Introduced on June 5, 2017 at the Worldwide Developers Conference, iOS 11 is the next-generation version of iOS.
As Apple CEO Tim Cook said on stage, the update takes the best and most advanced operating system and turns it up to 11.
But how does iOS affect your App Store Optimization (ASO) strategy?
Below is an overview of the major changes coming to the iOS 11 that will influence your ASO strategy. They are listed in the order of importance:
App Search Results
App Name & Subtitle
In-App Purchases
App Ratings
App Review Prompts
Promotional Text & Description
App Previews
Here’s What To Do Next
1. App Search Results
[Image credit: StoreMaven]
In the search result page of iOS 11, up to three app preview videos and/or screenshots can appear, rather than just two as in iOS 10.
Videos will always be displayed before screenshots and the first video will now play automatically, but the sound will be muted by default.
2. App Name & Subtitle
[Image credit: Apple]
With iOS 11, Apple will be shortening the app name from 50 characters to just 30.
To make up for it, Apple will add a new app subtitle field that appears below the app name. App subtitle will give app publishers another 30 characters to highlight features or typical uses of the app.
3. In-App Purchases
[Image credit: Apple]
Now you can customize in-app purchases (IAP) by adding display names, descriptions, and icon for each. You can promote up to 20 of them on your product page.
IAP can also now appear in search results, the Games and Apps tabs, or even be featured on the Today page.
4. App Ratings
[Image credit: Apple]
In iOS 10 and before, the average rating of the current version is displayed in App Store. But whenever an update is published, the average rating of the app is reset. That discourages many app publishers from releasing an update.
5. App Review Prompts
In iOS 11, Apple will disallow custom review prompts in all apps. Now Apple provides their own API that you can add to your app to allow the consumer to submit their review within the app.
However, you are limited to prompt each consumer for review only three times per year. Because of this restriction, it’s important that app publishers be extra thoughtful and analytical about how they should use the Apple API.
6. Promotional Text & Description
[Image credit: Apple]
A new promotional text field will be added. It appears at the top of the description and is limited to 170 characters. Consider using promotional text to share the latest news about your app.
You can update it at any time without having to submit a new version of your app. However, this promotional text is not indexed in the App Store search. It cannot help your app ranks higher in the App Store search.
For the app description, you can update it only when submitting a new version of your app. Think carefully about what you want to convey to your customers and the features you highlight in your app description.
7. App Previews
[Image credit: Apple]
You can feature up to three app preview videos. Each video can last up to 30-seconds long.
Conclusion
That’s all for now.
For more ASO tips, check out this ultimate guide to app store optimization.
Good luck!
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