On the podcast: How the Microsoft 365 team optimizes their apps for the app stores and the top paywall optimization tips for enterprise apps and start-ups. Part 2 of our conversation with Ramit Arora.

Key Takeaways:

💼 Use jobs-to-be-done to inform your app store optimization (ASO) keywords strategy. Optimize for keywords that align with what your potential audience is hoping to accomplish. To discover what these keywords are, use the same user research that informs your product roadmap. 

🔐 Use Apple Search Ads (ASA) to unearth highly profitable keywords for ASO. A mistake that some apps make is to rank for keywords that are easy to rank for, not for ones that will drive revenue. Use ASA to discover which keywords are driving subscription growth, not just downloads and engagement. 

💲 High-impact paywall experiments that work for Microsoft will probably work for you. These include making the more expensive (family) plan the default option, anchoring the price of yearly plans to the monthly equivalent (emphasizing value), and ensuring that free trial offers use the word “free” on the CTA button itself. 

About Guest:

👨‍💻 Product Manager on the Microsoft 365 (Office) Mobile and Mac team.

🚀 An expert in subscription management, growth, and monetization strategy, Ramit leads the apps like a start-up.

👋 LinkedIn

Episode Highlights:

[3:31] Choosing key keywords: Don’t go after keywords simply because they’re easy to rank for — select keywords that will actually drive value for your business.

[8:54] The golden ratio: Even Microsoft has to balance their LTV vs. CAC.

[10:58] Android vs. iOS: Right now, it’s more difficult to monetize on Android, but it’s a promising market.

[13:01] Testing, 123: Microsoft optimizes paywalls with friendly CTAs and GIFs that show (rather than tell) the value proposition.

[15:55] Premium presentation: Simple changes like switching the order of subscription options on your paywall can result in a lift in conversions and revenue.