Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.

MOBILE GROWTH STRATEGIES
How implementing ASO into UA workﬂow lowered our CPI
Erik Hegely
Pixel Federation

Mobile Growth Strategies
2014
2016
2017
2012REAL ESTATE
E-COMMERCE
MOBILE GAMING
BANGKOK
BARCELONA
BRATISLAVA

ERIK HEGELY
GROWTH MARKETING GUY
FROM PIXEL FEDERATION

STARTING JUNE 15, 2019 WE
DECIDED TO IMPLEMENT ASO
INTO OUR UA WORKFLOW…

…AND AS OF JANUARY 15, 2020
WE ACHIEVED +135% INCREASE
OF OVERALL CONVERSION RATE

14,6 %
22,8 %
19,1 %
21,2 %
26,4 %
18,1 %
26,5 %
34,3 %
ABOVE 75th PERCENTILE ACROSS ALL OUR GAMES
*WORLDWIDE CVR FROM ALL ACQUISITION
CHANNELS ON GOOGLE PLAY STORE IN A
PERIOD BETWEEN JUN 15, 2019 - JAN 15, 2020

…PLUS A +76% INCREASE OF
ORGANIC INSTALLS SHARE IN A
4-WEEK POST XMAS PERIOD

W52 - W3, 2019
Organic
21 %
Paid
79 %
W52 - W3, 2020
Organic
37 %
Paid
63 %
*COMBINED INSTALLS SOURCE SPLIT ON
BOTH STORES FOR DIGGY’S ADVENTURE AND
SEAPORT W/ MARKETING SPEND OF €1M

OK SO THIS MEANS THAT…

…WHAT DOES ALL THIS
ACTUALLY MEAN?

NOW, THERE IS A LONG ANSWER
AND A SHORT ONE….

…LET’S GO W/ THE LONG ONE
WHICH WE WILL BE BREAK
DOWN INTO THREE SECTIONS

1) CASE STUDY: WHAT DID WE END
UP DOING AT PIXEL FEDERATION?
2) UA STRATEGY: HOW DOES ASO
FIT INTO ACQUISITION STRATEGY?
3) GROWTH: WHAT IS THE IMPACT
OF ASO ON OVERALL GROWTH?

FOR Q&A JOIN AT SLIDO.COM
#GAMECAMP

1) CASE STUDY: WHAT DID
WE END UP DOING AT
PIXEL FEDERATION?

A) ASO Workﬂow: Communication
and Ownerships = Consistency
B) Increase Conversion:
C) Increase Visibility:

Monthly
Check-In
Week 1
Weekly
Check-In
Weekly
Check-In
Weekly
Check-In
Play Store
Experiment
Play Store
Experiment
Play Store
Experiment
Play Store
Experiment
App Store
Build
LiveOps
Update
Research &
Prioritise KWs
Target
Chosen KWs
Localise
Metadata
Update
Metadata
Week 2 Week 3 Week 4

B) Increase Conversion: Get Above
75th Percentile (Weekly Process)
C) Increase Visibility:

BEFORE
AFTER

1) Conduct Research
2) Hypothesise
3) Prioritise
4) Create Assets
5) Test Assets
6) Measure & Report
Reach Impact Conﬁdence Eﬀort
Play Store Experiments
Looking Inward (User Flow
Alignment, Game Features, etc.)
Looking Inward (ASO Best
Practices, Intelligence, etc.)
Looking Skyward (Blogs,
Resources, etc.)
NextSteps CRO LOOP
ASA Creative Sets & Sequential

…BUT WHY DO WE NEED
“FRAMEWORKS”?

SIMPLY BECAUSE WHILE SOME
OF THE EXPERIMENTS END UP
IN A SUCCESS…

IN MOST CASES THEY WON’T…

WHICH ONLY MEANS YOU NEED
TO TAKE LEARNINGS TO THE
NEXT EXPERIMENT AND SO…

…IT’S A NEVER ENDING GAME
OF IMPROVEMENT WITH NO
WEEKENDS SKIPPED…

…AND FRAMEWORKS HELP
STAYING CONSISTENT WITH
TEDIOUS PROCESSES

FEW HINTS: USE CUSTOM
STORE LISTINGS, VISUAL & DATA
TIMELINE OF EXPERIMENTS

C) Increase Visibility: KWs for More
Organic Visitors (Monthly Process)

1) Research: Placing
Relevant KWs in a Backlog
2) Prioritise: Based on
Volume, Relevancy, etc.
3) Target: Inserting Chosen
KWs in Metadata
4) Measure: Tracking &
Monitoring Impact of KWs
Brainstorm, Competitors,
Category Keywords, etc…
Volume, LTV, Current Ranks,
Relevancy, etc.
Tracking, Monitoring, Uplift,
Reporting, etc.
Title, Subtitle, Long Description,
Localisations, etc.
KWO CYCLE

AT PIXEL FEDERATION WE SPLIT
OUR EFFORTS 80/20 BETWEEN
CONVERSION AND KEYWORDS…

…AND THAT’S DUE TO THE FACT
THAT PAID UA IS AT THE CORE
OF OUR ACQUISITION STRATEGY

YOUR LEAD MEASURE IS TO
HAVE MORE ORGANIC VISITORS
THAN THE MONTH BEFORE

FEW HINTS: FOCUS ON HIGH
VOLUME KWs, LOCALISE & DO
YOUR BEST GETTING FEATURES

C) Increase Visibility: More Organic
Visitors (Monthly Process)

2) STRATEGY: HOW DOES
ASO FIT INTO ACQUISITION
STRATEGY?

A) Loops, not Funnels: Cohesive
Framework That’s Sustainable
B) 3 Acquisition Loops:
C) The Strategic Lever:

THE HARD TRUTH IS THAT…

…OVER TIME ALL MARKETING
STRATEGIES RESULT IN SHITTY
CLICKTHROUGH RATES…

… SIMPLY BECAUSE WE DO NOT
CONTROL THE RULES OF THE
CHANNEL WE GET USERS FROM

FOR EXAMPLE, THE INFAMOUS
PAID USER ACQUISITION
TACTICS LIKE “FAKE ADS”…

THEY STINK, BUT THEY WORK…

…AT LEAST BEFORE THEY GO
THROUGH A STANDARD
“LIFECYCLE OF A TACTIC"

TacticEﬀectiveness
Time

SUCH TACTICS ARE A RESULT
OF NECESSITY TO FIT THE UA
TO THE CHANNEL…

…AND THEIR RANKING ALGO
CHANGES, NEW OPTIMISATION
MODELS, AD FORMATS, ETC…

…WHILE STAYING WITHIN THE
MONETISATION MODEL AND IT’S
AVERAGE USER LTV…

…WHICH AS WE KNOW IT IS THE
#1 RULE = LTV > CPI

HOWEVER, IF WE IMPLEMENT
SUCH TACTICS IN THE GOOD
OLD AARRR FRAMEWORK…

Acquisition
Activation
Retention
Revenue
Referral
AARRR FUNNEL

…WE END UP CREATING
STRATEGIC, FUNCTIONAL AND
METRIC SILOS…

Acquisition
Activation
Retention
Revenue
Referral
AARRR FUNNEL
MARKETING
PRODUCTION

Acquisition
Activation
Retention
Revenue
Referral
AARRR FUNNEL
MARKETING CPI
PRODUCTION KPIS

…BECAUSE FUNNELS GO ONLY
ONE WAY AND PUSH US TO
INVEST IN LINEAR ACTIVITIES

Acquisition
Activation
Retention
Revenue
Referral
MORE TACTICS
MORE CHANNELS
MORE MONEY

PRODUCT CHANNEL
MODEL
????

ANSWER: LOOPS NOT FUNNELS

CHANNEL
PRODUCT
MODEL

B) 3 Acquisition Loops: Paid (UA),
Organic (ASO) and Viral Loops
C) The Strategic Lever:

ORGANICPAID VIRAL+ +

ORGANICPAID VIRAL
VISIT CVR
LTVADS
CVR CVRVISIT
RANK PEER INVITE PLAY
VISIT
+ +

B) 3 Acquisition Loops: Paid (UA),
Organic (ASO) and Viral Loops
C) The Strategic Lever: Optimise to
Get More Out of Acquisition Loops

HERE’S WHAT INCREASED CVR
DOES TO THE UA LOOP…

24,5 %
35,1 %
22,2 %
20,7 %
25 %
32,9 % 31,9 %
39,9 %
*WORLDWIDE CTI FROM PAID ACQUISITION
CHANNELS ON GOOGLE PLAY STORE IN A
PERIOD BETWEEN JUN 15, 2019 - JAN 15, 2020

Ads Clicks Installs CPI ROAS ($2 LTV)
200,000 20,000 490 $2.04 98 %
200,000 20,000 798 $1.25 159.6%
CVR BEFORE AND AFTER FROM PREVIOUS
GRAPH IN A HYPOTHETICAL SCENARIO OF LTV,
CPM AND CTR OF 1% ARE CONSTANT

PULLING ASO AS A STRATEGIC
LEVER INCREASES POTENTIAL
OF OTHER LOOPS…

…AND THUS HELPS
ESTABLISHING A SUSTAINABLE
ACQUISITION STRATEGY

3) GROWTH: WHAT IS THE
ACTUAL IMPACT OF ASO ON
OVERALL GROWTH?

A) Improved User Flow: Making it
Seamless for User = “Transparent"
B) Decreased Costs:
C) Shortened Payback Time:

MARKETING EFFORTS ONLY
COMMUNICATE MARKET
NEEDS…

...TO WHICH WE SIMPLY HAVE
TO ADAPT

TRANSPARENT USER FLOW

B) Decreased Costs: Improved the
Relative Diﬀerence of CPI vs. eCPI
C) Shortened Payback Time:

€0,89
€1,53
€0,71
€0,97
*CPI vs. eCPI COMPARISON ON BOTH STORES
FOR DIGGY’S ADVENTURE AND SEAPORT W/
MARKETING SPEND OF €1M

THE RELATIVE DIFFERENCE
BETWEEN CPI vs. eCPI HAS
IMPROVED BY 57.71%

B) Decreased Costs: Improved the
Relative Diﬀerence of CPI vs. eCPI
C) Shortened Payback Time: There
Is Only One True King —> Cashﬂow

MEASURING LTV > CPI HAS
LIMITED VALUE WHEN IT COMES
TO PAID ACQUISITION…

IT SIMPLY DOESN’T TELL YOU
HOW LONG IT WILL TAKE TO GET
BACK YOUR INVESTMENT…

COMPANY “A” CAN HAVE 4 > 1
RATIO OF LTV > CPI, WHEREAS
COMPANY “B" CAN HAVE 4 > 2…

BUT IF COMPANY “B” CAN
BREAK-EVEN IN HALF THE TIME
IT WILL GROW FASTER…

…BECAUSE THEY HAVE A
SHORTER PAYBACK TIME AND
CAN RE-INVEST FASTER…

… AND LOWER ACQUISITION
COSTS DECREASE THAT
PAYBACK TIME

LET’S WRAP IT ALL UP

1) CASE STUDY: ASO WORKFLOW,
CONVERSION (80) / VISIBILITY (20)
2) UA STRATEGY: 3 LOOPS, NOT
FUNNELS AND STRATEGIC LEVER
3) GROWTH: BETTER USER FLOW,
DECREASED COSTS AND ROAS(D)

BUT HOW TO JUSTIFY ALL THE
EFFORT AND THE “WHY”
BEHIND IN A SHORT ANSWER?

WELL, BY IMPLEMENTING ASO
INTO UA WORKFLOW WE’VE
INCREASED ITS EFFICIENCY…

…LOWERED OUR TOTAL
ACQUISITION COSTS…

…AND THUS BOOSTED THE
OVERALL GROWTH POTENTIAL.

THANK YOU!
linkedin.com/erikhegely 
ehegely@pixelfederation.com

Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.

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