iOS 15: Get Your ASO Strategy Ready for Product Page Optimization

As iOS 15 attracts close to, it’s important to have your technique prepared now, and to additionally concentrate on the brand new modifications that’ll be coming. Beginning at this time, we’ll be often publishing new assets, sharing our information concerning greatest practices and precise methods you possibly can put in place, with an preliminary concentrate on Product web page optimization (PPO), because it’ll be the primary function to be deployed. On this introductory article, we’ll stroll you thru the most important modifications that’ll be coming, whereas additionally sharing what try to be doing now with a purpose to prepare for them.

To go extra in depth, take a look at our webinar the place we discuss in regards to the coming modifications.

To start with: what precisely is PPO? Effectively, it’s mainly App Retailer A/B testing, the place you possibly can optimize (aka customise) your product pages, personalizing your totally different belongings for various targets. Let’s have a look at the instance beneath:

Right here we’ve got three totally different pages for a similar product: the default web page, and an A and B model, which may be examined to search out out which creatives will entice extra customers to obtain the app. That is an instance of PPO, the place totally different belongings may be modified and outcomes may be analyzed to search out the best-performing one.

Over the following few weeks, we’ll be sharing an increasing number of assets concerning iOS15, taking a deep dive into one of the best methods and practices concerning its new options. In an effort to keep updated with all the newest information and assets, additionally take a look at our ASO publication and the ASO Stack Slack group.

iOS 15: The Modifications

Let’s stroll by way of the massive modifications that’ll be coming concerning PPO.

Product Web page Optimization: A/B Testing the Visible Parts of the Product Web page

iOS 15 will mean you can present as much as three variations of product pages on the app retailer, together with checks in several languages. Nonetheless, you possibly can solely take a look at three sorts of retailer belongings: icons, screenshots, and app previews. By way of A/B testing, you’ll really be capable of decide which visible components work greatest in your viewers. That is the primary time we’ll have true A/B testing within the App Retailer, and it could actually have a big impact in your ASO technique, and enhance your conversion charge based mostly on customers’ preferences.

Within the App Analytics in App Retailer Join, we’ll now be capable of have a look at metrics akin to conversion charge, impressions, and enchancment, and evaluate outcomes towards the unique asset by way of checks that may last as long as 90 days.

However earlier than we delve into the strategic facet of issues, it’s vital to…

Determine Out Your Priorities

Do most of your customers come from the App Retailer? Or do you get extra customers in Google Play? Which app retailer issues probably the most for you? Answering these questions is vital earlier than diving deep into what modifications are coming or which methods must be in place.

In case your precedence is Google Play, be careful for PPO on iOS 15 and take a look at rigorously whereas persevering with to check full-steam on Google Play. Don’t change your priorities simply but, and have a cautious, risk-averse strategy.

If it’s the App Retailer, begin testing the waters as quickly as attainable, and think about finally shifting assets from Google Play to the App Retailer in future. Remember the fact that these modifications are new, and it’s inconceivable to completely know their impression, so play it protected.

Are each platforms vital? Then do each in parallel, ensuring your roadmaps are aligned and there’s no huge discrepancy between visuals on each platforms — in any other case, it might dilute the model picture. That is additionally an amazing alternative to check the favored assumption that the App Retailer and Google Play are so totally different that Google Play outcomes aren’t legitimate for the App Retailer.

Additionally, earlier than you begin testing, be sure to’ve bought your creatives prepared, in order to not overwhelm your groups when the brand new PPO options get launched. A easy and environment friendly approach to take action is by resizing creatives deliberate for Google Play for the App Retailer, for instance (relying in your technique, after all). By repurposing these, you save effort and time.

After answering these, it’s lastly time to get into the precise strategic facet of issues.

Your iOS 15 PPO technique: A Timeline 

September: Testing the Waters

To start with: we count on these options to be launched in September, along with iOS 15, nevertheless it’s inconceivable to know for positive – Apple can at all times delay it. For now, nonetheless, let’s assume that date.

Relating to when to check, there are two prospects:

1. Begin testing immediately and learn the way the system works, whereas attempting to extend the conversion charge.
2. Wait a couple of weeks till others share their learnings from their first take a look at and greatest practices are printed. Nobody is aware of precisely what these iOS 15 modifications convey, so there’s at all times some inherent threat. Right here at ASO World, we’re engaged on these greatest practices as we converse, and can publish them as quickly as attainable.

In case you resolve on possibility 1, it’s a very good alternative to search out out extra about Apple’s reviewing course of and new analytics. Deciding the right way to take a look at and what may be difficult, so we suggest you employ our Conversion Charge Optimization Loop framework, which may help you get your technique all arrange.

It’s vital that you just sync with the ASO and growth groups to make sure the icon is uploaded accurately, and concerning the belongings usually, there’re a pair stuff you want to remember:

• For icons, bear in mind that if the variant you need to apply is a distinct app icon, you’ll apply that icon by updating the default icon within the binary of the following model of your app.
• For screenshots and app previews, don’t neglect you could add them exterior of your launch schedule.They’ll nonetheless be reviewed by the Apple group, which implies it could actually take longer than anticipated to really have them up and operating.

You’ll be capable of run a take a look at for a restricted proportion of your viewers, which caps the danger — say, 80% will see the unique model, and solely 20% will see the examined one. You may cap the danger on this approach. This can even be your first time with iOS 15, so it’s a very good alternative to grasp their reviewing course of and, after all, the brand new analytics.

October: First Outcomes Are In, Time to Analyze

In October, hopefully you’ll have the primary outcomes after your first spherical of testing — and people might be important to determine potential alternatives, flaws, and to find out subsequent steps. After you have the outcomes, instantly sync with the ASO group to research them and polish the decision-making protocol. From this, you’ll additionally be capable of create a second spherical of testing, increasing your testing roadmap and including new hypotheses which might be data-driven and iterative. We’ll even be sharing extra assets concerning testing and the precise metrics it is best to be careful for.

Other than these technique greatest practices, it’s additionally vital to take into account what we nonetheless don’t know.

The PPO Unanswered Questions

Whereas the brand new iOS options are (supposedly? hopefully?) simply across the nook, there’s nonetheless a couple of issues we don’t have solutions for, the primary two being:

• We don’t know if A/B checks might be seen in search outcomes or simply on the product web page. This may have an effect on the testing technique, and likewise the outcomes you get from it.
• We don’t know the way A/B checks will work with ASA — for instance, if examined variations might be routinely used as a default inventive set. If so, it presents some dangers to your Apple Search Adverts efficiency, and we all know how vital ASA may be.

Conclusion:

iOS 15 is upon us, and it’s important to start out desirous about it not simply as one thing that’s coming, however as one thing that’s already right here. This preliminary article acts as an introduction to what you could do that coming month, and likewise as an entryway to the extra in-depth assets we’ll be sharing quickly concerning particular methods, metrics, and total sensible modifications you could try this get one of the best use out of the brand new options.

As at all times, we’re right here to assist, so be at liberty to achieve out with any questions.