Apple’s App Store Connect is in the process of rolling out some exciting new features designed to give businesses and marketers a leg up in the ever-competitive mobile app landscape. These updates are all about making it easier to get your app noticed, tested, and marketed effectively.
According to Apple, these tools will help you explore new features for discovery, share big moments with ready-made marketing assets, deep-link to specific content in your app from custom product pages, and much more.
Let’s dive into each new feature to see how they can boost your mobile marketing game, especially when it comes to App Store Optimization (ASO).
Featured Nomination explained
What is a Featured Nomination?
Featured Nominations provide a straightforward way for developers to notify Apple about exciting new functionalities and updates in their apps. This formal channel ensures that Apple’s team knows when there’s something special worth showcasing in the App Store.
Impacts on ASO
When submitting a Featured Nomination, make sure to highlight the same elements in your store listing. Apple gets a lot of submissions, so it’s crucial to make it easy for their reviewers to connect your submission with the content and assets on your store listing.
Remember, while getting featured can drive traffic, maintaining high conversion rates in search is key. Don’t neglect your search rankings or reduce your conversion rates while trying to grab Apple’s attention. Getting featured is one moment, but one single moment won’t drive your business forward in the long term.
Marketing Assets update explained
What are the New Marketing Assets?
Apple’s new feature in App Store Connect standardizes how apps promote new releases and features. Marketers can now create trusted marketing assets that mirror the App Store’s look and feel, making it easier to promote exciting updates and drive traffic back to the store listing.
Impacts on ASO
Standardizing marketing assets helps build consumer trust, which historically leads to higher engagement rates compared to bespoke assets. While brand-specific assets have their value, using these standardized tools can create the perception that Apple is endorsing your app, potentially boosting its appeal and engagement. This isn’t about abandoning your own marketing, rather we believe that as more apps take advantage of these assets they will become instantly recognizable by consumers.
Deep Links for Custom Product Pages explained
What are Deep Links for Custom Product Pages?
Custom Product Pages (CPPs) are crucial for improving conversion rates, especially for brands with significant web traffic. Deep Links for CPPs allow users to navigate directly to specific sections of an app, enhancing the user experience and engagement.
Impacts on ASO
CPPs already optimize the initial download process, but Deep Links for CPPs take it a step further by improving post-download engagement. Users prefer immediate access to the content they’re interested in, and apps that don’t implement Deep Links may fall behind in user engagement and overall performance.
As this practice becomes more prevalent, consumers will likely start to expect to be taken to the section of an app that was featured on the store listing.
New Screenshot Requirements explained
What are the New Screenshot Requirements?
Developers now only need to submit one set of screenshots for both iPhone and iPad, potentially saving a lot of time in the creative process. However, it’s essential to consider the device mix of your audience before deciding to use this streamlined approach.
Impacts on ASO
Submitting a single screenshot size may save time, but it will likely look best on the newest devices. Developers with a diverse user base might still benefit from submitting multiple sizes to ensure the best visual representation across all devices, thus maximizing conversion rates.
In fact, if you have the resources to do so some may recommend that screenshots are generated for each size and uploaded with each build. For many, it is always best to control the presentation of your app as much as possible.
Win-Back Offers for auto-renewable subscriptions explained
How does the Win-Back Offer work?
Apple’s Win-Back offers provide an opportunity for re-engagement across subscription apps by targeting lapsed users with specific editorial selections and placements. This feature is as crucial as In-App Events (IAE) for re-engagement strategies.
Impacts on ASO
With Win-Back offers, the App Store will customize store listings to include offers specifically aimed at users who previously subscribed but have since lapsed. Combining an IAE strategy with Win-Back offers can significantly enhance re-engagement and retention for subscription apps, leveraging the power of targeted marketing and editorial placements.
How does this all come together?
For anyone interested in optimizing their App Store listings, these new tools help complete the acquisition funnel from discovery through engagement and retention. ASO now can impact your metrics after the download.
For example, a business can focus on utilizing these new features throughout their whole funnel:
Standardized marketing assets build trust across the App Store ecosystem by creating consistency in the look and feel of promotion. When a user lands on the store listing, if a CPP has been implemented traffic is likely to convert at higher rates than when using a generic landing page.
When Deep Links are combined with CPPs the end user can immediately see content or features matching the CPP upon opening the app. This in turn results in a better user experience and may produce high levels of engagement with potentially better retention long term.
If you have a subscription app any lapsed users will immediately start to see your winback offers, which can drive them back into your app.
Upcoming App Store search enhancements: Focus State explained
What is Focus State?
One big announcement and upcoming feature that may impact how users discover content is Focus State. Google Play has always been strong with personalized search recommendations and now Apple is coming to the party; but as usual with its own take on the feature
Focus State is Apple’s upcoming enhancement to App Store search, providing personalized recommendations while maintaining standard suggested searches. This feature aims to offer users a more tailored search experience without completely abandoning broad store trends.
Impacts on ASO
With recent searches prominently displayed, apps that previously benefited from trending suggested searches might see a traffic decline. However, the strong influence of search suggestions will likely persist, with recent searches gradually incorporating these suggestions. This balance between personalization and broad trends could reshape user search behaviour on the App Store.
Conclusion
Apple’s new features in App Store Connect, from deep linking to Win-Back offers, provide powerful tools for marketers to enhance app engagement and performance. These tools, along with future enhancements like Focus State, signify Apple’s ongoing commitment to supporting app developers and marketers.
By leveraging these features effectively, developers can improve user acquisition, engagement, and retention, ensuring long-term success in the competitive app marketplace. As Gummicube has always believed, these new features demonstrate that App Store Optimization is a holistic process and is more than just keywords and conversions.
