10 Killer App Store Marketing Tips

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