a new era for mobile growth: an app store split in two
TRANSCRIPT
A new era for Mobile Growth: An App Store Split in TwoJune 2021
Storemaven’s tech and services are trusted by the world’s leading mobile app companies
Adam RakibPresident
Gad MaorCEO
Finally, create the ideal App Store Product Page for every audience.
Every single download goes through the App Store
Every single download goes through the App Store
Every single download goes through the App Store
Every single download goes through the App Store
Every single download goes through the App Store
70%-90%Drop
Storemaven tests show:
73%of audiences prefer different App
Store pages
How can one size fit all?
Should I optimize for my largest channel by volume or revenue?
Can I optimize for new and lapsed users?
Can I optimize for search and paid UA?
How can we grow into new audiences while growing existing ones?
One size doesn’t fit all
CVR²You can multiply your conversion
rates by showing the right message to your audience
Drill downFrom 1 product page to 35 custom product pages for your paid audiences
Remember this?
Right message. Right audience. Right time
Quick Recap
Before iOS 15
Organic
Paid
2 stores: 1 for organics, 1 for paid
Organic
Paid
Browse
Search
Audience 1
Audience 2
Audience 3
Audience 4
Audience 5
Audience 100
Up to
35/Per localization
Drill downProduct page optimization to optimize search and browse
● Test up to 3 treatments on top of your default page
● Test icons, screenshots and app previews
● KPIs: Impressions, conversion rate
● Decide which percentage of traffic will be allocated to treatments
● Performance differences calculated based on Bayesian statistics
● All variations need to be pre-approved by Apple
● Run different test per localization
Product Page OptimizationOrganic
Browse
Search
Custom Product Pages● Create up to 35 custom product pages (per localization)
● Send paid traffic using direct links to a specific custom page
● Create custom messaging using: screenshots, app previews and promotional text
○ You will not be able to change icons
● New App Store Analytics for CPP: impressions, conversions, retention data and average
proceeds per paying user
● All pages need to be pre-approved by Apple through standard submission process
Paid
Let’s see this in practice
Why should tennis fans have to track basketball scores?
Why should soccer football fans care for basketball highlights?
Introducing custom product pages: Finally, an optimal funnel for your audience
Unlimited audiences, and up to 35 custom product pages
With great power, comes great responsibility
How do I match the right audiences with the right product pages?
Come up with hypothesis for new users and lapse ones
Right message. Right audience. Right time
TargetAudience
AdCreatives
Intent
Right message. Right audience. Right time
TargetAudience
AdCreatives
App StoreProduct Pages
Intent
NAd Networks
CCampaigns
LLocalizations
PCustom
Product Pages
X X X =
35 Ad Networks
Campaigns
Custom
Product Pages
Localizations
3 10 5X X X = 5,250Install funnels
Remember iOS 14.5?
How do I thrive in a post-iOS 15 world?
Finally, create the idealApp Store Product Pagefor every audience.
A single place to plan, operate and analyze your entire App Store strategy
Crisp understanding of all acquisition funnels
Data sources:
Identify growth opportunities
Create impactful tests at scale
A Command center for your App Store operation
Measure impact, and iterate
A single place to plan, operate and analyze your entire App Store strategy
www.storemaven.com/ios15
For early access
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