No matter where your user is in their journey towards conversion, they can – and should – be converted quicker. The “optimization” term in “CRO” means exactly that: your user journey should always be getting shorter, and more effective. This is achieved with a strategic, robust CRO strategy. Whether on web or mobile, effective conversion rate optimization is part science, part art.
Let’s take a typical user journey. Your potential user sees an awesome ad for your app, product, or service – an ad that you’ve spent a lot of time, money, and other resources to create and target effectively. The user clicks the ad, and gets to a landing page. This could be a web page, for example, or an app store landing page. Only, this landing page isn’t able to convince the user to take the next step, and they look elsewhere (maybe even to your direct competition.) This means you just paid for a user to go to your fiercest competitor! Effective CRO will ensure that this does not happen, ever.
iOS 15 presents new CRO opportunities, as well as pitfalls for those who don’t understand how to work within its parameters. Moburst will help you to ensure you take full advantage of the opportunities on offer, including multiple new features that can be used to further boost your CRO. With iOS 15 you can optimize with:
Custom Product Pages (CPP): The ultimate goal is to create a specific landing page and creative for different audiences, which in turn, improves conversions. Moburst creates as many as 35 product pages, each with a unique link, monitors, analyzes, and of course, optimizes. This is especially important for media traffic, as segmented audiences can be sent to specifically tailored app pages.
Product Page Optimization (PPO): Apple’s new native A/B test platform lets you test up to three additional elements – so for creative app assets it can be the icon, screenshots, and preview videos – and see which set of creatives is converting best.
In-App Events (IAE): Not to be confused with in-app actions, in-app events are timely events within apps and games – such as game competitions, movie premieres, and live-streamed experiences. IAEs appear before the screenshots for returning users, improving engagement and retention. They also appear in different placements around the App Store, improving organic visibility.
