App Market Trends & What it Means for Marketers

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The number of apps available for download in the Apple and Google Play stores have grown exponentially over the past decade.

According to 2019 a research study outlined by Statista, an approximated 2.2 and 2.6 million available in the Apple and Google Play Stores, respectively, as of 2018. Meeting this increased supply is an equally increasing customer demand waiting to download them.

A similar study from Statista found that an incredible 205.4 billion apps were downloaded worldwide in 2018. Up 27.3 billion from the previous year, experts predict this number to balloon to 258.2 billion by 2022. Americans’ app download behavior is particularly active – with 27% of adults downloading an app once a week or more, and 61% downloading an app once a month or more.

These app trends mean two things for online marketers. One, that app stores are becoming an increasingly valuable channel for your clients to invest in. And two, they’re becoming an increasingly competitive channel to stand out on. Which means it’s in your clients’ best interests for you to get serious about app store optimization (ASO).

After your client has created an app, how do you go about making it stand out and compete in the app store?

Start with a strong first impression.

The “first impression frame” refers to all of the cumulative elements that live above the fold in an app listing.

(Ugh yes pun intended.) While there are numerous worthwhile elements to optimize within an app store listing the best place to start is literally what ASOs call the “first impression frame”.

The “first impression frame” refers to all of the cumulative elements that live above the fold in an app listing: feature graphic, icon, title, subtitle, ratings, preview video and screenshots. Make sure it looks impressive!

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An estimated 60% of all app store visitors decide to install or leave without ever engaging (e.g., scrolling further down) on an app’s page.

The reason to start with the first impression frame simple, it gets the most visibility. An estimated 60% of all app store visitors decide to install or leave without ever engaging (e.g., scrolling further down) on an app’s page. Meaning, it’s the only section they get exposed to. By making above the fold items look as best as possible, online marketers will be making the biggest impact in helping drive visibility and downloads.

Research has indicated that optimizing elements from the first impression frame alone have been known to increase CVR of downloads up to 26% from both stores.

Research has indicated that optimizing elements from the first impression frame alone have been known to increase CVR of downloads up to 26% from both stores. with particularly impressive lift associated with creative assets such as the app icon, video, and screenshots (see visual above).

Success takes ongoing tweaks and testing to discover what works best.

My last and most important tip for online marketers is to not view app optimizations as a ‘one and done’ responsibility. Like other digital channels, success takes ongoing tweaks and testing to discover what works best.

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