Big changes coming to the App Store later this year
2021 has turned out to be a big year for mobile apps, and for iOS the upcoming changes are even more substantial. A long-awaited update is coming to the App Store, namely the introduction of an A / B testing tool that allows developers to directly test different treatments of their product page on App Store Connect.
Although A / B testing has been available to developers on the Google Play Store through Google Play Experiments since May 2015, Apple has still failed to offer a similar feature that allows for practice testing. Instead, iOS App Store developers rely on rolling out new versions to compare before and after metrics, using third-party testing, or using conversion optimization through Apple Creative Sets. Search Ads. This is all changing with the introduction of custom product pages and product page optimization.
Custom product pages
One of the challenges when optimizing apps for specific audiences is creating a product page that can talk about unique user interests, backgrounds, and behavior. These key preference differences can potentially prevent developers from reaching users who may be interested in their application but who are not included in the targeted keywords and metadata. Apple has announced the launch of Custom Product Pages, a feature that allows developers to create up to 35 custom product pages to effectively target a diverse audience.
Custom product pages can help showcase the different features and content of the app for different users. By allowing each custom product page to include a different set of app overview videos, screenshots, and promotional text, developers can ensure their desired demographics are spoken. Additionally, Apple revealed that each page will be fully localizable and shareable using its own unique URL. This means that developers can share these unique URLs in ideal locations where their target audience can be more widespread.
Metrics and data from all custom product pages will be visible in App Analytics, which includes impressions, downloads, and conversion rate. By analyzing this data, developers can understand which custom page is most effective in enticing new users to download their app. App Analytics also provides the ability to continue to monitor what happens after users download the app from the App Store by including retention data and average revenue per paying user.
Optimization of the product page
Beyond creating custom product pages, Apple’s new product page optimization feature includes a much anticipated A / B testing tool. With this new feature, developers can configure and test three additional product pages in addition to their default product page. Doing so will make it easier to determine whether a treatment or the default page resonates best with users and drives more conversions. These three test pages can contain a variety of creative asset treatments, such as the app icon, preview videos, or screenshots.
When setting up tests, developers can choose the percentage of their audience that will see one of their treatments on the App Store. Additionally, Apple has confirmed that testing will be able to run in specific locations rather than all territories and thus impact every live product page. This gives developers the ability to focus test treatments based on their relevance in the available territories. Although each test can have up to three treatments, it is recommended to limit the number of modified actives to one test per cycle. This way, any change in metric is easily identifiable and the most efficient variation can be isolated.
In addition to custom product pages and product page optimization, Apple has also introduced in-app events. Built-in events will allow users to view upcoming events in the iOS App Store. This addition to the App Store offers developers a new way to connect with their users by scheduling scheduled events that drive user re-engagement. In-app events represent an opportunity to promote the conversion of new users and improve overall retention. Useful performance metrics on these events are available in App Analytics on App Store Connect.
In-app events will be visible to users in search results, on an app’s product page, and in editorial tabs curated by Apple. These will appear as event cards that display the name of the event, its short description, and a time indicator that automatically updates as the event approaches and once it begins. For users who have already installed the app, tapping open on the event map can direct users to the event. By tapping on the event card itself, additional information and details about the event will open in the form of a longer text description and larger media.
To create anticipation, events can be promoted up to two weeks in advance and include an option for users to be notified when the event begins. Active users will be directly launched into the event, while users without the downloaded app will be taken to the event details page. To help spur unique and exciting events, Apple’s editorial team will upload a curated list of apps under the Today, Games, and Apps tab. These recommendations will include apps specific to a user’s interests and installation history, as well as popular events on the App Store.
Apple has announced major updates that will impact developers’ ability to acquire users through A / B testing, create thinner product pages for external marketing, and promote upcoming events in the industry. application. These new features and capabilities will go a long way to help developers optimize their apps for iOS using A / B testing and improving user retention and acquisition. With these changes, it’s important to prepare ahead of time and make sure your apps are ready to take advantage of these updates. Therefore, we recommend that you take the time to re-evaluate your application. Have a clear goal in mind for your product pages, review your app’s features and content, and start preparing your text metadata and visual assets. Finally, think about what kind of in-app events could help you promote your app and convince users to re-engage.
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Dave Bell is the co-founder and CEO of Gummicube. In this role, Dave is responsible for overseeing Gummicube’s business strategy, driving growth and market development. Dave is a pioneer in the mobile entertainment industry with over 15 years of experience in publishing, marketing and distributing mobile applications and games across carrier, direct-to-consumer and retail channels. app stores.