These are the slides I used during a 10 mn presentation at App Growth (AGS) Virtual Summit Berlin 2020, around the topic of Organic/ASO Installs. I shared a few best practices to utilize in order to perfect your visibility and conversion rates in both the App Store and Play Store. "As cost-per-installs keep increasing, it has become crucial to maximize your organic traffic. The problem is, that's no longer an easy task. Between new risks for cannibalization, app store changes, stronger usage factors, unreliable ASO data and so on, how can you do things the right way to make sure your efforts actually result in an uplift and don't go against you? During this session, you will discover the most important insights and techniques to help you boost your organic installs for the long term."

1. SECRETS TO LONG-TERM ORGANIC
INSTALLS SUCCESS...REVEALED!
1
Nadir Garouche
AGS Virtual Summit Berlin 2020 - May 19, 2020

2. 2
AGENDA
I. Key success factors: App Store/iOS
II. Key success factors: Play Store/Android
III. Paid UA: Organic Uplift or Cannibalization?

3. 3
APP STORE

4. FINDING THE RIGHT KEYWORDS
4
Stop the guesswork: Use Apple Search Ads
Tip: while you soft launch
your game, run ASA on a
short budget to find and
validate your ASO keywords
pre-launch for your top
countries.

5. OPTIMIZING YOUR VISUAL ASSETS
What should be your priority now?
5
First impression is key
● Icon
● App Trailer
● First screenshot
Only 7-10% of App Store
browse/search users
actually visit the product
page

6. BEST PRACTICES FOR YOUR ASSETS
Landscape format is key
6
Apple uses product page
assets (videos and
screenshots) more and
more in featured widgets.
Having a landscape video
is now a must, even if your
game plays in portrait
mode.

7. 7
PLAY STORE

8. RATINGS
8
4.0+ Star rating is a must
Your app rating is shown prominently in your product page and also appears on every section
of the Play Store where your app appears.

9. RATINGS
Strong Correlation to Conversion Rate
9
Case study:
3.9 to 4.5 Star Rating
= +33% uplift in install CVR
Best practices:
● Reply to and address
reviews on time
● Rating Prompt

10. FEATURE GRAPHIC
Small changes can make a big difference
10
Frequently test your feature graphics:
In our cases, it often leads to +15-20% uplift in CVR

11. SCREENSHOTS
Use Landscape Screenshots (3 Minimum required) To Get the Most of The Play Store
Recommendation Widgets
11
No rotation because no landscape screenshots
Screenshot rotation grabs users’ attention

12. PRE-REGISTRATION
Don’t just rely on featuring. Make use of that feature.
12
Google Play gives a lot of expose to pre-registration games. Apply
for it so you maximize the number of organic installs at launch
and create a good momentum.

13. 13
ORGANIC AND PAID UA:
UPLIFT OR
CANNIBALIZATION?

14. CASE STUDY: ORGANIC AFTER UA PAUSED
How do organic installs evolve after paid UA is cut?
14
UA Channel Mix:
Apple Search Ads:
50%
Facebook: 20%
Video Networks: 30%
Daily Avg. Installs
during/after UA
Organic Installs:
-5%
UA uplift marginal
No sign of
cannibalization

15. CASE STUDY: ORGANIC AFTER UA PAUSED
How do organic installs evolve after paid UA is cut?
15
UA Channel Mix:
Google UAC: 90%
Facebook: 10%
Daily Avg. Installs
during/after UA
Organic Installs:
+42%
Very likely sign of
cannibalization
from UAC

16. BRAND DEFENSE OR CANNIBALIZATION?
If you don’t buy these spots, your competitors will.
16
Death of the “Text ad”
on Apple Search Ads
for brand queries.
98% of impressions
are now served via
your image ad.
Which is then hidden
in organic search.
Time to plan 2 trailers.
On the Play Store, Google
UAC is now testing large
ad formats in search
results.
Meaning that users will
be more likely to click on
the first result even if you
appear just below
organically.

17. Thank you.
Questions?
17
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