Summary of So you think you know how to do ASO / Анатолий Шарифулин (AppFollow)

00:00:00 - 00:45:00

In this section, Anatoliy Sharifulin explores the importance of ASO (App Store Optimization) and how it can benefit a developer's app. He emphasizes the need to optimize text elements, such as the title, subheadings, and description, to improve search visibility. He also highlights the significance of graphic elements, such as icons, screenshots, and videos, in attracting and engaging users. Sharifulin examines the need for clear and concise call-to-action text on screenshots and emphasizes the importance of context in placing images or videos. He discusses the impact of icon design on conversion rates and how to use keywords effectively in the app's title, description, and reviews. He concludes by stressing the importance of analyzing key metrics and conducting conversion optimization strategies to improve app downloads.

• 00:00:00 In this section, Anatoliy Sharifulin explains the concept of ASO (App Store Optimization) and emphasizes its importance for developers. ASO involves optimizing the graphics, texts, and other elements of an app's presentation in the app store search results and app listing page in order to attract users and increase downloads. Sharifulin highlights that ASO is a free channel for driving traffic and generating revenue, as well as a continuous process of improving the app's performance and addressing user feedback. He also mentions that popular games and apps are most commonly discovered through search, making ASO crucial for visibility and success. Additionally, he notes that being an early adopter of ASO can yield the best results, as there is less competition.
• 00:05:00 In this section, Anatoly Sharifulin discusses the importance of ASO (App Store Optimization) and how it can benefit any app, whether it's a competitor's or your own. By analyzing the text elements, such as the title, subheadings, and description, you can identify keywords and phrases that can be optimized for better search visibility. Sharifulin also emphasizes the significance of graphic elements, such as icons, screenshots, and videos, in attracting and engaging users. By optimizing these elements, you can improve your app's overall performance and increase its chances of being discovered and downloaded. Furthermore, he highlights the importance of conducting this optimization process effectively and efficiently to achieve maximum results.
• 00:10:00 In this section, Anatoly Sharifulin discusses the importance of optimizing the search results in app stores. He highlights the need for clear and concise call-to-action text on screenshots and emphasizes the importance of context in placing images or videos. Sharifulin also mentions the impact of icon design on conversion rates, giving examples of how brighter and more contrasting icons can lead to higher user engagement. Additionally, he explains why adding a brand name or a keyword to the icon can be beneficial for unknown brands or in regions where the brand is not well-known. The section concludes with a mention of the significance of conversion optimization in driving app downloads.
• 00:15:00 In this section, Anatoly Sharifulin discusses the importance of analyzing key metrics in app store optimization (ASO). He explains that while Google Play has a native console that provides benchmark data for categories and installs, App Store lacks such a feature. To bridge this gap, AppFollow has developed a free tool called "All Benchmark" that provides similar data for iOS apps. Sharifulin emphasizes the significance of understanding different conversion rates, such as from search and category, and how they impact ASO. He also highlights the importance of app stability, quality, branding, and user experience in influencing conversion rates. Additionally, he explains how ratings and popular reviews play a crucial role in app conversion, and how negative trends in these areas can affect app visibility and downloads. Overall, Sharifulin stresses the need for developers to constantly analyze and optimize their app's performance to improve conversion rates and user satisfaction.
• 00:20:00 In this section, Anatoly Sharifulin discusses the importance of analyzing popular reviews and handling negative feedback for App Store Optimization (ASO). He explains that gathering statistics on popular reviews can help identify issues and determine how to address them. Responding to negative reviews, reporting them, and encouraging users to update their reviews are all strategies to combat negativity and improve app performance. Sharifulin also emphasizes the impact of review removal on app rankings and the need to actively manage and engage with the audience to prevent negative reviews. Additionally, he touches on the significance of keyword selection and repetition in the app's title, description, and reviews, as well as the use of additional locales in the App Store to increase the number of keywords. Sharifulin concludes by highlighting the significance of proper optimization strategies and the potential pitfalls of not fully understanding ASO principles.
• 00:25:00 In this section, Anatoliy Sharifulin discusses the importance of differentiating app optimization strategies based on individual app performance. He emphasizes the need to analyze metrics and make informed decisions rather than relying on generic approaches. By implementing a system of iterations and reports, developers can track the impact of optimizations and ensure they are achieving their desired results. Sharifulin also highlights the complexity of reporting and the importance of distinguishing between different sources of traffic. He suggests conducting experiments with different elements such as keywords and screenshots, taking into account the specific channel and user behavior. Lastly, he mentions that while organic growth has its limits, regular audits and adjustments can help maintain app visibility and performance.
• 00:30:00 In this section, the speaker discusses different strategies for improving App Store Optimization (ASO). The first strategy mentioned is localization, which involves translating and adapting the app's content, keywords, and visuals to appeal to a specific target market. The speaker emphasizes the importance of understanding the specifics of the market or language being localized to avoid any negative impact on conversion rates. The second strategy is conducting A/B testing and experiments to optimize the app's performance and increase its visibility. The speaker also recommends leveraging organic growth through tools like featuring, which can help improve search rankings and increase app exposure. Additionally, the speaker mentions the potential for growth in mobile traffic and the importance of effectively converting that traffic through proper landing pages and user experience. Overall, the speaker highlights the value of these ASO strategies in maximizing organic and paid app growth.
• 00:35:00 In this section, Anatoliy Sharifulin discusses the importance of App Store Optimization (ASO) and how it is crucial not only for marketers but also for developers. He mentions a case study where an app in the entertainment category saw over 70% of its traffic coming from mobile SEO, which was a significant boost for them. Sharifulin emphasizes the need to analyze and set goals, implement the right strategies, and constantly iterate based on real data and user feedback. He also mentions that there are resources available in their blog and a community for ASO professionals to stay updated on trends and algorithm changes. Finally, he addresses a question about handling negative reviews and suggests tactics such as reporting and responding to them, as well as leveraging positive ratings to improve the overall perception of the app.
• 00:40:00 In this section, the speaker discusses the importance of optimizing keywords for app store optimization (ASO). They mention that associational algorithms allow for better keyword matching in the App Store, while in Google Play, the algorithms are more focused on indexing app descriptions. The speaker also mentions the use of mobile landing pages to drive mobile traffic and the significance of analyzing keywords used by competitors. They touch on the topic of working with typos and how it can be beneficial for attracting traffic, especially if the app is aimed at a specific audience with common typos. However, they advise caution when using typos as keywords, as they may have a negative impact. Additionally, they mention that errors in keywords are more acceptable in Google Play than in the App Store. Overall, the speaker emphasizes the importance of optimizing keywords to improve app visibility and attract relevant users.
• 00:45:00 In this section, Anatoly Sharifulin discusses some ASO (App Store Optimization) tactics. He mentions a small hack for getting traffic by including a competitor's name in the description, although caution must be exercised as Apple could potentially remove it if it infringes on trademarks. He also advises that optimizing metadata, such as the length of descriptions and the use of keywords, does not necessarily yield significant results. He suggests starting with simpler tasks like modifying text and graphics before delving into more resource-intensive processes. Additionally, he mentions the importance of testing and optimizing conversion rates and suggests looking into other marketing channels, like Instagram, to drive more traffic.