How to increase referral traffic and installations from marketplaces? Microsoft AppSource optimization experience.

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From the early beginning of my work with VirtoSoftware we have discovered that referral traffic has higher conversion rates than average values on our website. VirtoSoftware develops web parts and apps for SharePoint and Office 365, that means our referral traffic mostly consists of the users browsing the marketplace where we have to store our products — Microsoft AppSource. Increasing our rankings in AppSource will bring us more high-quality leads, in our particular case — app trial downloads. So we began to look deeply on the optimization process.

Look at the tremendous conversion rate to trials from referrals.

When you’re working on markets that require your clients to install your product from their common marketplace, could be AppStore from Apple, Play from Google or AppSource from Microsoft, you have to begin with the goals. Our company has 30+ apps, so we needed to figure out the exact keywords where we want to showcase our apps. Mostly this list was similar to our generic keyword list except the fact that we had to delete the information keywords, e.g. «how to create a form in sharepoint?» or «how to create office 365 workflow?». This type of users in AppSource is very unlikely install and then purchase our app, so we took the decision not to focus on those who was just looking for information.

Here is the part of our keyword list for AppSource (and SEO too):

The “H” column describes our current position in MS AppSource.

Then we had to check our positions on these keywords. There is no specific app position tracking tool for AppSource, so we had to do it manually. However, we were careful with results collection — to make them more precise we took the US IP address and searched the AppSource from it using the «invisible mode» in Chrome for every query. This allowed us to get the most precise data on our target market.

After collecting the positions I started to analyze the ranking factors. Well, this was relatively simpler than I expected.
Some of the keywords that we wanted to promote like «task management» or «project management» were landing to the app pages that didn’t even have any single direct keyword inclusion. Here are the ranking factors that I defined after looking at the apps with high positions and with worse search results:

– Keyword in product name
– Keyword in product short description
– Keyword in product long description
– Number of screenshots
– Product rating in AppSource

Even though I wasn’t in position to change the product name, I started to optimize from descriptions. This is how the submission process look in AppSource:

Kanban Board App optimization in MS AppSource

I started to experiment carefully, only working on one particular group of keywords connected with SharePoint calendar. After adding some keywords in direct inclusion I decided to take a look at the position dynamics. It could be that the product were ranked only based on reviews, so I didn’t start the complete optimization process for all apps and keywords. The results after changing the keywords were significant:

We’re now on the first MS AppSource page for allCalendar App searches there.

Along the whole journey I added new screenshots and also performed a newsletter blast asking our clients to rate the products on AppSource (thanks to the team, we have many clients ready to do this). This improved the positions even more.

Traffic from referrals has also shown tremendous growth:

So, if you have the marketplace and your product is inside, you definitely have the opportunity to optimize the listings and get even more leads or installs than you have now. Just follow the simple logic and isolated optimization steps.

Clutch recognizes Andrei Iunisov as a digital marketing expert and industry leader.

Want me to improve your leads and traffic?

Let's chat and see what can I do for you. Only if I'll foresee the value for your business in working with me, I’ll be able to take you on as a client.

If you won’t want to move forward together, that’s OK too. Worst case scenario will be that you'll receive some free advice from me which will help you grow the traffic, leads and sales numbers.

Feel free to book an initial 60-minute free consultation. You will hear from me within 24 business hours after submitting the below form.

Andrei Iunisov is an independent digital marketing and freelance SEO consultant for B2B and B2C with 13 years of experience on a global level. Since 2006, Andrei has been involved with digital marketing and SEO in the rapidly growing software development company Parallels in Seattle, Washington. In 2009, Andrei founded the first web analysis agency in Russia. The list of Andrei customers includes TOP-100 Russian and international companies from all industries. In 2014, the business was sold to the largest independent online advertising holding company in Russia - iConText Group. Andrei has been offering digital marketing, SEO consulting and digital transformation services for various companies from all economic sectors worldwide since 2016. Andrey regularly shares his expertise on his personal blog.

Clutch recognizes Andrei Iunisov as a digital marketing expert and industry leader.

Want me to improve your leads and traffic?

Let's chat and see what can I do for you. Only if I'll foresee the value for your business in working with me, I’ll be able to take you on as a client.

If you won’t want to move forward together, that’s OK too. Worst case scenario will be that you'll receive some free advice from me which will help you grow the traffic, leads and sales numbers.

Feel free to book an initial 60-minute free consultation. You will hear from me within 24 business hours after submitting the below form.

How to increase referral traffic and installations from marketplaces? Microsoft AppSource optimization experience. From the early beginning of my work with VirtoSoftware we have discovered that referral traffic has higher conversion rates than average values on our website. VirtoSoftware develops web parts and apps for SharePoint and Office 365, that means our referral traffic mostly consists of the users browsing the marketplace where we have to store ourRead More Read More"/> 2019-05-20
Andrei Iunisov - Digital Marketing & SEO Consultant
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