10 killer app store marketing tips
TRANSCRIPT
10 Killer App Store Marketing Tips
Gad Maor, CEO | [email protected]
Increase install conversions by 50%
Pay less for every app install
www.storemaven.comAB Test your App Store and Google Play listings
Double your conversion rates
A better version of your App Store page can:
Significantly cut the cost of user acquisition
B
A
You can get there through AB testing
+25% CVR
Who Are We?StoreMaven enables developers to AB test App Store / Google Play pages and lift install conversion rates
• App Store AB testing was invented by StoreMaven in 2014
• The majority of the Top 50 grossing developers use our product
Benefit from our App Store insights collected from 50M users
TIP #1
A better version of your first two screenshots will increase your conversions by 25%
2 Distinct User Behaviors
• Decisive Behavior - users who don’t browse, make quick decisions
• Explorer Behavior - users who browse to learn more about the app before making a decision
First Impression on the App Store vs Google Play
ICON
RATING
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
PROMO VIDEO
FEATURED GRAPHIC
APP NAME
ICON
RATING
POSTER FRAME
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
APP NAME
APP PREVIEW
First Impression Matters Most1. Tell users what your app does in under 3 seconds
2. Test different initial screenshots & icons to find the optimal combination
60% of users won’t swipe past your first two images
10% of users install based on elements that appear in the first impression
TIP #2
Diversify and don't be repetitive when designing:
3rd - 5th screenshots
Video / Poster Frame
Description
Convince Exploring Users1. Show users who choose to engage with your App Store page
something different that will make them want to install
2. Say something new in each design element
“Explorers” make up for 50% of your installers
TIP #3
Switching app screenshots can increase install rates by more than 35%
App Screenshots1. Show your strongest message in the first two screenshots
2. Show different messaging in each screenshot
33% scroll through the gallery
15% scroll through the gallery
TIP #4
People only read the first line of your description. Make it count
App Store Descriptions1. Make it simple and to the point. App Store users don’t like reading
2. Do not repeat messages that were highlighted in the screenshots / video
2% expand description 5% expand description
TIP #5
The same creatives don’t usually work for both Google Play and the App Store
Important Creatives
ICON
SHORT DESCRIPTION
FEATURED GRAPHIC
ICON
POSTER FRAME
SCREENSHOTSAPP PREVIEW
TIP #6
An app video can increase install rates by more than 23%
App Videos1. Users who watch the video are 3X more likely to install than those
who don’t
2. Test different videos to make sure your video doesn’t harm conversions
7% average watch rate 15% average watch rate
TIP #7
Design your poster frame (the video thumbnail) to act as a stand alone screenshot
The Poster Frame Effect
1. Test different Poster Frames to get more users to play the video
2. Make sure your poster frame is meaningful as a screenshot for users who won’t play your video
TIP #8
Keep your video short and focus on the first 10 seconds
Getting Your Video Right• Keep it short (15 - 30 seconds)
• Show value in the first 5 - 10 seconds
• ~10% drop every 5 seconds
• Good videos have 40-55% completion rates
TIP #9
Refresh your creatives frequently; aim for every release
Content Decay
1. The users you are targeting today are not the users you’re targeting next month
2. You are constantly changing ads, refresh your App Store accordingly
TIP #10
Localize your app store content. It’s your lowest hanging fruit
To get your free A/B test for your App Store listing, email me at [email protected] or sign up at www.storemaven.com
www.storemaven.comAB Test your App Store and Google Play listings
Additional resources
5 Additional Practical Tricks to a Perfect iTunes App Store Page
App Store Screenshots: Landscape Vs. Portrait -Which is Best for Your CVR?
How to design the perfect App Store product page
4 Tricks for a better App Preview
www.storemaven.comAB Test your App Store and Google Play listings
THANK YOU