The Complete iOS 15 ASO Preparation Crash Course

iOS 15 changes are upon us, and dare we say that these 13 short videos are everything you need to make sure your ASO and UA strategy is on the right track.

Over the last six years, Storemaven has built mobile growth technology to help app and game developers optimize their product pages and App Store presence. To get more installs and enjoy a higher engagement.

iOS 15 coming changes are a game-changer. Our goal is to give every practitioner and developer the chance to get involved with these changes, and create the ideal App Store Product Page for every audience.

We have a lot of content on this matter already in our iOS 15 Preparation Hub, where you can read thought leadership pieces, technical guides, follow frameworks and timelines, and watch a few of our webinars. Now it’s video time.

This crash course of ours is made up of 12 short modules (plus an intro) that will give you everything you need to know to advance your ASO using Apple’s new iOS 15 tools. With the help of our Senior ASO Consultant Katie Blechner, each module covers a specific area of iOS 15, allowing you to concentrate on the change you think will impact your activity more or the area you need to strengthen your understanding and strategy.

Follow the different titles above the videos if you’re looking for a specific session. Now let’s dive in:

#1: Intro

In this module:

  • Introduction to this course:
    • Who is it for?
    • What are you going to get by watching this?

#2: What Did Apple Announce?

In this module:

  • Apple announcement on WWDC 2021 
    • These announcements have implications for App Store Optimization, UA and mobile growth
    • Finally there is a way to implement the right message for the right audience

#3: What are Custom Product Pages (CPPs)?

In this module:

  • Custom Product Pages, or CPP as we call them, are a new way of creating App Store product pages with different messaging and creatives for different audiences. With CPPs you can:
    • Have up to 35 custom product page for each app, and for each one localized versions. 
    • Customize the app preview video, the screenshots and the promotional text
    • Each custom product page will have a unique URL that you will be able to use in UA campaigns, email marketing, your mobile website and everywhere you drive users to your App Store product page.

#4: What is Product Page Optimization (PPO)

In this module:

  • Product Page Optimization, or PPO, is Apple’s new solution for running a native test on your default App Store page (and your localized versions of it). With PPO you can:
    • Create up to three treatments, or variations of your default App Store product page, and test your icon, app preview videos, and screenshots. 
    • Submit your variations for approval by the App Store review team without needing to submit a new app version, but that excludes the icon variations. If you want to test your icon you will need to include it in your app binary and submit a new variation as the icon will also be used as the icon users see in their home screen to match the icon in the product page variation they saw before they installed.

#5: What’s new with In-App Events?

In this module:

  • In-app events are another really exciting feature announced by Apple and coming with iOS 15: 
    • With IAEs you can create a new metadata entity for your App Store product page called Events. 
    • The events will be presented in an event gallery (that you can partially control the event order in by setting the event data (earlier comes first) and the event priority (to ensure an important event comes first, regardless of its date). 
    • You can have an event on your product page up to 14 days prior to the event start date and it can run for up to 30 days. 
    • Once users tap an event details page they’ll see a new screen that includes the event name, a long and short description, and either an image or a auto-playing, looping video of up to 30 seconds. 
    • Events will have badges that can be: competition, new feature, challenge, premiere, etc. 
    • Users will be able to install your app or game from the events details page. 
    • You will be able to use a deep-link that’s configurable so that users installing (or opening) your app from an event details page reach a specific page within your app so you can ensure they see the event once they open the app. 
    • Each event details page will have its own unique URL that uo can use to drive users straight to it.
    • Lastly you’ll be able to tell Apple the purpose of your event, targeting new, existing, or lapsed users. Apple will then use this information to show your event for your targeted audience in personalized sections around the store. Regardless of this, the event will be searchable and findable for all users on the App Store. 
    • Events will be included in search results, editorial content on the Today, games and apps tabs, as well as on personalized list (Events you may like).

#6: How will these new updates allow you to have two App Stores?

In this module:

  • The really interesting thing is that by using Custom Product Pages (CPPs) and sending all of your paid user acquisition traffic to a certain CPP, the only traffic that will reach your default app store page will be organic traffic finding your app through search or browse. 
  • This means that for the first time you’ll have a way to personalize and customize your App Store product page messaging and creatives to organic and paid audiences. 
  • For paid audiences, you’ll have for the first time, the ability to match your App Store product page messaging and creatives with the messaging in your UA creatives.
  • This means that there is a new way to look at funnels. In the past you looked at funnels that all ended in the same step, that forced teams to choose the app store page they wanted as they made it more optimal for a specific audience. In other words they had to choose who they wanted to optimize for. As now you don’t have to make that choice you can make the right decision for each funnel be it from different channels, targeting groups, or ad creatives. The App Store product page is an inseparable part of your funnels now and with custom product pages you’ll have the opportunity to create the right funnels.

#7: Why will matching audiences and product pages make a difference?

In this module:

  • With Apple giving you a way to create different App Store product pages to different audiences, you’re probably asking yourself what is the potential impact of this all? 
    • Storemaven has tested hundreds of millions of users over the past 6 years and measured exactly that — how different audiences respond to different App Store product pages
    • We analyzed that question and found that 73% of users had clear preference when presented with different product pages conveying different messages
    • We further saw that when grouping these users by audience such as different age, interests, locations, gender, and ad they responded to. Some product pages are so much more effective they can have significant increases on your conversion rate.

#8: How to capture value and skyrocket your KPIs

In this module:

  • In order to capture this immense value, and command higher growth you’ll need to solve a few challenges: 
    • Planning: How are you going to come up with enough right ideas for new product pages, develop enough strong hypotheses, map and prioritize your funnels, and translate your hypotheses into App Store product page designs?
    • Operation: Depending on how many countries your app or game is available in you’ll potentially find yourself managing dozens if not hundreds of App Store product page for each app, and potentially thousands of funnels. This will require constant operation of ensuring the right audience reaches the right funnel and the right App Store product page so you’ll maximize conversion rates. And then there’s testing, how are you going to drive improvements in conversion rates for each funnel? How are you going to manage all the tests?
    • Analyze: you’ll need to monitor both your traffic mix and the funnels leading to the App Store as well as the performance of each Product Page over time, understand which pages are best for each audience and when you detect a drop in performance due to conversion rate decay (using the same creatives for too long) get an alert that you need to refresh the creative/messaging in that funnel and test a new product page.

#9: Employ the new paid and organic framework

In this module:

  • We have baked in our years of expertise into simple to follow frameworks that you can use to make the most of your new tools with iOS 15 and maximize your conversion rates. 
    • There are two frameworks, one for CPP and one for PPO that you we’ll share with you today. 
    • Overview of each framework in a high level

#10: How to plan product pages

In this module:

  • First of all you need to understand where your opportunities are. This is a data-driven phase that must include examining and evaluating the performance of your growth KPIs. 
    • Where are you getting most of your App Store traffic? Who are these audiences? 
    • Which countries are you currently focusing on and which countries contribute the most to growth?
    • Which of these funnels are converting better based on App Store data?
  • Second, after you identified opportunities, you need to enter the research phase and come up with trong hypotheses based on your app, audience, and competitive landscape? Which messages would maximize conversions for each audience? 
  • Translate your hypotheses to designs.

#11: How to run your aso operation

In this module:

  • As you’ll have a lot of funnels to manage, with many different App Store product pages you will need a place to document and track all these pages, and which audiences go to which App Store product page
  • You’ll need a methodical way to deploy new pages and manage which audiences get to them
  • You’ll also need a way to test your hypothesis and which App Store product page theme would work best for different funnels. This means running both Product Page Optimization tests for your organic traffic, as well as testing your custom product pages in a reliable way that allow you to deploy winners with confidence

#12 How to analyze your product pages at scale

In this module:

  • There are two main analysis tasks: 
    • Analyze the results of tests, document the results and implement winning variations to the right audience
      • This will happen both on the custom product page side for your paid audience as well as on your default product page based on Product Page Optimization tests 
    • Analyze the performance of each funnel over time to identify when you should revisit that funnel App Store product page as performance deteriorated due to conversion rate decay 
  • The data to analyze these two things will mainly come from your App Store Connect account so make sure to get familiar with the data you’ll see:
  • Go over the data available for Custom Product Pages, Product Page Optimization, as well as in-app events
  • Everything that was covered here will also include in-app events which will involve the same planning, operation, and analysis phases

#13: Summary

In this module:

  • Let’s try to think about your life before iOS 15 and after iOS 15
  • Storemaven is going to release a comprehensive iOS 15 platform we call growth intelligence 
  • This platform is meant to allow you to perfect your App Store operations on the three pillars of it, automate as much as possible, serve as a system of record for your mobile install funnels, as well as allow you to test custom product pages and always optimize your funnels by pointing them to the most converting product page. The platform will also allow you to monitor and analyze page performance over time all in one place 

If you feel like any stone was left unturned, or maybe you have so many new questions this course inspire, don’t hesitate to contact your favorite ASO Consultant. You can also request a demo with us to learn more.

About Katie Blechner
Katie, a Strategic Account Manager at Storemavan, has more than ten years of experience in start-up and high growth technology businesses, with expertise in digital advertising, app analytics, business development, client relationship building; management; and retention

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