at this stage become DAU and MAU – daily and monthly active users of the app. To measure these rates, there are a few tools, like Google AnalyticsMixpanel or any mobile app analytics tool.

Goal: Positive user feedback

User sentiment has a great role in both rankings (visibility) and Conversion rate.

It is already known that app stores give weight to the apps that have a higher average score and a great number of reviews written by users. This serves as an indicator of a stable, bug-free app that offers a good user experience.

On the other hand, when users come across the app product page and take the decision of downloading it, they are, in turn, evaluating the quality of app looking at its reviews and ratings. A lot of negative reviews or low average score can significantly decrease conversion rate to install and demotivate the users from download intent.

Ratings and reviews are very important indicators of a “healthy” app and need to be monitored and treated on a daily basis. As now both stores offer developers the possibility to interact with users replying to their reviews and in the end, users can change their rating, it is very important to react timely on negative reviews, trying to solve user problems as soon as you can. This way you can ensure a positive user sentiment and a great image of your app.

We recommend tracking these with tools like Appbot.

Goal: App Monetization (Business)

And finally, the goal of many app developers is to monetize their app or game with advertising, in-app purchases or in-app subscriptions. At this point, the KPIs related to revenue are:

  • Average Revenue per User (ARPU) – is measured as total revenue divided by the number of users or subscribers.
  • Lifetime Value (LTV) – is a prediction of the net future profit attributed to a certain user.
  • Revenue – is the total amount of money your app or game generates.

Easy to see that for a proper monetization of an app the quality of users starts to matter much more than just the number of installs of the app.

For app developers, the user with higher LTV, the one that is going to pay for more than a year, becomes more valuable and more interesting than those who will just pay for the first month and then unsubscribe. At the moment of optimization of revenue KPIs, the goal of app marketers will be optimizing their traffic and user acquisition to focus on more “high-quality” users.

ASO KPIs: conclusions

No single indicator can show with a great degree of confidence the overall success of mobile app or game, but we can try to measure the results of different elements of app marketing strategy separately.

By studying different metrics, and combining them together, we can get a more or less complete picture of our mobile app performance. iTunes Connect, Google Play Console, attribution and analytics platforms can help us identify which of our app marketing efforts led to desired results.

To track ASO KPIs and estimate FOR FREE how many downloads could ASO bring to your Mobile App, check it out Here!

All progress takes place outside the comfort zone - copie 2

 

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5 Ways to Increase Your App Store Optimization

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So, you’ve built your mobile app and it’s live on the app store of your choice. You’ve put hours and hours into this project and you’re excited that it’s over, but you’ve realized that nobody is downloading your app yet.

How strange, you might think? Not really – there are millions of apps on the app stores, with thousands launched every day. You have to do much more than just create your app; you have to market and optimize your mobile app to ensure it ranks as highly on the app store as possible.

Ensuring that more users find your app is what is known as App Store Optimization (ASO). ASO, along with traditional Search Engine Optimization (SEO) is what mobile app store search rankings are based on, according to Justin Briggs, Moz.

App Store Optimization

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Titles, descriptions, and device and platform keywords all count. Additionally, dynamic success metrics impact the ranking of your mobile app. The best way to judge your success is to track multiple metrics, including:

 

  • 1°Number and Quality of Ratings, Score, and Analysis

App store rankings rely heavily on user reviews and scores. Naturally, they’re quite a good mechanism for helping users decide whether they want to choose to download an app or not. That is provided of course that they’re used properly by the reviewers. For example, a positive review that doesn’t overly help other users’ answer questions they might have about the app isn’t actually that useful, and thus, wouldn’t be considered high in sentiment or quality content.

 

  • 2°Number and Frequency of Downloads

Need the best keywords? Get in touch with our ASO Expert here.

Unsurprisingly, the most popular apps receive the most downloads. If you want your app to rank highly on the app store it has to show not just high download numbers, but also high download freq

uency. This means that over a period of time your app needs to consistently be downloaded.

  • 3°Engagement and Retention

This metric is arguably the most important for app owners. The rate of retention is a figure that has haunted many organizations looking to boost their app search rankings. Over the period of 30-90 days most users will not return to use your app after the first instance. If you’re able to increase this number then you’ll ultimately rank higher in the app store search.

  • 4°Internal Links in App Store

Using internal links is a great way to boost the ranking of your app. It obviously encourages users to browse the store (which Google and App

le like!) and it lets them view your other apps.

  • 5°Freshness

Keeping your app up-to-date also improves your retention rates (see above). If you regularly update your mobile apps and ensure the content is compelling, useful, and relevant for your users then this will positively impact how it ranks on the app store.

Essentially, increasing your app’s average rating number, increasing your volume of ratings, and increasing downloads of your app will have the greatest influence on your mobile app search ranking. Updating the content of the app to ensure it is of the utmost relevance and usefulness to your users will in return increase the downloads your apps receives, and thus, deserves.

Get in touch with Supreme Media for your ASO needs

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How To Double Your App Installs With App Store Optimization

So you’ve studied your target audience for a long time and created an app that perfectly solves their challenges. You’ve gone the extra mile and put in efforts to create a great user interface and interesting tutorials too. But somehow your app still isn’t being downloaded as much as you had expected.

If this sounds familiar, maybe it’s time to leverage app store optimization (ASO) to boost your downloads.

These staggering statistics indicate that you need to be brilliant at ASO to be able to rise above the competition. Here are some tried and tested ASO strategies to help you boost your app downloads.

 

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#1: Select The Right Keywords

In order for your app to be downloaded, it needs to be visible to your target audiences. When they run a search for something your app can do, your app needs to show up in the results.

Here’s why keywords are so important. Selecting the right keywords ensures that your app is displayed to your target audience.

However, your competitors too, are using the same or similar keywords. So, what must you do to ensure that your app gets ranked higher than your competitors?

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The first thing you need to do is put yourself in the shoes of your potential customers. Think about what they would search for in order to find a problem solution. You can even analyze the traffic to your app and check what search terms your visitors have used.

Once you have made a list of these keywords, you must also check the keywords your competitors are using. You need to decide if you want your app to rank for highly competitive keywords or for lesser used ones. This will largely depend on your app’s value proposition

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( App Store Optimization – ASO Keywording )

Supreme Media provides a total and complete App Store Optimization services to optimize app distribution on your app pages for one flat fee. App Store Optimization is like SEO for mobile apps. App Store Optimization Improves your organic downlads by increasing your search ranking in the app store.

Looking for the best keywords? Get in touch with our ASO Expert

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#2: Select The Right Title

The name of your app does not simply serve for branding purposes. In fact, for ASO, it is essential that appropriate keywords are incorporated in your title too.

A recent study by Incipia found that apps that have keywords in their titles ranked 109% better than those without.

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It is recommended that you include the keyword that has the highest search volume, in your title. Even if search volumes and traffic for those keywords change, do not try to alter your app title. This is one of the most important ASO mistakes to avoid.

With time, your app ranking improves and more and more people come to know your app. If you change the title, you run a risk of losing your audiences who are trying to find you. Hence, choose a title at the onset of your marketing and stick to it.

#3: Write An Engaging Description

You’re done with the harder part of the puzzle. Now that you’ve figured out the keywords you should be using, the first step towards greater visibility has been taken. Your description is what will decide whether your audiences will download your app or not.

Write an informative description that tells your customers exactly how your app will provide value to them. Include relevant screenshots and videos that help your audiences understand it better. Feel free to use keywords in the description that fit naturally in the text.

 

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It is important to select the screenshots that show your app’s most important features and updates as shown above. If you’re confused about which screenshots to use, you can use A/B testing to determine which screenshots perform better.

A very important factor that influences your app downloads is the call-to-action. The absence of a clear and precise call-to-action can thwart your audiences from downloading the app.

Also, remember to update the description of the app with each update. It should include details of the update as well as relevant screenshots that people can see easily.

Try to make the first few lines of the description truly appealing and engaging. If your audiences do not understand your value proposition in the first few sentences, they might just leave. This would be a serious waste of your time, effort, and resources.

 

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#4: Create An Appealing Icon

An icon is one of the first things your audiences will notice. With the multitude of apps available on Google and Apple app stores, an appealing icon can set you apart.

Make sure that the design is not too cluttered but conveys the utility of your app clearly. It should be visually appealing, with the right combination of colors and design that catches the attention of your audience.

 

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#5: Ratings And Reviews

Ratings and reviews play a very important role in how your app would rank in searches. A recent survey by Apptentive reveals that 59% of users check the star ratings of an app before downloading it.

The study has also shown that a change in your star rating can make a huge difference to your conversions.

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Given that ratings and reviews play such an important role, you must encourage your users to submit reviews and ratings. A simple and effective way of doing so is by the use of prompts that pop-up from time to time when someone is using the app.

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You might think that such prompts might do you more harm than good. But in reality, only the most delighted or the most annoyed users will provide reviews on their own. The majority of your users will not represent these extremes and hence need to be prompted.

Updates to an app also encourage users to provide better reviews. However, this too requires some amount of prompting. Push notifications are a great way of encouraging users to download newer versions of your app.

When a new update is released, make sure to include information about it in the description. Add relevant screenshots of the latest features and a clear call-to-action to boost your downloads.

Final Thoughts

These are some of the most crucial tried and tested strategies that will drive more traffic to your app and boost downloads. Of course, App Store Optimization won’t be accomplished in a day. You need to invest a lot of time and effort to make sure that your app gets the visibility it deserves.

Social media can help you a lot when it comes to marketing and driving more traffic to your app page. Make sure you are building awareness about your app and its benefits in your social channels.

A lot of people get overwhelmed with ASO simply because they do not have an idea of how it works. This article helps you understand some of the important factors that decide ranking and visibility. Armed with this knowledge, you are sure to be able to develop a robust strategy for boosting your app downloads.

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