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开发者应采用App Store优化策略获取用户

发布时间:2013-03-22 16:28:35 Tags:,,,

作者:Jai Jaisimha

移动应用市场仍在快速发展,给应用开发者带来了大量挑战。尼尔森报告曾显示,53%用户通过搜索或浏览智能手机找到应用程序,这给应用开发者同时带来了机遇和挑战:

*如何在竞争激烈的市场中脱颖而出,并让有购买/下载意向的用户发现你的产品。

*如何追踪和管理应用程序、元数据和关键字的更新,以便跟进应用商店设计及检索算法的变化。

很显然这个市场已经针对这种挑战作出回应。根据我公司Appnique搜集的数据显示,在2012年最后3个月中,美国iTunes和Google Play有35万款应用更新了标题,超过40万款应用更新了产品描述,以便更有效地推广应用。

这种行为很显然就是人们正在努力掌握和利用App Store SEO的征兆。

App SEO(from cnnewweb.com)

App SEO(from cnnewweb.com)

App Store最佳优化方法

以下是针对应用营销人员的建议:

1.了解你的目标用户。

2.选择一系列很可能被目标用户用于检索应用的关键字。

3.确定一系列竞争对手。

4.调查和鉴别可能被竞争对手所采用的关键字。

5.分析应用描述、对比执行竞争力、确定最终的一系列关键字,将其整合到应用描述、标题或其他应用元数据。

6.根据市场和竞争环境的变化而迭代这一过程。

另外,应用营销人员也要注意收集竞争对手的竞争情报和应用商店的变化,以便作出相应的回应。因为这些变化总是毫无预兆,App Store SEO也并非一次性化化操作,它应该成为你常规应用规划活动的一部分。

App Store优化策略——成功推进获取付费用户的营销活动

在与客户打交道时,我听闻了一些关于正确执行App Store优化策略可以有效提升付费用户获取营销活动的证据:

*可能频繁浏览付费推广信息的用户并不会点击广告,因此他们此时正处于玩游戏的关键阶段——他们会记得从中看到的应用名称(有时候并不准确),然后在应用商店中检索该应用。

*用户将你的应用误拼、误记成与之相似的竞争对手的应用名称,就意味着你所支付的点击量很可能只是让竞争对手获益。

*用户若认真查看应用描述,发现应用实际情况与产品描述存在较大出入时,就会消极对待这种认知失调现象。

要牢记上述三个要点,将App Store SEO和付费用户营销活动紧密结合在一起。

推动行业向前发展

针对App Store优化策略如何达到用户获取目标,应用营销人员需注意解决以下几个问题:

*应用营销人员无从知道用户在应用市场中的实际查询情况——这与在网页平台非常不同,没有一家领先的应用市场能够获取实际的查询量。

*应用营销人员手上并没有可帮助他们区分用户的工具,无法鉴别用户是来源于自然检索流量,还是来自其他付费推广渠道。

*应用营销人员无法从应用商店的用户界面了解用户转化情况,例如,有多少查看应用检索结果的用户会点击页面,查看详细的产品描述,屏幕截图或评价情况。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Why App Store Optimization is key for building an audience

Jai Jaisimha

This story is part of a series exploring the themes of our upcoming, invitation-only Mobile Summit, April 1-2 in Sausalito, Calif.

Explore more stories in the Mobile Summit Debate series.

Jai Jaisimha is the founder and CEO of Appnique.

The mobile apps marketplace continues to grow explosively, creating a number of challenges to app creators. Nielsen has reported that 53 percent of app marketplace users discover apps by searching or browsing on their smartphones. This creates challenges and opportunities for app creators:

How to stand out in a crowded marketplace and be discovered by users with purchase/download intent when users search or browse for content on their devices.

How to track and manage updates to applications, metadata and keywords in response to competitive responses and changes in app store design and search algorithms.

The market is clearly responding to this challenge. Data compiled and reported by my company, Appnique, for the US versions of iTunes and Google Play shows 350,000 apps updated their titles, and over 400,000 apps made updates to their description in the last three months of 2012 to more effectively merchandise their apps.

This activity is clearly a sign that App Store SEO (Search Engine Optimization) is something that people are working hard to capitalize on!
App Store Optimization Best Practices

Here are some tips for app marketers:

Understand your target audience.

Select a set of keywords that are likely to be used by the target users to search for their apps.

Identify a set of competitors to benchmark against.

Research and identify keywords that might be used by competitors.

Analyze app descriptions, perform competitive comparisons, and identify a final set of keywords and incorporate them into the app description, title or other app metadata.

Iterate on this process in response to marketplace and competitive changes.

It is also important for app marketers to collect competitive intelligence about competitors and changes to app stores and respond appropriately. Since these changes often happen with no warning, App Store SEO is not a one-time activity but must become part of your regular “app hygiene” activity.

App Store Optimization – Enabling Paid User Acquisition to Succeed!

In working with clients, I’ve come across anecdotal evidence supporting the notion that App Store Optimization performed correctly actually enables improved effectiveness in paid user acquisition.

Users who may view paid promotional messages frequently do not click through because they are in the middle of a particularly riveting phase of game play – these users memorize the name of the app (sometimes imperfectly!) and then search for the app within the app marketplace.

Misspelled or mis-remembered app titles and the number of competitive app titles with deceptively similar names means that clicks you paid for might actually accrue to the benefit of your competitors.

Users read app descriptions closely and react negatively to any cognitive dissonance between what they thought the app was about and what the description implies.

Together, these three points effectively make the case for App Store SEO to be closely performed in combination with paid user acquisition.
Moving the Industry Forward

There are a few key bottlenecks that must be addressed to enable complete transparency in how well App Store Optimization is meeting or failing to meet an app marketer’s user acquisition goals:

App marketers have little to no visibility into the actual queries that users use in searching for apps within app marketplaces – unlike on the web none of the leading app marketplaces make available any actual data on query volume.

App marketers today do not have the tools that help them distinguish users who are derived from organic search traffic versus those they may find through any of the other paid or promotional mechanisms they may have used.

App marketers today have no visibility into the conversion funnel of users within the user interface of the app stores – for example, what fraction of users who view an app search result click through and view the detailed description, screen shots or reviews for an application.(source:venturebeat


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