Business of Apps Podcast18 Mai 2020

#19: App Store Optimization in action with Paul McCallum, Director of Customer Acquisition at Babylon Health [case study]

What is app store optimization (ASO) capable of doing? It’s crucial to know ASO techniques, and learning them from first-hand experience is just as important.

Today’s guest is Paul McCallum from Babylon Health. He shares how applying ASO techniques helped Babylon Health shift the user acquisition equation from paid to native search ads.

Today’s Topics Include:

☝️ Why is ASO important? ASO provides awareness and organic visibility

💰 Paid vs. Native Search Ads: Babylon Health’s shift and switch from 75 to 25 percent

🤔 In-house or Outsource? Applying ASO to improve search and social channels

🔑 ASO Factors: Optimize keywords and refine look and feel to improve app store ranking

📈 ASO Results: 270% growth in keywords ranked in Top 3 and 180% in Top 10

💪 Test, Experiment, and Tweak: Always room for improvement and opportunities

💵 ROI: Save money, increase conversion rates for user acquisition

Applying ASO techniques to the Babylon Health app, the team managed to achieve Top 3 ranking for 56 new keywords on the iOS App Store and 24 on Google Play store.

Results Babylon Health team managed to achieve for the app

Source: Babylon Health

Links and Resources:

Quotes by Paul McCallum:

“App store optimization is vital to any app.”

“Your app store page is like your shop window to the world. Like all good shops, you want to make this as appealing as possible, so that people decide to come into your store.”

“By improving your organic visibility, you can get more people to look in that window for free.”

“We had a host of important keywords that we had never optimized app store listings for.”

Brought to you by Business Of Apps

A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(274)

274: “The Influencer Playbook: Flo, Numan & HelloFresh on the Future of Growth” BOA London 2026 panel

Today we're talking about influencer marketing - and about the point where creator content stops being a brand play and starts being a performance channel. Creator-led ads run four times better on cli...

31 Aug 38min

273: How ASO and paid ads feed each other with Stephanie Ino, Client Services Manager at Gummicube

In this episode, we're talking about app store visibility - and about the fact that organic and paid aren't two separate budgets. Every channel you run, no matter where it starts, ends up on the same ...

24 Aug 7min

272: Why your app store A/B tests are misleading you with Scott Masters, Director of Strategy and Partnerships at Gummicube

Today we're talking about mobile A/B testing - and about the moment the app store hands you a winner. Because that result is directional, not the truth. And if most of your traffic is paid, you may ha...

17 Aug 10min

#271: Why news app readers pay attention to your ads with Ramesh Ramalingam, VP of Product at SmartNews

In a world built to fragment your attention, one news app made the opposite bet: fewer ads, trusted sources, and users who actually stay. In this episode, we speak with Ramesh Ramalingam, VP of Produc...

10 Aug 18min

#270: “The Future of App Growth: Expert Interactive Panel” Business of Apps London 2026 panel

Everyone in app growth has an opinion on AI, web-to-app, and channel strategy — but few of those opinions ever get stress-tested in public. In this episode, we bring you a live panel debate featuring:...

27 Jul 29min

#269: The performance channel app marketers wrote off with Mike Fogarty of Tatari and Lauren Frame of Greenlight

What if the channel you've written off as "brand-only" could measurably lift your Meta and Google performance? In this episode, tech journalist David Murphy is joined by Mike Fogarty, Head of Client D...

20 Jul 45min

#268: “2026 CRM Trends: The Ultimate Guide to Customer Retention” Business of Apps London 2026 panel

Let's be honest — nobody wakes up in the morning excited to open your app. Well, some people may but definitely not all of them! And in 2026, the CRM teams that win aren't the ones sending more messag...

13 Jul 41min

#267: “AI in Action: Real-World Use Cases” Business of Apps London 2026 panel

You know it better than us — the era of experimenting with AI is over. The question isn't whether to use it anymore. It's whether it's actually moving the numbers. In 2026, the winners aren't the team...

22 Jun 46min