ASO Expert Interview: Peter Godtfredsen

By Laurie Galazzo
ASO Expert Interview: Peter Godtfredsen

Today we’re having the pleasure to read Peter Godtfredsen’s answers on our App Store Optimization (ASO) interview. Peter founded Mobtimizers together with Brian Kjaerulff, another of our ASO experts. Read his app marketing tips below!


1. Tell us a bit about yourself and your company?

I’ve always strived for a creative outlet in my work, beginning with music and art and moving onto design and data analysis. Joining forces with my business partner Brian Kjaerulff, who is a digital strategy consultant, I founded Mobtimizers in 2014, to offer highly specialized ASO and app marketing services.

Today, I am passionate about creating unique solutions for digital and marketing strategies. We have offices in New York City and Copenhagen, Denmark, and work with a number of respected national and international clients. Among our areas of expertise, and most sought out services are business strategy, optimization, CPI campaigns, experiments, comparative analysis, benchmarking, and search ads.

2. For how long have you been involved in ASO or app marketing?

I started in mobile and web development in the early 2000s, and even dabbled in app development as early as 2007. So because I have been around more or less since the beginning - it has been a natural step for me to develop a focus on the holistic approach to managing a successful app portfolio.

3. What was it about this industry that made you choose it as a primary job?

Throughout my career, I’ve always worked with a mix of large corporations and start-ups and soon realized that as businesses were making the jump to mobile and apps there was a need for strategic and holistic optimization. This is an exciting time in the app and mobile sphere, as there is constantly new knowledge and solutions to be discovered. And luckily my work is just about that: discovering insights from data and experiments then customizing the best possible solutions that create value for our clients.

4. How do you see the world of ASO and app marketing evolving?

App Stores will become more competitive and App Store Optimization will just be a basic first step for any app implementation process. But there will be much more focus on the engagement side. There is a maturity level now in the audience and a growing demand for high quality apps. We will experience much more focus on retention and investments in strengthening visibility and optimization in the app stores. Algorithms develop all the time as well, and they become more advanced and take more factors into account. Uninstall rates and app loyalty will have a heavier weight in algorithms in the future.

iOS Search Ads is a new feature that we have been working with and it should have an interesting impact on the evolution of app marketing as well.

5. What should be the biggest focus for app developers and marketers in 2017?

The profusion of ASO has become worldwide and most corporations are utilizing it or getting on board now. The next big focus would be engagement and retention. App developers and brands really need to think about the audience for their apps, their business objectives, and the business model behind the app. Next on the horizon will also be Search Ads integration within marketing plans.

6. What was your favourite app in 2016?

I spend a little too much free time on Imgur. Now if they would only get their Favorite folder up and running…

7. Tell us about your most challenging ASO “experiment”.

When dealing with experiments in several markets, it can be challenging to coalesce your findings and define the correct knowledge points that most benefit your client. Therefore, it is important to create a narrative and have a greater understanding of the app and how it brings value for the company. That is also why we prefer to form long-term strategic partnerships with our clients so we can have a continuous dialogue about solutions and results, and cultivating the next set of experiments to gain useful insights.

8. Tell us about your experience with AppTweak and give us your favorite feature.

I really enjoy working with the integration of iOS Search Ads data. It is the first time we got access to real search volumes in an ASO tool. It is still only available in the US market, but this is a game changer for ASO. Not only will the first results in the Apple App Store be paid, but the learnings that we get from this can bring App Store Optimization to a new level. We recently completed a client project that we localized into several markets and languages, and it is helpful with our global clients that AppTweak can support +70 markets.

9. Do you have any “masterchef” ASO tips?

There needs to be a vision that stems from an understanding of the client’s business objectives. As a highly detail-oriented person, I have learned from experience that taking time to think about the vision, the long-term strategy - the bird’s eye view if you will - all increase the chances of success. ASO is a discipline that requires you to have both feet on the ground dealing with data and technology, and keeping your eye on the sky to see the big picture, and to be able to understand the customer experience.


Peter has been using AppTweak intensively for a few months now for clients such as ARLA and LEGO. Peter is speaking next at App Promotion Summit in NYC on April 6. Peter has joined the ASO Experts directory and would be happy to help you setup your Search Ads campaigns, boost your organic downloads, and design insightful experiments.

Want to contact Peter? Find all details on his ASO Expert profile page.


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