‘Tis the Season for Apps: Improving Conversion Rates During the Holidays

improving conversion rates during the holidays

The air is beginning to chill, and the leaves are spotting autumn hues, which can only mean one thing; the holidays are upon us. The holidays are a high-demand time for apps. While this season is already at the forefront of advertisers’ minds, you should pay extra attention to apps during these next few months. That all starts with a plan for improving conversion rates during the holidays.

Take Advantage of Seasonal Opportunities

Advertisers should take advantage of the unique seasonal opportunities that Q4 offers by using seasonal creative themes and content. Making small, seasonal tweaks can engage your current users and help improve your scale, impressions, and early retention with new users.

Revisit ASO

App Store Optimization (ASO) is essential at any time of the year, and it’s just as key during the holidays. There are several changes you can make to your app store listing pages to attract new users, ultimately improving conversion rates during the holidays.

Update Visuals and Copy  

First, think about your visuals. Make your app icon and screenshots more festive to align with the holidays, from Halloween to New Year’s, and everything in between.

Switch up your copy. Update your promotional text in the iOS App Store and app description to showcase any new features you plan to launch during the upcoming festivities. Making your landing page more seasonally relevant could lead to your app getting featured and increase your discoverability.

Develop Dedicated Seasonal Promotions

Further drive the ROAS (return on ad spend) with dedicated seasonal promotions on digital channels. Enhance your targeting by using holiday-specific creative and copy in your ads on social media to target users with seasonal searches.

We’ve driven a 30% increase in scale and a 20% increase in early retention for our clients. Our campaigns targeted Pinterest users searching for Halloween costumes with ads that promote “spooky” levels of a game app.

Don’t Forget About Overall Brand Promotion

Don’t forget about your overall brand promotion, as well. While discoverability within app stores is essential for successful campaigns during the holidays, general brand visibility is also crucial. Look to your website, social media channels, influencers, and blog posts to further promote your special seasonal deals, promotions, and updates during the holiday season.

Improving Conversion Rates During the Holidays Stress-Free

While the holidays can be stressful, it doesn’t have to be for your marketing efforts. Q4 offers fun and playful ways to support apps in app stores and various platforms. Keep in mind that your product should naturally align with the season or event. If it doesn’t, update the app to be relevant. Being seasonally relevant will help get you featured in the app stores, increase your discoverability, and improve your overall conversion rates.

To rev up your seasonal marketing efforts, start here

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