Sahdev was speaking at the panel discussion moderated by Satrajit Sen, head – product and community, ET BrandEquity (session chair). Other members included Karan Lakhwani, head of business development (India), AppTweak, Rana Vishal Singh, head of growth marketing, Josh (dailyhunt) and Priyang Agarwal, director – marketing, partnerships and growth, Tata 1mg.
“We focus a lot on a lot of things, and app store optimisation (ASO) is definitely one of them. What we have experienced is that the time spent inside the app, there are ways by which we can spend more and more time in the app and that is a very relevant factor for pushing ASO,” Sahdev said.
He added that an in-app metric is important which involves tracking the customer journey right from an install to a sign up, and from a signup to a first deposit rate. “Most of our focus goes on the app usage and increasing the conversion numbers.”
Tata 1mgs Agarwal said that from a marketing perspective, one thing that we should understand is that ASO, or SEO or any other channel is a continuous process, no matter at what stage of business you are in.
“As far as ASO is considered. I personally believe that ASO is a very important tool for any mobile marketing company or app specific companies,” he said.
ASO is not only getting the rank up on the Google search, ASO is also about reviews and the ratings. “When you are getting a good review, or the good ratings on the app store, Google understands that these are the apps which enjoy popularity, and they push these particular apps to the up side on the ranking,” he said.
Singh from Josh (dailyhunt) said ASO was incrementally being looked at by performance marketing folks as an hackish approach.
“They always try to load their app names with a lot of keywords so that they start ranking upwards. But we have seen that that strategy for a large consumer brand like ours has not paid out really well,” he said.
He added that performance marketers are always looking at traffic as new user traffic, and often forget that there are a lot of reinstalling users or previously installed users who left after a very short time, and they would like to reinstall.
Lakhwani from AppTweak said while ASO maintains a general health of the brand, or the app, it has to be viewed as a holistic practice at the end of the day.
“My experience of working with a lot of app marketers gives me an idea of a couple of issues that they face as well. One of the biggest issues that they currently face is attribution. So how do they go back and attribute? Is this an install coming from a paid source, or an organic source is the bigger question,” he said.
(This is an executive summary of the session. The longer version will be uploaded in the coming days)