Black Friday and Cyber Monday are right around the corner. Not only are people looking forward to the food and time off, but also the deals (oh the sweet deals). For ecommerce companies, this is the start of the holiday rush—the time to start cashing in on users cashing in on sales and clearances. There will surely be competition in the mobile space during this time.
With that said, we wanted to provide some quick tips that ecommerce apps can use to help try to maximize their exposure this holiday season. These include early push notifications, updating metadata & creative, and using deep links.
To help get the app in front of relevant users, we suggest targeting terms in the app’s metadata tied to Black Friday and shopping deals. The App Store Optimization agency Gummicube suggests doing these weeks before Black Friday, so the App Store and Google Play Store algorithms have time to rank the app for the related keywords. This gives your app a fighting chance at showing up higher in search results for Black Friday keywords when the time comes.
On top of appearing higher in search rankings, targeting relevant keywords can help with converting users looking for Black Friday deals, should they see their search query mentioned in the app’s metadata.
Highlighting Black Friday deals in the app’s creative set is also highly suggested. ‘Creatives’ refer to the app’s icon, screenshots, preview video, and feature graphic (if the app is on Android). As users spend only seconds browsing an app’s listing, it’s important to communicate what your app offers clearly to help users understand quickly.
Additionally, with eighty percent of downloads coming directly from Search, it’s even more important that the creative is easily digestible, as this is where the largest potential to garner downloads lies.
Start building buzz around your holiday deals this season with push notifications. Push notifications with messages such as “Black Friday is almost here, check out some deals now!” can encourage users to re-engage with your app. Even better, it reminds users to come back to your app when they’re ready to spend their bucks.
One last tip to help with discovery is to incorporate deep links into the app’s code. Deep linking involves specifying keywords in the app’s build. Both Apple and Google crawl deep linked keywords, which can help provide other channels to direct users to your app.
For example, Google lists relevant deep linked apps in content blocks in its mobile search results. These content blocks are known as App Packs. iPhone users also have the ability to find deep linked apps through Siri’s Spotlight Search. On top of finding new apps, deep linked apps already installed on iPhones also appear in Spotlight Search, and can help get your app rediscovered.
Black Friday and Cyber Monday are only getting closer! It’s important to start maximizing discoverability efforts, and by applying some App Store Optimization techniques, developers and marketers can do just that. Push notifications can help with re-engaging users who already have the app downloaded. Targeting relevant keywords in the app’s metadata can help with getting it found on the App Store and Google Play Store.
From there, optimizing the creative could help with converting users once they come across the app. Lastly, deep linking keywords provides the app another avenue for mobile web users to find the app in both mobile search and in Apple’s Spotlight Search.