Since the update of iOS 15, app marketers can launch various app store listings for the same app. Different from A/B tests, app developers can create up to 35 versions of Custom Product Page (CPP) with different metadata, such as app screenshots, videos, and promotional text. The new function in app store shares overlapped functions with Custom Store Listings (CSL), a similar idea in the Google Play Store. With CPP and CSL, app marketers can personalize the app listing page to attract different groups of users. CPP and CSL will not be shown organically to the users, but they can only be reached via a designated URL or the store’s recommendation. Hence, app marketers can control which version of the product page they would like to show to different users so as to increase the conversion rate. How to set up? Custom Product Page App marketers can set up custom product page campaigns in App Store Connect. You can also manage, edit, and copy the link of all the custom product pages there. You can either start over to create a new custom product page or duplicate the existing product page to edit. After updating the reference name, media, and promotional text, you will need to wait for approval from Apple before launching the custom product page. Custom Store Listing App marketers can find out the custom store listing in Google Play Console. Just like the setup of CPP, you need to fill in the new version of the listing details and then wait for Google’s approval. Although these two personalized listing tools share the same function, there are two major differences between the two. Although these two personalized listing tools share the same function, there are two major differences between the two: Changeable metadata For custom product pages, app marketers can only make variations on promotional screenshots, videos, and promotional text.For custom store listing, app marketers can make variations on the whole app listing page, including the app title, short description, and the long description. Limitation on custom page amount Developers can only set up 30 custom product pages maximum in the App Store.But they can set up up to 50 custom store listing pages in Google Play Store. Although setting up custom product pages and custom store listings does not have a direct effect on organic exposure, it can help developers target specific groups of audiences. For example, if the target audience cares about the promotional offers of the app, the custom product page may prioritize the offer details in its promotional text and screenshots in order to capture their attention. If you want to provide a personalized product page of your app to different groups of users, a custom product page or custom store listing is the way! If you want to optimize the performance, GoGoChart is here to help! Learn more about our ASO solution and contact us for consultation!
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In today’s hyper-competitive mobile app landscape, standing out from the crowd has become more challenging than ever. App Store Optimization (ASO) has emerged as a critical strategy to boost discoverability and drive downloads. However, the sheer volume of apps available makes it increasingly complex to fine-tune ASO efforts for optimal results. Enter Artificial Intelligence (AI), a game-changing technology that is revolutionizing the way app developers approach ASO. Harnessing the power of AI can transform your ASO strategies, providing you with the tools to navigate the ever-evolving app ecosystem and propel your app to the forefront of app stores. Get ready to unlock the full potential of your mobile app with the latest AI-driven ASO insights and techniques. Keyword research and analysis AI has significantly transformed keyword research in App Store Optimization (ASO) by automating and enhancing the process. Traditional keyword research could be time-consuming and relied heavily on manual effort. With AI-powered tools, app developers and marketers can now access vast databases of keyword suggestions instantly. These tools analyze various factors such as user search behavior, competitor strategies, and semantic context to generate a comprehensive list of relevant keywords. AI’s ability to understand search intent and user language variations allows for more precise targeting and optimizing app listings for the terms users are most likely to search for. This automation not only saves time but also ensures that ASO efforts are data-driven and aligned with the ever-evolving app store landscape. Metadata optimization After helping with the keyword planning, AI can also aid in optimizing the metadata in ASO, which includes the app’s title, subtitle, keyword field, and description. AI-powered tools analyze extensive datasets to identify the most relevant and high-performing keywords, ensuring that the metadata is optimized for discoverability. Its semantic understanding capabilities also allow for the inclusion of synonyms, related terms, and long-tail keywords, enhancing the metadata’s effectiveness in capturing a broader range of user queries. Additionally, AI assists in competitive analysis, monitoring competitor metadata strategies to fine-tune and differentiate the app’s metadata. With continuous monitoring and adaptability, AI ensures that ASO metadata remains aligned with changing search algorithms and user preferences, ultimately driving increased visibility and downloads for the app. App icon and screenshots For visual elements like app icons and screenshots, AI-powered image recognition and analysis enable app developers and marketers to assess the visual appeal and relevance of app icons, screenshots, and promotional images. By evaluating factors like color schemes, image composition, and icon clarity, AI can suggest improvements for these elements to attract and engage users effectively. This ensures that visual elements are not only aesthetically pleasing but also aligned with the app’s core message and user expectations. Secondly, AI-driven A/B testing tools allow for data-driven experimentation with visual elements. They can assess the impact of different designs, layouts, and image variations on conversion rates and user engagement. This iterative process empowers ASO professionals to fine-tune visual elements for maximum effectiveness, ensuring that the visuals resonate with the target audience and drive more downloads. In summary, AI enhances visual elements in ASO by providing both analytical insights and testing capabilities, ultimately leading to more compelling and user-friendly app listings that capture the attention of potential users and drive conversions. Analyzing users’ reviews and attitude User reviews usually reflect the performance of an application, and thereby, we should take it seriously and often analyze the overall attitude. However, when there are enormous amounts of comments, it is difficult to read through them one by one manually. Therein lies the importance of AI-analytic tools. AI-powered sentiment analysis tools can help analyze users’ reviews and summarize the overall users’ attitudes, problems of your app, and suggested improvements. The AI can help you to make data-driven decisions for the next step. The app marketing industry keeps evolving over time, and as an intelligent marketing agency, GoGoChart has the experience of leveraging the power of new technologies to provide our clients with professional marketing solutions. If you are looking for help on app store optimization or app marketing, don’t hesitate to contact us now and schedule a one-on-one consultation!
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In today’s hyper-competitive mobile gaming landscape, standing out is more challenging than ever—especially with industry giants dominating the market. Enter the game-changer: in-app events. Introduced just two years ago, this feature have quickly become a cornerstone in app store optimization. By increasing impressions, they offer a lifeline for smaller developers to attract more players and remain competitive. Benefits of in-app events User Engagement: Engage with new potential players via special content. User Retention: Give past users a reason to play the game again, such as new events or major updates. Data Collection: By tracking how users interact with events, developers can gain insights into user behavior, preferences, and pain points. The data can be used as references for future development or marketing purposes. Event cards: Your in-app event cards will appear in your app store listing, being displayed at the Game Tab possibly and Apple might also recommend them to users interested in your app. How to Optimize Your In-app Events In the App Store? 1. Targeting In-app events offer developers the ability to target various audiences, whether they’re new users, existing app downloaders, or both. Clearly define the objectives of your in-app event to ensure that its content aligns with your overall strategy. 2. Uniqueness Once you’ve identified your target audience, consider the unique selling proposition of your event. Common examples include: Festive events Collaboration with other brands Competition Anniversary Promoting your app’s everyday events is not a good idea. If the event is too general, it might not attract new users. A unique, time-limited, and rare event is what grabs the eyeballs of the app browsers. For example, a crossover event with some cartoon characters may recruit those fans as new users, but if the event is already a part of the app, it is less likely to raise any interest of anyone. 3. Keyword planning The App Store displays in-app event cards on the search page. Take advantage of this by implementing relevant keywords. Keywords are crucial for App Store Optimization (ASO) because they enhance search visibility and help target the right audience. Make sure to incorporate these keywords into the metadata of your in-app event. 4. Metadata There are a few meta descriptions that you need to think about to set up an in-app event: Event Name (≤30 characters): Choose a name that reflects the event’s theme and gives users an idea of what to expect. Incorporate critical keywords. Short Description (≤50 characters): Briefly outline the event’s highlights and include essential keywords. Long Description (≤120 characters): Provide additional information about the event, such as what rewards players will get if they participate in the event. It would be great if call-to-actions were included. Event card and event details media: Use captivating images or videos to illustrate your event. Avoid text in images as key information should already be in the description. If you use a video, aim for a seamless loop to keep viewers engaged. 5. In-app event badges In-app event badges are used to categorize events, and Apple will use them to recommend personalized events to different users. Here are some examples of event badges: Live Event Activities that occur in real-time that all users can experience simultaneously, such as a sports match or live-streamed concert. Premiere First-time availability of content or media such as newly released movies or audio. Challenge Activities encouraging the user to achieve a goal before the event ends, such as a fitness challenge in a workout app. Competition such as an e-sports tournament where players battle to win the most matches. New Season Introducing new content, storylines, or media libraries Major Update Introducing significant new features, content, or experiences Special Event Limited-time events that aren’t captured by another event badge, spanning multiple activities or experiences such as collaboration that bring new experiences to users. Boost your ASO performance with in-app events While it is not a must, in-app events can bring brand-new content and user experience to your app, which can help drive new users and re-engage past users. Besides, Apple might recommend your in-app event in the “Don’t miss this event column” in the Game and Apps tabs, which will also increase the organic exposure of your app. If you are looking for professional help, feel free to contact us for consultation, we are always happy to help!
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With mobile app usage booming, it can be difficult for business owners and developers alike to keep up with the ever-changing app marketing trends and official policies. Knowing the latest trends and strategies for successful app marketing is key to capitalizing on this growth. Explore essential information that may take your mobile app to the next level. Latest Update 24 January 2023 11 January 2023 New Feature Allows More Control in the App Review Process on Google Play Console (24 January 2023) Google Play Console is introducing new features to give developers more control and flexibility over the app review process. A new section called “Changes ready to send for review” will appear on the Publishing overview page, where any changes that are subject to review will be listed, instead of being automatically sent. This means that developers can send multiple changes for review together whenever they’re ready. If managed publishing is turned on, changes will appear in the “Ready to publish” section as soon as they’re approved, and developers can publish them whenever they want. If managed publishing is turned off, changes will be published automatically once approved. In addition, developers can remove changes that have already been sent for review or are ready to publish, giving them even more flexibility. This new functionality aims to add predictability and control to the app publishing process, as developers can make changes to different parts of their app at their own pace, and have confidence that changes won’t be sent for review or published until they’re ready. Developers can also choose to turn on managed publishing to control when approved changes are published, which is useful if plans change or if they don’t want changes to go live at a certain time. Overall, these new features give developers more control over the app review process and the ability to launch with confidence. Apple Launches Business Connect to Help Small Businesses 11 January 2023) Apple has launched a free tool called Business Connect, which allows businesses of all sizes to manage and customize the way information appears to more than a billion Apple app users. Business owners can use their existing Apple ID or create a new one to register for the service at the self-service website. Once the business has logged in and Apple has verified their credentials, they can claim their location(s) and update and personalize their place card, all for free. The tool enables businesses to manage their interactive place card on Apple Maps, including updating photos and logos, inviting customers to take actions like ordering food or making a reservation directly from Maps, and presenting customers with special promotions. A new feature called Showcases, currently only available to US businesses, enables businesses to present customers with offers and incentives, like seasonal menu items and product discounts. Business Connect complements other Apple services designed to help small businesses grow and reach customers, including Tap to Pay on iPhone, which enables businesses to securely accept contactless payment through a simple tap to their iPhone, and Business Essentials, a subscription that offers device management, 24/7 support and cloud storage. App Marketing Trends: What Is Buzzing 24 January 2023 Google Play Console is introducing new features to give developers more control and flexibility over the app review process. A new section called “Changes ready to send for review” will appear on the Publishing overview page, where any changes that are subject to review will be listed, instead of being automatically sent. This means that developers can send multiple changes for review together whenever they’re ready. If managed publishing is turned on, changes will appear in the “Ready to publish” section as soon as they’re approved, and developers can publish them whenever they want. If managed publishing is turned off, changes will be published automatically once approved. In addition, developers can remove changes that have already been sent for review or are ready to publish, giving them even more flexibility. This new functionality aims to add predictability and control to the app publishing process, as developers can make changes to different parts of their app at their own pace, and have confidence that changes won’t be sent for review or published until they’re ready. Developers can also choose to turn on managed publishing to control when approved changes are published, which is useful if plans change or if they don’t want changes to go live at a certain time. Overall, these new features give developers more control over the app review process and the ability to launch with confidence. Apple Launches Business Connect to Help Small Businesses 11 January 2023 Apple has launched a free tool called Business Connect, which allows businesses of all sizes to manage and customize the way information appears to more than a billion Apple app users. Business owners can use their existing Apple ID or create a new one to register for the service at the self-service website. Once the business has logged in and Apple has verified their credentials, they can claim their location(s) and update and personalize their place card, all for free. The tool enables businesses to manage their interactive place card on Apple Maps, including updating photos and logos, inviting customers to take actions like ordering food or making a reservation directly from Maps, and presenting customers with special promotions. A new feature called Showcases, currently only available to US businesses, enables businesses to present customers with offers and incentives, like seasonal menu items and product discounts. Business Connect complements other Apple services designed to help small businesses grow and reach customers, including Tap to Pay on iPhone, which enables businesses to securely accept contactless payment through a simple tap to their iPhone, and Business Essentials, a subscription that offers device management, 24/7 support and cloud storage.
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The question of how to get users interested in an app often looms over the heads of app marketers, and it is definitely not a simple task to get around. Conducting A/B testing is one tool to provide the direct solution to the problem, giving marketers concrete data about user preferences and the market, to streamline the App Store Optimization (ASO) process. There were not a lot of app stores that offered A/B testing functions aside from Google Play store, but starting from late January 2022, it is available on Apple App Store as well through the updated feature Product Page Optimization (PPO). In order to perform your ASO process the best way possible and avoid all the twists and turns during the experience, here are the guidelines and tips for an effective A/B Testing: 1. Start setting up A/B test on both Google Play Store and Apple App Store For marketers who have accessed Google Play Console before, they may be no strangers to the route that enables the configuration of A/B testing to take place. Creating an A/B test requires one to go to Google Play Console first. Once you are in Google Play Console, select the app that you would like to run the test on. Click on the “Store presence” under “Grow” in the left menu, choose “Store listing experiments”, then “New experiment”. Underneath the option of “Default graphics”, you can select “Create” to begin setting up the attributes for your test. During this phase of configuring the setting, you should follow the instructions that appear on screen, choosing the variants and options that match the information of your target audience to complete the settings. For each experiment, you can run 3 test variations of the store listing that exclude any functions for experimentations on text based attributes. (Google Play – Store listing experiments) App Store Product Page Optimization A/B test is a new function for marketers to try at on iOS, conducting it means that you have to reach the feature of PPO first in App Store Connect. Sign in App Store Connect, click on the “Product Page Optimization” right under “Features” to begin configuring the test. It is important to note that you have to be an Apple Developer Program member in order to gain access to App Store Connect on the web or its app version. Similar to running A/B test experiments on Google Play store, please select options based on the targeting information to complete the basic settings. You can run a single test during a 90-day period, consisting of no more than 3 test variations, the test variation is called “treatment” by Apple. (App Store Product Page Optimization, from App Store Official Website) The details of the options within the settings will be explored in the following points. 2. Visual Assets Graphics are more likely to catch the eyes of users, instead of long text and description. This is why visual creatives are crucial parts of metadata for marketers to optimize, an element such as the app icon is not only appearing on the product page, but also in the charts, search results and feature section, helping in forming the users’ first impression for your app. a. App Icon As mentioned above, the app icon is one of the most representative items of your app at the first glimpse. To experiment with it, you can create a version of an app icon with color tone that is in contrast to your original icon, or a set of icons in multiple colors, or even reduce textual elements within the icon to enrich the selections for your test. This way, you can at least be able to tell which direction you should go into for changes, should one of the icon graphic versions not be appealing enough. b. Screenshots Screenshots are your perfect opportunity to show the content of your app. But to arouse users’ interest in knowing more about the app, putting captions or wordings in the images to highlight the storyline or captivating features of your app is necessary. Varying the captions thus can be one component you test with. Rearranging the placement or order of the screenshots is another way that is faster and less time consuming for you to immediately go for testing as there is no need for you to prepare extra materials. （Screenshots, from App Store Official Website） c. Preview / Promo video Video is a great way to show your gameplay and user experience. You can focus solely on one particular characteristic of your app for each app preview or promo video individually and then A/B test them, it will give you an idea of which feature of your app is the most attractive to the users. （App Preview, from App Store Official Website） d. Feature Image Both app stores let users test on the app icon, screenshots, preview videos. On Google Play store, however, you can test feature image as well, which is the banner image to display in your app store product page or listing. Even though adding the feature image is not compulsory, it is still highly recommended, as the first thing users see when opening your app is the feature image. You can choose either an image or a video to place with, or vice versa for the test version, and then compare their impacts on the results. 3. Text and Localizations You can A/B test on the text based elements on the product page through localized versions on both stores. A maximum of 5 localized experiments can be run at the same time on Google Play store, you can try out multiple text descriptions and visual assets for audiences and users of certain regions or countries. PPO on Apple App Store, on the other hand, offers more or less the same function for testing in localizations for the app store product page, but with only 3 test versions available. To see the impact of localizations, you could elect to change just one
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Understanding and analyzing your digital marketing performance is crucial for every marketer, thus relevant knowledge about data collection and analysis is essential. It helps track the traffic source, providing useful information about user preferences for brands to tailor and adjust marketing strategies correspondingly. It’s common that marketers face confusions when it comes to this part. To address marketers’ questions and pain points, in this article we focus on how to leverage and utilize your Mobile Measurement Partners (MMP) in the mobile app marketing ecosystem for reliable data analysis which would give you valuable reference for your marketing strategy. MMP is a mobile app attribution tool which collects and organizes user data. Through MMP, developers and marketers can easily extract insights across multiple platforms on how users download certain apps, and make deep analysis of user preferences to improve services, as all the data, including organic traffic, paid traffic, download rates and retention rates and quality of users, are summarized and delivered to brands in one go. Below are the top three most common MMPs on global level: AppsFlyer AppsFlyer was founded in Israel during 2011, it provides management of app campaigns and data analytics tools. Currently AppsFlyer is one of the most used platforms by app developers. Marketers frequently make use of the attribution data, which is the app download data provided by AppsFlyer, to understand users’ preferences, campaign performance and the platforms and regions where most downloads take place. You can even view the impression rates, click rates and CPI with the proper configurations. Adjust Founded in Germany, Adjust has started its operations since 2012. Its tools or services support multiple languages and availability in many countries, offering solutions for advertisers to manage mobile marketing campaigns. Similar to AppsFlyer, Adjust is one of the most utilized platforms by app developers, albeit more affordable for the general public and a more viable option for small and medium enterprises in comparison. A feature for setting up a personal cloud storage is also available on the platform. Google Firebase Firebase is developed by Google, and is practically a version of Google Analytics for apps specifically. Apart from data attribution, Firebase has powerful built-in functions at the backend to help marketers track users’ in-app activities, push notices, Google ads performances, and create dynamic linking. AppsFlyer vs Adjust vs Google Firebase Pricing Firebase offers a larger free quota, therefore costs a considerably lower budget; Adjust pricing plans are more economical, suitable for small and medium enterprises; AppsFlyer has more high-priced plans. Features Firebase offers a wider range of features compared to AppsFlyer and Adjust. User-friendliness AppsFlyer is more user-friendly, but Adjust offers a simpler setting process. All 3 MMPs have their own strengths for your consideration, with other MMPs on the market such as Singular or Kochava as the available alternatives. Understand what you need, then weigh the options in terms of pricing, features, user-friendliness and security. Contact us with professional advice for making a decision that fits your platform the best to maximise your marketing performance. About GoGoChart GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors. GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
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With the release of the latest iOS 15, there are three key new features for app marketers to notice: Product Page Optimization (PPO), Custom Product Page (CPP) and In-app Event. Now you can get a hand on the A/B testing tool to improve your App Store Optimization (ASO), performance and formulate a better app marketing strategy. Before diving into the details of each feature, make sure you become an Apple Developer Program account holder to gain access to all the new features so that you can easily manage all your apps where you can create, test, release apps and review performances. Now let’s look at the details of these three key new updates released in iOS 15. Product Page Optimization (PPO) You can now conduct A/B test for up to 90 days, to vary your app icon, screenshot and app preview for 3 alternate versions of your default App Store product page. Now you can conduct up to 3 versions of product page A/B testing, while the previous versions of Apple App Store only allow up to 2 versions. Setting up the test will require you to choose the localizations and allocate the amount of traffic that each test version will receive. The traffic data collected from your original product page can be used as a comparable measure for your test during the set-up, allowing you to see which versions perform the best afterwards. Custom Product Pages (CPP) This feature enables up to 35 additional versions of your App Store product page, you can make changes to the app previews, screenshot and promotional text, emphasizing on different features, content and characteristics of the app, or creating a special theme, to customize a specific version of product page to target a particular audience group. A unique URL link will be generated for each new product page, giving you the ability to promote the page on social media. The strength of CPP is that it can serve as a tool accompanying your online marketing campaign, improving the effectiveness of its targeting strategy. Especially when you are able to do a more precise targeting through paid channels, more traffic from the right audience segment will easily occur upon viewing the highlighted features and characteristics of your app on the page. This will be a good help to boost your conversion rates (CVR). CPP feature will also be available in Apple Search Ads (ASA) in 2022, adding more variety to utilize its functionality. In-app Event In-app Event generally means timely event within apps and games such as gaming challenges, live streaming. They usually appeared exclusively in apps before, and can be related to any special offers, seasonal themes or new updates. Displaying as in-app event cards, developers and marketers can place them in multiple areas of the App Store for promotion, gaining more exposure for their apps. You may place them in the app store product page, search results, the Today and App tabs, and choose to target new users or returning users within the set-up, to achieve the objectives of increasing either user acquisition rate or user retention rate. While the function of In-app Event was launched in October 2021, PPO and CPP are the new additions to a host of features that recently went live to improve app discovery experience. App marketers can start submitting tests for all three features on January 25, 2022, to begin to get used to these new tools. Talk to our experts to tackle the common questions encountered by app marketers. About GoGoChart GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors. GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
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Each day at work, GoGoChart’s app marketing specialists receive a diverse range of questions from our clients in different industries when promoting their apps: consumer brands, ecommerce, trading apps, digital / virtual banks, gaming and so on. In Hong Kong, because the app ecosystem is still developing, we found it necessary to popularize the knowledge of this industry and some of our best practices. This article lists out parts of the frequently asked questions from our clients and tries to answer them in view of our years of experience and proven track record. We are only granted a limited amount of budget to promote our apps, what do you suggest us to do? Where should we start? GoGoChart’s answer: Awareness building for your app is the top priority. At this stage, a minimum of 3-month digital campaign on paid channels is recommended to build up the app awareness first, which normally is referred to as “UAC”: universal app campaign, which is Google’s first asset-based app install campaign type. An asset is any ad component, such as an image, text, or video, and in UAC they’re treated as individual building blocks. Facebook ads are also proven to be an effective channel especially for those mass consumer-driven products or promotions on an app. Clients can evaluate the campaign performance easily through CPI (cost per install) and CPM (cost per mile). But the consensus understanding is that Apple Search Ads (ASA) helps attract more loyal and active users compared with other app promoting tactics, why do I still need to allocate my budget on other channels? GoGoChart’s answer: During an app marketing journey, the wider marketing theory also applies – that users are acquired through a funnel shaped process, where the lower (or narrower) it goes, the more loyal potential customers are. ASA is at a relatively low (narrow) position of the funnel, although it means higher chance of engagement or install, top-funnel level app marketing efforts (such as UAC) need to be deployed first to get users “down the funnel” for more targeted tactics like ASA. While each channel plays a different role, it’s hard to define which one is “more important” as no effective brand or app awareness building can be achieved without a holistic and consistent approach. For many brands’ apps especially those who are new to the market, the first key thing is to boost the visibility and impression, then it comes down to the “discoverability” – whether your app is searchable on app stores, and whether consumers would like to download and use the app after its being discovered. All the processes during the entire journey are interlinked and indispensable to each other. In addition, consumers’ attention span is getting shorter nowadays, requiring brands to promote their apps in a more constant manner to keep themselves competitive in the market. We have already invested in outdoor advertising for our app and the impression is massive, do I still need to invest in App Store Optimization (ASO) and ASA? GoGoChart’s answer: OOH (out of home advertising) is a good way to boost brand awareness to a massive amount of consumers, but the impression itself doesn’t guarantee download or install. Brands need dedicated resources and expertise to optimize their ASO and ASA strategy for more quality app engagements. This past article from us breaks down how ASO works. How do you guarantee that you can help meet our KPI in three months? GoGoChart’s answer: Firstly we communicate with clients before any campaign is deployed, we ask the right questions to understand client needs, objectives, KPIs and budget available, from there we set out directions of where this campaign should start and go. No app is the same so we customize each campaign to make sure the expectation is aligned and results are desirable. How to track in-app activities after users download and start using our app? GoGoChart’s answer: To understand how consumers are getting along with your app, we work with multiple global MMPs (mobile measurement partners) such as AppsFlyer, Adjust and Google Firebase. Each of them has their own focused areas, and we give suggestions to clients based on our in-depth understanding on both sides. Talk to our experts to tackle the common questions encountered by app marketers: call +852 6319 2613 or email [email protected]. About GoGoChart GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors. GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
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The global app economy embodies a remarkable size of market – US$6.3 trillion in 2021 according to Statista. Mobile apps are merged into our modern lifestyle from social media, messenger, gaming, video streaming, banking and financing, food delivering, to learning … the list could go on and on, they are changing every aspect of our daily life. As of the first quarter of 2021, there are over 5.7 million apps across different platforms including Apple App Store and Google Play Store. The immediate next question raised by marketers would be: How does my app stand out from millions of apps out there? Although answers to this question could easily form a lengthy paper that is comprised of deep dives into discussions from app development to some all-rounded marketing theories and strategies, here are some essential aspects and steps to evaluate and consider if you want your app to be well-performing and successful during (and after) its launch to the market. First of all, a “successful” mobile app is largely defined by the following parameters: The Level of Searchability and Discoverability by Consumers No matter how brilliantly developed and designed, you need the app to be seen rather than being a hidden gem. Whether Users Are Willing to Download Your App After They Found It Is your app appealing and relevant enough for people to install. UI and UX Design Factors on both user journey level and branding and aesthetics level. The Technical Experience When Using The App Whether it is technologically smooth or always encounters glitches. This article addresses pain points lie in the first two parameters and tries to map out viable suggestions for marketers, based on our company’s expertise in mobile app marketing for years. Point 1 and 2 jointly direct us to app store optimisation (ASO), a concept that is important under the context of app economy, but not so well understood so far especially in Asia. We often get questions from clients or brands asking “does ASO only work for big MNC brands”, or “can I do my brand ASO as one-off”. In response to these common misconceptions, we always tell our clients: you need ASO for your app just as you would need SEO for your website. So, what exactly is ASO? Simply put, ASO is a dimension of efforts that consists of several key sub-categories of work that contribute to the ranking and downloading of your app. It directly impacts the performance of your app, just as what SEO does to websites – an organic (and more “invisible”) process to improve your app’s searchability and relevance, opposite to it is the paid search ad which is more widely known and seen (apps with that little yellow “ad” icon when scanning through the app store). Here’s a breakdown of the essential ASO areas we advise our clients to assess, thus to find ways to optimise their app performance: Keyword Performance Organic ranking of the keywords used to describe and position the app. Conversion Rate Whether the current app presentation (description, image screenshot, visuals etc) in the app store product page acts effectively to attract people download the app.* *This always associates with another important concept in ASO: A/B testing, through which two different versions of app presentation are made available to viewers. Brands and service providers then compare the performance of each version to judge which set of app presentation leads to a better conversion rate. Organic Install Performance Statistics and numbers for a certain period of time (usually provided by client). The three areas above are critical initial steps for brands from any industries to take, in order to obtain a basic verdict on where the app stands in the competition before diving into any direction of app marketing strategy. Based on the insights and analysis extracted, it is then the right time to set and roll out your holistic mobile app marketing campaign. The process of studying and analysing to reach a verdict is usually called a “preliminary app audit”. To help clients and prospects come up with effective ASO and broader app marketing strategies, GoGoChart offers preliminary audit service at no cost. We’ve helped over 2,000 brands in more than 60 countries with our holistic approach, insights and ideas. In the upcoming series of articles, we will also dive into tips for app marketers in light of iOS15’s release. Stay tuned. Talk to our experts and get a free consultation now at +852 6319 2613 or email [email protected]. About GoGoChart GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors. GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
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