On the off chance that you have developed an app for something outside of internal business needs, like improving operational efficiencies or facilitating sales developments, than it would benefit you to know that all but 30% of downloads from tradition users of retail apps come from people that are actively browsing app stores. With that in mind, research indicates that a strategically launched ‘app preview’ may play a large role in boosting app downloads. A well produced video, with value-added content, is a powerful marketing tool that businesses can use to encourage users to download their app and content.
How Forrester rank’s new app discovery
- General Browsing in App Store’s like Google Play
- Referrals from friends and family
- Browsing “top rated” apps list within app store
- App’s that come pre-installed on new devices
- Social networking
- General web browsing
- SERPs (search engine results page)
- Conventional newspaper or print ad
- Blog entries
The Video Must Deliver Some Form of Value
In order to effectively boost app downloads, an app preview clip should have more than just a short screen capture or video of the the app working. When a prospective app user is investing their time into perusing your app listing, you have mere seconds to grab their attention. This quick video clip is your first opportunity to engage with this person and entice them to download your app. Remember, first impressions are everything, and this is no different. Every element that goes into you video must be done with careful deliberation. Messaging must have a purpose, there must be a call-to-action, even your color scheme and the way you showcase the unique features of the app require considerable thought.
Points to Consider
Anyone working on an Android platform will have a little more flexibility. Apple’s App Store, on the other hand, has a pre-defined set of best practices and guidelines that it requires apps hosted on their platform to follow. Otherwise, you run the risk of Apple refusing to accept your app posting.
Regardless of the app store you choose to work with, unless of course you also intend to design and launch your own private store, understand that any app you create will be tested by a member of the platform you’ve chosen to list with. They will comb through everything – the download package, the marketing material and even the amazing intro video you’ve produced to showcase your apps best features. This is done to ensure that the app meets their technical requirements and creative standards. You will want to be very confident that your preview is relevant to the content and features of the app. If it’s not, it likely won’t be hosted.
Tips to Avoid App Store Rejection and Boost App Downloads
- Use QuickTime Player to capture the native resolution of the UI
- Transitions between scenes should be simple (ex: basic fade and/or dissolve patterns) to ensure that the preview is not misrepresenting the UX
- Have a high ratio of in-app video versus event scenes to not misrepresent UX ie: The preview is not a commercial that shows a user having a blast.
- Stay away from animations that don’t exist in the app and try to generally provide just POV shots
- Ensure that your screen orientation is properly cut in alignment with your app and per Apple or Google requirements (landscape vs. portrait)
Apple is known for being pretty unforgiving when it comes to developers not meeting their requirements. Google, on the other hand, is a little less strict. If something doesn’t meet their requirements, they will typically respond rather quickly with a detailed explanation and tips for improvement.