# ASO Monthly #19 November 2017: Black Friday in the Stores, and More!

- Link: https://phiture.com/asostack/aso-monthly-19-november-2017-black-friday-in-the-stores-apk-size-vs-d17cb53dcd29/
- Published: 2017-12-04T14:13:37+01:00
- Author: Oksana Iarosevych

#### … and a new tool for switching App Store locales!

![ASO Monthly #19 November 2017- Black Friday in the Stores, APK Size vs. Play Store
Conversion Rate… -min](https://phiture.com/wp-content/uploads/2017/12/ASO-Monthly-
19-November-2017-Black-Friday-in-the-Stores-APK-Size-vs.-Play-Store-Conversion-Rate…-
min-1024x561.jpeg)

In the [ASO Monthly-series](https://medium.com/app-store-optimization-monthly/),
we reflect on the previous month and shed a light on trends in app store optimization,
algorithm changes, insights in conversion rate optimization and tool updates.

### **November 1 — App Store: New badges shown in search**

Apple made their next step towards controlling and encouraging apps quality, displaying
new badges instead of star rating in the App Store search. Applications with higher
ratings (not necessarily with a high number of ratings) are getting the badge “Editor’s
Choice”. This could positively affect apps’ conversion rate, as additional social
proof can convince users to download the app.

⌊tweet by david barnard -min⌉⌊tweet by david barnard -min⌉

_via David Barnard on [Twitter](https://twitter.com/drbarnard/status/925913191883988992)_

### **November 4 — App Store: Different Search results for iPhone X**

Some interesting details in the App Store search results have been noticed by ASO
Stack Slack channel member [Anatoly Sharifulin](https://twitter.com/sharifulin).
Apps that have features available only for the iPhone X will not display for older
iPhone models. This will affect ASO conversion metrics and increasing discrepancies
should be taken into account with the further adoption of iPhone X devices.

⌊iPhone X search results⌉⌊iPhone X search results⌉

_iPhone X search results (via [Anatoly Sharifulin](https://twitter.com/sharifulin))_

For a better understanding of the situation, here are some [insights](https://tech.lovoo.com/2017/11/09/should-you-adopt-your-app-for-the-iphone-x/)
on the iPhone X adoption rate.

⌊iPhone X adoption rates⌉⌊iPhone X adoption rates⌉

_iPhone X adoption rates (via [Lovoo Engineerin](https://tech.lovoo.com/2017/11/09/should-you-adopt-your-app-for-the-iphone-x/)
g)_

### **November 8 — Google Play: New features in Developer’s Console**

Google Play has been trying to improve developers’ experience by adding new features
to the Developer Console. Now, an app’s release status is reflected in the right
top corner of the search bar. Also new and important for developers/ app managers
is the new feature of managing orders and refunds — viewing statistics by custom
date range. Additionally, ratings now show averages and cumulative totals.

⌊new app status on the Developer Console⌉⌊new app status on the Developer Console⌉

_new app status on the Developer Console (via [Catherine Sibirko](https://monosnap.com/file/0UcCwiClvlEDLeDYI5dsX2yL5WktCZ),
[ASO Stack Slack](https://asostack.com/aso-stack-slack-group-3757fc2aff0f) group)_

### **November 10 — App Store: New marketing materials, featuring, Black Friday apps sales**

Apple extended their [marketing materials](https://developer.apple.com/news/?id=11032017)
list with the latest models of their devices: iPhone X, iPhone 8, iPhone 8 Plus,
Apple Watch Series 3, and Apple TV 4K.

Apple’s App Store also [added more featuring](https://techcrunch.com/2017/11/10/apples-ios-app-store-adds-weekend-deals-to-boost-app-downloads/)
options, Weekend Deals and Black Friday tabs, another downloads booster for developers
to be used for seasonal or discount offers.

 

⌊black friday featuring on the app store-min⌉⌊black friday featuring on the app 
store-min⌉Together with this news came a new record of the biggest mobile shopping
day on Black Friday 2017, as reported by [App Annie](https://www.appannie.com/en/insights/market-data/black-friday-2017-biggest-mobile-shopping-day-ever/).
New benchmarks in mobile commerce in the future are predicted. The main challenges
for the developers with opportunities like this is to prioritize their user acquisition
strategies, incl. App Store Optimization, updating store descriptions, assets, promo
materials and also pitching App Store for the seasonal featuring for more exposure.

**November 16 — App Store: Movements in keywords rankings**

Some unusual movements on the App Store for top keywords given by the Apple for “
free” have been spotted by ASO Stack Slack channel members [Luca Giacomel](https://medium.com/u/e43f973d7f55?source=post_page-----d17cb53dcd29----------------------)
and [Gabe Kwakyi](https://medium.com/u/6827ce31c75c?source=post_page-----d17cb53dcd29----------------------).
Games will usually rank for these keywords without including them into the metadata.
The inconsistencies in rankings may be linked to downloads/CVR of top players and
their changes over time, however, this is still unclear.

⌊“Free” keyword rankings on the app store-min⌉⌊“Free” keyword rankings on the app
store-min⌉

_“Free” keyword rankings on the app store (via Luca Giacomel, [ASO Stack Slack](https://asostack.com/aso-stack-slack-group-3757fc2aff0f)
group)_

### **November 20 — Google: Install Referrer API**

Good news for App Marketers comes with Google releasing their [Install Referrer API](https://android-developers.googleblog.com/2017/11/google-play-referrer-api-track-and.html).
Using this API, your app will get precise information straight from the Play Store,
including:

![data on ipad-min](https://phiture.com/wp-content/uploads/2017/12/data-on-ipad-
min-1-300x150.png)

 * The referrer URL of the installed package.
 * The timestamp, in seconds, of when the referrer click happened.
 * The timestamp, in seconds, of when the installation began.

This appears to be a good way to locate click injections during app download and
prevent any fraudulent behavior.

Google’s cooperation with attribution measuring tools resulted in something called
Install Start Time, another signal for further funnel optimizations. As measuring
in details all steps from click to app launch will lead to better conversion, especially
for large apps.

### **November 21 — Google Play: APK size effect on conversion rate**

To attract users, developers have been adding numerous features to their app, as
well as analytics, attribution and other SDKs. Therefore, the APK size quadrupled
since the Google Play store launch back in 2012. [Sam Tolomei found](https://medium.com/googleplaydev/shrinking-apks-growing-installs-5d3fcba23ce2)
a correlation between the APK size and Play Store conversion rate. Having analyzed
Play Store metrics his conclusion was:

_For every 6 MB increase to an APK’s size, we see a decrease in the install conversion
rate of 1%._

This number is even higher (~2.5%) emerging markets, where users care more about
limited storage on their phone and data usage for the download.

⌊Install conversion rate increase per 10MB decrease in APK size by select market-
min⌉⌊Install conversion rate increase per 10MB decrease in APK size by select market-
min⌉

_Install conversion rate increase per 10MB decrease in APK size by select market(
Google internal data, via [Sam Tolomei](https://medium.com/googleplaydev/shrinking-apks-growing-installs-5d3fcba23ce2))_

### **November 22 — App Store: New tool for switching the locales**

An amazing [tool](http://switchr.imagility.io/) called _Switchr_ for switching App
Store country was brought to the ASO community by ASO Stack Slack group member Illia
Kukharev. It’s a great time saver for those working on ASO, as the App Store territory(
for viewing) can be changed with two taps. No more tricks with logins/logouts and
struggling with new accounts and payment methods. We love it!

> This tool by [@ImagilityIO](https://twitter.com/ImagilityIO?ref_src=twsrc%5Etfw)
> can switch your App Store to another country! 👌[https://t.co/ehMwgj1H4I](https://t.co/ehMwgj1H4I)
> [pic.twitter.com/DdPTQ6GojX](https://t.co/DdPTQ6GojX)
> — Omar Elfanek (@elfanek) [November 27, 2017](https://twitter.com/elfanek/status/935015777450823680?ref_src=twsrc%5Etfw)

_Switchr — The ImagilityIO App Store country changer (via [Omar](https://twitter.com/elfanek/status/935015777450823680))_

### **November 28 — AppTweak: iOS downloads and revenue estimates**

Utilizing machine learning, AppTweak extended their [competitive intelligence](https://www.apptweak.com/aso-blog/introducing-worldwide-ios-download-and-revenue-estimates)
tool adding +70 more countries, providing insight on iOS downloads and revenue estimates.
These data helps developers or app marketers compare their product revenue with 
their competitors’ numbers, as well as estimating the effect of seasoning.

⌊Curve of downloads & revenue estimates by AppTweak-min⌉⌊Curve of downloads & revenue
estimates by AppTweak-min⌉

_Curve of downloads & revenue estimates by[ AppTweak](https://www.apptweak.com/aso-blog/introducing-worldwide-ios-download-and-revenue-estimates)_

### **November 30 — APS Berlin took place, materials to come**

App Promotion Summit 2017 was a great success in Berlin with a wealth of talks around
mobile marketing held by various industry experts. Phiture held its own workshop
around competitive ASO, materials soon to be published.

⌊App Promotion Summit 2017 -min⌉⌊App Promotion Summit 2017 -min⌉

_App Promotion Summit 2017 (via [Adeline](https://twitter.com/adelineleecs) from
Clue)_

#### **Interesting blog posts:**

 1. [**Analysis of 3,300 Google Play Feature Graphics (ASO Stack)**](https://asostack.com/what-analyzing-3-300-feature-graphics-has-taught-us-about-google-play-store-aso-4ada57048da4)
 2. [**Closer look at Product Page Artwork (ASO Stack):**](https://asostack.com/a-closer-look-at-ios-11-product-page-artwork-apple-s-answer-to-the-feature-graphic-579461330291)
 3. [**How to optimize IAPs for iOS by Gabe (Incipia)**](https://incipia.co/post/app-marketing/how-to-optimize-for-promoted-iap-in-app-purchases/):
 4. [**New Report Finds Gaming Apps Mostly ROI Positive (AppsFlyer)**](https://www.appsflyer.com/blog/new-appsflyer-report-finds-gaming-apps-mostly-roi-positive/)
 5. [**More Analytics on Black Friday and Cyber Monday (Localytics)**](http://info.localytics.com/blog/infographic-how-mobile-dominated-black-friday-cyber-monday-2017)

#### **Thanks, that’s it from us for November!**

**If you like the ASO Monthly series, please click the **👏**button. **Also make
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#### **Previous ASO Monthly editions:**

 * [New Search Ads countries, Play Store installs per search term coming (?)…](https://phiture.com/asostack/aso-monthly-18-october-2017-646f651afad8/)
 * [The launch of the ASO book, the launch of iOS 11…](https://phiture.com/asostack/aso-monthly-17-september-2017-6b1c8a8e1f21/)
 * [ UACs, video previews, subtitle rankings…](https://phiture.com/asostack/aso-monthly-16-august-2017-f123461eb6/)
 * [Algorithm changes and more iOS 11 news…](https://phiture.com/asostack/aso-monthly-15-july-algorithm-changes-and-more-ios-11-news-a2156d7a7fbd/)
 * [A whole new game: renewed iOS 11 App Store… (by Luca)](https://phiture.com/asostack/aso-monthly-wwdc-ios11-june-2017-e400957ac81/)
 * [App Store metrics, Google I/O Instant Apps and more…](https://phiture.com/asostack/aso-monthly-13-may-2017-671547554d01/)
 * [Apple search ads, botnet attacks and more…](https://phiture.com/asostack/aso-monthly-12-april-2017-4f8ed256cf36/)
 * [Replying to reviews in iOS 10.3 and more…](https://phiture.com/asostack/aso-monthly-11-march-2017-c3c0a7611877/)
 * [Play Store starts using retention for keyword rankings](https://phiture.com/asostack/aso-monthly-10-february-2017-a6b695b8e374/)
 * [In-App ratings in iOS 10.3 and more](https://phiture.com/asostack/aso-monthly-9-january-2017-56a5f7e197ac/#.ldwo829rl)

#### **2016**

 * [Priori Data launches Keyword Tool …](https://phiture.com/asostack/aso-monthly-8-december-2016-91bd70d4f696/#.p62w40giu)
 * [Google Play adds conversion rate benchmarks…](https://phiture.com/asostack/aso-monthly-7-november-2016-a16cf91d4ac6/#.u1zfsdkpq)
 * [Apple launches Search Ads…](https://phiture.com/asostack/aso-monthly-6-october-2016-86c51c536f3c/#.cpiint2f6)(
   by [Maximilian](https://medium.com/@ASOPerformApps))
 * [50 character title-rule…](https://phiture.com/asostack/aso-monthly-5-september-2016-32e45947eac9/#.6ey54n2fy)(
   by [Gabe](https://medium.com/@incipiagabe))
 * [Simplified screenshot submission…](https://phiture.com/asostack/aso-monthly-4-august-2016-505a4f53523/#.arqtgnkth)(
   by [Peter](https://medium.com/@peteryyoon))
 * [Google Play Store testing with 2nd ad…](https://phiture.com/asostack/aso-monthly-3-july-2016-171539d0abee/#.46k8iu40h)
 * [Announcement of Apple Search Ads…](https://phiture.com/asostack/aso-monthly-2-june-2016-99b191f11256/#.1eob99dpb)
 * [App Store broken + 5 localized store listing experiments…](https://phiture.com/asostack/aso-monthly-1-may-2016-kick-off-edition-81ab00984a96-2/#.xmhrhfadq)