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ASO Client Testimonial: Andrew from SmartNews

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ASO Client Testimonial: Andrew from SmartNews

Andrew Kim uses AppTweak for keyword research, keyword ranking tracking and competition analysis. Discover his testimonial and learn more about his ASO routine and challenges.

Andrew Kim, User Acquisition Specialist at SmartNews.

What is your experience in ASO and what led you to pursue ASO as a profession?

I actually come from a UA marketing background and initially focused on managing UA channels for our app. As we achieved higher and higher growth, optimizing our app store became more essential for our brand as well as helping our UA efforts. Thus ASO became one of my main responsibilities at SmartNews!

What need or problem motivated you to search for a solution like AppTweak and how does our tool answer to it?

It’s very important to be able to track the effects caused by ASO experiments, and AppTweak helps provide those insights + data trends in one place. From keyword rank tracking to competitor insights, AppTweak provides various levels of feedback that help inform my ASO process.

I also appreciate the work AppTweak puts into improving its own platform to adapt to client feedback + app store changes.

What advice would you give to someone just starting with ASO? What should they keep in mind? Where should they start?

Definitely research your competitors app store assets to see what they’re promoting to get an idea of asset styles / elements to focus on in your own app store page.

Also research your own app’s reviews and user feedback to find the actual key benefits that you should be promoting vs just listing features.

Be flexible with the experiments you want to run, as you may find unexpected results vs your initial hypothesis that frame future experiments differently. You may also find that running the same test twice yields different results, so don’t be afraid to back-test after running multiple tests in a row.

Can you give us an example of a major ASO decision you made and how it impacted your business?

Duplicating “news” in both the title and subtitle. We initially believed that generally, you shouldn’t duplicate keywords as it uses up valuable space (with regards to character limits) that could be used to index on other keywords. However, we found that certain keywords are extremely valuable to our app and thus decided to test whether replication would boost rank performance. Tracking the results on AppTweak, we saw significant gains in KW ranks on phrases containing the word “news” which improved our visibility + conversions.

▶ Wondering how to select and place your keywords? Discover our advanced tips on keyword research and analysis.

What is the biggest ASO challenge you’d like to overcome in the coming months? How are you going to attack it?

Measuring the impact of keyword ranks on volume. Overall we want to get a better understanding of how to compare the value of different keywords vs the viability to increase our rank against our competition. Should we only target keywords with volume ranks above 30? Is there a significant difference in visibility and conversions between ranking 3 or 4 on a keyword? Can we move up at all vs our competitors?

We’re going to use AppTweak to help us track historical keyword performance while mapping it against our app analytics data to see if we can measure that impact. If we find that we’ve maximized our keyword impact, we’ll look to focus our experimental efforts on other assets (such as screenshots or icons) while maintaining ranks on the keywords that actual matter for our performance.

In three words, why AppTweak?

Responsive, Insightful, Friendly.

If you could create a “super app”, what would it do?

1 Week Cook. Enter ingredients in your pantry and it’ll spit out a plan of how to make a week’s worth of meals out of them. I find myself wasting too many groceries or just cooking the same thing over and over.

Got questions for Andrew? Feel free to ask them in the comments below!

If you’re not yet convinced, schedule a demo with us so we can show you how AppTweak can boost your ASO routine.

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Upstate NY native escaping winter in SF. Andrew began his user acquisition career within the mobile games industry in 2014 at WRKSHP before transitioning over to SmartNews' growth team in 2017. During a time of heightened distrust towards media, Andrew is excited to work on a news product whose goal is to bridge that divide. Outside of following the latest news headlines and industry trends, Andrew likes to cheer on The Great British Baking Show contestants and lament the failings of my fantasy football teams.