【ASO】 App Store hot search hidden mystery, Apple test user preferences have skills

  • 2020-05-16 17:39
As we all know, since the iOS13 beta version, the App Store search tab has four display forms, namely "Top Search", "Recommended for you", "Explore App + Recommended for you", "Explore App + Explore game".

Seven Wheat Research Institute retrieved the data of hot search display form from October 2019 to April 2020.

1. The proportion of "popular searches" plummeted
"Hot search" is the only form of hot search display in iOS12. In the first 5 months of iOS13 launch, hot search still used "hot search" as the main display form. However, in February this year, although the proportion still remained Top1 , But the value has plummeted. By March and April, the proportion of "popular searches" was less than 1%.

That is to say, after the hot search has more presentation forms, the user has changed the original recommended preferences, and has more choices and tendencies.

2. The proportion of "exploring more + recommending for you" is increasing obviously
Starting from this year, the proportion of the "Explore more + recommend for you" display form continues to show an increasing trend. By April, it had already exhibited an overwhelming advantage, accounting for more than 90% of the previous "hot search". the trend of.

From this point of view, users recommend keyword + App more than the recommended keywords (Top Search, Explore App + Explore Game) and the App Only (recommended for you).

At the same time, it can be inferred that users may prefer the graphic presentation mode, so product developers may consider applying this display format to their own products.
Local testing, control variables, Apple testing methodically
Looking at the changes in the proportion of hot search lists, it is not difficult to find that Apple is gradually testing the user's preferences. Which display form is more popular with users?

In the following, "Top Search" is marked as A, "Recommended for you" is marked as B, "Explore more + recommended for you" is marked as C, and "Explore App + Explore Game" is marked as D. From the data shown in the chart, you can roughly speculate the test logic of the App Store.
In October 19th, Apple first tested the presentation forms of B, C, and D without setting user preferences, and set the proportion to be relatively high to screen out effective users.

In October and December of 19, Apple tested the display forms of B, C, and D, which one did the user prefer?

Similarly, in November 2019 and January 2020, test which form of C and D is better.

In February, the presentation forms of B and C were tested.

After comparing C, B, and D in the same direction, Apple concluded that the user's display of hot search is more inclined to C. So in March, the proportion of form C was set to the highest, and tests A and D were continued.

Test A and B in April.

Under the premise of ensuring the user experience, controlling the ratio of the two lists, and then testing the user's preferences, I have to say that Apple's approach is very smart.
Product developers can also learn from this form of testing. When you are not sure which settings users will prefer, you can first screen a small number of users for testing and control variables to statistical data, which will not make users feel abrupt and hurt the user experience. At the same time, developers can also get the user's preference data, which can be described as two benefits.
Focus
At present, it seems that the "Explore more + recommend for you" display form takes the top position. Developers can log in to the 7Mai data website to view the recently listed keywords and apps from the real-time hot search function.

Since February 6, due to the adjustment of Apple's data interface, ASOer could not learn the keyword search index and keyword search index ranking, so there was one less channel for learning hot words. But now you can monitor the keywords in Explore More + recommended for you. If there are keywords related to their own products, developers can optimize them immediately, but it should be noted that if you want to cover high heat and big factories For highly competitive keywords, consider covering their associated words for better results.

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