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iOS 15: A New Wave for App Store Marketing

It’s hard to imagine something that would fundamentally change the mobile marketing industry more than Apple’s recent announcement of iOS 15’s reimagined App Store. Follow Apple’s latest marketing keynote iOS, to focus more on mobile apps, Apple has opened up new avenues for its store in two main ways.

First, the new App Store enhancements allow for one default page for organic traffic and three slots for test pages over the default. Second, you will have 35 more stores for paid media. So, from iOS 15 on, for both organic and paid traffic, you’ll be able to optimize another step in the funnel that was previously locked down. Optimizing each part of the storefront, such as icons, screenshots, and app store preview videos, will help increase the conversion rate of each user segment.

What are the main changes of iOS 15?

The default store will now be tailored for testing, as three variations of the screenshot can be tested against the control. Additionally, for the paid media stream, we’ll now be able to test 35 App Store suites tailored to different channels and demographics. So, in essence, the App Store has fundamentally changed in favor of app marketers. There are now more opportunities for experimentation, beyond the ability to make changes that will convert exponentially larger audiences to targeted audiences.

These changes promise to take mobile conversion rates to another level, because from this point forward, measurable data will allow different levels of optimization to target. drive scalable business growth. Now, marketers will be in control when it comes to personalizing App Store content. The possibilities are almost endless.

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Organic App Store

Here are the basic differences between the current App Store and the new iOS 15 store. Traffic is split between organic and paid, which means the user experience will be different:

before iOS 15 vs after infographic

All organic traffic will be set to the default page, just like before. However, we now have the option of testing organic traffic with different calls to action and different design sets.

The only problem with this system is that for the data from this test to be meaningful, it needs a large enough sample size to produce statistical significance. A large application can get enough samples in a few days, however, a startup may need up to three months to accumulate enough data or else run the risk of taking any early steps that could be done. CVR reduction.

Below we see a standard way to check organic traffic:

iOS 15 Organic User Test Infographic
Organic Traffic Infographic on iOS 15

In the case above, 70% of the traffic is assigned to the control screenshot set, which used to be the only set. Now, with the new operating system, it’s simple to test three variations to the control. We’re going to do this kind of test by trying out 3 different concepts against each other.

Once the winning concept is selected according to the collected data, optimization can be further improved by testing variations of the winning set of assets through A/B testing simple. So, for example, after we’ve experimented with design styles and we’ve found something that resonates strongly with our users, we can dig deeper into the ordering of screen, change the message and edit the first image.

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When performance returns to standard with the winning concept, we will have the ability to restart the process at different times of the year (for seasonality). This alone can improve CVR exponentially, meaning apps can generate big wins and even more revenue once the storefront is optimized.

As we mentioned before, for paid traffic we can create a completely different experience.

As we will be able to do up to 35 different product pages, we will now also have the ability to target different messages to up to 35 different audiences. This means we can get a much more accurate user flow based on the traffic source. So, for example, we can create alternative streams with different designs and messages based on gender, age group, interests, specific app features, etc.

iOS 15 35 Product Page Infographic

While not every app requires 35 or even five separate sets of screenshots, you should be able to evaluate different strategies geared towards different audiences. Never has it been more important to find the right message, at the right time and with the right audience. The App Store user experience will be more personalized to the needs and wants of the clicker. Everything goes towards what the consumer is looking for if the process is done correctly. Common sense would suggest that this will drive more conversions.

Think of it this way, if someone is searching for Chinese food in a food delivery app and the screenshot they see offers delicious images of General Tso’s Chicken, it’s more likely they will download the app because they want that delicious food.

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Final thoughts

What was once a generic site will now be specifically designed to increase downloads. While this will present challenges for advertisers, who will need to develop more optimization concepts and methods, we couldn’t be more excited. As a company specializing in mobile optimization, we look forward to the opportunity to go above and beyond. In mobile marketing, you are ultimately judged on your conversion rate, and you now have a toolbox to make your conversions exponentially better. Reconfiguring mobile conversion rate strategies will lead to more sustainable growth, and of course, App Store Optimization will be even more important for app marketing for devices. mobile.

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