Combining ASO and Paid UA for a successful App Launch

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With over 6 million cell functions obtainable within the two main Shops, getting customers’ consideration when launching a brand new cell app has change into more and more complicated. App progress has by no means been the results of one single exercise, however moderately a mixture of key actions and coordination between departments to drive long-term progress. Much more so, with the current modifications in monitoring and attribution, this holistic method ought to play an vital function in each app advertising group.


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When launching a brand new app within the Shops or opening a brand new geographic location, the primary purpose for app builders is to extend visibility to drive extra downloads (and in the end, income). Many app builders erroneously imagine that both investing in paid consumer acquisition or app retailer optimization alone could be sufficient to drive the correct amount of customers, therefore long-term progress.

Strategizing concurrently ASO and paid media shopping for campaigns could be difficult as a result of completely different departments’ goals and alignment instructions. At REPLUG, we’ve been evangelizing a full-funnel app advertising technique for some time now. We imagine that app progress is a coordinated effort that begins from the primary impression and goes right down to the final in-app exercise that drives income.

Full-funnel advertising technique: A successful technique

Merely put, a automobile can’t perform nicely when one of many key parts of its engine doesn’t work. In the identical approach, when app progress, we have to contemplate all of the related elements of its technique to make sure long-term success. At REPLUG, we use our Development Rocket Mannequin to establish key progress areas in a cell app technique primarily based on the goals we’re given by our companions.

A full-funnel advertising technique permits a corporation to visualise and concentrate on every stage of the consumer conversion funnel, tweaking the correct knobs to attain the specified outcomes.

When trying on the conversion funnel, the three primary levels to contemplate are:

  • Consciousness – Pushed by a mixture of paid efficiency advertising and app retailer optimization
  • Consideration – Primarily pushed by the Retailer Itemizing design and relevancy to consumer analysis, in addition to the primary in-app interactions (UX/UI)
  • Conversion – A mixture of optimization of paid consumer acquisition actions in addition to retention technique (m-CRM)

App lauch in a brand new market

Launching a brand new cell app in a brand new geographic location must comply with particular steps to maximise the affect of our advertising actions. The primary steps to contemplate are:

  • Market analysis – Is our app assembly the wants of the native market?
  • Create consumer personas – Who’s our perfect buyer?
  • Conduct a aggressive evaluation – Who’re our rivals, and the way do they place themselves?

These easy but vital questions are essential to figuring out the success of an app launch technique. Most frequently than not, cell entrepreneurs ignore the truth that an app doing nice in a selected market, just isn’t at all times acquired in the identical approach in one other one (cultural variations, channels attain, completely different rivals, and so forth…).

A profitable cell app launch with tailored actions

On the finish of final yr, our group obtained approached by a cell app improvement studio with many profitable apps. Amongst these, there’s a brand maker software, which was already dwell on iOS with over 5 million lively downloads.

Contemplating the large success of the app on the App Retailer, the group wished to attain comparable success on the Google Play Retailer. They requested us to design a technique that would come with App Retailer Optimization and Paid Efficiency actions for his or her lately launched Android app.

Why combining ASO and Paid UA is an efficient progress technique

Combining an natural and paid technique is essential in growing a long-lasting loyal buyer base. With ASO, customers will rapidly discover our app within the Shops by means of natural searches, in addition to convert higher, due to a transparent visible and textual communication technique. On the similar time, we have to coordinate our message and paid technique to what the customers will discover on the Retailer Pages. ASO and Paid UA work collectively, mixing each actions are important to drive installs and develop the app presence.

Step 1: Begin with ASO

Step one our group took was to evaluate their Google Play Retailer Web page and optimize it to maximise visibility for long-tail key phrases in addition to low-hanging fruits that rivals weren’t but grabbing. The group centered on an in-depth competitor evaluation, figuring out customers’ ache factors and aligning the optimization technique that may make the app stand out from the competitors.

The optimization led to an instantaneous uplift in general visibility, one thing that was then backed up by paid consumer acquisition.

The optimization was timed nicely and aligned with the upcoming Christmas season. As a matter of reality, it took roughly 2 weeks for the modifications to be digested by the algorithm to point out the massive leap in visibility.

Step 2: Again up the natural efforts with paid actions

As quickly because the optimization was launched within the Retailer, our paid UA group began with campaigns on two primary channels: Google and Fb. As a result of the truth that we have been concentrating on solely Android customers, and we wished to drive a better variety of installs to maneuver the needle additionally within the class rank, the group allotted many of the finances to Google.

Contemplating the seasonality, the group additionally quickly realized that the competitors on Fb would hinder our technique to drive a excessive variety of installs, as a result of greater CPM.

From the start, we seen that Google App Campaigns have been performing significantly higher than the Fb ones, and because of this, the group determined to carry out a number of assessments to attempt to decrease the CPIs. We examined Lookalike Viewers segmentation to establish comparable customers to our current viewers. By way of completely different testing, we seen {that a} broader viewers really led to a pointy lower in CPI and engagement within the app.

Step 3: Analyse the affect

The subsequent step is to grasp what has been the affect of the mixed actions, not solely within the brief time period but in addition in the long run. By understanding the impact of every exercise, we will then additionally higher assess what future actions we wish to implement in our progress technique.

On this particular case, the mix of ASO and Paid UA led to a rise in natural visibility for a number of key search phrases, rising the natural installs. On high of that, we noticed an enchancment within the class rating (each free and grossing) which lasted for an extended time period, leading to optimistic income progress.

When trying on the visibility progress of the chosen key phrases in our optimization technique, the App Retailer Optimization affect was clear.

By trying on the mixed impact from an natural installs perspective, it was additionally doable to see how each ASO and Paid UA actions generated worth for the app additionally within the 2 months following the actions.

Final however not least, when analysing the class rank affect, we seen how the paid consumer acquisition actions had an instantaneous affect on the free class rank – citing the app within the ranks and giving it extra visibility.

Nevertheless, an important affect maybe, that the mix of ASO and Paid Consumer Acquisition technique led to was the long-lasting grossing class rank, which lasted nicely past our progress technique, exhibiting how the income affect has been optimistic.

ASO and Paid UA – A successful progress technique

Combining ASO and Paid UA is a crucial step in delivering long-lasting worth for any app developer and firm attempting to grasp the app progress sport. On this particular case, we have been in a position to present how each natural and paid actions for an outlined time period, if accomplished nicely and with a transparent goal in thoughts, might result in constant progress in income.

It’s vital to do not forget that neither ASO nor Paid UA is a stand-alone exercise, and they need to at all times be considered together with one another. On one hand, a well-executed App Retailer Optimization technique may help us enhance conversion price, drive down prices of acquisition, and, finally, additionally create a protracted affect on the income our app generates. With Paid consumer acquisition actions, however, we will again up our natural optimization, to facilitate discovery and conversion.

In a digital world the place it has change into more and more tough to attribute paid channels worth, advertising groups and corporations want to start out approaching app progress with a holistic mindset, combining extra actions, and aligning goals in direction of a singular purpose.

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