What App Developers Must Know: February 2024 App Store Updates

The newsletter provides a condensed overview of the latest developments in the Apple App Store and Google Play Store. Stay informed and adapt your app marketing strategies based on these crucial updates.

🍎 Apple App Store

Web Apps Disappear in the EU: Apple and the DMA

Apple's iOS 17.4 beta rollout in the EU complies with the Digital Markets Act (DMA) regulations. This means users can now download apps from third-party app stores, a significant shift from Apple's traditional walled garden approach.

However, a surprising consequence is the removal of web app functionality for iPhone users in the EU. While users can still add websites to their home screen, these will open within the default browser, eliminating the benefits of progressive web apps (PWAs) like push notifications and offline functionality.

Experts speculate that Apple's PWA removal might be temporary, a consequence of the ongoing adjustments for supporting alternative browser engines mandated by the DMA. Apple may be developing a solution to re-enable PWAs while complying with the new regulations.

📱 Google Play Store

Google Play Store: User-Centered Innovations

Google Play Store is rolling out a series of updates focused on improving user experience and potentially leveraging data to enhance app discoverability. These changes indicate a growing emphasis on user engagement:

• Developer Visibility Boost: Developer names are now displayed prominently at the top of app pages. This increased visibility helps users recognize trusted developers and studios, potentially influencing their download decisions.

• Bigger and Bolder Titles: With the developer name taking center stage, app titles now benefit from a larger font size. This makes them more eye-catching and easier to read while browsing, potentially increasing click-through rates.

• Introducing Playtime: A new feature displays the amount of time you've spent playing a downloaded game. This not only provides users with personal insights into their gaming habits, but it also offers Google valuable data on user engagement with specific apps. This data could be used to refine app ranking algorithms in the future, potentially favoring games that keep users hooked.

These updates demonstrate Google Play's commitment to a user-centric approach. By highlighting developers and showcasing playtime data, Google aims to create a more informative and engaging experience for users, while potentially leveraging this data to improve app discoverability and ranking.

Government Goes Digital: Google Play Store Unveils Badges for Verified Apps

Here's a quick summary of Google Play Store's new initiative for enhanced user trust and discoverability:

• Government Badges Arrive: Google Play Store is rolling out a verification system for government-affiliated apps. Once implemented, these apps will display a special badge to distinguish them from others.
• Building Trust: This badge aims to make it easier for users to identify official apps from government entities, potentially increasing user trust and adoption of these apps.
• Improved Discoverability: Verified government apps might benefit from increased visibility within the Play Store, making it easier for users searching for such services.
• Limited Rollout:Currently, this feature is available only in a select group of 12 countries, including India. Google hasn't disclosed the complete list of eligible countries yet.

This initiative highlights Google Play Store's commitment to providing a safe and reliable platform for users to access government services through verified apps.

ASO Pro Tip: Conversion Rate is Key

A recent discovery sheds light on how Google Play categorizes keywords within the "Search" and "Explore" sections. The research suggests that conversion rate plays a crucial role in this categorization.

👉 Everything You Need to Know About App Conversion Rate Optimization

Keywords boasting a conversion rate exceeding 50% are more likely to be classified under "Search," leading to greater visibility for your app.

👉 ASO Case Study: Boosting Keyword Performance for A Bluetooth Finder App

Actionable Takeaways:

• Monitor and Optimize: Regularly review your "Search" and "Explore" channel search term reports. Pay close attention to conversion rates alongside search volume. This data can guide your keyword optimization strategy.
• Experimentation is Key: Analyze high-converting search terms from the "Search" channel. Consider incorporating these terms into your app's screenshot captions through A/B testing to potentially improve store conversion rates.
• Set Combined Targets: Since keyword optimization impacts both "Search" and "Explore" channels, establish combined monthly, quarterly, or yearly volume targets that consider the performance of both channels. This provides a more accurate picture of your keyword-driven traffic.

👉 How to Conduct Keyword Research & Increase App Visibility at ASOWorld?

We hope this information proves valuable for your app marketing endeavors. Stay tuned for future updates as the app store landscape continues to evolve!