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App Growth: How to optimize videos to increase conversion rate?

App Growth: How to optimize videos to increase conversion rate?

If you want to attract new users, retain them or simply increase the visibility of your mobile application, videos are a crucial element in optimizing an app growth strategy.

In this article, discover our tips for maximizing the impact of your videos, improving user engagement and boosting your conversion rate!

Understand your target audience

To optimize your videos as part of an app growth strategy and increase your conversion rate, it is essential to first understand your target audience. What are their needs, preferences and interests? To get accurate information, use analytics tools to gather demographic data and insights into their online behavior. This in-depth knowledge will allow you to create relevant and engaging videos that will capture their attention from the first few seconds.

To learn more about analytics tools, click here!

How to improve your app’s conversion rate with videos?

Here are some tips for optimizing your conversion rate with videos:

Optimize video placement: You need to select the best platform or channel to publish your video content. This could be social networks, YouTube, your company website or your app's store listing on the App Store and Google Play Store.

Optimize video content: To increase your conversion rate, it is important to create the content that your prospects are looking for.

There are different types of content you can create for your mobile app:

  • Promotional videos highlight the unique features of the app and generate interest among potential users.

  • How-to videos help show how to use the app and demonstrate its added value.

  • Company culture videos can help create an emotional connection with your audience, while in-app tutorials provide hands-on support to users and help them get the most out of your mobile app.

By taking a diverse approach to content, you can strengthen user engagement, increase their trust in your mobile app and thus improve your conversion rate.

A/B testing can also help you with your app growth strategy. You can broadcast your video content simultaneously across different platforms and channels to gather data on viewer engagement.

To learn more about A/B testing, click here!

Use marketing automation: Marketing automation refers to the use of software aimed at automating marketing operations. Repetitive tasks, such as emails, social media activity, and other actions performed on websites, often need to be automated. Marketing automation makes it easier to carry out these operations. These tools allow you to segment the audience, nurture and generate leads from video viewing data and track return on investment (ROI).

Provide information about the mobile app: Present your mobile app from different angles and give as much detail about it as possible in the video. The features and benefits of the application, its user-friendliness, as well as any relevant information on usage, subscription or download fees are all elements to include. Make sure to provide a comprehensive and engaging description of your mobile app to grab the attention of potential users.

Gain user trust: Adding videos to your site or store listing on the App Store or Google Play Store helps build customer trust and increase conversion rates. By putting a face to a name or brand in your video, you make your app more human in the eyes of your target audience.

Create short, engaging videos

To optimize conversion rates with your mobile videos, it's essential to create short, impactful videos. On mobile devices, attention span is limited, so delivering your message concisely and impactfully is crucial. By highlighting highlights early in the video, you encourage users to stay engaged throughout the content.

A narrative helps establish a connection with your prospects. Explainer videos that highlight the added value of a mobile app have been shown to increase conversion rates by 20%. By using engaging explainer videos, you can effectively communicate the benefits and key features of your mobile app, increasing user engagement and sparking their interest in your app.

Adaptive music is another important element in improving audience retention. Make sure the music you use matches the tone and message of your video.

Use Attractive Thumbnails

The miniature plays a crucial role in optimizing your videos. In fact, it's the first thing users see when they browse their news feed or search page. So it’s an essential part of grabbing their attention and getting them to click on your video.

Smiles represent friendliness and openness, so consider using a smiling person in your thumbnail. There are online tools that can help you create an eye-catching video thumbnail.

Make sure your thumbnail contains clear, readable text. Use a catchy title or relevant keywords to give users an idea of what the video is about. Well-chosen text can complement the image and attract more attention from viewers.

Adapt Format for Mobile Devices

Adapting your video for mobile devices is a crucial step to ensure an optimal user experience. Since smartphone screens are smaller than computer screens, it is essential that your video is clearly visible and easy to watch on smaller screens.

To do this, choose fonts that are legible and large enough so that users can easily read the text, even on smaller screens. Avoid overly stylized or complex fonts that might be difficult to decipher on a small screen.

When it comes to images, make sure they are high quality and fit the screen size. Blurry or pixelated images can detract from the viewing experience and discourage viewers from continuing to watch your video.

Use relevant calls-to-action (CTAs)

Calls to action (CTAs) play an essential role in converting prospects after viewing your video. They are one of the most effective ways to get users to take action and engage more with your mobile app. When adding CTAs to your videos, make sure they are relevant to the video content and align with the goals you want to achieve.

For example, if you want to increase downloads of your app, the CTA could encourage them to download the app directly from the video.

Add subtitles

Subtitles play a vital role in improving the mobile video watching experience. Many users watch videos without turning on the sound, whether by choice to keep their surroundings quiet or by necessity in noisy public places. By adding subtitles to your video, you give your audience the ability to understand the content even without the sound on, encouraging them to stay engaged throughout the viewing process.

Subtitles are not only useful for those who prefer to watch videos without sound, but they are also an effective way to make your content accessible to a wider audience. For people with hearing problems, subtitles allow them to fully enjoy your video and not feel left out. Likewise, for people who don't understand the language used in the video, subtitles make the content easier to understand and expand your audience globally.

In addition to improving accessibility and engagement, subtitles can also be beneficial from an SEO perspective. Search engines can index subtitle text, helping your video gain visibility in search results for specific keywords.

How to Optimize Mobile Videos to Increase Conversion Rates: What to Remember

Optimizing your videos is essential to increase your conversion rate and increase the visibility of your mobile application. By understanding your target audience, creating short, engaging videos, using engaging thumbnails, adapting the format for mobile devices, adding relevant subtitles and calls-to-action, you will be able to maximize the impact of your videos and the success of your app growth strategy.

Don’t hesitate to experiment and adjust your approach based on data and feedback from your audience to achieve optimal results. With these tips, you'll be well-equipped to grab your prospects' attention, drive conversions, and drive app growth.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting

Need advice or support to develop your business?

AppASO is an ASO and Digital Marketing agency, 100% dedicated to the promotion of mobile applications.

Founded by Camille TROMBINI (ex-AD4screen and Saint Gobain) and Fernando MARTINEZ (ex-digital Strategy lead at Publicis and Havas Media), the agency is located in Paris Opéra and Madrid.

At AppASO, whatever the sector (banking, insurance, retail, health, travel, etc.), we help advertisers optimize and scale the growth of their mobile applications.

Companies such as Crédit Mutuel, Kiabi, CIC, and Sézane trust us.

We have successfully achieved our clients' objectives by developing strategic mobile marketing models and orchestrating AdTech and MarTech tools.

Our method? A unique strategy thanks to our three teams: ASO, Media and Studio.

This first to market approach aims to increase the acquisition, retention and turnover of the mobile application.

We are committed to offering a tailor-made, comprehensive and quality service.

😊 Let’s get in touch! 😊

Contact details :

ASO App 7 rue Meyerbeer 75009 Paris Opéra


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