App Store Optimization – App Store Events


Dave Bell, co-founder and CEO of Rubber, takes a closer look at Apple’s launch of in-app events and how app marketers can leverage them.

One of the features Apple announced at this year’s Global Developer Conference is new in-app events, which will roll out with the iOS 15 and iPadOS 15 update. users to view upcoming events in the iOS App Store and will be visible in search results, on an app’s product page, and in editorial tabs. Recently, the first in-app event map debuted on select devices running iPadOS 15 on the Today tab of the App Store, highlighting TikTok’s “Summer Camp” event.

In-app events will provide developers with a way to connect with their users in a meaningful way through scheduled events. It is possible to increase the conversion of new users, as well as improve the retention and re-engagement of existing users. Useful performance metrics will be available for developers in App Analytics on App Store Connect.

Creation and appearance
In-app event cards will appear in iOS and iPadOS app stores in various locations. The first in-app event for TikTok’s “summer camp” was noticed recently by some users running iPadOS 15 in the Today tab. Apple provides an example of other styles of events to expect in the mockup using “Mountain Climber” below.

These event cards will also appear in search results as well as on an app’s default product page. Existing users will see the event card instead of an app’s screenshots in search results, while new users will see it below the screenshots. On an app’s product page, up to five currently published events will be visible to users, sorted first by priority, then by start date.

In-app events will be easy to set up in App Store Connect, where developers can submit up to ten events for approval. New event-specific metadata fields include a 30-character event name, a 50-character short description, and a 120-character long description. Here, the start and end time of the event will need to be set, along with the priority, cost, and a deep link that will direct users to a relevant destination in the app.

In addition, an event badge should be selected to best represent the type of event being offered.

Event badges include:

  • Challenge
  • Competetion
  • Live event
  • Major update
  • New season
  • First
  • Special event

Likewise, developers will need to state the purpose of the event, which will impact Apple’s personalized recommendations but will not be visible to users on the storefront. Goals include “Suitable for all users”, “Attract new users”, “Bring back expired users” and “Keep active users informed”.

Loyalty and user acquisition
In-app events will allow developers to retain and engage existing users, as well as attract new users. An event can be promoted up to two weeks in advance to create anticipation, and users can request to be notified when the event begins by tapping the “Notify Me” button on the event card. These notifications will launch an active user directly into the event within the app, and users who have not yet installed the app will be taken to the event details page.

Users will also be able to search specifically for events on the App Store. When searching for the event, all users will see the event card next to the app, whether they have already installed the app or not.

In the editorial tabs, Apple will provide personalized recommendations for events that the algorithm has found relevant to that user. The recommendations will include events occurring for applications in which the user is already active, new applications that match the interests of the user, and previously installed applications. Additionally, Apple’s editorial team will be curating a list of popular and important events under the Today, Games, and Applications tabs.

Performance indicators
App Store Analytics in App Store connect will provide developers with detailed performance metrics regarding events. These metrics can be used to monitor performance before, during, and after the conclusion of an event.

Available data will include view impressions and event page views, which can provide insight into how metadata and event map creation lead users to the event page to find out. more. Additionally, engagement and conversion metrics will be available, as well as the number of users who have chosen to be notified when the event begins.

This data will provide valuable performance metrics measuring the success of different events. Developers will be able to see which events attracted the most new users, resulting in more first-time installs. In addition, the detailed information will show which events brought back the most outdated users. Lessons learned from these events could be extrapolated and applied to the app’s product page – or even future updates to the app itself – to increase the overall conversion potential.

Apple’s new “In-app Event” cards debuted on devices running iPadOS 15 and are expected to start reaching all users this fall. These events will allow developers to connect with users through timely events on the App Store.

In addition to enticing new users to download an app to experience these limited-time events, there is also the ability to engage and retain active or inactive users. New KPIs will be visible in App Analytics to measure the success of different events, and the results have the potential to provide needed insight into what drives conversion the most and how developers can best optimize events and outcomes. lists their application in the future.

About the Author
Dave Bell is co-founder and CEO of Rubber, a global leader in App Store Optimization with over 11 years of experience in app optimization and marketing. We provide ASO’s industry-leading technology and agency services for businesses, providing support to customers around the world. Our company is trusted by thousands of leading corporate brands and startups including Microsoft, LinkedIn, Bethesda, SWEAT, GrubHub, McAfee and many more.

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