Lessons from the front page of the App Store: Part 3

My fingers are poised above the mouse, excitedly tapping the left key without actually clicking. I’m mentally running through the launch checklist... Review the app’s description for spelling errors. Check. Upload the app preview screenshots. Check. Open it up on my iPhone to make sure it still works. Check.

The Be - Career Discovery app was ready to submit to the Apple App store. I simply had to click and it would be live to millions of users around the world and become my biggest foray into the world of software.

This is the story of what happened after I pressed that button on May 11, 2016 and what I learned.

Be - Career Discovery is like Tinder for helping students discover and learn about STEAM careers. Free for iPhone & iPad

Part 3: The Numbers

Being featured on the front page of the app store is one of the fastest ways for an app to get downloads.

Be - Career Discovery was featured starting at noon on June 6th, 2016.

The impact was immediate. With a few minutes, several hundred people had downloaded the app and were swiping cards.

Having an app featured doesn’t mean it will always be there. The time frame is about a week. Since new apps are featured every day, Be slowly moved down the list until, inevitably, it was pushed off the front page by newly featured apps.

For the sake of comparison I will focus on the first 3 days of being featured (June 6, 7, & 8) and the 3 days after Be was no longer featured. (June 13, 14, & 15)

 
One of those rare and awesome moments when something you made is in company with Pixar and Justin Bieber. 

One of those rare and awesome moments when something you made is in company with Pixar and Justin Bieber. 

 

The first 3 days: June 6 - 8

At around noon on June 6, 2016 Be was featured on the front page of the App Store. The first 3 days brought the most users and exposure. Here are the numbers.

Impressions vs Page View

The difference between impressions and actual page views is dramatic even though 140,000+ page views were recorded.

The comparison between impression and page views is pretty stark. Impressions are defined as the number of times the app’s icon was viewed by anyone on the store. Page views are the number of people that clicked on the icon and actually viewed the app’s screenshots and description.

The difference between page views and downloads was pretty consistent at around 8-9%. It is possible that June 7 and June 8 would have performed better without the initial performance issues Be experienced on June 6. 

According to a App Store analytics study done by Split Analytics, the average conversion rate for the Education category is 6.75%. Be performed above average with about 8.76% for the opening 3 days.

June 6

Impressions: 7,303,114
Product Page Views: 27,968
Downloads: 2,304
Conversion Rate: 8.237%

June 7    

Impressions: 23,005,233
Product Page Views: 85,014
Downloads: 7,686
Conversion Rate: 9.040%

June 8    

Impressions: 10,831,747
Product Page Views: 35,352
Downloads: 3,192
Conversion Rate: 9.029%

Page Views vs Downloads

About 1 in 11 people who visited the page downloaded the app

The 3 days after: June 13 - 15

On June 13, around noon, Be left the front page of the app store as other new apps were featured.

Impressions vs Page Views

The wide gap between impressions and page views remained the same.

June 13

Impressions: 10,182,657
Product Page Views: 28,572
Downloads: 2,165
Conversion Rate: 7.577%

June 14    

Impressions: 4,566,671
Product Page Views: 11,631
Downloads: 1,181
Conversion Rate: 10.153%

June 15    

Impressions: 3,821,541
Product Page Views: 10,367
Downloads: 1,238
Conversion Rate: 11.941%

Page Views vs Downloads

As Be left the front page of the app store the page views declined by 60% but the conversion rate increased.

Full week comparrison

Conversion Rate %

 

The download conversion rate slumped mid-week. One possible explanation is that most dedicated app-store browsers had already seen the app and downloaded it or chosen to ignore it.

Check back soon to read Part 4 about some strategies for increasing user growth.