Improve conversion rate: How to make App [preview video]?

On September 29, 2016, Search Ads was officially launched in the United States. In addition to " title + icon + screenshot", "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 .

The most intuitive impression of the product

【Preview Video】Demonstrate the features, functions and UI interface of the app in the form of a short video , which can be watched directly on the App Store. Each preview video is 15-30 seconds long and is followed by a screenshot of the app.

(1) [Preview video] needs to be taken seriously by developers

Recently, we took the top 200 apps in each category of the App Store as samples and extracted data from 6,646 apps in total (data extraction time: July 16). The classification and distribution numbers are shown in the following figure:

(2) 83.6% of apps have not yet been enabled [Preview video]

In this data sample, only 1,091 apps used the [Preview Video] function, accounting for 16.4% of the total sample, indicating that most developers have not yet tried new promotional methods.

The short video market grew rapidly in 2018. Videos are more intuitive for the public to understand and learn about new things. With the continuous development of the Internet and the acceleration of network speed, short videos are becoming more and more accepted by users.

Suggestion: Developers can consider uploading the [Preview Video] function to better and more comprehensively showcase their products and improve user conversion rates .

(3) Play with the three major app categories of "Photography and Video", " Games ", and "Education" [Preview video]

According to the data from the sample, among the apps that upload [Preview Video], the three categories of apps, "Photography and Video", "Games" and "Education", use [Preview Video] more frequently. “Photography and Videography” apps focus more on novel gameplay and user videos, “Game” apps focus more on the visuals and operating system, and “Education” apps focus more on the interactive aspects. These three types of apps make full use of [preview videos] to promote products and attract users based on their own product characteristics.

Suggestion: App developers of the three categories of "Photography and Video", "Games", and "Education" can try more [Video Preview] related functions to increase product exposure and product content display.

(4) Big companies are better at playing, and games are better at using them

From this data, we can see that Tencent and NetEase are ranked first and second respectively in terms of apps that upload [preview videos], followed by BabyBus, a major education company, and Voodoo and Gameloft, as game developers, ranked 4th and 5th.

Suggestion: Trying does not equal success, but not trying is bound to make you a step behind others. Developers, please note that the [Preview Video] is like a movie trailer in a way, showing the most essential, interesting or attractive parts to increase user downloads.

Developers should pay attention to the fact that more and more developers are beginning to pay attention to [preview videos]. I believe that developers are still particularly concerned about how to quickly pass Apple's review and improve the publicity effect of preview videos. Taking this opportunity, Qimai Data has sorted out detailed precautions for uploading preview videos for your reference.

Recording

First, make sure your device is a Mac and the system version is 10.10 or above. Tools used: Browser : Safari (required, other browsers cannot be used for production and uploading), Video recording: Quick Time player, Video editing: HandBrake. Once the editing and usage tools are ready, you can produce the video according to the video requirements and wait for uploading.

Requirement 1: [Preview video] size needs to be controlled

• The preview video size cannot exceed 500MB and the video length should be kept between 15-30 seconds;
• Compression via H.264 MPEG or ProRess 422 (HQ);
• 30 frames per second (30p);
• The extension can be .mov, .mp4, or .m4v.

Among them, time control is extremely important. In addition to controlling time, you must also use a short period of time to demonstrate the content and features of the application/product. Therefore, when making a video, you should select 3-5 most representative functions or features to make it easier to highlight the unique features of the app.

Requirement 2: [Preview video] Size must be known

Requirement 3: Avoid over-rendering

[Preview video] must be based on the actual App screen recording, so the overall tone of the video cannot be too advertising and sales-oriented. Whether it is describing the features of the application or showing the user interface, interaction methods, etc., the entire script must be considered when making it.

Requirement 4: The material must not infringe copyright

To ensure that the materials used in the preview video have "copyright", it is best to use Quick Time player to record the video to avoid disputes over copyright issues.

Upload

The upload methods for [Preview Video] and [Screenshot] are similar, and the upload channels are also the same. 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 recorded preview video to this section) and follow the requirements.

Tip 1: Simple, easy-to-understand copy

Appropriate introductory copy can be added when switching shots or scenes to help users understand the product functions, and a simple and direct approach can achieve the best viewing effect.

Developers still need to pay attention to it, although text descriptions can indeed help express the content and functional highlights of the product interface. But the focus of the preview video should be on the interface itself, so the grasp of the "degree" is also extremely important. In addition, ensure that the text is clear and easy to read, and when displayed on the screen, make sure it matches the user's reading speed to avoid a poor user experience.

Tip 2: 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 . When choosing music, try to choose a royalty-free piece of music. You can also use music production software such as GarageBand to compose your own music (this requirement is relatively high). Of course, using music from your own app would be even better, allowing users to experience the product environment in advance through preview videos.

Suggestion 3: Add narration

Properly adding narration can also increase emotional rendering and publicity effects to a certain extent, provided that developers are very sure of the preferences of their target user groups, and the tone of the narration should not be too inclined towards sales advertising, otherwise it will be counterproductive.

Tip 4: Poster frame selection

A large part of the traffic of the preview video of the application is determined by the poster frame (the cover of the preview video). The influence of a good cover on the first impression left by the user is definitely no less than the power of the screenshot. By default, the poster frame is the frame 5 seconds into the preview video. If you want to change it, you can replace it with a frame from anywhere in the video.

Tip 5: Pay attention to the audit guidelines

Video preview is also one of Apple's mandatory review elements. 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.

Common questions, correct them if they are wrong:

Error 1: [Preview video] is not dual channel

Solution: The uploaded preview video must have sound.

Error 2: [Preview video] size

Solution: The width and height of the uploaded [preview video] are incorrect, and a more professional UI design is needed to re-make the short video.

Error 3: [Preview video] shows processing

Solution: Uploading the [Preview Video] must be completed synchronously within 24 hours, and developers need to wait patiently.

Error 4: The preview video upload prompts that the file cannot be loaded

Optional workaround:

1. The picture name cannot contain Chinese characters;
2. Images cannot have transparency.

[Preview Video] can not only allow users to understand product features more intuitively, but if the video is attractive enough, it can also increase user conversion rate. Therefore, if you are a developer, it is necessary for you to use it to try out new features.

Source: Qimai Research Institute