For Aykut’s presentation at the Yahoo Mobile Developer Conference last Thursday, he shared some statistics around app store intelligence which are typically not readily available in the marketplace. He wanted to show the app developers, publishers, and marketers in attendance that most apps are simply not optimized for success, and what you can do to change that.
We’re going to start at the shallow end with app titles, then progress deeper into app ratings by category, conversion rates by category and by country, using real-life examples such as Connected2me and Uber.
Lead on Aykut!
First, we’ll start with App Title, and through our extensive analysis of the app stores, which have proven to be the top strategies and app title best practices. We’ve found:
- Longer is better to incorporate keywords
- For iOS: Aim for 40-60 characters
- For Android: Utilize the 30 character limit as best as possible
- Localize your title when possible
- Avoid repeating keywords
Let’s go deeper into app titles by taking a look at average app title length for each category.
Average App Title Length by Category
- iOS: 255 character limit
- Android: 30 character limit
When examining average app title length by category, we discovered most apps aren’t taking advantage of the characters available to them. For example, the average iOS app title length for Newsstand apps is 37.
According to our best practices, 37 characters out of 40-60 is pretty good. But by looking at the chart above, you can see that Newsstand apps are the longest on average. Business apps, the lowest, use just 18 characters, and it would be to their advantage to have an app title that’s twice as long, or even more.
Android’s limit is much smaller at 30 characters, so their app titles end up filling their slot much more quickly. Still, there’s room for improvement – the average Android app uses just 18/30 characters.
Our #1 takeaway?
Utilize your character spot wisely, which is especially important if your app is in a competitive category.
Take Connected2me Anonymous Chat app. Connected2me saw much better results once they expanded their app title to include relevant, non-repeating keywords. For ideas on how to find more keywords, click here. Or take out our Keyword Suggestion tool for a spin.
Above you can see a couple of examples where connected2.me changed their keyword metadata in a way that optimized their ranking when people searched for associated keywords. The first example is where they added the word “tango,” another messaging app, as one of their keywords.
Let’s move on to App Ratings…
App Rating by Category
Let’s look at average category ratings. These should be used as a baseline understanding of how your app is perceived.
To become a top app, you should surpass your category’s average rating. But remember, not all app categories are created equal.
If your app is in the Newsstand Category, as you can see the bar is set low at 2.5 stars. But if it’s in a top-rated Category like Reference or Education, you’re looking at 4 1/2 stars to surpass, and you have your work cut out for you.
Let’s take a look at a real-life example with Uber. Many of you are probably aware that Uber revealed its new logo last week and it’s been receiving a lot of attention.
Using Mobile Action, we were able to scan reviews of the latest version to understand how the new logo was affecting their ratings.
Review keyword searching revealed that users mentioning the new logo gave the app an average of 2.5 stars. Compare that low rating with the average 4+ star ratings the app had been previously been receiving.
This is an example of where app developers can monitor the kinds of things that are affecting user perception and usage of the app, both positive and negative. As a positive example, you can see below that Uber users who mentioned the word “code” in their review gave the app an average rating of 4.5 stars.
Page Views and Conversion by Category
No matter your category, to boost your app’s conversion rates, our top tips are:
- Update your app’s metadata
- Understand your key demographic (because sometimes it’s different than what you think)
- Find the best channels to target your most engaged demographics
- Monitor app ratings and reviews
We’ve had many users who discovered they were targeting the wrong audience and changed their tactics to reach the right one for them, with fantastic results.
Page View Conversion Rate By Country
Now taking a look at conversion rates by country, with so many options how do you decide which market to localize in? It’s important to understand that international market success is dependent upon understanding three factors: culture, seasonality, and market trends.
- Culture: Users are more likely to look at an app if it’s in a language they are familiar with
- Seasonality: If your app sells snow boots, you probably shouldn’t be worry as much about optimizing for the Brazilian market where it’s currently summer
- Market trends: Understand what is currently resonating with consumers in different markets. Some markets are ahead of certain trends before they become global.
Now that we’ve reviewed all the tactics you can implement to optimize your app for success, do you know which ones your app could use some work on? Get to it, and happy tracking! Watch Aykut’s presentation below for the full YMDC experience.
You can also see the SlideShare deck here.