How to Prepare for iOS 11 with ASO

Text by our friends from Gummicube — leader in providing App Store Optimization and App Store Intelligence

iOS 11 is coming and developers have been preparing since Apple made the announcement back in June of 2017.

While some users are steadily awaiting the updates and improvements to their iPhones, many more are bracing themselves for the impending App Store redesign. The App Store redesign will feature editorialized content and three new tabs (Today, Games and Apps), and showcase new metadata fields as well.

Developers should take note and be prepared for the App Store redesign before it happens to ensure their app is reaching its targeted audience. These updates should not be taken lightly. Taking the time to create an App Store Optimization (ASO) strategy to successfully update their app’s metadata in preparation for iOS 11 is a must.

Changes to the Product Page

Every piece of metadata has the ability to increase visibility, convert users, and drive downloads. With iOS 11, developers will have more opportunities to do all of that along with showcasing the app with additional preview videos and new text fields. Slightly different from the current layout.

In the current App Store, iOS 10.3.3, users are greeted at the top of the page with: the app icon, app name, star rating (in small lettering), and the developer/publisher’s name. Below, users will see the preview video and screenshots, giving them instant access to see the app in action. On average, users look at the preview video and screenshots for 3–5 seconds. This gives them ample time to scroll further down the product page and read the description.

 iOS 10.3.3


iOS 11

The new iOS11 product page in App Store is set up similarly, but users are welcomed with: the app icon, the app name, the subtitle, star rating, category rank, and age rating. Screenshots and the preview video will appear below, similar to the current layout. The big change, more than one preview video will be shown; a change developers and users alike can look forward to. In addition, Apple will now allow developers to submit up to three preview videos per app.

Along with additional preview videos, iOS 11 will introduce another new text field known as the promotional text. This text field will appear directly at the top of the description and can be updated at any time.

Developers will benefit by understand each update and taking advantage of the new features to ensure their app will gain visibility and convert users. The only way to successfully prepare for iOS 11 is by implementing an ASO strategy.

ASO & iOS 11

Developers should not go into iOS 11 with shaky metadata. They need to make sure their metadata is fully optimized and targeting their audience by developing an ASO strategy.

While each piece of metadata is crafted by itself, they are all important to helping an app become more visible in the App Store.

1. App Name
The app name plays a critical role in how users discover new apps. The app name, which is limited to 30 characters, needs to be simple yet memorable.

Developers can also include title tags, which are high-volume keywords that quickly address the app’s core features. Title tags help users identify which app meets their needs faster while retaining the brand name and core features.



2. Subtitle
The subtitle, which is one of the brand-new text fields introduced in iOS 11, appears right below the app name and is limited to 30 characters. Think of the subtitle as an additional set of descriptors which become supplementary
to the title tags.

Since developers are limited on space, it is important that the subtitle is compelling and concise. It needs to briefly summarize the app while highlighting its core features.


3. Preview Videos
Since users tend to briefly look at the product page, developers need to make sure their preview video is understandable and engaging. Now that developers have the option to submit up to three preview videos, all of which can be up to 30 seconds long, the pressure is on to create successful preview videos that convert users.

Developers should also note that the preview videos will auto-play with muted audio. This means if the app is on auto-play, users will not see the poster frame. However, not having a poster frame will not render the first few seconds of the preview video meaningless.

The preview video still needs to be visually appealing while highlighting the app’s core features. Developers need to instantly grab their audience’s attention to improve their conversion rates.


4. Promotional Text
The promotional text appears right at the top of the description and is limited to 170 characters. This text field can be updated at any time without having to submit a new version of the app, unlike the description. This is a great space for developers to share the latest news, purchasable content, promotions, new features and more. This is a game changer and another reason developers need to adopt an ASO strategy to use new features like promotional text to
their advantage.

Why ASO is Necessary

Apple has been warning developers for months that iOS 11 is coming, and it is coming soon. Developers cannot take the new metadata update lightly as they will gravely affect their app’s visibility and conversion rates.

By creating an ASO strategy, developers will have a leg up on the competition. With ASO, developers will be able to gain key insights necessary to updating their metadata in time for iOS 11 that will help their app improve its visibility in the new App Store.

Developers need to start creating their ASO strategy now before it’s too late. No one wants their app to become hidden in the waves of competitors, meaning now is the time to start utilizing ASO.