On June 27, Apple released the public beta of iOS 11 (it is still a beta version, and the official version will not be released until autumn), and posted a push on the official developer website, the main content of which was instructions and suggestions for updating the iOS 11 product page. App Store Updates and Notes Upgrade your product page in the new App Store iOS 11 public beta users can already experience the new App Store, and this update will be pushed to more users' iOS devices around the world this fall. Developers have more optimization options, including subtitles , promotionaltext , additional video previews ( the number of video previews that can be uploaded and displayed in iOS 11 has increased from 1 to 3) and new in-app purchase items (up to 20, and can be purchased directly on the App Store without opening the app), and these can all be localized in different regions.
Apple also used a detailed article to explain and suggest various metadata for this push and the new version of App Store metadata for iOS 11. ASO100 translated and interpreted this article and shared it with everyone here.
《Fully understand and optimize your product details page in the new App Store》
Every element of your product detail page can entice users to download your app or game . In iOS 11, the product details page provides more space to showcase each app, including more video previews, localization settings, and new text fields (i.e. Subtitle and Promotional Text). Making a high-quality app is just the beginning. Make good use of the product details page and let users find and be attracted by the App through thoughtful metadata settings. App Name The title plays an important role in whether users can find your app in the App Store. We recommend that developers choose a short, easy-to-remember, and easy-to-spell title that showcases the functionality and uniqueness of the app, and try to avoid using industry-common terms or titles that are too similar to other products . The app title can be displayed in the App Store on every device, including all versions of iPhone, iPad, and Apple TV. We limit title length to 30 characters. Subtitle In the App Store of iOS 11, we added a subtitle space below the title, and its length is limited to 30 characters. The subtitle introduces your app in a concise but attractive way, thereby attracting more users to your product introduction page and download your app. Avoid using copywriting such as "The World's No. 1 App" . Try to make your subtitle highlight the uniqueness of the app or classic scenarios when users use it, so that users can give them a preview before downloading. Modifying the subtitle requires upgrading the version. You can test the subtitle in different versions to find the subtitle that is most likely to attract users to download. Icon The icon is the first visual element that users see when they view an app, so it plays a vital role in conveying product quality and functionality and establishing a first impression. A simple and recognizable icon can make this goal easier to achieve. Developers can also use testing to select the icon scheme that is most recognizable to the target users and most effective in conveying information. To ensure that the icon is legible on all device sizes, avoid adding too much detail.Video Previews – App Previews Video previews are screen recordings of your app while it's running, which can demonstrate your app's features, functionality, and UI, all of which users can see directly in the App Store. A video preview can be up to 30 seconds long . Developers can upload three video previews in each region and localize each video, such as translating it into the local language. The video preview will be the first screen on the product details page. When the user enters the product details page, the video preview will play automatically, but it will be silent, so the first few seconds of the video must be visually attractive enough. When the video preview is paused, a multi-page poster for the video appears. Screenshots Developers can capture images from the app to visually demonstrate the user experience . Product detail pages can display up to 5 screenshots. We recommend that the first two highlight the main features of the product because these images will be displayed when the App Store does not display video previews. The following screenshots can introduce the different advantages or features of the product in turn, so as to fully express the value of the product. Description & Promotional TextDescription An attractive description can help a product highlight its features and functions. An ideal description is one concise yet informative paragraph followed by a short list of key features, written using product-specific copy and relevant terminology that tells readers what makes the product special and why they should download it.
The first sentence is the most important. This is what users can see directly without having to click to read the full text. Every word plays a role. In short, the descriptive copy should be well polished to reflect the characteristics of the product. If you want to mention honors and awards in your description, we recommend putting them at the end of the description or in the promotional text.
Do not add irrelevant words to the description in an attempt to increase search results , and do not include price information in the description. There is a dedicated area for price information. If the description includes price, it may cause errors in different countries and regions.
Now the description can only be modified when the App is updated. Think about what you want to convey about your product through your description, and if this content needs to change frequently, you can fill it in the marketing copy.
Marketing copywriting
The marketing copy will appear at the top of the description on the detail page and is limited to 170 characters. Developers can modify marketing copy at any time without having to wait for an updated version . Marketing copy can include the latest information about the product, upcoming new features and content, limited-time promotions, or other updates about the product.
Keywords Keywords determine the display position of the App in the search results, so developers should carefully select keywords so that the App can be searched by more people. Think about what words users would search for when looking for an app like yours, and fill them in the Keywords field. Keywords that are too broad or irrelevant will make it more difficult for users to find your app. Keywords can be filled with up to 100 characters, and words should be separated by commas. While making the most of the 100 characters, be aware of the following :
No need to fill in the plural form of the word separately
You don’t need to fill in the category and the word “App”
Repeated words
Improper use of keywords is a common reason for product review rejection , including:
Unauthorized use of celebrities, trademarks, or other protected terms
Words not related to App
Name of competitor
Irrelevant, inappropriate, offensive, and objectionable words
Note:
In the keyword field, English letters, Chinese characters, numbers, punctuation marks, and spaces are all counted as one character.
Apple recommends adding commas between words. This may be because it refers to English keywords and separators facilitate word segmentation. When filling in Chinese keywords, ASO 100 believes that commas or other separators are not necessary in most cases.
Apple does not recommend repeating words because one word in an English keyword takes up 5-10 characters, thus wasting space; however, when filling in Chinese keywords, repeating keywords will increase the weight of the product, and one word usually only takes up 2-4 characters, so it is unlikely to cause a waste of space.
Apple mentioned that the situations where keywords were rejected include not being able to add other company trademarks or competitor product names. Currently, adding these words to keywords can still pass the review. These are merely verbal prohibitions from Apple. As for whether Apple will impose restrictions on these aspects after iOS 11 is officially released, ASO100 will follow up and study it.
In-App Purchases Subscription items and in-app purchase items will be displayed in a separate module on the product details page. Developers can display up to 20 items, and users can purchase them directly herewithout launching the app . Each project can display its own name, icon and introduction. The project name can also appear in the App Store search results and be recommended on the Today, Games and Apps pages (i.e. Today's Recommendations, Games, and Apps). Apps must support the new SKPaymentTransactionObserver to enable in-app purchases to be purchased on the App Store. Developers can list an in-app purchase list on the product details page, which can drive user awareness of specific content. If users have purchased certain items but haven't installed the app yet, the App Store will prompt them to download it. Update Notes – What's New When developers update their apps, they can use update notes to communicate version changes to users. On the product details page, the update description will display 2 lines of preview content below the icon and title. More content requires expanding the full text. If the app adds a feature or fixes some bugs based on feedback, using update notes can let users know that the developer is actively listening to everyone's opinions. We recommend listing new features, content, and functionality in order of importance, and using attractive copy to encourage users to update and use the new version. Ratings & Reviews Developers can now respond to user reviews of their apps, thereby interacting directly with users and addressing their feedback, questions, and needs. When developers reply to comments in iTC, users will receive push notifications and can also update the content of their comments. Reviews and replies are updated instantly on the App Store, but each user's review will only show the most recent content. (Hey, we’d rather know what’s going on with the recent large-scale review deletions!) Now the star ratings are only for all versions (iOS 10 and earlier systems will be divided into current version star ratings and all versions star ratings). Developers can choose to reset the rating when uploading a new version . Although it allows your star rating to apply only to the current version, which is useful if you have just released an important new version and want users to focus on the latest reviews, too few reviews will also affect new users' willingness to download after seeing the product. Categories Apps can select two categories, one primary category and one secondary category, so that users can find it on the corresponding page of the App Store. The main category is very important for every app. When users search or filter apps by category, the app will appear in the main category, and the main category will determine whether the app appears in the game tab or the application tab. In short, be sure to choose a category that best describes the main function of your product. Support for historical versions of iOS The metadata uploaded by the app on iTC will be shared between the App Store for iOS 11 and iOS 10.3 and earlier versions, so developers only need to submit one version of metadata, such as title, keywords, icons, and screenshots. If multiple video previews are submitted, the App Store for iOS 10.3 and earlier versions will only display the first one, so developers need to sort the video files properly. We also recommend adding support for iOS 11 and its new features to your app description. Analysis and opinion The most mentioned thing in the whole article is the desire to highlight product features. It can be seen that Apple hopes that developers will make good use of various locations on the details page. Apple does provide enough space in the new version of the App Store, especially the newly added subtitles, marketing copy and two additional videos, for developers to showcase their talents. Of course, these are mainly to attract users to download (i.e. to increase conversion rate ), and we don’t want them to be ruined for other purposes such as stacking keywords or turning the comment area into an advertising area. In general, the new version of App Store in iOS 11 increases the proportion of recommended traffic , adds subtitles and marketing copy, and reduces the playability of gray promotion . This is good news for the majority of developers who are dedicated to making products, and also provides a cleaner store environment and more flexible growth opportunities for many small and medium-sized developers.
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