How can APP improve its display download conversion rate in AppStore?
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In the process of ASO , if the conversion rate of [display→download] is poor, then all the hard work to improve the search ranking will be in vain. This article mainly introduces how to improve the conversion rate of APP display → download in the application market . Conversion rate of [display→download] = number of downloads/number of views Factors that affect the conversion rate of the [display→download] link include: app name, icon design, content description, screenshots and videos, ratings and comments. Application Name Most applications now use the format of application name + subtitle. The application name is generally rarely changed once it is determined, and the subtitle can be modified through version updates. A well-written subtitle can not only help improve search rankings, but also significantly increase the conversion rate from display to download. The subtitle settings are: One is to list keywords, which has the advantage of allowing users to understand the core functions of the product more clearly. Such as [Didi Chuxing - private cars, express cars, ride-sharing cars, taxis, and designated drivers], [Suning.com - genuine products, shopping, supermarkets, online shopping, maternity and baby products , overseas shopping, and global shopping], [Baidu Nuomi - movies, food, hotels, takeaways, member discounts, pay in store, and group buying], etc. One is to combine into sentences, which is equivalent to a slogan or a one-sentence product introduction. Such as [QQ Sync Assistant - the best address book and photo backup tool ], [Beauty Camera - turn your phone into a selfie tool! 】, [Fashion Selfie – A selfie tool with movie-like quality] One is to highlight hot spots, such as [iQIYI - Running Man 4's first broadcast on the entire network, Descendants of the Sun's exclusive broadcast, movie, TV series and variety show video player], [Inke - I Am a Singer 4 finals live broadcast, you decide the order of appearance! 】 TIPS: 1. The app title field that users can see on their phones varies depending on the size of the display screen. The author has personally tested that the app title visible to iPhone 6 users on the AppStore rankings is 27 characters plus ellipsis (when the title is too long to be fully displayed), and the title displayed on the details page is 25 characters plus ellipsis. The corresponding number of characters for the title displayed on 6plus is 32 and 25. I have not verified the display conditions of Android phones one by one. It is recommended that you must test the display effects on major mobile phone models on the market before submitting your application or new version; 2. Different strategies can be adopted for user-visible and user-invisible title parts. Application Description App description is an important way for users to understand the content of your app, especially for research users (specifically users who will study the product relatively carefully before downloading it, as opposed to trial users, who tend to download one or more apps for a certain need and compare them at the same time). Since there is no limit on the number of words, there is more room for creativity, but it is not recommended to make it too long. It is equivalent to the self-introduction of the product, and the highlights should be highlighted as much as possible. Optimization suggestions: 1. Put key information such as product advantages and features in the first few lines. Users can directly read the content of the first 5 lines, and the rest will be folded into more. For example, many products will introduce how many users are currently using the product in the first sentence. 2. It is best to include the company’s phone number, address and other contact information, as well as the company’s website, Weibo, QQ, etc. in the description. This not only makes it easier for users to contact you and provide feedback, but it also increases your credibility. 3. For products in serious industries such as education, medical care, and financial management, it is recommended to add industry endorsements, award-winning history, etc. in the app description to gain user trust. 4. If the product is divided into free version and paid version, you can also introduce the differences between the different versions. Application Icon The icon is equivalent to the face of the app. It goes without saying how important the first impression is. It must conform to the aesthetic tastes of the target users. How to design an icon is not discussed here. Here are some small actions to improve conversion rate without making major adjustments to the icon: 1. Users love the Limited Edition. Just like sneakers and bags, anything with the word "limited edition" added to it will often be snapped up. 2. Users tend to like new things and dislike old things. 3. Users love to take advantage. Add information about discount promotions. 4. Adding [official] is more credible 5. Add "occasional" elements. For example, this year is the Year of the Monkey, and many applications were given golden hoops around the Spring Festival. After the popularity passed, apps like Taobao have quietly taken them off, but some are still wearing them. 4. Based on the fact that users are more willing to try a free version when there is a paid version, some products will specially develop a paid version to promote the download of the free version. 4Application screenshots and videos; If the icon is a face, then the screenshots and videos are the body and clothing of the app. Taking screenshots is not just about taking a few prototype pictures. In fact, it is equivalent to a graphic version of the [App Description]. The specific interface + concise text can intuitively display the content within the app, the functions and highlights of the product. Especially for products such as games , photography, and live streaming where users are obviously obsessed with appearance, screenshots are a key factor in attracting users to download. Let’s take a look at the screenshots of the apps recommended by Apple editors during the event: The screenshots of photography apps are all of cute girls. You see, they don’t look like screenshots at all. They are basically the contents of a WeChat grid . User Ratings & Reviews Although it is placed last, what I personally pay most attention to when downloading APPs for non-work purposes is ratings and reviews. But the reality is that most users will not actively comment on an app while using it, unless the app is really good or really bad. But I don't recommend you to brush reviews. First of all, after being "caught", it may lead to serious consequences such as a large-scale decline of keywords. On the other hand, after several years of fighting against Taobao's fake order parties, users have obviously trained their eyesight. Basically, the five-star reviews that are brushed out will be quickly discovered, which will only have a counterproductive effect. A few bad reviews can make the effect of hundreds of good reviews you have brushed down disappear. Although it is not recommended to brush, we can increase the real reviews of the app through various methods: 1. Ask your friends to comment on your app. When an app is newly launched, it will take some time for user comments to be displayed. In order to give the App a good development, it is best to post a few positive comments first, because most users do not know what the App comments mean to the developers. 2. Encourage users to write comments by establishing a user incentive system or regularly launching "Comment Rewards" activities. Users can get corresponding points or small gifts by writing comments. 3. Cleverly use pretexts to encourage and guide everyone to comment in user QQ groups and WeChat groups , such as the app’s anniversary celebration, the app’s user base exceeding 100,000, the app’s award recommendations, etc. This method requires administrators to interact with users frequently, maintain a harmonious relationship, and be good at livening up the atmosphere in the group. 4. The pop-up time setting of [Calling users to write comments] should take into account the user experience and cannot be too hasty, otherwise it may be counterproductive. Some people say that it can pop up after the user opens the app and uses more than 5 words, but I think it should be based on the product characteristics. For example, a food delivery app may be set to prompt users to leave comments after completing the first order. You may wish to conduct a comparative test to find out what time is more appropriate. Data is your best reference. 5. Optimize the copywriting of the prompt [Calling users to write comments]. If the copywriting is well-written, users will not run away. Copywriting optimization is actually a process of studying user psychology. You must fully understand your users to write copywriting that is influential to them. For example, the copywriting should be refreshing, humorous, or cute, which will also increase users' desire to write comments. 6. Set up a way for users to easily contact you and provide feedback. This is the best way to avoid negative reviews. For many new applications, bugs are inevitable. During the process of fixing bugs, it is recommended not to pop up comment prompts. For minor bugs, few users will take the initiative to give bad reviews. But if the user is dissatisfied and you still ask him to comment, the result will be embarrassing. ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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