How do you put together your self for the vacation season? Maybe by placing a bit of hat on, exchanging items, altering areas, or possibly even by adjusting the best way you discuss. Nicely, seasonal app advertising and marketing is just about the identical factor. Adapting your technique to particular occasions will improve your visibility and likewise conversions within the app shops.
Table of Contents
Let’s begin with why it is best to tailor your cell app consumer acquisition methods to vacation seasons.
Completely different Seasons, Completely different Consumer Behaviours
All days are particular however some days are extra particular and fashionable than others.
As an illustration, at this time is stress consciousness day however is it as particular and fashionable as Christmas? Not fairly. For Christmas, we purchase and spend days adorning a pine tree. Will we do that for stress consciousness day or every other days of the 12 months? Nope, proper? That’s the reason pine tree gross sales figures skyrocket as Christmas approaches, and plummet to earth afterward.
Fortunately you don’t must promote pine bushes to roll with these developments. App shops are additionally dynamic markets which are extraordinarily aware of particular days.
As you may see above, the search rating of Santa retains rising as Christmas and the brand new 12 months approaches. Then it peaks on the twenty eighth of December and begins to march again on its normal search rating.
This is only one instance the place a big day precipitated new search developments within the App Retailer. It doesn’t take a lot analysis to find that related shifts in consumer conduct happen in numerous seasons and holidays.
So, let’s discuss how we will profit the very best from them.
One of the best ways of getting forward is to plan forward. So begin by making ready your self a calendar.
Determine Which Particular Day or Occasion Works Finest for You
As an illustration, in case you are a procuring app, you don’t need to miss out on Black Friday & Christmas. Or, your app could be associated to sports activities, on this case, Olympics could be an ideal match for you.
Nonetheless, you also needs to contemplate the recognition. All the cash, time, and energy can go for nothing in the event you determine to be the vacation armadillo on Christmas.
Localize Your App in Necessary Markets
There’s something attributed to each single day of the 12 months. Assume that now we have a recreation that we’re primarily advertising and marketing to far east Asia. February 1st is well known because the Korean new 12 months in Korea and because the Chinese language new 12 months in China. We could need to make the most of each. Cautious planning will provide help to to organize your app for holidays in numerous areas. As soon as once more, we will see that localization is way more than merely translating your metadata. Seasonal changes will most definitely provide the edge over your rivals.
Analysis the key phrase performances
As we talked about above, key phrase performances change as a result of modified looking out preferences of customers. A low-profile key phrase can hit its peak and present us fruitful customers. But when we don’t know which key phrase performs how through which season, we will’t achieve seasonal app advertising and marketing.
As an illustration, for Valentine’s day, love might be the primary key phrase you consider. Nonetheless, as our Key phrase Tendencies characteristic exhibits that its search rating stands nonetheless over the course of the 12 months. Alternatively, the search rating of valentines day skyrockets from 5 to 53 as Valentine’s day approaches.
It’s a vital alternative as a result of you may simply rank within the high ten for a extremely fashionable key phrase. As you may see above, Valentine’s day normally has a search rating of 5. Because of this low search rating, apps don’t goal it except they’re particularly created for Valentine’s day. That is to say, there may be not a lot competitors for the highest ranks.
The possibility rating signifies the chance of any app to rank within the high ten. Which means, in the best season, with the best key phrases, you may have a reasonably good likelihood of boosting your app rankings.
Conversion Optimization for Seasonal ASO
Seasonal ASO is a good way to extend your visibility rating, discover new customers and re-engage the outdated ones. Let’s discuss how we will improve our conversion charges and enhance our retention.
Conversion and retention are carefully associated to the visuals of our recreation. Our App icons, Screenshots, video previews, including new backgrounds, and new ranges are all vital for seasonal ASO. With a view to achieve seasonal app advertising and marketing, we must always pay shut consideration to those topics.
App Icons are the very first thing that customers will see once they make a search. Subsequently, it’s of utmost significance that we make the most of them to the very best of our capabilities.
As you’ll bear in mind, step one of the preparation is to placed on a hat. In different phrases, becoming into the vacation season. It’s easy however a pleasant contact that welcomes your new customers and attracts your outdated ones.
Screenshots and Video Previews
The following step is our screenshots and video previews. With them, we will showcase how we alter our recreation to the vacation theme. We could have added some new ranges, possibly modified the placement the place the sport is predicated on. In brief, they’re rising the standard of our communication with customers, so we must always profit from them.
That is how Temple Run 2 ready for Halloween. As you may see they modified the placement from Fall Jungle to Haunted Harvest. It’s extra appropriate for the Halloween theme, don’t you assume so? On this approach, you may have an excuse to make use of in-app occasions to speak along with your consumer base.
You will need to point out that it is best to nonetheless preserve your product pages integrity. In case you determine to vary your app icon, you also needs to change your screenshots and different belongings. In any other case, these modifications could have negative effects in your App Retailer Optimization efficiency.
As talked about above, in-app occasions are nice instruments to re-engage your already present customers. We are able to create challenges and dwell occasions for these particular days. The place’s enjoyable if no one is aware of concerning the occasions, proper? Don’t fear. As soon as our occasion card goes dwell, customers who already downloaded our app can see it on the itemizing web page. Plus, we will at all times ship notifications.
Promotional texts may play an enormous half in conversion.
Right here, we see how Subway Surfers introduced that they added Mexico to their World Tour. After we add one thing new whether or not it’s new ranges, challenges, or modes, it received’t assist our conversion and retention charges except we promote.
As you recognize, ASO competitor evaluation is without doubt one of the greatest features of App Retailer Optimization. We now have to know what our rivals do. Which particular days and occasions are they concentrating on? How are they making ready for these events? Do they modify app icons or screenshots? In that case, when?
Our App Retailer Optimization instruments hand you all the data above.
We see right here how they method seasonal app advertising and marketing. On this approach, we will optimize our methods and handle a greater seasonal ASO technique.
An vital facet is that each apps modified their inventive belongings on the very same day for Halloween. Which means that they begin racing three weeks sooner than the primary occasion. If we don’t be firstly line with them, when now we have arrived on the end, they may have already received all of it.
As an illustration, Shein modified their screenshots on nineteenth 2019 to extend conversion charges using Black Friday.
Do you see how they applied the Black Friday theme to their inventive belongings? We now have already talked concerning the significance of screenshots and video previews for seasonal app advertising and marketing. What we haven’t talked about is how we’re going to get insights into these inventive belongings.
Artistic Asset Hub
Our Artistic Asset Hub lists all of the inventive belongings of apps so as of class rankings. We are able to filter the search by date, class, platform and nation. On this approach, we receive the data we have to enhance our inventive belongings immediately.
Advert Creatives for Seasonal App Advertising and marketing
Seasonal app advertising and marketing doesn’t finish with seasonal ASO. We now have to mix our natural and paid advertising and marketing efforts to attain most progress. As you may see under, Coin Grasp adapts its advert creatives to Christmas, too.
So let’s say, we need to optimize our advert creatives for Halloween. On this sense, market analysis will turn out to be useful. Our Advert Intelligence instrument permits you to conduct your analysis based on your individual customized standards.
As you may see above, we looked for the advert video creatives of video games which have “Halloween” of their title. For a greater understanding of the market throughout Halloween, we set the time intervals to October. If we would like a extra targeted evaluation, we will add guidelines to slender our analysis.
Much like what we did for ASO, retaining an in depth eye on your rivals and their advert creatives will provide help to to maintain in contact with the market, permitting you to use best-performing strategies into your individual cell consumer acquisition technique. With the launch of Customized Product Pages, we may have way more management on the client expertise main from the faucet on an advert all the best way to the set up. Certainly, this can assist seasonal app advertising and marketing to turn out to be much more efficient.