10 Killer App Store Marketing Tips
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Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs to your app. After a year of testing with leading developers worldwide such as Kabam, Zynga & Google, StoreMaven analyzed all that data and put together a deck with 10 killer tips for app store marketing.
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10 Killer App Store Marketing Tips
- 1. 10 Killer App Store Marketing Tips Gad Maor, CEO | gad@storemaven.com Increase install conversions by 50% Pay less for every app install www.storemaven.com AB Test your App Store and Google Play listings
- 2. Double your conversion rates A better version of your App Store page can: Significantly cut the cost of user acquisition
- 3. B A You can get there through AB testing +25% CVR
- 4. 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
- 5. Benefit from our App Store insights collected from 50M users
- 6. TIP #1 A better version of your first two screenshots will increase your conversions by 25%
- 7. 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
- 8. 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
- 9. First Impression Matters Most 1. 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
- 10. TIP #2 Diversify and don't be repetitive when designing: 3rd - 5th screenshots Video / Poster Frame Description
- 11. Convince Exploring Users 1. 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
- 12. TIP #3 Switching app screenshots can increase install rates by more than 35%
- 13. App Screenshots 1. 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
- 14. TIP #4 People only read the first line of your description. Make it count
- 15. App Store Descriptions 1. 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
- 16. TIP #5 The same creatives don’t usually work for both Google Play and the App Store
- 17. Important Creatives ICON SHORT DESCRIPTION FEATURED GRAPHIC ICON POSTER FRAME SCREENSHOTS APP PREVIEW
- 18. TIP #6 An app video can increase install rates by more than 23%
- 19. App Videos 1. 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
- 20. TIP #7 Design your poster frame (the video thumbnail) to act as a stand alone screenshot
- 21. 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
- 22. TIP #8 Keep your video short and focus on the first 10 seconds
- 23. 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
- 24. TIP #9 Refresh your creatives frequently; aim for every release
- 25. 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
- 26. TIP #10 Localize your app store content. It’s your lowest hanging fruit
- 27. To get your free A/B test for your App Store listing, email me at gad@storemaven.com or sign up at www.storemaven.com www.storemaven.com AB Test your App Store and Google Play listings
- 28. 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.com AB Test your App Store and Google Play listings
- 29. THANK YOU