Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Webinar: Holiday and Seasonal App Store Marketing Strategies

•
•
StoreMaven
StoreMaven

November and December are the most competitive months in the media industry, which makes it imperative for app publishers to rethink their App Store marketing strategy and take advantage of the surge in user activities on both the Apple App Store and Google play. This Webinar explains everything you need to know about holiday and seasonal App Store Marketing and where to start!

1 of 24
HOLIDAY WEBINAR 2017 / 2018
Webinar: Holiday and Seasonal App Store Marketing Strategies
TEST GOALS Understand the impact of holiday & seasonal creatives within the App Store Holiday marketing in the App Store vs Google Play Suggestions for holiday & seasonal testing Ways to make an App Store Product Page relevant for different holidays and seasons (without simply incorporating traditional elements)
TYPES OF HOLIDAYS When discussing holiday and seasonal testing, it’s important to understand the difference between the terms
TYPES OF HOLIDAYS When discussing holiday and seasonal testing, it’s important to understand the difference between the terms Single-day holiday
SINGLE-DAY HOLIDAYS Single-day holidays pose an interesting challenge for app stores. Despite all the hype leading up to a major single-day holiday, the inability to update app store creatives directly following the holiday leads to poor performance within the app store. In the example shown, Apple updated the heading of the App Store to focus on Valentine’s Day. It used an algorithm to focus on love apps, photos apps, and etcetera those that are more used in conjunction with the theme of the holiday.
SINGLE-DAY HOLIDAYS Since developers are unable to change app store creatives directly following a holiday, visitors find stores to be out of date. This can have a significant impact on performance. For example, the graph below shows the CVR for an App Store Product Page with a holiday-specific icon. As can be seen, the CVR quickly rose leading up to Halloween and then dropped back to original levels only a few days after the holiday.
TYPES OF HOLIDAYS Extended holiday
EXTENDED HOLIDAYS Extended holidays are still usually a single-day holiday, yet the build up is longer and they often involve several additional days off. Thanksgiving is the best example. One of the biggest factors in week-long holiday creatives is how often you can update creatives. If the app has a bi-weekly update schedule, devoting an app store to Thanksgiving could prove beneficial. The turkey on the table is in line with the game theme but also speaks to Thanksgiving. It’s a subtle and great way of including a holiday-themed message in line with app branding without discouraging users.
HOLIDAY SEASONS Holiday season
HOLIDAY SEASONS Holiday seasons provide the most opportunity within the “holiday” category for app stores. Christmas is the best example. ● Holiday seasons aren’t confined to a week or even a month. They extend over a longer period and provide more flexibility for creative design. Small santa hat with Christmas themed colors Mistletoe around the jackpot wheel Stockings and presents on the floor Slotomania is a great example of how to combine lifestyle imagery with a holiday themes. Santa costume and candy canes
HOLIDAY SEASONS Holiday seasons provide the most opportunity within the “holiday” category for app stores. Christmas is the best example. ● Holiday seasons aren’t confined to a week or even a month. They extend over a longer period and provide more flexibility for creative design. For a photo app, having holiday features is incredibly relevant. It could be worthwhile to change the entire App Store Product Page to highlight this feature as it’s a major reason users will download the app during this time of the year.
SEASONALITY Seasons
SEASONALITY Seasonality within the app stores has proven most successful when it comes to testing. ● In addition to covering multiple months of traffic, seasonality is vague and the end date isn’t firmly set. Therefore, the chances of users finding the app store creatives out-of-date is considerably lower. Harvest Gift focused Summer
HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Fundamentally changing the messaging without testing the concept can have a damaging impact on CVR. Valentine’s Day Winter
HOLIDAY AND SEASONALITY Tips for designing the app store pages for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. Original Small details can be hard to see but can help boost CVR in icon Confusion within Feature Banner & App Store Page decreases CVR
HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. ● Seasonality increases Exploration. The presence of the Halloween theme (cauldron, Halloween messaging, scary bird) will help boost user interest and exploration
HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. ● Seasonality increases Exploration. ● Has the app changed or is the branding different? If the app has not changed but just the creatives, often Exploration will increase but Explore & Drop will increase too. This is because users realize they aren’t getting anything holiday focused. In Disney Emoji Blitz - Halloween, Disney updated the app to include Halloween- themed emojis. Not only is the theme noticeable in the icon but also within the video and other creatives as well. This lets users know the game is updated and relevant.
HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. ● Seasonality increases Exploration. ● Has the app changed or is the branding different? If the app has not changed but just the creatives, often Exploration will increase but Explore & Drop will increase too. This is because users realize they aren’t getting anything holiday focused. ● Localization: Not all holidays are global and sometimes users will be automatically redirected to a specific store. Keep this in mind and understand your market.
iOS VS GOOGLE PLAY Icons for iOS are larger and a more prominent feature in the app store page. Smaller changes have a larger impact here Testing should be done to determine if users want seasonal testing. Screenshots are the most impactful element for this. The Google Play Feature Banner is the most prominent and impactful element of the page, in general and for holiday Due to the small size of the icon, holiday testing has little impact unless clearly defined creatives are present Icons for iOS are larger and more prominent in the App Store Product Page. Small changes have a large impact here Testing should be done to determine if users want seasonal messaging. Screenshots are the most impactful element for this The Google Play Feature Banner is the most prominent and impactful element of the Product Page, in general and for holidays
iOS 11 The new iOS 11 App Store Product Page holds major opportunities for holiday and seasonal marketing if leveraged correctly.
iOS 11 The new iOS 11 App Store Product Page holds major opportunities for holiday and seasonal marketing if leveraged correctly. Sticky Header Product Page Header Gallery Evaluation Panel
iOS 11 The new iOS 11 App Store Product Page has major opportunities for holiday and seasonal marketing if leveraged correctly. Now that Developers can respond to Reviews, you might want to consider recommending new holiday features within the App. This could be a great way to help point out new seasonal items. Promotional Text is a new and key marketing asset for holidays as this content can be updated regularly without submitting a new app version. Hence, this is the perfect place to incorporate a Halloween special or call out new features for Thanksgiving as it can be constantly updated and up-to-date. The Description is still a main feature within ASO discovery. Including anything holiday related unless maybe for a generic seasonal addition or Christmas shout out will have little impact on CVR. The “What’s New” section can be useful and impactful, especially for returning users looking to re-download an app, as this section will appear above the fold. Tailored “What’s New” content works well, so calling attention to new seasonal elements or holiday features can be a useful way to boost CVR. Description Developer Ratings & Reviews What’s New
Read our iOS 11 Guide Book

More Related Content

Webinar: Holiday and Seasonal App Store Marketing Strategies

  • 3. TEST GOALS Understand the impact of holiday & seasonal creatives within the App Store Holiday marketing in the App Store vs Google Play Suggestions for holiday & seasonal testing Ways to make an App Store Product Page relevant for different holidays and seasons (without simply incorporating traditional elements)
  • 4. TYPES OF HOLIDAYS When discussing holiday and seasonal testing, it’s important to understand the difference between the terms
  • 5. TYPES OF HOLIDAYS When discussing holiday and seasonal testing, it’s important to understand the difference between the terms Single-day holiday
  • 6. SINGLE-DAY HOLIDAYS Single-day holidays pose an interesting challenge for app stores. Despite all the hype leading up to a major single-day holiday, the inability to update app store creatives directly following the holiday leads to poor performance within the app store. In the example shown, Apple updated the heading of the App Store to focus on Valentine’s Day. It used an algorithm to focus on love apps, photos apps, and etcetera those that are more used in conjunction with the theme of the holiday.
  • 7. SINGLE-DAY HOLIDAYS Since developers are unable to change app store creatives directly following a holiday, visitors find stores to be out of date. This can have a significant impact on performance. For example, the graph below shows the CVR for an App Store Product Page with a holiday-specific icon. As can be seen, the CVR quickly rose leading up to Halloween and then dropped back to original levels only a few days after the holiday.
  • 9. EXTENDED HOLIDAYS Extended holidays are still usually a single-day holiday, yet the build up is longer and they often involve several additional days off. Thanksgiving is the best example. One of the biggest factors in week-long holiday creatives is how often you can update creatives. If the app has a bi-weekly update schedule, devoting an app store to Thanksgiving could prove beneficial. The turkey on the table is in line with the game theme but also speaks to Thanksgiving. It’s a subtle and great way of including a holiday-themed message in line with app branding without discouraging users.
  • 11. HOLIDAY SEASONS Holiday seasons provide the most opportunity within the “holiday” category for app stores. Christmas is the best example. ● Holiday seasons aren’t confined to a week or even a month. They extend over a longer period and provide more flexibility for creative design. Small santa hat with Christmas themed colors Mistletoe around the jackpot wheel Stockings and presents on the floor Slotomania is a great example of how to combine lifestyle imagery with a holiday themes. Santa costume and candy canes
  • 12. HOLIDAY SEASONS Holiday seasons provide the most opportunity within the “holiday” category for app stores. Christmas is the best example. ● Holiday seasons aren’t confined to a week or even a month. They extend over a longer period and provide more flexibility for creative design. For a photo app, having holiday features is incredibly relevant. It could be worthwhile to change the entire App Store Product Page to highlight this feature as it’s a major reason users will download the app during this time of the year.
  • 14. SEASONALITY Seasonality within the app stores has proven most successful when it comes to testing. ● In addition to covering multiple months of traffic, seasonality is vague and the end date isn’t firmly set. Therefore, the chances of users finding the app store creatives out-of-date is considerably lower. Harvest Gift focused Summer
  • 15. HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Fundamentally changing the messaging without testing the concept can have a damaging impact on CVR. Valentine’s Day Winter
  • 16. HOLIDAY AND SEASONALITY Tips for designing the app store pages for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. Original Small details can be hard to see but can help boost CVR in icon Confusion within Feature Banner & App Store Page decreases CVR
  • 17. HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. ● Seasonality increases Exploration. The presence of the Halloween theme (cauldron, Halloween messaging, scary bird) will help boost user interest and exploration
  • 18. HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. ● Seasonality increases Exploration. ● Has the app changed or is the branding different? If the app has not changed but just the creatives, often Exploration will increase but Explore & Drop will increase too. This is because users realize they aren’t getting anything holiday focused. In Disney Emoji Blitz - Halloween, Disney updated the app to include Halloween- themed emojis. Not only is the theme noticeable in the icon but also within the video and other creatives as well. This lets users know the game is updated and relevant.
  • 19. HOLIDAY AND SEASONALITY Tips for designing an App Store Product Page for holiday and seasonality: ● Contradictory information within the First Impression Frame decreases CVR by: increasing Direct Drop, decreasing Direct Install, and causing less Exploration. ● Seasonality increases Exploration. ● Has the app changed or is the branding different? If the app has not changed but just the creatives, often Exploration will increase but Explore & Drop will increase too. This is because users realize they aren’t getting anything holiday focused. ● Localization: Not all holidays are global and sometimes users will be automatically redirected to a specific store. Keep this in mind and understand your market.
  • 20. iOS VS GOOGLE PLAY Icons for iOS are larger and a more prominent feature in the app store page. Smaller changes have a larger impact here Testing should be done to determine if users want seasonal testing. Screenshots are the most impactful element for this. The Google Play Feature Banner is the most prominent and impactful element of the page, in general and for holiday Due to the small size of the icon, holiday testing has little impact unless clearly defined creatives are present Icons for iOS are larger and more prominent in the App Store Product Page. Small changes have a large impact here Testing should be done to determine if users want seasonal messaging. Screenshots are the most impactful element for this The Google Play Feature Banner is the most prominent and impactful element of the Product Page, in general and for holidays
  • 21. iOS 11 The new iOS 11 App Store Product Page holds major opportunities for holiday and seasonal marketing if leveraged correctly.
  • 22. iOS 11 The new iOS 11 App Store Product Page holds major opportunities for holiday and seasonal marketing if leveraged correctly. Sticky Header Product Page Header Gallery Evaluation Panel
  • 23. iOS 11 The new iOS 11 App Store Product Page has major opportunities for holiday and seasonal marketing if leveraged correctly. Now that Developers can respond to Reviews, you might want to consider recommending new holiday features within the App. This could be a great way to help point out new seasonal items. Promotional Text is a new and key marketing asset for holidays as this content can be updated regularly without submitting a new app version. Hence, this is the perfect place to incorporate a Halloween special or call out new features for Thanksgiving as it can be constantly updated and up-to-date. The Description is still a main feature within ASO discovery. Including anything holiday related unless maybe for a generic seasonal addition or Christmas shout out will have little impact on CVR. The “What’s New” section can be useful and impactful, especially for returning users looking to re-download an app, as this section will appear above the fold. Tailored “What’s New” content works well, so calling attention to new seasonal elements or holiday features can be a useful way to boost CVR. Description Developer Ratings & Reviews What’s New
  • 24. Read our iOS 11 Guide Book