Maximize Your App Store Success with iOS 15 Updates

iOS 15.0: A Significant Update for Developers

The official release of iOS 15.0 occurred on September 20th. Although the core operating system remains largely unchanged, Apple emphasizes that this update cycle delivers enhanced speed, stability, and user convenience.

However, the most impactful aspects of this release are the numerous modifications that will directly influence developers and the performance of their applications within the App Store.

This represents the most substantial shift in the platform since the introduction of iOS 11 more than four years prior.

New Opportunities for App Creators

The updates included with iOS 15.0 introduce expanded possibilities for developers. They are now afforded greater flexibility in testing and promoting their applications on this operating system.

Let's examine how developers can optimally leverage iOS 15.0 and understand the implications of these changes for the broader app ecosystem.

Key Changes and Their Impact

• Enhanced Performance: The updates aim to provide a smoother and more responsive experience for apps.
• Increased Stability: Developers can expect fewer crashes and improved reliability for their applications.
• Expanded Testing Capabilities: New tools and features allow for more thorough testing before release.
• Marketing Opportunities: The updated App Store environment offers new avenues for app promotion.

These changes collectively represent a significant evolution in the iOS development landscape. Developers who adapt quickly will be best positioned to succeed.

The release of iOS 15.0 signifies a pivotal moment for the App Store and the applications it hosts. It’s crucial for developers to understand and implement these updates to maintain a competitive edge.

Enhancing Product Pages Through A/B Testing

The most significant aspect of this update centers around revamped product pages. Developers are now equipped with a tool to evaluate different icons, screenshots, and videos directly within the App Store Connect management console. This functionality will allow for assessment of the influence of visual elements on prospective users.

Within the App Store environment, any icon undergoing testing must be integrated into the app’s build. It also requires successful completion of the App Review process before being visible to all users.

During the review stage, moderators scrutinize applications for unsuitable content and inconsistencies that could negatively affect the user experience. How does this differ from other platforms? We’ve observed comparable functionality in the Google Play Store, where test app icons can be uploaded independently of app updates and bypass moderator approval.

Screenshots and videos follow a similar procedure. These assets must first undergo review before being eligible for testing. A key distinction is that the Google Play Store permits testing of the app subtitle, a feature currently unavailable in App Store Connect.

This development is crucial as it empowers developers to experiment with various icons, subtitles, and other elements to determine which configurations yield the greatest impact on user engagement with a product page. The resulting data is accessible within the App Analytics section of the App Store Connect console.

Developers can then analyze changes in conversion rates, compare page performance, and make informed decisions regarding the adoption or reversion of new screenshots and icons.

Consequently, the need for “live” testing – releasing new app versions with updated visuals and subsequently comparing the outcomes – is diminished. Furthermore, developers will gain access to optimized graphic metadata alongside insightful analytics reports.

Although there may be several weeks remaining before the new product page features are fully implemented, developers should proactively begin preparing their app creatives. Careful monitoring of competitors and brainstorming of innovative ideas are essential in anticipation of A/B testing.

Organizations that have two or three sets of creative assets prepared will be well-positioned for success, considering the rapid obsolescence of icons and screenshots – often within a six-month timeframe.

Key Benefits for Developers

• Data-Driven Decisions: A/B testing provides concrete data to support creative choices.
• Improved Conversion Rates: Optimizing visuals can directly lead to more downloads.
• Streamlined Workflow: Testing within App Store Connect simplifies the process.
• Competitive Advantage: Staying ahead with updated creatives is crucial.

Optimizing and Personalizing Product Pages

Following optimization efforts, attention shifts to customizing product pages. A key aspect of this update involves personalization, enabling the creation of supplementary app pages tailored to specific audiences or events.

This capability significantly broadens marketing opportunities, particularly around seasonal promotions. Marketers can now deploy time-sensitive offers and one-day sales directly on these dedicated product pages, aiming to boost downloads and attract new customers through focused promotions.

Later in the year, a “custom app pages” feature will be introduced, permitting the development of up to 35 custom pages per application. Each of these pages will require approval through Apple’s standard review procedure prior to publication.

These custom pages are designed exclusively as entry points for traffic originating from external advertisements. This allows for more refined and precise ad targeting, potentially leading to improved conversion rates within this acquisition channel.

Consider a sports application as an illustration. Separate pages can be constructed for individual soccer teams. Screenshots on a custom page could highlight a specific team, and a corresponding link can be used in advertising.

Consequently, users clicking from the ad will be directed to a page pre-configured with information about that particular team. This contrasts with the Google Play Store’s approach, where custom pages accommodate all traffic types, including organic search.

Furthermore, page-level analytics will now be integrated into the App Analytics section. Beyond traditional metrics like page views, app installs, and conversion rates, it will be possible to monitor internal app performance indicators.

For instance, the number of purchases originating from conversions on a custom page can be accurately tracked. This update is crucial for marketers, providing a more detailed assessment of advertising effectiveness.

More importantly, it allows for the measurement of specific, targeted actions taken within the app. Instead of analyzing broad, generic app activity, marketers can now pinpoint where specific actions occur, enabling adjustments to their strategies.

Shopping applications are poised to benefit most from this new functionality. They can create dedicated pages for diverse consumer products, driving ad traffic and potentially achieving higher conversion rates to downloads compared to general product pages.

Facebook Ads offer a compelling example. A user encountering a special offer on electronics might click through to a custom product page showcasing discounts on those exact items. This delivers a highly relevant and timely offer directly to the user’s feed.

• Custom pages are limited to traffic from external ads.
• Up to 35 custom pages can be created per app.
• All pages must pass Apple’s review process.

Recent App Store Updates and What They Mean

Search Results Now Feature a Streamlined Design

The presentation of search results has been altered for applications that are already installed on a user’s device. Instead of screenshots, a concise card displaying the app’s icon and name is now shown. This adjustment effectively boosts the visibility of apps that don't consistently rank among the top search results.

AppFollow’s team of consultants has observed increased installation conversion rates for smaller, less prominent applications and games positioned lower in search rankings. This update proves particularly beneficial for games utilizing broad search terms, such as “match 3 games” or “racing simulators,” as it enhances their discoverability among users who already have popular titles installed.

Promote In-App Events with Greater Ease

App developers can now schedule and promote upcoming in-app events, like live broadcasts, directly within App Store Connect at any point leading up to the event. Following Apple’s approval process, an event card will appear in search results and on the app’s dedicated page, maximizing event awareness and potential reach.

Furthermore, there's a possibility for the App Store’s main page to feature the event, complete with a countdown timer. This is currently the sole new feature available within the App Store. Developers preparing for a new game release or a seasonal sale within a shopping application will find substantial value in this functionality. Simply input the required details – including visuals, event titles, and dates – into App Store Connect and await potential featuring, which can drive significant user acquisition and re-engagement.

New Metrics Available in App Store Connect Analytics

To empower marketers with more comprehensive app performance data, several new metrics have been integrated into App Store Connect analytics:

• Average Revenue Per User (ARPU): A key performance indicator within the app industry, ARPU reveals the average revenue generated from each user. Improving this metric is a central objective for app developers aiming to establish a sustainable business. Previously, calculating ARPU required reliance on third-party attribution platforms like Appsflyer.
• Re-downloads: This metric tracks the number of users who reinstall the app after initially deleting it. It’s a valuable tool for evaluating the effectiveness of re-engagement campaigns, which can specifically target former users and emphasize the benefits of reinstalling.

The app development community has experienced a period without such substantial updates focused on user experience. As developers analyze these changes, understanding how to optimize app marketing strategies within a competitive landscape is crucial.