What do the iOS 12 App Store updates mean for your application?
Since 2008, the world has seen how the App Store has
revolutionized the way software is bought and sold. This year, the App Store
turns ten; in a decade, Apple has created a new business ecosystem and opened
the doors to countless emerging industries. With the App Store attracting more
than 500 million weekly users, the mobile application development industry is
stronger than ever and the release of iOS 12 last week reveals some significant
changes to complement the redesign of last year.
The aesthetic changes in the iOS 12 App Store application
are not noticed, but the owners of the mobile apps should be aware of the
changes in the discovery capability of the product in this version. The changes
over the last two years are indicative of Apple's strategic plan to improve the
overall user experience of the App Store. With iOS 11, the strategy focused on
making applications easier to find; with iOS 12, Apple makes the search for
applications personal. This is what you need to know.
If you're the kind of person who pays attention to small
details, you may notice the subtle changes in the design of the iOS 12 app
store interface. For the most part, the design settings are largely
undetectable. Similarly, many of the content categories will remain the same
(notable content, applications and games of the day, focuses for developers:
the usual). In addition, during the beta version of iOS 12 circulated talks
about a new tab "You may have missed" that limits the amount of
high-performance content you see in the previous week; however, I still have to
see the change in my device in the official version.
Leaving design decisions aside, the most important change in
this year's app store update is the store-wide customization elements.
Personalization is a main theme in iOS 12; it is evident in many of the
development features of native iOS applications that Apple is implementing in
this version.
The concept is simple; iOS 12 customizes the user experience
by providing users with content and applications that are likely to be
interested in data points such as previous downloads, purchases, and browsing
behavior. In addition, personalization is central to many of the new feature
additions in iOS 12, such as Siri shortcuts, enhanced machine learning and push
notifications content.
·
What does this mean for owners of mobile
applications?
·
It may be harder to get a prominent place in the
iOS 12 App Store.
·
Wait for your number of impressions from the app
store to take a hit.
Those who seek to publish an application should consider
customization from the early stages of product discovery.
With that, there are several best practice strategies that
you can implement to increase the likelihood of success of the App Store for
your product.
Keep your App Store updates on time
Customizing App Store content can make it more difficult for
your app to appear in the store or, at a minimum, reduce the scope of your
product's function.
We recently wrote about the difficulties and benefits of
earning a prominent location in the App Store. In summary, being an outstanding
application is excellent for brand identity, knowledge and conversion
management; however, getting outstanding recognition is even better for your
product when it appears in a specific search or in a specific category. Your
efforts to make a product appear in the App Store should combine traditional
marketing tactics and personalization elements to obtain the best results.
To improve your chances of being presented in the App Store,
a valuable tactic is to schedule your release dates or product updates with
each iOS version. Apple will pay more attention to mobile applications that
give users the opportunity to use the new features they are currently
promoting. For example, if you have a QSR application and its latest update
allows users to create a Siri shortcut to order their most frequent purchases,
it will improve their chances of being noticed by Apple. In the same way, if
you have a password management or productivity application, take advantage of
Apple's new account authentication function is a strategic move to make along
with the iOS 12 version.
Prepare to see the fluctuating impressions of the app store
With the release of iOS 12, mobile application owners must
ensure that their existing store optimization strategy (ASO) is designed to
adapt to store customization. Specifically, make sure that the strategy puts
more emphasis on the user from their unique points of pain, their search
queries and even their aesthetic tastes. Accurate and unambiguous knowledge of
the user is necessary to ensure that the right people find the list of the
application store for their product.
If you have not already done so, it's time to focus on
finding and targeting your keywords. The keywords you decide to classify will
be the pillars of the presence of your app store, and it is crucial to ensure
that they match your users' search queries. Getting the most out of the iOS 12
Custom App Store will require both an ASO strategy and a search engine
optimization (SEO) strategy to establish credibility and position your
application as a reliable solution for the user's weak points.
Check your application store listing
Approximately half of iOS application installations come
from App Store Search. If you are not optimizing the list of your App Store for
search queries of your target audience, you are ignoring an important
promotional opportunity for your product. There are several important fields throughout
the list of your App Store that require attention, including the title of the
application, the description of it and other relevant keyword fields.
The list of your application store is the point of contact
in the user's journey where the final decision is made to install your product,
with this new trend of extreme personalization. If your list of the app store
does not reflect what users are looking for, your user acquisition efforts
suffer.
Think about the personalization of product discovery
When you create the strategy of your product and plan the
product requirements, keep this trend of personalization at the forefront of
your mind.
Start by asking specific questions, what is the purpose of
this mobile application? What should the application be able to do and what
functions are required to make this functionality possible? It is unlikely to
incorporate personalization in the early stages of your mobile application, but
creating a solid vision of how your product will grow will give you a better
understanding of how customization will fit into your strategy in the future.
Participating in Product Discovery will create a base for
your mobile application to incorporate features that really benefit your user
base. A Design and Discovery phase is organized to establish product
objectives, understand clear commercial results and prioritize characteristics
for the first stages of its mobile application.
At BrainStudioz Mobile, we guide our clients through a
five-day concentrated Design and Discovery workshop that is intensive and
collaborative. At the end of a week, the participants move away with the key
features of the product, the trips of the users, the connection diagrams, the
models and a prototype of an application that can be clicked on. The general
objective is to recognize the success metrics of your product and validate your
ideas from the beginning in the development process. Learn more about how
Design and Discovery can help you get started with your mobile application
project; Start a conversation, today.
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