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SUPERIOR CONVERSION, ARPU, AND ENGAGEMENT: REVAMPING THE APP DISCOVERY MODEL

Map-based discovery provides better conversion, ARPU and engagement.

 

It’s hard to believe it’s 2016 and we’re still stuck scrolling through list after list on major app stores. Departing completely from list-based discovery to map-based discovery is a radical step, but it could trigger much-needed change in the app discovery landscape. For mobile users, map-based discovery could lead to a more enjoyable and intuitive app search experience. For mobile developers, map-based discovery could lead to a more level playing field and a more effective channel to gain an audience. As a matter of fact, we’ve found that 94% of app downloads originating from Yttro are not on the app store’s top 100 list. At the same time, the average ratings of these apps are very similar to those listed on the top 100. Here’s some interesting information that our partner game developer, Steampunk Wizards, has sent us:

  • Yttro promotion’s conversion rate is 3.3 times higher than that of the partner’s social campaign.
  • In terms of ARPU (Average Revenue Per User), users acquired through Yttro referrals rank #1: 2.3 times more spending than users acquired through Facebook Ads, 3.4 times more than users from a social campaign.
  • Users acquired through Yttro referrals on average log 35% more game sessions than those acquired through their Facebook Ads and social campaign.

In a mobile ecosystem with over 4 million mobile titles, the current model of endlessly swiping through lists to discover new apps is quickly running out of steam. App discovery can be improved. Here’s how. It’s a fact that 90% of the information the brain receives is visual, and research suggests visual information is processed 60,000 times faster than text. It’s also a fact that on mobile devices,people prefer browsing and exploring with one thumb rather than typing in data. As a result, we’ve seen that app discovery platforms based on visual exploration are on the rise. In 2015, Apple paired with Pinterest to create a superior discovery solution for the App Store. And here at Yttro Mobile, we’ve launched a map-based app discovery platform that currently focuses on mobile games.

It’s clear that for app stores to meet the demands of this day and age, a major revamping of the app discovery model will be critical.

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