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 observe so it’s authorized throughout the evaluate course of.
And although App Previews are device-specific (one decision per machine ratio), in some way over the past two years Apple has been approving panorama movies for portrait apps.
It’s subsequently one thing which you could now contemplate with out too many dangers (though Apple approval at all times have part of subjectivity).
However what are the benefits of having a panorama App Preview? What are the drawbacks?
On this submit we undergo the principle issues to consider to make your selection, and likewise current options which might be nonetheless fairly unknown to a lot of the shoppers we speak to.
Be aware: after all you’ll be able to have a panorama App Preview in case your app is panorama, and a few of the issues we discuss on this submit 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 typically 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.
Needless to say 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 more than likely the case for the app you’re engaged on.
As you’ll be able to 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 manner!
How broadly are panorama App Previews with portrait screenshots used?
Due to AppTweak we now have some information on how widespread hybrid listings are.
Supply: AppTweak (App Retailer information), 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 the 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 like a Fb Advert.
This makes them actually attention-grabbing vs. “small” portrait screenshots and video, as you’ve so much you’ll be able to work with.
Focusing the viewer’s consideration
With a portrait App Preview you just about have to point out the complete UI of the app full display. If you wish to focus the App Retailer customer’s consideration on a selected a part of your app’s UI, typically the very best resolution is to do a “spotlight” of some type: circling that particular half, placing a rectangle round it or making the remainder of the UI much less seen.
Doing this, you’re going to redirect the attention the place you need. However there are nonetheless a number of distractions remaining.
With a panorama App Preview for a portrait app, you’ll be able to zoom so much 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 might be finished, however they typically look awkward since you are nonetheless working with the portrait orientation.
Straightforward to learn copy
Texts on portrait movies and screenshots are fairly small within the search outcomes, even once you make them as massive as doable.
With panorama App Previews you’ll be able to have a lot greater 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 necessary largely within the search outcomes, since that is the place issues are displayed the smaller and having extra display actual property to work with is useful.
Leveraging these benefits, you might need a panorama App Preview that offers you the next Faucet-Via-Price 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?
Laborious 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 couple of screenshots) to a panorama video is fairly “disruptive”.
When you’ve 3 completely different portrait property, the property are smaller however you can even talk a distinct profit in every of them on the similar time. So the primary impression of your itemizing can assist folks higher grasp the worth added of your app, and do it sooner.
To compensate this, one method is to have a poster body (and really starting of the video) that splits the display in 2 and even in 3.
Subsequent to no impression 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 isn’t so much.
As they are saying, on the Product Web page itself that is an additional device that solely goal what they name “explorative customers”: those that go deep in particulars earlier than making their determination 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 common watch time of the A Nearer Look video is about 4 to six.5 seconds
Because of this your panorama video has virtually no impression 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 improve conversion on the Product Web page, then changing it with a panorama video won’t be a good suggestion.
Nevertheless one thing you can even do is preserve the panorama App Preview as App Preview #1 and use the portrait video as App Preview #2. That approach, 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.
Easy methods to check the impression 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 need to use Apple Search Ads creative tests.
It’s not an ideal resolution or one which covers all facets however it does assist you to see if it will increase your ASA’s efficiency.
Needless to say to have the ability to use panorama property for artistic units you could have at the 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 in case you’re additionally utilizing a portrait App Preview).
Doing a pre-post evaluation
Usually you can even 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
It’s also possible to 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 method 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 exams on Apple Search Advertisements (moreover 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 impression)
- 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’ll be able to have it show within the gallery, earlier than your screenshots. For those who additionally add one other panorama App Preview you need to use it as a artistic set in Apple Search Advertisements.
As talked about in the beginning, we’ve seen Apple approve many panorama App Previews for portrait apps, some we’ve produced for our shoppers (massive and small) and a few from different publishers.
That stated there are dos and don’ts in order for you your video to be authorized.
Similar to for portrait App Previews, don’t show any machine 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 simple 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 recommend to maintain the identical app footage (display 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 more economical, and likewise that the iPhone UI permits to have a wider/greater display than iPhone X which helps with readability.
Nevertheless 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’ll be able to attempt, however be ready for the truth that it would get rejected.
Totally different apps require completely different optimizations, and panorama app previews for portrait apps (or with portrait screenshots) should not a scientific “go-to”.
Nevertheless it does current some fascinating alternatives, particularly on the subject of bettering tap-through-rate (whether or not it’s in your natural search outcomes or your Apple Search Advertisements).
For those who resolve to offer it a attempt:
- Be certain to grasp the place and the way the panorama movies are displayed
- Take into account the professionals (consideration grabbing, zooms on UI, massive copy) but additionally anticipate the potential cons (arduous to convey a number of key messages, subsequent to no impression on the Product Web page) with what we shared
- Take a look at the impression with all of the means you’ve, together with Apple Search Advertisements
- Consider Apple’s tips and have a backup plan in case you enterprise within the gray space
Have you ever tried panorama app previews in your portrait App already? Any query relating to how to do that properly? Depart us a message within the feedback!