# The Official App Store Optimization Conference 2020 Online Recap

- Link: https://phiture.com/asostack/the-official-app-store-optimization-conference-2020-online-recap-bdcfaab4e2df/
- Published: 2020-05-18T16:00:49+01:00
- Author: Ajla Karic

![](https://miro.medium.com/max/3200/1*MGNd8FIXc11SrxTQPufPWg.png)

It’s been a few days since the ASO Conference in Berlin so it’s about time for an
official content recap. This year the conference was held online and we were joined
by over 1500 participants from across 60 different countries, despite the current
difficulties and Covid-19 crisis. This article will provide the key takeaways from
each session along with links to the presentations.

### **Session 1: Building the right dashboards to measure ASO Impact & Success**

![](https://miro.medium.com/max/3840/1*rZIwzovnsEuhqQ9GwqOWOg.png)

_Presented by _[_Nadir Garouche_](https://www.linkedin.com/in/nadirgarouche/)_, 
Senior Growth Manager at Tilting Point_

#### 󠀁[Presentation: Building the right dashboards to measure ASO Impact & Success](https://drive.google.com/file/d/1QgCqmh3CnDX9L7eWDQMEvDNJVuUMrPa4/view)󠁿

**Main takeaway:** The first session explained that actionable and external factors
are significant to the success of your ASO campaigns and how you can ultimately 
measure and report on the impact of your optimizations on the performance of an 
app.

**Main content covered:**

 * Approach to unifying different KPI’s
 * Measure and track ASO Impact
 * App Units

### **Session 2: Reaching coherency between ASO, Performance Marketing and Brand**

![](https://miro.medium.com/max/3840/1*0VCZ1QeZbJ7wHN2NCtrCuQ.png)

_Presented by _[_Natalie Drozd_](https://www.linkedin.com/in/nataliadrozd005/)_,
Marketing Manager at Hily_

#### 󠀁[Presentation: Reaching coherency between ASO, Performance Marketing and Brand](https://drive.google.com/file/d/18_Gr7ITttUSEtYSJOM-5V7qKwSs0jTtQ/view)󠁿

**Main takeaway:** Although the ASO, Brand and Paid UA teams have the same strategic
goals, it is important to take into account the short term goals that differ. This
session presented the winning strategy on how to combine cross-team knowledge in
creating the product page that everyone will love.

**Main content covered:**

 * Discoverability-first-approach
 * Cross-team knowledge
 * ROI-first approach

### **Session 3: Using an NPS flow to optimize your ratings and reviews**

![](https://miro.medium.com/max/3840/1*j1_VV6dsZcWryGr6mh6wJg.png)

_Presented by _[_Alex Gorius_](https://www.linkedin.com/in/alexandre-gorius/)_ and_
[_Alice Muir_](https://www.linkedin.com/in/alicemuir/)_, Growth Consultants at Phiture_

#### 󠀁[Presentation: Using an NPS flow to optimize your ratings and reviews](https://drive.google.com/file/d/1gWL1KYeVpIzP8oExi2cMefTRdx2UVWta/view?usp=sharing)󠁿

**Main takeaway: **The session outlined the best possible way to use Net Promoter
Scores (NPS) and what its general advantages are. The NPS measures user experience
on a scale of 0 to 10 and its advantages include minimizing churn rate, increasing
visibility by prompting promoters to refer to your app and generally improving the
app by identifying problems associated with the product. Alex and Alice also stated
the importance of gathering data on NPS over time to have a better understanding
of detractors and leverage promoters. Lastly, they discussed how important it is
to find the right balance between different kinds of metrics when building NPS with
the aid of an example from Google Play.

**Main content covered:**

 * Minimize churn rate
 * Increase the rating of an App
 * Metrics when building a NPS

### **Session 4: Panel: ASO & Brand**

![](https://miro.medium.com/max/3840/1*vNOtrf_Ck3UDe7ufbYl9zw.png)

_Moderated by _[_Louis Tanguay_](https://www.linkedin.com/in/tanguay/)_ — App Growth
Summit_

[_Alexandra Lamachenka_](https://www.linkedin.com/in/aliaksandralamachenka/)_, Growth
Manager — Skyscanner_

[_Catherine Sibirko_](https://www.linkedin.com/in/esibirko/)_, ASO Expert — Flo 
Health_

[_Ian Irving_](https://www.linkedin.com/in/ianmirving/)_, Senior Data Analyst SEO&
ASO — BBC_

[_Mathew Parry_](https://www.linkedin.com/in/mathew-parry-2a5373b0/)_, ASO Manager—
Babbel_

The discussion between the panelists confirmed that their app installs are generally
based on a few branded keywords which concluded that the significance of ranking
well on generic keywords is important for an app’s success as users are searching
for them without a particular brand in mind.

**Main content covered:**

 * Branded keywords
 * ASO, Product and Brand
 * Volumes, rankings and other necessary metrics

### **Session 5: ASO in Japan: Understanding how to crack open the Japanese market**

![](https://miro.medium.com/max/3840/1*zIJKuLQaSOCz-jsnjNZyTg.png)

_Presented by _[_Azusa Hatano_](https://www.linkedin.com/in/adzsa-hatano-2019/)_,
ASO Expert at Phiture_

#### 󠀁[Presentation: ASO in Japan: Understanding how to crack open the Japanese market](https://drive.google.com/file/d/11TbhSB_1VG8Pm3fU0wT4mP1S_hDWS5uV/view?usp=sharing)󠁿

**Main takeaway:** Since there could be up to 5 different keywords for one word 
in the Japanese market, Adzsa shared tips and insights on how to successfully tackle
keyword optimization and conversion rate optimization based on her experience of
managing ASO for many different verticals in Japan.

**Main content covered:**

 * Hiragana has the highest search popularity
 * Seasonal events are important to understand
 * The significance of using Kawaii, animism and highlighting social proof and features

### **Session 6: An open Q&A on the forces of Organic Uplift**

![](https://miro.medium.com/max/3840/1*rvYB67lDSuBVS4zXGvAHZg.png)

_Presented by _[_Gabe Kwakyi_](https://www.linkedin.com/in/gabrielkwakyi/)_, Co-
founder at Incipia and _[_Marina Corby_](https://www.linkedin.com/in/marinacorby/)_,
Data Analytics Manager at Incipia_

#### 󠀁[Presentation: An open Q&A on the forces of Organic Uplift](https://drive.google.com/file/d/16p0tOmswAH6__Nu1OEUjWJEPzzbWgqNm/view?usp=sharing)󠁿

**Main takeaway: **‘Organic uplift’ is a term that is generally heard and used in
the industry, but what does the term actually mean and how can it be factored into
your ASO strategy? Gabe Kwakyi and Marina Corby outlined the various types of organic
uplift which are divided into two categories: user-level organic uplift and ecosystem
organic uplift.

**Main content covered:**

 * User-level organic uplift and ecosystem organic uplift
 * Simple models go a long way
 * New apps on iOS generally have a better organic uplift because of high visibility

### **Session 7: Synergies between ASO & Apple search ads**

![](https://miro.medium.com/max/3840/1*TK8MpQstc0vLMjIoFdZXNw.png)

_Moderated by _[_David Llewellyn_](https://www.linkedin.com/in/davidanthonyllewellyn/)_,
Marketing Director EMEA at Appsflyer_

[_Maryia Filimanchuk_](https://www.linkedin.com/in/mary-filimanchuk-47900259/)_,
Lead Marketing Manager at Apalon_

[_Quoc Anh Luong_](https://www.linkedin.com/in/quoc-luong/)_, Mobile Marketing Manager
at Omio_

[_Thomas Petit_](https://www.linkedin.com/in/thomasbcn/)_, Mobile Growth Expert_

**Main takeaway: **The importance of looking for the best keywords to target involves
considering many factors. The panelists discussed using different keyword groups
to analyze which ones perform better and where also suggesting that a good strategy
would be to differentiate.

**Main content covered:**

 * Low competition words
 * Only target relevant keywords
 * The importance of having synergy between keywords and landing page or screenshots

### **Session 8: The Apple Search Ads Stack: Introducing a cheat-sheet for running ASA**

![](https://miro.medium.com/max/3840/1*SgJfiLQ4uXVzlSSmXUWdHA.png)

_Presented by_[_ Andrea Raggi_](https://www.linkedin.com/in/andrea-raggi/)_, Search
Ads Lead at Phiture_

#### 󠀁[Presentation: The Apple Search Ads Stack: Introducing a cheat-sheet for running ASA](https://drive.google.com/file/d/12wPTRlCQeM35DvHLhsVDX8hkeaA-dBam/view?usp=sharing)󠁿

**Main takeaway:** Andrea Raggi presented a cheat-sheet on how to run Apple Search
Ads effectively as well as explaining the various layers that should be considered
in the framework.

**Main content covered:**

 * Search Ads aid in increasing visibility, discoverability and driving downloads
 * The ASA strategy help scale the channel and optimize performance
 * The strategy can help improve ASO conversion

### **Session 9: How we have started our in-house localization team for app store optimization**

![](https://miro.medium.com/max/3840/1*QUaxf1ib1DVLORn4qlabNg.png)

_Presented by _[_Seyma Cam_](https://www.linkedin.com/in/seyma-cam/)_, Product Partnership
Specialist at VLMedia_

#### 󠀁[_Presentation: How we have started our in-house localization team for app store optimization_](https://drive.google.com/open?id=1nEyJkRTr9asdKJdU6rG7SCI5ThAZaajs)󠁿

**Main takeaway:** Seyma Cam guided us through the process of how they localized
their app in 34+ languages by building their own effective localization team in-
house. They took into account where their users were, where the most downloads were
coming from, where the highest reviews/ratings were and lastly where their competitors
were localized.

**Main content covered:**

 * VLMedia looked at 2 core elements when determining which Geo’s to localize in
 * Localization goes beyond ASO efforts
 * Since being localized, it proved to be more engaging

### **Session 10: Automating localization: Creating a Seamless Flow for 40+ languages with the weekly release cycle**

![](https://miro.medium.com/max/3840/1*4ihVjy2zbJ9MOKu0St8O5A.png)

_Presented by _[_Ilia Kukharev_](https://www.linkedin.com/in/iliakukharev/)_, Head
of ASO at Aviasales_

#### 󠀁[Presentation: Automating localization: Creating a Seamless Flow for 40+ languages with the weekly release cycle](https://drive.google.com/file/d/16fRn6lPCsm072SbnkdD4Cp0CLOj3NWgl/view?usp=sharing)󠁿

**Main takeaway:** The benefits of localization are endless, but extremely inefficient
time-wise when regularly developing an app as well as translating it in many languages.
Ilia Kukharev explained how the company automated the process which reduced the 
time needed for translations from 15% to just 1% saving the team a lot of time. 
With the aid of Crowdin, the cloud-based solutions ultimately streamlines localization
management.

**Main content covered:**

 * Automation of the translation process
 * Crowdin streamlines localization management

### **Session 11: Dealing with False Positive A/B Tests Results in Google Play Experiments**

![](https://miro.medium.com/max/3840/1*tmJkcMvtUEGrMpRtO1SEXg.png)

_Presented by _[_Simon Thillay_](https://www.linkedin.com/in/simon-thillay-58b95997/)_,
Head of ASO at AppTweak_

#### 󠀁[Presentation: Dealing with False Positive A/B Tests Results in Google Play Experiments](https://drive.google.com/file/d/1RNkAD9zqCNa-FdM0WkPCJa1NqSk1h7oq/view?usp=sharing)󠁿

**Main takeaway: **In this session, Simon Thillay presented a testing protocol that
helps reduce statistical noise in GP Experiments which also identifies possible 
false-positive results. He also pointed out that receiving enough downloads in each
test sample is important to reach good enough statistical power.

**Main content covered:**

 * False-positive results are caused by a lack of control
 * In order to reach good enough statistical power, quite a number of downloads 
   are needed in each test sample

### **Session 12: Rating libraries on iOS and Android**

![](https://miro.medium.com/max/3840/1*pFZbEoWRa0KJ3bqvtKB3Zw.png)

_Presented by _[_Sebastian Gallese_](https://www.linkedin.com/in/sebastiangallese/)_,
Founder at Haystack Reviews_

#### 󠀁[Presentation: Rating libraries on iOS and Android](https://drive.google.com/file/d/1UvsVj5xfEkaFxsOnBdjlF481mVw1xVNH/view?usp=sharing)󠁿

**Main takeaway: **Although it is extremely important to ask for ratings, Sebastian
states that it is challenging to experiment when your rating mechanism is hardcoded.
To overcome this issue, developers can tap into existing libraries which would save
them less time setting everything up and allow more time for experimentation.

**Main content covered:**

 * ‘Skent/Amplify’ on Android may be used
 * ‘Armchair’ on iOS may be used
 * ‘Skyost/RateMyApp on Flutter