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Rising vaccination rates and decreasing infection rates across several European countries have helped the Travel app category hit strong year-over-year growth rates in Q2 2021, with downloads up 104 percent. Sensor Tower’s latest report, available now, reveals that downloads reached 143 million installs, up 14 percent versus H1 2020 on Google Play and Apple’s App Store, respectively.
Booking.com Dominates the Travel Aggregator Space
Travel aggregator apps were significantly impacted by the emergence of COVID-19. However, by the summer of 2021, downloads of hotel booking apps and full-service travel aggregators were approaching pre-pandemic levels. Booking.com reached nearly 3 million downloads in Europe in July 2021, a new all-time high exceeding its peaks during the summer months before the pandemic. From January to August 2021, Booking.com saw an average of 1.7 million downloads per month compared to competitors Tripadvisor, Trivago, Skyscanner, Tutu.ru, and Aviasales, which collectively saw 267,000 average installs per month. With the United Kingdom and the United States expected to relax foreign travel restrictions in the coming months, travel aggregator apps have an opportunity to continue boosting user adoption rates.
Airbnb Downloads Surpass Those Recorded in the Summer of 2019
Vacation rental apps led the accommodation category recovery in the summer of 2021. Airbnb was the top accommodation app, surpassing 6 million installs between January to August 2021, with user adoption reaching its highest point during the year in July at 1.2 million downloads.
Other accommodation apps such as HomeAway, Holidu, and HomeToGo registered consistent Y/Y increases in downloads with significantly higher user adoption levels compared to summer 2019.
Ryanair Downloads Took Off This Summer
In Europe, Ryanair was the leading airline app, with 720,000 average monthly downloads from June to August 2021 compared to an average of 240,000 monthly downloads for easyJet, Wizz Air, and S7 Airlines. Ryanair ranked No. 1 by downloads in 18 out of the 32 months between January 2019 and August 2021. Of the four top airline apps in Europe, Russia-based S7 Airlines saw the most Y/Y growth, with downloads well above pre-pandemic levels in the summer of 2021.
Welcome Back to our App Store Optimization (ASO) series.
Last week we took a look at how to improve discoverablity of your app by using keywords in your app name. This week we will focus on another key branding element of your app, your icon.
As the saying goes, a picture is worth a thousand words. The impact of your icon, being an image or picture, is extremely powerful. In many ways, your app icon is even more important than your name is as it is the first thing a user will notice in the list of applications and is often the element of your app branding that is most remembered by a potential downloader. This shouldn’t come as a surprise seeing how much real estate and prominence app icons get both in the store and on device.
Your app icon is like the packaging for your app. It is there to catch people’s attention and communicate in seconds what your app is all about. Its in those seconds that a potential user will make their decision as to whether or not they will want to download or pay for your application.
In our experience a potential user is factoring in the following when they look through a list of app icons to decide their next download:
Design: Is the icon overcomplicated or crowded? Is there text or an image that is hard to make out. Your app icon is pretty small so don’t try to fit the entire app in it. Avoid just using a screenshot and if you have a long title don’t even bother trying to squeeze that in. Work with a graphic designer to create an eye appealing icon that is easy to read and even more importantly recall.
Color: Are the colors of the app appropriate for the genre or subject of the app? Do they stand out from the crowd? Are they too dark and bland? Choosing the right colors is just as important as the right design. You want to make sure that your app stands out from the crowd while not selecting colors that take your app too far out of the genre norm.
Quality: Is the icon fuzzy? Are the images pixelated? Are the colors faded? A poor quality app icon can make or break a decision against you and your competitors. Take the extra time to create high definition icons that are crystal clear and meet the specs of the devices that are out there. Keep this updated as screens improve. It will go a long way to selling your application.
Context: What is this app all about? Does this icon make sense to the user in context to the category they are in and in reference to the name that you have given it? Often times users make their decision right at the list view so you will not have the chance to explain yourself like you can when they hit the product description. You will want to make sure that your app icon relates to the core features of your app so that there is no confusion what this app is all about.
One of the most popular services we provide at App Promo is ASO or App Store Optimization. Our App Store Optimization service includes a thorough review of how your app is positioned or will be positioned within the app store and recommendations on potential changes that would better serve your app within this environment to increase discovery and sales.
We have created a series of articles that break out 5 tips we have found to be most useful when it comes to optimizing your app within a storefront. This is the first post of the five. In this post, we will take a look at one of the critical marketing elements of your product in the app store – your App Name.
Your app name is at the core of your product brand. This along with your icon act like the cover of a book for your app. It is essential that your app name be creative, thoughtful, enticing and indicative of what your app does but often times app publishers forget that it is also critical that the name itself contains keywords which are core to your app.
The name of your app is one of the strongest areas search engines both within the store and outside the store online will use for search discovery. For this reason, it is important to think about what your user will search for when they are looking for your app and consider using some of these keywords in your name. If your app is an Apple Puzzle game that be sure to use Apple or Puzzle in your app name somewhere, for example.
In addition, as mobile app store users make most of their download decisions within the list of apps they scroll through on their device, it is essential to grab their attention with your name. Using keywords which accurately and succinctly describe what your app is all about will help users understand in the a small amount of time what your app is all about and will help increase downloads but more importantly qualified downloads of your app.
Here are some TIPS when selecting a name which is optimized to market your app using keywords:
Select a name that has something to do with the core offerings of your app – don’t be afraid to state the obvious here
Be creative but don’t sacrifice clarity for cleverness (again a spade can be a spade)
Identify keywords for your app by thinking like a user and figuring out what they would search for and include some of these keywords in your name
Look to your direct competitors to understand the format and keywords used in their app titles to learn from those around you
Utilize a two part name separated by a dash or a colon to free up room to use keywords e.g. Monkey Madness – Kids Puzzle Fun
Look for the next post in this App Store Optimization article series next week at www.app-promo.com.
E-comm is so yesterday. 2021 is all about M. According to eMarketer, mobile commerce sales (aka m-comm, aka all the stuff we buy on our phones) increased by 41.4% in 2020 and will grow another 15.2% this year, hitting $359.3 billion.
“Smartphones have historically been primarily consumption devices, but they’re becoming much better as transaction devices,” eMarketer principal analyst Andrew Lipsman told Retail Brew.
M-comm is expected to almost double its share of annual US retail sales by 2025, to 10.4%—or $728+ billion.
Tap and buy: We shouldn’t be surprised. At this point, e-commerce is just…commerce. Soon, the same will be true for m-comm.
During the pandemic, 56% of American consumers used apps or mobile websites to order food (up from 36%) and 51% ordered products for pickup (up from 31%).
A 2021 Deloitte survey shows that 70% of 2,000+ US teens and adults will continue these habits post-Covid.
@AppPromo we understand the importance of ASO (App Store Optimization). That is why we created A S O L E App Store Optimization Limited Edition. It is our breakthrough package to help you get started with your application’s best chance of being discovered.
Optimization of Your App Store Product Page is Key to Your App’s Success
It is the destination for all of your marketing efforts – ads, search, social media – and is the first thing users see when they come across your app within the app marketplace. We offer ASO services for New or Existing apps on iOS and Android platforms.
Benefits of App Store Optimization
Improve search results and immediate app comprehension within app store lists with an optimized name
Take advantage of app ranking opportunities with our category and sub-category recommendations
Improve brand recall and rapid app comprehension and increase conversion with icon & screenshots suggestions
Increase sales conversions and improve search discovery with a SEO focused Product Description
To ensure that you are leveraging the power of your app store page, choose from one of our App Store Optimization packages – rapid, ready-to-go services created to improve discovery, downloads and success of your app within any storefront.
Its easy to reach out to one of our ASO Specialists, you can reach us on Skype, WhatsApp or Zoom, or email email@example.com to get instant response and results.