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ASO CHANGES IN iOS 11
The new App Store announcement at WWDC 2017 and its impact on ASO
Published: June 6th, 2017
Last Upd...
2
SOME APPS WE’VE HELPED WITH…
Mobile Growth Audits, Mobile Marketing Automation, App Store Optimization, Analytics & Insi...
THE NEW APP STORE AND ITS IMPACT ON ASO
4
AN ALL NEW APP STOREJUNE 5, 2017 @ WWDC APPLE ANNOUNCED A COMPLETE OVERHAUL OF THE APP STORE
Key release dates
● Develop...
5
SUMMARYWWDC RECAP FOR ASO
● All-new cards layout
● Move from algorithmic to editorial: Apple “fixes” the app store by ta...
CARDS LAYOUTIT’S ALL ABOUT EDITORIAL IN THE NEW APP STORE
6
Highlight
As Apple moves to a cards layout, there will be effe...
DIFFERENT TABSTOP CHARTS AND CATEGORIES DISAPPEAR FROM MAIN NAVIGATION
7
BEFORE
Highlights
● Featured is now called “Today...
GETTING FEATUREDIT’S ALL ABOUT EDITORIAL IN THE NEW APP STORE
8
● Contact form: As editorial becomes more important, the A...
APPLE CONTROLS THE INSTALLEDITORIAL MIGHT ‘FIX’ THE BROKEN DISCOVERY
9
Gabe Kwakyi
from Incipia:
http://incipia.co/post/mo...
AND THE UNINSTALLAPP STORE SETTING ENABLES AUTOMATIC UNINSTALLS OF UNUSED APPS
10
Via Ryan Jones
SEARCH AND CONVERSION
INDEXED TEXT FIELDSWHERE DOES APPLE PULL YOUR KEYWORDS FROM?
12
BEFORE AFTER
● Title (50 chars): indexed
● Keywords (100 c...
APP NAMEREDUCED FROM 255, TO 50 TO 30 CHARACTERS
13
● Reduced from 50 to 30 characters
● Funny enough, Google increased th...
APP SUBTITLEENABLES YOU TO COMMUNICATE YOUR VALUE PROPOSITION
14
● New indexed subtitle with 30 characters max
● Appears b...
PROMOTIONAL TEXTCOMMUNICATING CHANGES TO CUSTOMERS
15
Highlights
● Promotional text is a new field that can be changed wit...
WHAT’S NEWCOMMUNICATING CHANGES TO CUSTOMERS
16
BEFORE AFTER
DESCRIPTIONHIGHLIGHTING FEATURES AND FUNCTIONALITY
17
“You can update your app’s description only
when submitting a new ve...
APP PREVIEW (1/3)WHAT HAS CHANGED?
18
BEFORE AFTER
APP PREVIEW (2/3)3x, AUTOPLAY AND LOCALIZABLE
19
Highlights
● up to 3 previews on product page
● localization of previews
...
APP PREVIEW (3/3)SEE AUTOPLAY AT WORK ON AN IPAD
20
Via Lee Blyth
IN-APP PURCHASESVIEWING AND STARTING IN-APP PURCHASES
21
Highlights
● Purchase can be initiated from the
Product Page
● Su...
SEARCH RESULTSSEARCH RESULTS SHOW ALL KINDS OF OTHER SERPS TOO
22
BEFORE AFTER
RATINGS: OVERALL INSTEAD OF LAST VERSIONDEVELOPERS ARE ABLE TO RESET THEIR RATINGS
23
BEFORE
Highlights
● Ratings show all...
EASIER REVIEWSONE TAP RATINGS FROM THE STORE
24
BEFORE
Via Thomas Petit
AFTER
3 TAPS TO RATE 1 TAP TO RATE
FROM DISCOVERY TO ‘REDISCOVERY’THE APP STORE SEEMS TO FOCUS MORE ON EXISTING APPS
25
Prominent “what’s new” texts for user...
TOP CHARTS
TOP CHARTS: NAVIGATION TABS ARE GONEBUT RANK IS SHOWN PROMINENTLY
27
Highlights
● Apps that are ranking within their
categ...
TOP GROSSING CHART IS GOINGREMAINING CHARTS: PAID + FREE
28
Reading material: What happens to the App Store Intelligence i...
FINALLY: THE RUMOUR MILL
A/B TESTING COMING UP?APPLE OPENLY TALKING ABOUT ICON TESTING
30
31
Check back: this deck will be updated
as more changes will become
apparent.
Please let us know what you’ve seen :)
http...
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ASO changes in iOS 11

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How does the announcement at WWDC of the completely overhauled App Store, impact app discovery and ASO specifically?

If you can't access the slides in high res, you can find them here too: https://docs.google.com/presentation/d/17S0-LBa5orlBf6zMfwq12MRoKpoV4EuYmZlVcI3cLBs/edit#slide=id.g1e3f7a4262_0_329

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ASO changes in iOS 11

  1. 1. ASO CHANGES IN iOS 11 The new App Store announcement at WWDC 2017 and its impact on ASO Published: June 6th, 2017 Last Update: June 7th, 2017 Moritz Daan (@moritzdaan) & Pablo Penny (@vaspab) with help from Gabe Kwakyi (@gabetimes) & Thomas Petit (@thomasbcn) ASOSTACK.COM
  2. 2. 2 SOME APPS WE’VE HELPED WITH… Mobile Growth Audits, Mobile Marketing Automation, App Store Optimization, Analytics & Insights, etc. Andy Carvell Partner Pablo Penny Consultant Moritz Daan Partner PHITUREMOBILE GROWTH CONSULTANCY FROM BERLIN
  3. 3. THE NEW APP STORE AND ITS IMPACT ON ASO
  4. 4. 4 AN ALL NEW APP STOREJUNE 5, 2017 @ WWDC APPLE ANNOUNCED A COMPLETE OVERHAUL OF THE APP STORE Key release dates ● Developer release: Available now (developer account required) ● Public beta release: late June? ● Release: Fall 2017 (September) See all videos here: https://developer.apple.com/videos/wwdc2017/
  5. 5. 5 SUMMARYWWDC RECAP FOR ASO ● All-new cards layout ● Move from algorithmic to editorial: Apple “fixes” the app store by taking full editorial control over the experience ○ Top grossing chart: Removed ○ Top charts: Demoted to a 2nd click ○ Search: Demoted to the last tab ● Improved ratings & reviews ○ Overall ratings are now shown instead of current version and can be reset ○ 1-tap reviews on page ● Focus on video: Autoplay & Localizations ● More prominent In-App Purchases that show up as SERPs and can be initiated from the page ● Changes in metadata fields: ○ Description can only be updated with new version ○ Title: from 50 to 30 chars ○ New field: “Subtitle” (30 chars) ○ New field: “Promotional text” (170 chars) - not indexed
  6. 6. CARDS LAYOUTIT’S ALL ABOUT EDITORIAL IN THE NEW APP STORE 6 Highlight As Apple moves to a cards layout, there will be effectively only 2 apps be shown on the first screen, whereas this used to be 9 apps (1hero banner + 8 featured app icons) It’s more important than ever to get featured. BEFORE AFTER
  7. 7. DIFFERENT TABSTOP CHARTS AND CATEGORIES DISAPPEAR FROM MAIN NAVIGATION 7 BEFORE Highlights ● Featured is now called “Today” ● Apps and Games get their own tabs, both with editorial home pages ● Categories & Top Charts disappear. They are still accessible ● Search and Updates switch places AFTER
  8. 8. GETTING FEATUREDIT’S ALL ABOUT EDITORIAL IN THE NEW APP STORE 8 ● Contact form: As editorial becomes more important, the App Store changes their Promotional Inquiries guidance from a simple email address to a proper form: https://developer.apple.com/contact/app-store/promote/ ● Lead time moved up to 6-8 weeks in advance BEFORE AFTER
  9. 9. APPLE CONTROLS THE INSTALLEDITORIAL MIGHT ‘FIX’ THE BROKEN DISCOVERY 9 Gabe Kwakyi from Incipia: http://incipia.co/post/mobile-app-marketing-industry-updates/app-store-2-0-wwdc-2017-changes-in-app-store-optimization-app-subtitle-and-more/
  10. 10. AND THE UNINSTALLAPP STORE SETTING ENABLES AUTOMATIC UNINSTALLS OF UNUSED APPS 10 Via Ryan Jones
  11. 11. SEARCH AND CONVERSION
  12. 12. INDEXED TEXT FIELDSWHERE DOES APPLE PULL YOUR KEYWORDS FROM? 12 BEFORE AFTER ● Title (50 chars): indexed ● Keywords (100 chars): indexed ● In-App Purchase names: only exact matches indexed ● Description: not indexed ● Company name ● Primary + Secondary category name: indexed ● Title (30 chars): indexed ● Subtitle (30 chars): indexed ● Keywords (100 chars): indexed ● IAP names: fully indexed (as opposed to exact match)? ● Description: unknown but potentially as field is locked ● Company name ● Primary + Secondary category name: indexed ● Promotional text: not indexed red & green: changed & confirmed by Apple, but not tested blue: not confirmed
  13. 13. APP NAMEREDUCED FROM 255, TO 50 TO 30 CHARACTERS 13 ● Reduced from 50 to 30 characters ● Funny enough, Google increased the character limit on titles from 30 to 50 characters one day later: BEFORE AFTER
  14. 14. APP SUBTITLEENABLES YOU TO COMMUNICATE YOUR VALUE PROPOSITION 14 ● New indexed subtitle with 30 characters max ● Appears below the app’s name throughout the App Store NEW
  15. 15. PROMOTIONAL TEXTCOMMUNICATING CHANGES TO CUSTOMERS 15 Highlights ● Promotional text is a new field that can be changed without an update (as opposed to the description per iOS 11) ● It’s likely placed on top of the description, this would however conflict with the message that “The first sentence of your description is the most important — this is what users can read without having to tap to read more”. NEW
  16. 16. WHAT’S NEWCOMMUNICATING CHANGES TO CUSTOMERS 16 BEFORE AFTER
  17. 17. DESCRIPTIONHIGHLIGHTING FEATURES AND FUNCTIONALITY 17 “You can update your app’s description only when submitting a new version of your app.” This indicates that Apple is likely going to index the description field BEFORE AFTER
  18. 18. APP PREVIEW (1/3)WHAT HAS CHANGED? 18 BEFORE AFTER
  19. 19. APP PREVIEW (2/3)3x, AUTOPLAY AND LOCALIZABLE 19 Highlights ● up to 3 previews on product page ● localization of previews ● muted autoplay of previews (except India/China) ● screenshots appear after previews ● 15 second minimum seems to have been removed (?) (Backwards compatible: “If your product page showcases multiple app previews, customers on iOS 10.3 and earlier will only see the first preview.” Unsure if 10.3 would then show the localized version.)
  20. 20. APP PREVIEW (3/3)SEE AUTOPLAY AT WORK ON AN IPAD 20 Via Lee Blyth
  21. 21. IN-APP PURCHASESVIEWING AND STARTING IN-APP PURCHASES 21 Highlights ● Purchase can be initiated from the Product Page ● Subscriptions and in-app purchases shown on separate sections of product page ● A maximum of 20 items can be displayed ● Each item has its own display name, promotional image and description ● IAP can appear in search results and be featured on the Today, Games, and Apps tabs BEFORE AFTER
  22. 22. SEARCH RESULTSSEARCH RESULTS SHOW ALL KINDS OF OTHER SERPS TOO 22 BEFORE AFTER
  23. 23. RATINGS: OVERALL INSTEAD OF LAST VERSIONDEVELOPERS ARE ABLE TO RESET THEIR RATINGS 23 BEFORE Highlights ● Ratings show all-time ratings instead of last version (the example of 8fit really shows the impact of this) ● You can reset all your ratings (src) AFTER via David Chavez
  24. 24. EASIER REVIEWSONE TAP RATINGS FROM THE STORE 24 BEFORE Via Thomas Petit AFTER 3 TAPS TO RATE 1 TAP TO RATE
  25. 25. FROM DISCOVERY TO ‘REDISCOVERY’THE APP STORE SEEMS TO FOCUS MORE ON EXISTING APPS 25 Prominent “what’s new” texts for users that have your app installed “Rediscover” apps that you have previously installed “Updates”-tab moves up in the hierarchy (to the left)
  26. 26. TOP CHARTS
  27. 27. TOP CHARTS: NAVIGATION TABS ARE GONEBUT RANK IS SHOWN PROMINENTLY 27 Highlights ● Apps that are ranking within their category, now prominently display the rank in their category on their page ● Less focus on top charts with “Top Charts” removed from top-level navigation ● Top charts are still accessible but now 2 taps from the main navigation: ○ 1) Tap on Games + Apps tab ○ 2) Scroll until the top 3 results are displayed for Top Paid and Top Free, then tap on “See All” (iPad shows Top 6)
  28. 28. TOP GROSSING CHART IS GOINGREMAINING CHARTS: PAID + FREE 28 Reading material: What happens to the App Store Intelligence industry with no Grossing chart? And the reply to Eric’s tweet by Luca Giacomel on whether these companies could still pull that data via older iOS devices. via Mike Schmid
  29. 29. FINALLY: THE RUMOUR MILL
  30. 30. A/B TESTING COMING UP?APPLE OPENLY TALKING ABOUT ICON TESTING 30
  31. 31. 31 Check back: this deck will be updated as more changes will become apparent. Please let us know what you’ve seen :) https://twitter.com/moritzdaan

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