apple product page optimization

2021/05/21

Custom product pages can have different screenshots, app previews, and promotional text and are fully localizable so you can showcase a particular sport, character, show, gameplay feature, and more. When creating a test in App Store Connect, youll provide a reference name and select the number of treatments, traffic proportion, and localizations. Read more here. When you update your app, you can use Whats New to communicate changes to users. Learn how to find and prioritize your target keywords, localization and ASO best practices. For information about creating a beautiful and memorable icon, see the Human Interface Guidelines. There are a few reasons. aso splitmetrics If someone downloads your app from a treatment that has an alternate app icon, this icon will also display on their device. When you apply a treatment as a winner while the test is still running, itll automatically end the test. You can choose the amount of traffic you want to send to your original product page vs alternate versions. For instance, the food & drink app Yelp recently revamped the design of its screenshots. The 40% will be split for each treatment (if you have two treatments each will get 20% of your overall traffic). The primary category is particularly important for discoverability, as it helps users find your app when browsing or filtering search results, and it determines in which tab your app appears on the App Store. What does it mean? Essentially, someone will start a test, look at the result every few hours or every day and once they see the results they want to see (one of the variants beat the control) theyll conclude and stop the test. An app preview demonstrates the features, functionality, and UI of your app in a short video that users watch directly on the App Store. Let potential users know what makes your app unique and why theyll love it. This means that setting up three variations on your default App Store product page and comparing their performance vs. the control variation will actually allow you to optimize your conversion rates for real organic traffic. But, in its current form, A/B testing on the App Store is not yet a competent solution for the mobile market and ASO. Click Create Test. Try to limit the number of elements you want to change in a treatment at a given time so that you can easily identify the one that actually impacted the results. The test results would then help Expedia choose the creative that resonates with users the most and persuades more people to download the app. Name your test in up to 64 characters. Keywords are limited to 100 characters total, with terms separated by commas and no spaces. Your apps existing performance data, such as daily impressions and new downloads, are used to generate this estimate. Only locales within the current app version can be included in the experiment. product page optimization, and create As of now, iOS 15 adoption stands at about 56% and I expect it to soon cross the 70% mark. Alternate versions of your product page (called treatments) are shown to a percentage of people on iOS 15 and iPadOS 15 or later, who are selected at random. With product page optimization, you can test different elements of your App Store product page to understand which results in the most engagement. With the iOS 15 update, you can test 3 different app creatives on the App Store screenshots, app icons, and app preview videos and compare up to 3 different product page versions against the original. You can build and maintain your product page in App Store Connect or automate your workflow with the App Store Connect API. App marketers and developers hail iOS 15 product page optimization as a game-changer for ASO. As a reminder, PPO only runs on your default product page, that will, if you leverage Custom Product Pages properly by driving all of your paid UA traffic to them, receive solely organic traffic. Similarly to Custom Product Pages, Apple has provided more color on Product Page Optimization (PPO), or the capability to run native a/b tests on your default App Store Page. All you need to create App Store & Google Play product pages that convert and perform at scale. When you respond, the reviewer will be notified and will have the option to update their review. Dont add unnecessary keywords to your description in an attempt to improve search results. For instance, testing a new background color can be either minor or significant depending on why the new color is being tested (for example, to assess whether users prefer a particular color or to make your screenshot elements more clear). Each item has its own display name, promotional image, and description. An app name can be up to 30 characterslong. How to Increase App Installs with Tough Competition, AppTweak's New App Store API: Visualize Mobile & ASO Data Your Way, How to Improve ASO With Long-Tail Keywords. Why? On June 7th, Apple revealed two iOS 15 new features to the App Store during their annual World Wide Developer Conference (WWDC) that are coming with the new operating system iOS 15, sometime in the fall of 2021.These features, Product Page Optimization and Custom Product Pages, will change the lives of mobile marketers, turning App Store Optimization (ASO) into a powerful, not-to-be-ignored aspect of any app or game developers strategy. Once you get conclusive results, update your product page with the better-performing creative. For example, if you allocate 50% of your traffic to the test, the remaining 50% will be directed to the original product page. Get marketing guidance and tools to help you promote your app on the App Store. Next, come up with a defined hypothesis and a predicted outcome. For example, if you allocate 40% of your traffic to your test and have two treatments, each treatment receives 20% of your total traffic and your original product page receives the remaining 60% of your total traffic. Prepare your apps and metadata for submission to the App Store. If the estimate is more than 90 days, you may want to change your criteria for example, by creating fewer treatments or increasing traffic allocation. First a side note thats important to take into account. Learn about creating app icons, screenshots, and previews. 6. A test can include up to three treatments with alternate app icons, screenshots, and app previews. Whether its lack of time, resources, or understanding, this is the norm. Changing your app icon to a different style or color results in increased conversion. For instance, if a games top users are more active on the weekend and you stop a test only 3 days after starting it on Monday, the results will not be accurate and might, in fact, affect your future test cycles. Ask yourself how the hypothesis could affect the user and/or which stakeholders may profit from the test results. Having said that, we believe that Apples new custom product pages are a hopeful prospect for App Store developers with many helpful use cases. The test will run for a maximum of 90 days to help you determine if you have reached your desired results within that time. Also, watch out for new app releases that will end a test immediately. Google Play Experiments has existed for about 5 years now, allowing Android app developers to test different aspects of an apps metadata and uncover the most effective one for conversion rate optimization. If your test includes multiple treatments, you can compare their performance to one another by changing the baseline at any time. When sufficient data is collected, youll start seeing more information in the treatments CVR cards such as: performing worst, performing better, or the most interesting one likely to be inconclusive which predicts that a variant is unlikely to produce a CVR change either way by the time the tests will end. Think through the product page asset you want to include in the test and the number of versions you will create. Consider these best practices when testing different assets of your product page with PPO: Test different elements to identify the most appealing features, value propositions, and engaging visuals of your app. Choose the right audience for your app or game. Highlighting a particular feature or culturally relevant content boosts downloads in a certain location. For instance, the game Harry Potter: Puzzles & Spells could run tests on its icon and include different Harry Potter characters to identify which one resonates best with its audience. List new features, content, or functionality in order of importance, and add call-to-action messaging that gets users excited about the update. Reviews and responses can be updated at any time, but only the latest review and response for each user will display on your product page. For example, holiday seasons or festivities like Black Friday or Cyber Monday can affect the installs of shopping apps. Understand industry buzzwords in laymans terms, Our Mavens make up a mix of engineers, data storytellers, and ASO consultants that deliver data-backed solutions to drive mobile growth, With years of App Store expertise and knowledge, were the best at understanding the mobile growth industry. Check out our complete guide to iOS app icon requirements. You can select the percentage of users to whom the treatments will be randomly shown, and also choose the traffic allocation for the 3 different versions. You can see the CVR by treatment in a time-series graph thatll help you understand seasonal (most likely weekly seasonality) effects on the results of the tests. Like your original product page, the metadata in your treatments can appear on the Today, Games, and Apps tabs, as well as in search results. When youre awaiting review for these entities, your ability to submit more assets (including your app version) will be on hold until the App Store Review team finishes the review. (Note that you can use spaces to separate words within keyword phrases. But, from heavy research we did into the platform, scanning all global Google Experiments and detecting those that concluded with a winner thats not the control, we found that less than 15% of such experiments/tests end with a winner. Also avoid including specific prices in your app description. Visit App Analytics in App Store Connect to understand your tests performance and evaluate whether to apply a treatment to your original product page. Estimate your test duration. Mobile Growth Toolkit. In each PPO treatment, youll be able to choose a different icon, screenshots, and app preview video. If youre applying a winner to all 100% of users and that winner had a different icon than the one in your control variant, youll have to include that new icon in the next app version submission. Compare different app icons, screenshots, and app previews on your App Store product page to find out which resonate with people most. The ideal description is a concise, informative paragraph followed by a short list of main features. Its best to test only one store listing asset at a time. So start listening. Learn more, Home > Blog > ASO Landscape > iOS 15 Product Page Optimization Guide. Keywords help determine where your app displays in search results, so choose them carefully to ensure your app is easily discoverable. According to research from AppSumo, less than 12.5% of tests produce results. 8. Select the percentage of people who will be selected at random to be shown a treatment instead of your original App Store product page. Pricing is already shown on the product page, and references within the description may not be accurate in all regions. Cookies! For example, 90% Control, 10% for each of the three treatments. Program members can get details and ask questions at the TechTalks product page optimization session and custom product pages session. If you choose to mention an accolade, we recommend putting it at the end of your description or as part of your promotional text. One is that most test owners under-invest in the research & hypothesizing phase, the creative design phase, and the analysis phase. You can also manually end the test in that time span. Jonathan is Storemaven's VP of Marketing and Growth. Developers can A/B test app icon, screenshots, and preview videos on the App Store. So, does this long-awaited iOS feature live up to app marketers hopes? You can check out our second guide, looking into iOS 15 Custom Product Pages (CPP). Consider using this to share the latest news about your app, such as limited-time sales or upcoming features. When users tap on an in-app purchase in these locations, they are taken to your product page where they can read your apps description, view screenshots and app previews, or start the in-app purchase. Youre now watching this thread and will receive emails when theres activity. Make it descriptive so you can easily identify your test when viewing results in App Analytics. As a reminder, if you configured your mobile marketing and UA in a way that all your paid UA traffic reaches Custom Product Pages, then the traffic eligible for the test will be solely organic search and browse traffic. It allows you to choose a desired improvement to CVR and see as a result the amount of impressions youll need to reach at least 90% confidence, and if you have sufficient traffic. Users can view and start an in-app purchase from your product page. Create additional versions of your app's product page to highlight specific features or content, discoverable through unique URLs that you share. Product page optimization on iOS 15 is only in the early days of its release, and there are several things yet to be explored. For each test, you can configure the localizations you want to be included in the tested audience. Creative A/B testing is not new to the app stores. A test runs for 90 days or until you manually stop it within that time. Apple's new iOS 15 feature, Product Page Optimization, will allow developers to test different icons, screenshots and app preview videos on their product pages. Your optimization work is not a one-off. Choose the proportion of users who will be randomly selected to be shown a treatment instead of your original App Store product page. Does highlighting the value proposition on screenshots lead to an increased conversion rate? To test any alternate app icons, all variants of your icon must be included in the binary of your published app and must be built using Xcode 13 or later. This text appears on your product page and on the Updates tab. Showcasing a certain character or value proposition gets better results. Only Organic. According to the announcement, although Custom Product Pages wont appear when a user searches the App Store, they might appear in the Today, Games, and Apps tabs if the editorial team finds it suitable. Get help with guides, articles, or by contacting us. To estimate the time for you to achieve your goal, click on Estimate Your Test Duration and choose the improvement that you desire in the conversion rate. Games can reflect the holiday season by testing different holiday-themed challenges or the seasons, such as snow or Halloween. More color on what the monitoring and results of the tests look like. You can view performance metrics starting the day after the test begins. If you added a feature or fixed a bug based on feedback, use Whats New to let users know that youve listened to them. All your creative assets have to be accepted by App Review before you can use them. Each version is shown to a percentage of randomly selected, eligible App Store users and results appear in AppAnalytics, so you can set the best performing one to display to everyone on the App Store. Join 10,000 other mobile marketers and stay on top of your craft with ASO Food for Thought newsletter. Categories on the App Store help users discover new apps to meet their needs. Select the number of treatments. Discover Our Improved Reviews & Ratings Section! Please note that applying a treatment while your test is still running will end your test. Consider using this, rather than your apps name, to explain the value of your app in greater detail. You may also localize the test in different languages, but you can only do so for those languages for which you have created a local app page. Analyze your test results and identify the treatment that performs the best. While testing, also ensure that your test variations are notable and significant enough to make a difference. , Content Marketing Specialist. Each treatment can be localized in all of the languages that your app supports, or just a few that you choose. a day after running the test. We recommend you split traffic between your default product page and the different treatments equally. Find out how to prepare your product page metadata. Get Powerful Keyword Suggestions via Our App Store API, by Based on this selected conversion rate, youll see the estimated test duration and the number of impressions youd need to reach an outcome with at least 90% confidence in the results. For each test, you will be able to decide the portion of traffic which should be allocated to each treatment. Get started with product page optimization. Another example comes from web A/B testing that has been available for around two decades. Based on the results of your test, you may want to apply a treatment to your original product page so that it displays to everyone on the App Store. Only iOS 15 users will be eligible to view a PPO test. When launching your A/B test on the App Store, the tool provides a time estimate on the basis of the performance of your app product page, setting a target of 90% confidence. For example, the travel app Expedia could experiment with which value proposition to show on the first screenshot either the option to book with a free cancellation or the benefits of becoming a member.