策略營銷商關於提高應用曝光度基本步驟的探討

本文選取自pocket gamer網站,譯者遊戲邦ciel chen

應用市場是目前世界上競爭最激烈的一個市場。

除了競爭激烈,這個市場還相當擁擠——這裏有的IOS App Store應用有200萬、Google Play Store應用250萬(這是2016年六月App Annie Store所公佈的數據)。

net ease(from gamesindustry.biz)

net ease(from gamesindustry.biz)

被夾在大量的app和直衝雲霄的廣告成本之間掙扎,想要獲取與留存用戶的希望越發渺茫了。從此,有效的營銷策略掌握了應用行業的生殺大權。

而你,作爲一名(app)營銷者,你有義務披荊斬棘將app呈現在合適的用戶面前——這樣你才能增加下載量、提升app商店排名從而最後在業務上獲取更多的收益。

制定一個能增加長期曝光度的高價值策略正是App Store優化方案。

App Store優化方案(ASO)可以定義爲:以提高產品曝光度和下載量爲目標前提,對App Store市場資產的更新不斷進行測試和評估的動態過程。

因此,想要擁有成功的ASO,除了關鍵字,你有以下8個關鍵的基本步驟。

密切關注競爭對手

在你要深入研究該爲應用歸哪種分類之前,先研究你最接近的競爭對手在做些什麼。

這會幫你選定哪種應用類別將成爲你的競爭戰場,你會因此知道用戶在相似的應用分類裏看重哪些方面的內容。選擇一個競爭較小的應用分類來開發有助於提高應用的可發現性。

選擇合適的應用類型從而增進應用的可發現性。

這跟匹配程度、用戶行爲和你的競爭對手有密切關係。在爲應用挑選分類之前,考慮一下合適你應用本質上的分類是什麼,還有了解目標用戶羣對應用最在乎的是哪些方面內容。如果要得到更多的靈感啓發,可以看看你的競爭者對手、還有相似的應用都在是怎麼做的。

讓用戶評論評之有效

對用戶的評價用心對待。實時跟蹤自己應用的排名和評論,看看用戶對新更新內容和特色的反應。要記得把這些反饋放在心上。做到有求必應。

除此之外,爲了解決用戶在屏幕背後的反饋問題,你要多花點時間讓用戶知道你有在傾聽他們的意見——通過博客或者發佈聲明、或者通過在Google Play直接回復。

積極鼓勵用戶提交反饋

目標要高遠。可以趁着用戶對你的應用體驗良好的時候跟他們索取反饋,從而提高收到正面評價的可能性;你還可以試試找可信的評論家來評論;還可以考慮向BETA版應用體驗用戶和專業的同行來給出誠懇的評論。

當一款應用真正上線以後,評論區反而會變得貧瘠許多——與其等着未知用戶根據第一印象給出的評論,不如讓你信任的關係網去上傳記錄了他們真實想法的評論。

機智地選擇關鍵詞

對你的競爭對手上點心:要找到最合適的關鍵字意味着你要密切地追蹤和監視你的競爭對手,去分析你的競爭對手是如何對某個關鍵詞進行排名的,或者確定其他應用程序的關鍵字排名,這樣你就可以有謀劃地選擇出能提高自己應用排名的關鍵詞了。

知道如何估測自己所定策略對應用排名的影響

一旦你選好了關鍵詞羣,接下來很重要的事就是檢測這些關鍵詞對你的應用排名有怎樣的影響。

除了觀察關鍵詞在關鍵表現指標上的影響,你還應該注意其他會影響排名的因素,比如:評級、評論數、下載級別以及下載速度。

設計最優app圖標

要讓這個圖標保持簡潔,因爲要避免複雜的圖標在比較小的設備(或者當被縮小到智能手機或者平板的應用文件夾裏時)中難以被辨認出來。這個圖標將會在應用平臺的很多地方顯示(以各種大小的樣子),所以要一定要讓你創作的圖標具備辨認度、獨特性以及設計良好的伸縮性。能找到這樣圖標的最快方法就是通過連續a/b測試法;然而要注意的是,要根據不同的平臺來決定能不能執行這個方法。

安卓開發者要創作出一個他們理想的圖標會更容易,因爲Google Experiments可以讓你很容易進行測試的設置,然後收集結果。而IOS系統開發者則必須通過第三方選項來達到相同目的。當然了,有時你需要平衡科學觀和第六感,這樣才能創作出一個具有標誌性的應用圖標。

讓屏幕截圖把關鍵特性和優點全部體現出來

用上所有可用的空間來放截圖。你可以在IOS應用商城放5張截圖、在Google Play商城則可以放8個。把這些截圖位置全部都用上,儘可能地推銷你的應用價值,最大化其可發現性。

要優先考慮關鍵信息;前兩幅截圖是最容易點開被看到的。事實上,這些截圖甚至會出現在IOS應用商店的搜索結果中。所以要確保你選用的截圖能在最大程度上體現應用中較爲重要的賣點。

講故事:你可以通過這些截圖,在目標用戶與應用交互之前,向他們講述一個動人心絃的故事。保證你的截圖能符合用戶們的需求。

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The app market is one of the most competitive spaces in the world.

And it’s crowded – with approximately two million iOS App Store apps and 2.5 million Google Play Store apps (as of June, 2016 according to App Annie Store Stats).

Between the sheer number of apps and the skyrocketing costs of advertising, successfully acquiring and retaining users is more challenging than ever. Successful marketing specific to the apps industry has never been more valuable.

As an (app) marketer, your job is to cut through that clutter and get in front of the right audiences. Increasing exposure for your app helps increase downloads, boost store rankings and ultimately drive revenue for your business.

A highly valuable strategy to increase long-term exposure is app store optimisation. App store optimisation, or ASO, can be defined as the ongoing process of testing and measuring updates to app store marketing assets, with the goal of increasing visibility and driving more downloads.

So here are eight key steps to ASO success that go way beyond keywords.

1. Keep tabs on competitors

Before you dive into selecting the categories for your app, you should first research what your closest competitors are doing.

This will help you determine the competition in that category and show how users are searching for similar apps. Choosing a less competitive category could improve discoverability for your app.

2. Select the right category to improve discoverability

It’s about fit, user behavior and your competitors. Before selecting an app category, consider your app’s most natural fit as well as how your target users are most likely to find you. For additional inspiration, look at what competitors and similar apps are doing.

Finding the best keywords means closely tracking and monitoring competitors.

3. Generate organic reviews

Pay attention to what your users are saying. Track your rankings and reviews to see how users respond to new updates and features. Remember to mine this feedback for insights. Be responsive.

In addition to addressing user feedback behind the scenes, take the time to show that you’re listening. This can be done through your blog and release notes – or through direct response on Google Play.

4. Prompt user feedback

Target high points. Improve the likelihood of receiving a positive review by asking for feedback when a user is having a great moment with your app. Approach trusted reviewers. Consider asking beta users and professional peers to provide honest reviews.

When an app goes live the review section on your app page will be barren. Rather than waiting for an unknown user’s first impression, ask your trusted network to submit reviews documenting their honest thoughts.

5. Choose keywords smartly

Pay attention to competitors: Finding the best keywords means closely tracking and monitoring competitors. By analysing how a competitor ranks for a specific keyword, or determining which other apps rank for your app’s keyword, you can strategically select keywords to help your app rank higher.

Leverage user reviews: One of the best ways to describe your app uses language from user reviews – their words may resonate better with prospective users than the ones you had in mind.

6. How to measure the impact of your strategy on your ranking

Once you’ve selected a group of keywords, it’s important to review how these keywords will impact your ranking.

The quickest way to find the app icon that will perform best is through sequential A/B testing.

In addition to monitoring keyword impact on key performance indicators (KPIs), you should also pay attention to other factors that will affect ranking, such as: rating, number of reviews, download levels and download velocity.

7. Design the optimal app icon

Keep it simple; complex icons can be difficult to distinguish on smaller devices (or when nested in folders on a smartphone or tablet) and should be avoided. The icon is going to be shown in several places throughout the platform – and at several sizes – so it is important your creation maintains its legibility and uniqueness; design for scalability.

The quickest way to find the app icon that will perform best is through sequential A/B testing; however, note that the way you can execute on this will vary by app store.

Android developers have it a bit easier, as Google Experiments allows you to easily set up tests and collect results. iOS developers will have to use a third-party option. Of course, sometimes you need to balance science and intuition in order to create an iconic app icon.

8. Use screenshots to drive home the key features and benefits

Use all available spaces. You can include up to five screenshots in the iOS App Store and eight in the Google Play Store to promote your app. Use them all to maximise visibility and sell your app’s value.

Prioritise key messages; the first two screenshots are the most visible. In fact, they even show up in search results for the iOS App Store. Make sure your more important selling points are featured in these screenshots.

Tell a story; screenshots are your opportunity to tell an engaging story to your target audience before they interact with your app. Make sure your screenshots address their needs.(source:pocketgamer.biz  )