SmartNews ASO

Strategy
● “Discover your world
everyday”
Agenda
● ASO-Business Strategy
● Market Intelligence (in SpreadSheet file)
● Conversion
ASO-Business Strategy Agenda
● SmartNews Business
● ASO Strategy Process Design
● Consistent Messaging Across the Channels
● User Behaviors and Focusing Areas
● Building Systematic Processes for Success
● Stakeholders & KPIs
SmartNews Business
● SmartNews is an AI powered news aggregation application.
○ Users access news that are wide-range listed by the algorithm in an unbiased manner

Newspape
x
r readers

News
SmartNews Facebook
Readers Neutrals
Addicts

Value Propositions User Problems

● Wide-range of options
● Unbiased personalization
● Neutral news
Fans y
● Readers want variety of
options
● Readers want personalized
experience without closing
their eyes for other news
● Readers want to read the
news that is relevant or
around to them as well.
Pera Wallet Business Interpretation
● Pera is an the easiest and safest way to store, buy and swap on the algorand blockchain.
○ Former Algorand wallet transformed into a community-driven, next-gen Pera wallet.
Users in
chains other
than x
Ether/BSC

Wide Target
Pera Wallet Facebook
Audience Neutrals
Addicts

Value Propositions User Problems

● Buy/Sell Algorand with
Moonpay integrations
● Buy/Sell Algorand Ecosystem
tokens
● Stake Algo earn rewards
● Secure and safe wallet
● Easy-to-use
● Store assets
● Fast & Secure
● Collect, Showcase NFTs
● Users should be able to store
algorand assets securely Fans y
● Users should be able to
integrate hardware wallet
● User should be able to swap
tokens
● User should be able to
buy/sell/transfer/showcase
NFTs
● Users should be able to to
transfer assets
● User should be able to browse
DApps on mobile application
ASO Strategy Process Design
Conduct Research Develop Hypothesis
Long-Term Competitive
Goals Analysis

Business ASO Insight

Strategy Circle of Life Generation

Take Actions Test Hypothesis

Target User
Audiences Acquisition

In-App
KPIs Analyze Results
Metrics

ASO Strategy focusing on both optimizing for

discoverability and conversion rates (CVR).
Consistent Messaging Around the Key Value
● First, we must determine our target audience and define a key value proposition to determine SmartNews’ communication
strategy.
○ Consistent messaging across the channels which guide our target audience through the funnel stages, and keeps
them as raving fans and lifelong users is the crucial for the success of conveying the key values
● Key value for users: “Discover your world everyday”
■ Visuals, Paid Advertising, Keyword strategy, Field Events etc. should be around it
● Beyond any campaign or ASO test, network effect & virality should be the key driver for the app growth.

-Keyword Research
-Competitor Analysis
Target -A/B Tests
Consistent
Audience & Key
Messaging
Values
ASO Strategy Messaging

Business Omnichannel
Initial tests & researches should be
Strategy done together with ASO and Marketing Marketing
teams to determine consistent
messaging
User Behaviors and Focusing Areas
Briefly, user behaviors can change Markets are people talking and the focusing problem is not a
trilemma. So we should be focusing on all.
● Seasonally,
Target
● Situationally,
Audience
● Depending on events etc.
● User behavior may also differ for users living in two different
regions with the same characteristics.

Examples

● Facebook related events in the previous election in USA

changed the way people analyse news. Insight
● Recent natural disasters have caused users to show more Generation
interest in articles about the climate change.
● With the Covid19 Pandemic, people reduced the use of
newspapers and turned to digital tools. Competitors Markets
● The pandemic has increased the app usage and LTV of users in
ecommerce industry.
These are the sources for insight generation. Better and accurate
There will always be changes, the important thing here is that the insights will drive ASO strategy and app-growth.
response time to the changes should be fast and right. For this,
experiment-oriented, structural and circular frameworks
needed.
Building Systematic Processes for Success
Competitor Testing Conduct Research Develop Hypothesis

User Testing

Brand Alignment

ASO Best Practices The Brief Copy

ASO
Initial Asset Creation
Circle of Life

Take Actions Test Hypothesis

Scale on winners A/B Testings Playstore Listings

Fake Landing Pages Apple Creative Sets

Analyze Results

ASO Strategy focusing on both optimizing for

discoverability and conversion rates (CVR).
Stakeholders & KPIs
● Stakeholders
○ Product Manager
○ Designer
○ User Acquisition Specialist
○ Localization Specialist
○ Content Specialist
● KPIs & Focus Metrics
○ Keyword Visibility
■ iOS
■ Playstore
○ Ranking in top 10 Keywords
○ Conversion Rate
○ Retention Rate
○ Lifetime Value
Conversion
ASO Strategy

App and Play Store Product

- Visibility - Mobile Growth

Rankings (Keyword, Top Charts, Category) Organic Downloads ( New Users Acquired, Store
Visitors etc.)
Organic Downloads
MAU / DAU
Getting Featured
Crashes and ANRs
Creatives Optimization (Icon, SS, Feature Graphic)

- User Feedback

Reviews and Ratings

Recommendations for SmartNews
Rec.1: Instead of using the most popular keywords, SmartNews can focus on more branded ones.
→ ranking

Rec.2: Since users are less likely to read descriptions, different text designs can be used to attract attention.
→ ranking

Rec.3: The use of force rate within the application to increase the number of ratings.
→ rating

Rec.4: Responding to the reviews made on iOS and establishing a relationship with the user.
→ reviews

Rec.5: Getting featured by building partnerships with Google and Apple.

→ getting featured

NOTE: All creative recommendations are in the next slide

Google Play A/B Testing Plan
Icon Experiment SS Experiments

Current icon represents Messages to convey:

the content of the - Accurate and unbiased information can be accessed with SmartNews.
application, but a cleaner - It is possible to reach both global (let's use global issues visually such as
and simpler design might COVID-19, Christmas, LGBTQ, refugees politics, economy, world
be a better fit. olympics, sport activities, climate change, technological developments
etc.) and local news.
In addition to using - Live alerts and breaking news can be reached quickly and easily.
application colors, - That they can filter the contents of the news according to their
SmartNews team can preferences.
design initials (like SN) - That they can check out the most popular topics and related news.
and writing styles in
different fonts.