Getting Discovered on Google Play
Major install sources:
- Browse & Discovery
- charts
- personalized recommendations
- related/ cross-sell (users who viewed x also viewed y)
- Search
- search actually makes up vast mjority of installs for apps
- categorical
- navigational -- user knows exactly what they are looking for
- in any given day - 12% of users search for apps
- "personalized play made personal"
- "bringing the rest of google to play
- search and browse are main
Focus on the good (anatomy of good app metadata) - what goes into the algorithm
- title
- most important piece
- uniqueness and creativity encouraged (but be clear)
- helps a lot for seo
- functional & vivid description
- main message first -- be cear above the fold what value is
- think like your user
- beginning of description helps for search
- Real Screenshots
- users actually check this
- Video previews
- the dark horse
- users have told google ideos are amng the most convincing pieces of an app page
- Reviews & Ratings
- Google sorts results that are most relevant (by device, by people they know)
Reaching your target audience
- target your app in the developer console to reach the right people
- only matters if your app is targeted at a really specific audience
- helps keep pollution out of ratings from users you arent buildign for
Discovery features in the store (how good data manifests itself)
- Statistics
- installs
- uninstalls
- long installs (if person uses app for a long time vs uninstalls right away)
- engagement (when, how are people using it)
Personalization Statistics
- user dimension ---> user feedback
- using feedback personalize by device, locale, etc
Finding the right result
- navigational suggestions
- what google thinks you are searching for based on what most people do, takes you right to the app
Top Lists:
- top new & top paid
- eligibility: published in last 30 days (globally)
Trending Lists (movers & shakers)
- to highlight apps that are growing faster than we predict
- 30 day moving window
Related/Cross-sell
Personalized recommendations
- what they look for:
- apps that are complimentary & supplemnetary to other apps they bought
- popular in area
- +1 or reviewed by circles
- other apps by you
Personalzing search
- navigational queries
- angry birds, hotel tonight, beautylish
- categorical queries
- free games, train schedules, multiplayer games
5 things you can do (after building a good app)
- designed for tablets (get the designation)
- ensure helpful web anchors
- link in techcrunch article, etc -- if its interesting google will give you a boost
- avoid common mistakes
- 6m+ uniwue phrases searched monthly
- 50% misspelled
- dont choose names easiy mispelled
- country & carrier restrictions
- give correct developer URL, if one exists
- 8% .google.com links
- upload it in developer console if not .google
- Make your apks smaller
- smaller get installed more
- get uninstalled less
- % of core code vs sdk code
- libraries you link with
- Create the viral loop for your app: social reviews
- friends ahve rated these apps highly
- rolling out soon
- create the viral loop: +1s by friends, from within the app
- in app +1
- coming soon -- in app rate & review
- Create the viral loop: social leaderboards, meltiplayer, etc
- google+ moments API
- intergrate with google play game services
User acquisiton
- organic
- viral
- paid
Lifetime value
- user acquistion
- user retention
- short term -- mostly users like what you're doing
- long term -- moslty you delivering on your promise
- user monetization
- big picture -- revenue per install (cost per install)
- revenue per active user
