Updated: July 3, 2018
The marketing industry has always relied on data and statistics in order to prosper. Marketers have become accustomed to the power of measuring every junction in the marketing funnel in order to grow, yet as the world shifted its media consumption habits to mobile, the most important link in the funnel had become a black box, preventing fully optimized conversion rates.
To shed some light on that part of the funnel, we’ll share some app store statistics and best practices based on more than 500M sessions and 4+ years of analyzing the leading developers cross-industry (Google, Facebook, Uber, Zynga, Vinted, WB, HBO, EA and more) to help you regain control of your marketing funnel.
The app store is the last and most crucial point of decision in your app marketing funnel. No matter which channel your visitors come from (cross promotion, organic search, paid campaigns or social media) they all land on the app store and make their decision whether to bounce or install.
Understanding their decision making process and the reasoning behind their actions enables developers to customize their app store messaging, design and layout towards the target audience.
The creatives you use in the First Impression determine how many visitors will fall into each category (Decisive or Explorer).
A good app store page is one that has high install conversion rates for both groups.
Test your First Impression creative to:
1. Maximize Decisive install rates
2. Increase Explore rates
3. Convince more Explorers to install
|60% of your visitors won’t scroll beyond your First Impression|
|50% of your installers make their decision based on the First Impression only|
|Tell users what your app does in under 3 seconds|
|Test screenshots, icons and text to find the optimal combination|
The most important assets on iOS are the screenshots. On Google Play, 85% of visitors won’t even see your gallery. They focus instead on the feature graphic and short description.
Every change to the First Impression must get extra focus.
Adding a video increases Exploring behavior and reduces Decisive behavior. Visitors who watch the video are 3x more likely to install.
How many of the top 50 apps are using video?
|Come Out Strong
Starting with your most convincing message is key to drawing more engagement and increasing the install rate of users that choose to watch your video.
Engage visitors with subtitles, callouts and timed transition screens that contextualize the rich visual experience without depending on sound.
Keep it short. Every 5 seconds, 10% of your video watchers will drop.
Bear in mind that Apple doesn’t allow customizing App Previews per geo. Make sure to test the effect of the video on each geo.
The Poster Frame is the video thumbnail, which plays a dual role for both Decisive Visitors and Exploring Visitors.
StoreMaven recently worked with Kabam to optimize their Poster Frame for Marvel Contest of Champions by testing 3 different image stills, which ultimately improved install conversion rates by 66%.
Read more about the 3 trending approaches for designing screenshots in our App Store Marketing Guidebook
Same language – different affinities
Many countries share the same language, creating the illusion they can be treated as one unit in marketing terms. But that is not the case. For example, countless tests of ours have shown that the UK generally has different winning variations than the US.
Localizing stores is one thing. Culturalizing them is a whole other story
|Often has higher explore rates than most regions and is almost 2x higher than UK. US visitors are more likely to scroll the gallery than other regions|
|In more than 50% of tests, the winner in the UK was different than the winner in the US|
|iPhone owners often prefer English over local Portuguese|
|Favors images with locals. Well crafted tests can increase conversions by 80%|
|Dramatically different behavior than any other region. Accustomed to heavy text images and reading descriptions (200% increase from US benchmark)|
The users you’re targeting today are not the users you’re targeting next month.
Continuously fighting CVR decrease
Developers continuously test their titles on the App Store and Google Play.
They test each element of the page (icons, video, screenshots) multiple times.
The description is meant to provide your audience with highlights of the features and functionality of your app. It also plays a significant role in Keyword Optimization.
Both platforms require adding a description of the app and divide it into a Short Description (80 characters for Google Play and first 3 lines for Apple) and Extended Description (limited to 4000 characters in total for both platforms)
|1. Screenshot Messaging & Design
4. Video Poster Frame
5. App Video
|1. Featured Graphic
4. App Video
5. Screenshot Messaging & Design