How to get the new version of AppStore traffic bonus before iOS11 is released

Introduction: For APP promotion and operation personnel, the biggest event in the third quarter is the release of IOS11 . The previous IOS promotion routines need to be divided here, and the next step is to study new ways of playing. How to use the new AppStore traffic ? Can we reap the new traffic dividend? How to improve search rankings and download conversions in the new AppStore ecosystem? …

Mingdao-The biggest changes in the new version of AppStore: traffic dispersion, content-based, user-led

Some people say that AppStore is just a post-ranking place, and the ranking has been weakened, but the search is still there and the words still need to be manipulated. Obviously it is not as simple as putting it at the back of the list. There are three notable changes:

From traffic concentration to traffic decentralization

In the past, the top IOS apps monopolized the traffic entrance, making it difficult for small apps to gain a foothold. After IOS11, the traffic of top apps will be dispersed, and Apple's editorial recommendations will control the traffic , as well as various fragmented classification labels, and there will also be a search entrance.

The list has been greatly weakened, which is actually equivalent to dispersing the traffic of the list.

Take games for example. The game section consists of 6 parts, including: scrolling recommendations (5 videos) + this week's new games (3 displayed, 12 in total) + highlights (5 videos scrolling left and right) + paid list ( 13 scrolling left and right) + free list + category list .

Except for the ranking list and category list at the end, the remaining modules are selected by the editorial team and occupy a very large proportion.

This shows that traffic has become fragmented and decentralized, and traffic can be generated everywhere.

「 From chart store to content-based media」

For IOS10, traffic entrances are from rankings and searches. After the revision, Apple editorial recommendation display + search became the two major traffic entrances.

The brand-new UI interface , the popular card-style design, various carefully edited recommendation tags, and the interactive method that emphasizes interaction and conversion have transformed it from a list store into a brand-new media and content-based ecological platform.

In the past, when we talked about ASO optimization , it was usually more technical, focusing on covering keywords and serving searches.

Mainly focus on brushing and keyword coverage . In the future, the basic optimization of the entire App details page will become more important, including text description, overall visual, video screenshots, etc., and content will account for half of the sky.

Look at the beautiful content display in Monument Valley. If you don’t do a good job of content, you will lose your competitive advantage.

From product-driven to user-driven

In app stores dominated by rankings and searches, products at the top always have the meat to eat, and those at the bottom can only rely on brushing their way up. There are only a few products ranked at the top of the list, and users don’t have many choices. Products from big brands dominate everything .

After the revision, a new media and content-based ecological platform has been created, with many interesting, original, and high-quality emerging apps launched by Apple editors every day. Apple supports small and medium-sized developers, giving users more choices.

If you are given such a large space but don’t use it to showcase it and optimize the content to increase download conversions, how many people will steal your users? Therefore, users will be the main focus from now on, and we must also shift to the user's perspective when doing promotion .

Generally speaking, the new media-oriented version of AppStore is no longer the same as before. Users have more choices . In addition to optimizing search rankings, you have to be sincere and creative in content... and come up with reasons for users to download it . Only in this way can we capture the fragmented traffic and grab the user's attention.

Taking advantage of opportunities and strategies - Make efforts in three areas to quickly seize the fresh traffic dividend

" Redefine ASO and quickly seize new traffic from the details of the revision"

Compare the old and new versions and take a quick look at the changes in factors that affect keyword rankings and download conversions.

In general, the old version mainly focuses on inflating the volume and rankings, while the new version needs to pay more attention to basic ASO optimization, including new subtitles , promotional texts, and amplifying the effects of comments, videos, and descriptions.

Apple wants to change its ecosystem towards media and content, so the weight of APP content display is greater.

Therefore, the ASO here will no longer be the previous ASO, but a redefined ASO. From keyword optimization to video and description visual language, you need to understand everything. It requires an ASO who is proficient in all kinds of skills and is good at both literature and science.

Some content in the new version, such as the newly added subtitles, will affect the search rankings and must be used quickly. Promotional texts, app descriptions, and reviews are unlikely to affect keyword coverage and search rankings, but are crucial to download conversions.

Comments occupy an important position. They are an important channel for new users to understand your App and even determine user download behavior, so you should focus on how to write comments.

Another example is video. Video is a way of telling stories. Three videos can allow users to know more about you before downloading. This also contains a wave of traffic. When others are still hesitating, you should use the video position quickly to grab a first-mover advantage.

Speaking of details, taking keyword optimization as an example, there are the following tips: 1) Select brand words, industry words, and competitor words among keywords; 2) Arrange keywords according to relevance, popularity, and degree of competition; 3) Classify keywords and distinguish between core keywords, important keywords, and general keywords.

In keyword optimization, it is recommended that words with higher weight and value be placed at the front . Separating key keywords with separators and keeping the keywords intact may increase the weight. The limit is 100 characters.

In addition, the above picture mentions high-precision words, which can be tested through ASM . Currently, all overseas APPs are doing this, that is, using ASM delivery results to find high-precision words, and then delivering them on ASO.

" Focus on content and stories to grab editorial recommendations and user bonuses"

Apple provides a large number of editorial recommendations (not talking about the product itself here). Your APP can increase the chances of recommendation through content packaging and visual presentation.

Apple wants more people to spend more time on the App Store through the revision. What you need to do is to use this opportunity to attract users and convert them, that is, to retain users through good content and good stories.

Suppose your app gets a good search ranking or is recommended by Apple editors. Whether users click or download when browsing depends on whether you can tell a story and whether the content is outstanding. Many people say, is this so important?

Look at the picture below. Under the new logic, if you can’t tell a story, you will be beaten to death by your competitors. Apple has given you such a large display space, and the quality of your content determines everything about subsequent conversions.

The ability to tell a story is crucial to the impact on download conversions. Subtitles, comments, videos, screenshots, and descriptions can all create stories.

When it comes to IOS promotion, people didn't pay much attention to this area in the past. Take video as an example. In the past, the main apps that made videos were game apps. We did a survey on videos and found that recently many non-game applications have begun to invest in videos or find outsourcing companies to make new videos for release.

When it comes to storytelling, first of all, you have to stand in the user scenario, understand what kind of people they are, their age, interests, and other characteristics; and imagine what content can impress them.

Secondly, when choosing appeal points, think about what makes users unable to stop. Is the emotional valence (emotional temperature) of the story it evokes high or low? For example, the emotional value of infant and toddler education apps is relatively high.

After the story is told, the user should be in a state of being engaged, impulsive, and wanting you.

For products with low emotional value, it is more difficult to express the content, but you must also find ways to keep readers interested in learning more about you.

I recommend a book called "Basins and Forests". You can make a record of what questions come to your mind while reading the book. In the end, you will find that these questions change with each page. The author keeps the reader hooked along through little puzzles and riddles, cunningly inserted into the pages, and tied together with striking illustrations, strong characterizations, and various anecdotes. There are routines to follow when it comes to storytelling techniques.

The content displayed on your app details page should also provide users with valuable content as much as possible . All the set scenarios, subtitles, videos, screenshots, descriptions, comments, portrayals and information must be directed towards a goal , giving people some kind of gain, value or emotional resonance, prompting people to want to learn more about you.

Take videos and screenshots for example. They can tell the story of the interaction between products and users and enhance emotional resonance.

A good product must be packaged and have a good story to tell, so that the download conversion rate will be high. In addition, if users who come through search have good conversions, it will in turn affect and improve the search ranking.

" Focus on ASM to grab the dividends of search entry and user conversion "

Let me talk about why we need to do ASM. First of all, ASM occupies the first place in the search entrance. What used to be ranked first will only be ranked second or third in the future. Moreover, because the display area of ​​the new version has increased, ASM will have to take away more traffic from the second and third places.

Secondly, even if you don’t want to invest, your competitors will definitely invest in your keywords. If you don’t want to have your users taken away by your competitors, you can still invest in ASM.

ASM will be a fierce battle in the future, especially for large and medium-sized apps that once dominated the charts. They must prepare as early as possible. Whether it is for brand protection, traffic harvesting, or user retention, ASM is a necessary choice.

I won’t say much about the preliminary preparations for ASM. I have written many ASM-related articles before. You can log in to the official website of ASM to check them out. Let’s talk about the benefits of ASM for user conversion. Because ASM is transparent and open, the amount of money and quantity are clear. It can also help you measure which words have high conversion rates, and even optimize through input-output ratio.

When doing promotion, an App can only go long-term if it considers the input-output ratio. When it comes to the input-output ratio, a gaming CP friend once said: ASO is relatively small compared to natural traffic, and the extent of its impact cannot be measured.

ASM delivery can connect various data links and accurately judge the user quality and subsequent conversion effects brought by ASM.

This is also the reason why game advertisers are willing to place ASM overseas.

ASM naturally has the advantage of looking at conversion data . Liangjianghu currently provides free ASM attribution services to all its invested clients. It tracks the subsequent user behavior brought about by each word through embedding points, including user conversion, retention , payment and other data.

When it comes to optimization and improvement, we can identify high-precision keywords based on ROI data in real time and increase the delivery, thereby increasing downloads and purchases. (Purchase is only for APP products with in-app purchases)

Therefore, doing ASM well can not only obtain traffic from the search portal, but also reap the benefits of user conversions . By using ASM to deliver keyword conversion data, you can also use it to optimize ASO.

Some people say, didn’t ASM come to China? You are stupid. Once the bonus comes, it is not yours. Now many APPs are running overseas for distribution, and some large companies have also started to do ASM testing and distribution, such as 58 Group. In fact, it is not for the purpose of harvesting overseas traffic, but for talent training, technology reserves, testing and research . Only when ASM is launched in China can we reap the benefits without any rush.

Conclusion

In the new version of AppStore, the difference between large companies and small and medium-sized developers is that the dividends in ASM will be more snatched away by large and medium-sized APPs. After all, it is a bidding system (Apple also does it for revenue). Apple’s editorial recommendations will support small and medium-sized apps, so each has its own advantages in traffic and everyone has a chance.