Despite the constant testing most developers and publishers implement to measure app’s user engagements and user on boarding, not enough focus is applied to the app store search funnel, the feature that organically brings users from the discovery of an app to the download.
Perhaps the search funnel has gone widely unrecognized because of the misnomer that change in the app store is limited. Today, this notion is being debunked by A/B testing, as this is the method app marketers are using to perfect their app’s aesthetic in a data driven and analytical way. Developers and marketers alike understand that the funnel is the gatekeeper to an app’s interface and features.
With App Store Optimization (ASO) and A/B testing, marketers can gain a new perspective and brand new data on how to market an app completely and organically.
The App Store funnel
From an Apple device, users can see featured apps, the top app charts, explore by categories or search.
In Apple’s App Store search, users see search results such as seen in China’s beloved messenger app, WeChat.
The icon, app name, ratings and first two screenshots are the first visuals which the user sees.
If the icon, app name or first two screenshots don’t resonate with a user, as WeChat so brilliantly accomplishes through a video description, bright colors, and publicized ‘Free’ chat, they move on and you lose the conversion.
If your app’s aesthetic draws the user in, they can install the app directly from the search results, or click anywhere on the result to see more details on the ratings and reviews, all the screenshots, videos and the description.
The App Store search funnel is short. There is only a millisecond of time in which the user can either be initially converted or potentially lost forever. As marketers, we must optimize for visibility in search results and conversion.
Optimizing visibility in the funnel
By employing the smartest practices in A/B Testing, app marketers can measure and optimize the app’s name, keywords and description for maximum relevant search term coverage.
How is this done?
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