It turns out that it is also an important factor in improving download conversion!

In order to further optimize the user experience (allow users to have a deeper understanding of the app before downloading, making their download or purchase behavior more targeted) and increase the download conversion rate of the app, Apple has added the App Previews section to the App Store app details after screenshots and descriptions.

Although Apple used a whole page on its developer website to describe it and wrote it into the developer guide, it did not attract the attention of all developers.

On September 29, Search Ads was officially launched in the United States. In addition to "title + icon + screenshot" and "title + icon + description", "title + icon + preview video" is also included. This also indirectly demonstrates Apple's position: in addition to factors such as screenshots and descriptions that are valued by developers, preview videos can also increase download conversions.

Although Apple's original intention is good, it is not so easy to implement in practice. If you are not careful, it will have a counterproductive effect, or it may be passed by Apple and have to be resubmitted for review (this is also one of the reasons why some developers do not set preview videos). Today I will share with you some useful information about App Previews. I believe these will be very helpful in quickly passing Apple’s review , improving the publicity effect of preview videos and download conversion rate, etc.

1. Preview video resolution and specifications

1. Preview video resolution

App Previews are not suitable for 3.5-inch displays, so the resolutions in the table below only include iPhone 5, iPhone 6, and iPad series.

2. Preview video specifications

In addition to resolution, Apple also stipulates the extension, file size, maximum length, etc. of the preview video:

2. Precautions

Apple has created a series of guidelines and recommendations for App Previews, including some hard and fast rules. Failure to comply will not only seriously affect the quality of the video, but it may also be rejected by Apple during the review stage.

• The length of the video should be kept between 15 and 30 seconds.
• The size should not exceed 500MB. If it is too large, it will face the risk of being severely compressed when uploading, and the actual effect will be greatly reduced.
• Content must be suitable for ages 4 and up. Avoid controversial, violent, adult themes, and profanity.
• If a feature is shown that requires payment to be made available, this must be stated in the video.
• Avoid adding real-life hand animations.
• Uploads must be done using Safari and OS X 10.10, and only one localization is accepted.

3. How to upload

The upload methods for preview videos and screenshots are similar, and the upload channels are also the same. After recording the preview video, log in to the iTC backend, then go to the [My APP] section, find "APP Preview and Screenshot", then click "Select File" (or drag the video to this section) and follow the requirements.

Note: By default, the poster frame is the frame 5 seconds after the start of the preview video. If you want to change it, you can replace it with a frame from anywhere in the video.

4. Optimization Methods

1. Choose 3 to 5 core features

Apple stipulates that the length of the preview video must be between 15 and 30 seconds. In such a short time, no matter how you use it, it is impossible to display all the content and features of the application. The less you have, the easier it is to achieve excellence. Therefore, selecting 3 to 5 most representative functions or features will make it easier to highlight the uniqueness of the application.

2. Choose the right words

If certain shots or scenes need to be explained, some introductory text can be added appropriately so that users can understand the functions of the product more easily and intuitively. However, it should be noted that although text descriptions can indeed help us express the content and functional highlights of the interface. But the focus of the preview video should be the interface itself, so you must grasp the "degree" well. Additionally, make sure the text is legible and, when displayed on the screen, is long enough to match the user’s reading speed.

3. Use high-quality background music

Adding background music that can create an atmosphere and resonate with potential users can also be very helpful in improving conversion rates. We can choose a piece of royalty-free music, or we can compose our own music using music production software such as GarageBand. Of course, using music from your own app will be better.

4. Add narration appropriately

Appropriately adding narration can also increase emotional rendering and publicity effects to a certain extent. But the prerequisite is that we need to grasp the preferences of our target audience very accurately, and the tone of the narration cannot be too inclined towards sales advertising.

5. Avoid over-rendering

Apple officially requires that preview videos must be based on screen recordings of the actual app, so the overall tone of the video cannot be too exaggerated like an advertisement. Whether describing the features of the application or demonstrating the user interface, interaction methods, etc., you must grasp the "degree" well.

6. Choose a suitable poster frame

When opening the details page of an app in the App Store or browsing apps in search results, the poster frame (cover) of the preview video is presented to the user together with the screenshot (in front of the screenshot). The first impression it leaves on users is as influential as the screenshots that follow. So, be sure to choose carefully!

Conclusion

In addition to the above, there are many other methods and things to note, such as making sure that the materials used in the preview video have "copyright", it is best to use QuickTime player to record the video, never mention the operator information, etc.

In addition, it is also necessary to remind you that video preview is also one of Apple’s mandatory review factors. To ensure that it passes the first time, it is best to carefully review the relevant content in the latest Apple Review Guide before submitting for review.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @ ASO100 Intelligence Center is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!