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Learning from ASO testing at scale

This deck was presented at App Promotion Summit London 2018 covering the topic of what I’ve learnt over the past few years of running ASO testing at ebay and now at Schibsted Media Group. Google Play Store testing results from large scale testing of ASO ranking factors, results from conversion factors driving app installs, impact of changes in creatives in Google Play Store. I also explored the differences in international marketing & changes in approach to app marketing and how many apps actually translate vs localize?

  1. Learnings from ASO testing at scale?
  2. Who am I? I’ve been doing SEO for over 11 years and have spent the last year as Director of Strategy at BlueGlass, prior to that I spent almost 3 years at ebay classifieds group as SEO Product Manager. I’m now the Global SEO Manager @ Schibsted Media Group
  3. What brands have I’ve worked on? There have been lots of amazing brands over the years Retail Media/News Finance Classifieds B2C Travel
  4. 1. Results from large scale testing of ASO ranking factors 2. Results from conversion factors 3. Impact of changes in creatives 4. Differences in international marketing & changes in approach 5. How many apps actually translate vs localise? App session What are the main points covered
  5. What is hard to test? Content Type Why? 1 Video Expensive to replicate in-app video, voice overs and captions 2 Screenshots Time consuming to mock up images in same style 3 Icons Brand guardians 4 App title May not translate 5 App short description Laziness 6 App long description Laziness 7 App ratings Not really there is a report in Google developer console 8 App reviews Not really there is a report in Google developer console
  6. Obviously not everyone is the same!
  7. Countries and languages differ!
  8. The psychology of colours
  9. Results from conversion factors? Content Type Results? 1 Video Can be very useful for educating new users 2 Screenshots Can be very useful for showing USP 3 Icons Does your icon stand out/explain your product? 4 App title Can be useful to stand out 5 App short description Can be useful to capture their attention 6 App long description Can be useful for new users 7 App ratings Aim for a minimum of 4/5 8 App reviews Respond to your reviews!!!
  10. Impacts of creatives? So should you just use any of old images?
  11. Impact of changes in creatives? Content Type Observations? 1 Video Noticeable impacts 2 Screenshots Noticeable impacts 3 Icons Noticeable impacts if drastic 4 App title Noticeable impacts 5 App short description Noticeable impacts 6 App long description Less impacts 7 App ratings are great Noticeable impacts 8 App reviews with responses Noticeable impacts
  12. Professional isn’t always better
  13. Professional isn’t always better
  14. Focus on your users interests
  15. Focus on your users interests
  16. Seasonal patterns have a big impact
  17. Seasonal patterns have a big impact
  18. Seasonal patterns have a big impact
  19. Seasonal patterns have a big impact
  20. Seasonal patterns have a big impact
  21. Seasonal patterns have a big impact
  22. Seasonal relevance is important
  23. Seasonal relevance is important
  24. Seasonal relevance is important
  25. Upcoming events have a big impact
  26. Upcoming events have a big impact
  27. Upcoming events have a big impact
  28. App store testing?What types of testing can I do in the app store?
  29. Store language support? iTunes Google Play Countries covered 155 142 Languages covered? 40 47 Language defined? https://www.apple.com/chfr/itunes/ https://www.apple.com/chde/itunes/ https://www.apple.com/chit/itunes/ (NO) https://www.apple.com/chrm/itunes/ (NO) https://play.google.com/store?hl=de https://play.google.com/store?hl=fr https://play.google.com/store?hl=it
  30. Store testing support?
  31. Store attribute testing?
  32. Let’s test which language works? Language Setting Which is the winner? 1 Spanish (United States) ??? 2 Spanish (Latin America) ??? 3 Spanish (Spain) ???
  33. Store testing failures? bug?
  34. So which language has reach?
  35. So which language works? Language Setting Which is the winner? 1 Spanish (United States) Winner! 2 Spanish (Latin America) 3 Spanish (Spain)
  36. How many localize?Everyone makes an effort to appeal to a local audience don’t they?
  37. Who does locationalistion on title?
  38. Who does locationalistion on icon?
  39. Who does translation on video?
  40. Who does translation on screens?
  41. Who does locationalistion on screens?
  42. Screenshot AppendixDo you want to see what we based our analysis on?
  43. Takeaways?What stuff should you be doing when you get back to the office?
  44. So what should you do next? 1. Check you app title vs competitors 2. Check your short description 3. How current/relevant are your screenshots 4. Are you translating or localising your screenshots 5. Are you responding to app reviews 6. Are you using Store Listing Experiments?
  45. Thank You!

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