Apple has at all times been fairly strict in regards to the tips for App Preview videos: there are particular guidelines your video has to comply with so it’s authorized through the assessment course of.
And although App Previews are device-specific (one decision per gadget ratio), in some way over the past two years Apple has been approving panorama movies for portrait apps.
It’s subsequently one thing that you could now think about with out too many dangers (though Apple approval at all times have part of subjectivity).
However what are some great benefits of having a panorama App Preview? What are the drawbacks?
On this publish we undergo the principle issues to take note of to make your selection, and in addition current alternate options which might be nonetheless fairly unknown to a lot of the purchasers we speak to.
Observe: in fact you possibly can have a panorama App Preview in case your app is panorama, and a number of the issues we speak about on this publish will nonetheless be legitimate. However most of it’s for apps largely utilized in portrait orientation.
Utilizing a panorama App Preview with portrait screenshots
As at all times, let’s begin with the place and the way a panorama App Preview is displayed when utilized in mixture with portrait screenshots.
That is usually name a hybrid itemizing.
Within the search outcomes, the panorama App Preview is the one factor displayed (i.e. no screenshots) and it takes the complete width.
On the Product web page nevertheless the panorama App Preview is displayed in a piece referred to as “A Nearer Look”, beneath the screenshots and beneath the brief description and developer title.
Remember the fact that for apps which might be already in your cellphone or have been downloaded beforehand together with your iTunes account, the way in which the Product Web page is displayed is completely different. That’s probably the case for the app you’re engaged on.
As you possibly can see right here the video is displayed beneath What’s New in that very same “A Nearer Look” part, earlier than the gallery. Don’t make the error of pondering that everyone sees it this fashion!
How extensively are panorama App Previews with portrait screenshots used?
Due to AppTweak we now have some knowledge on how widespread hybrid listings are.
Supply: AppTweak (App Retailer knowledge), as of July 2019
Clearly solely a really small a part of publishers use panorama movies with portrait screenshots. And it’s extra widespread for video games than non-game apps. The class with the largest illustration of hybrid App Retailer listings is On line casino video games.
What are some great benefits of panorama App Previews?
There are some things that make panorama App Previews with portrait screenshots value contemplating.
Consideration-grabbing within the search outcomes
Panorama App Previews take the complete width within the search outcomes, very very similar to a Fb Advert.
This makes them actually attention-grabbing vs. “small” portrait screenshots and video, as you’ve quite a bit you possibly can work with.
Focusing the viewer’s consideration
With a portrait App Preview you just about have to indicate the complete UI of the app full display screen. If you wish to focus the App Retailer customer’s consideration on a selected a part of your app’s UI, usually one of the best answer is to do a “spotlight” of some kind: circling that particular half, placing a rectangle round it or making the remainder of the UI much less seen.
Doing this, you’ll redirect the attention the place you need. However there are nonetheless lots of distractions remaining.
With a panorama App Preview for a portrait app, you possibly can zoom quite a bit on the UI when wanted, so folks solely see the half that issues at a selected time
Zooms on the UI in a portrait App Preview could be finished, however they usually look awkward since you are nonetheless working with the portrait orientation.
Simple to learn copy
Texts on portrait movies and screenshots are fairly small within the search outcomes, even if you make them as huge as doable.
With panorama App Previews you possibly can have a lot larger textual content, both subsequent to the UI (like the instance within the part above) or by itself.
The belief: getting extra folks from the search outcomes
The benefits we described are essential largely within the search outcomes, since that is the place issues are displayed the smaller and having extra display screen actual property to work with is useful.
Leveraging these benefits, you might need a panorama App Preview that provides you a better Faucet-Via-Fee from the search outcomes to your Product Web page and beats your search outcomes consisting of solely portrait video and screenshots.
What are the drawbacks of utilizing a panorama App Preview with portrait screenshots?
Arduous to convey a number of key messages on the similar time
As we’ve seen, going from a search end result with 3 portrait screenshots (or 1 video and a pair of screenshots) to a panorama video is fairly “disruptive”.
When you’ve 3 completely different portrait property, the property are smaller however you can too talk a distinct profit in every of them on the similar time. So the primary impression of your itemizing may also help folks higher grasp the worth added of your app, and do it quicker.
To compensate this, one approach is to have a poster body (and really starting of the video) that splits the display screen in 2 and even in 3.
Subsequent to no affect on the Product Web page
On the Product Web page, portrait App Previews are displayed first within the “gallery”. However as we’ve seen panorama App Previews are displayed beneath the outline when mixed with portrait screenshots.
Storemaven estimates that the Exposure rate of the closer look video is 10.2-23% with a median of 13.13%, throughout all classes. That’s not quite a bit.
As they are saying, on the Product Web page itself that is an additional instrument that solely goal what they name “explorative customers”: those that go deep in particulars earlier than making their choice of downloading your app. A bit extra from Storemaven stats:
- Within the Video games class, the conversion potential of A Nearer Look Video falls within the vary of 25-48% for all customers who’re uncovered to it
- The typical watch time of the A Nearer Look video is about 4 to six.5 seconds
Because of this your panorama video has virtually no affect on anybody that will get on to the Product Web page prefer it’s the case for somebody coming from an app set up advert.
In case your portrait video has proven that it helps enhance conversion on the Product Web page, then changing it with a panorama video won’t be a good suggestion.
Nonetheless one thing you can too do is maintain the panorama App Preview as App Preview #1 and use the portrait video as App Preview #2. That method, you leverage the panorama App Preview within the search outcomes and the portrait App Preview on the Product Web page.
Learn extra on that within the corresponding section below.
Find out how to check the affect of panorama vs. portrait App Preview?
Utilizing Apple Search Advertisements to check the search outcomes
To check in case your panorama App Preview brings extra folks from the search outcomes to your Product Web page you should use Apple Search Ads creative tests.
It’s not an ideal answer or one which covers all facets but it surely does can help you see if it will increase your ASA’s efficiency.
Remember the fact that to have the ability to use panorama property for inventive units you’ll want to have at the very least 2 panorama property.
This may be achieved simply by simply importing a barely completely different model as your App Preview #2 (or App Preview #3 should you’re additionally utilizing a portrait App Preview).
Doing a pre-post evaluation
Typically you can too conduct a pre-post evaluation, evaluating conversion earlier than and after implementing a change.
We wrote a full information here.
Utilizing an A/B testing platform
You can even use instruments like Splitmetrics and Storemaven. These are greatest used to A/B check conversion on the Product Web page itself, so within the case of a panorama app preview with portrait screenshots they’re much less helpful.
Combining Panorama and Portrait App Previews
A really underused approach is to have a number of App Previews in several orientations:
- If you wish to have search outcomes with 3 portrait property simply use your portrait App Preview as App Preview #1. Your panorama App Previews can then be used for checks on Apple Search Advertisements (apart from that they are going to be within the A Nearer Look part on the Product Web page – the place they’ll have subsequent to no affect)
- If you wish to have search outcomes with 1 panorama App Preview simply use your panorama App Preview as App Preview #1. By importing your portrait App Preview as #2 you possibly can have it show within the gallery, earlier than your screenshots. In case you additionally add one other panorama App Preview you should use it as a inventive set in Apple Search Advertisements.
As talked about firstly, we’ve seen Apple approve many panorama App Previews for portrait apps, some we’ve produced for our purchasers (huge and small) and a few from different publishers.
That stated there are dos and don’ts if you would like your video to be authorized.
Identical to for portrait App Previews, don’t show any gadget in your panorama App Retailer video.
Some reviewers have even been so far as rejecting the video for displaying a slight drop shadow across the UI. Fortunately, that’s a straightforward repair! All the time have a again up plan.
iPhone X App footage for the iPhone X model
Once we first began creating panorama App Previews we’d counsel to maintain the identical app footage (display screen recording) for the iPhone and iPhone X model, and solely change the decision of the video itself (1920×1080 for iPhone, 1920×886 for iPhone X).
The reasoning was that it’s less expensive, and in addition that the iPhone UI permits to have a wider/larger display screen than iPhone X which helps with readability.
Nonetheless we’ve additionally seen movies rejected as a result of the iPhone X model was not displaying the iPhone X model of the app. So you possibly can attempt, however be ready for the truth that it’d get rejected.
Totally different apps require completely different optimizations, and panorama app previews for portrait apps (or with portrait screenshots) are usually not a scientific “go-to”.
Nonetheless it does current some fascinating alternatives, particularly on the subject of enhancing tap-through-rate (whether or not it’s on your natural search outcomes or your Apple Search Advertisements).
In case you determine to offer it a attempt:
- Ensure that to know the place and the way the panorama movies are displayed
- Contemplate the professionals (consideration grabbing, zooms on UI, giant copy) but additionally anticipate the potential cons (laborious to convey a number of key messages, subsequent to no affect on the Product Web page) with what we shared
- Take a look at the affect with all of the means you’ve, together with Apple Search Advertisements
- Be mindful Apple’s tips and have a backup plan should you enterprise within the gray space
Have you ever tried panorama app previews on your portrait App already? Any query concerning how to do that effectively? Go away us a message within the feedback!