ASO App Store Category Spotlight: How to Features your Food and Drink Apps

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You might have observed a pattern within the Apple App Store: Meals & Drink apps have exploded in reputation. Perhaps it’s due to the pandemic. Perhaps we’re all simply bored of washing up. Regardless of the purpose, the Meals & Drink class is sizzling.

So for our eighth installment in our App Category Highlight collection, we’re looking on the 25 top-grossing apps within the Meals & Drink class (as of Might thirty first, 2021) to find what builders are doing from an ASO standpoint to make sure their apps cater (sorry for the pun) for the plenty.

On this in-depth evaluation we’ll cowl:

  • Vital ASO methods utilized by the highest Meals & Drink apps
  • Suggestions and tips you may implement to run higher ASO experiments

Disclaimer: The data used on this article is publicly accessible. The conclusions drawn are primarily based on years of intensive analysis, expertise, and business tendencies.

What’s a Meals and Drink App?

The Meals & Drink class within the iOS retailer is all about, clearly, meals and drinks.

Over the previous few years, these apps have develop into extremely standard. In reality, income within the on-line meals supply business is projected to succeed in US$31,908m in 2021. It’s then anticipated to develop one other 5.8% in 2022. All in all, 111 million People used a Meals & Drink app in 2020.

Food & Drink category in the iOS store
Meals & Drink class within the iOS retailer

It’s secure to say that Meals & Drink apps are BIG enterprise! However what are you able to really do with a Meals & Drink app? Properly, that basically is determined by the app…

A few of the apps we analyzed – Uber Eats, for example – allow prospects to order meals from a wide range of eating places and have it delivered to their doorsteps. Others are owned and operated by particular restaurant chains and provides prospects the possibility to earn rewards each time they order. The Starbucks app is an effective instance.

Right here are some things to remember as you learn by way of our evaluation:

  • We’re analyzing the 25 highest grossing Meals & Drink apps as of Might thirty first, 2021.
  • This text solely covers Meals & Drink apps within the US Apple App Retailer.
  • Meals & Drink is a standalone class, which means it has no sub-categories.
  • Whereas most of the apps on the prime of the Meals & Drink class are family names, it’s nonetheless essential to have high-level ASO methods. Even a slight bump in CVR can result in much more inexperienced. As such, you’ll be taught top-notch ASO methods with us.

Every thing make sense? Nice, then let’s dive in!

Meals and Drink Apps: Icons

Food and Drink Apps: Icons
Meals and Drink Apps: Icons

First, we’ll check out icons—the one component that seems in every single place.

Give it some thought, in case you run a Fb advert to advertise your app, potential customers will see your app’s icon. In case your app seems in search outcomes, customers will see the icon. And in case your app will get standard sufficient to hit a class chart, customers will… that’s proper: see the icon.

For this reason app icon optimization can increase CVR by as a lot as 20%!

app icon optimization
app icon optimization

So how do the top-grossing apps within the Meals & Drink class deal with them? The very first thing we observed in our evaluation is that there aren’t a variety of colours used. In reality, 12 out of the 25 apps we checked out (48%) use the colour pink in a roundabout way. (To view the aso information about google play store keyword research or buy keyword android app installs to spice up app visibility on the app retailer.)

Food & Drink category optimization
Meals & Drink class optimization

The following factor we observed was the form of icon utilized by Meals & Drink apps. 92% of them use a branded icon, i.e. an icon that clearly shows a model’s brand. The 2 apps that didn’t use a branded icon, Chuck E. Cheese and Little Caesars, used character-based icons as an alternative.

Titles and Subtitles

Associated to your app’s icon is it’s title and subtitle. Due to this, we wished to take a second to be taught what the highest Meals & Drink apps do in these sections. Right here’s what we discovered:

  • 60% of the apps we analyzed solely use their model names within the title. In the event you seek for “Chipotle” within the iOS retailer, for instance, you’ll see that the Chipotle app is known as “Chipotle”. This isn’t all the time the case, which leads us to…
  • 36% of the apps we analyzed point out the phrase “Supply” of their titles, which helps make clear for potential customers what they will do with these apps. The Instacart app is an effective instance. Its title reads, “Instacart: Grocery Deliveries”.
  • Little Caesars is the one prime app on this class that does NOT make use of the subtitle part. This can be a missed alternative. Positive, Little Caesars is a well known model. However clarifying the aim and/or good thing about your app within the subtitle by no means hurts.
  • Each different app makes use of a subtitle. 20 of them clarify what you are able to do with their app. For example, OpenTable’s subtitle says, “Discover Restaurant Reservations” which succinctly pinpoints the aim of the app and even hints at the good thing about utilizing it.

Earlier than we finish this part, we have to spotlight Taco Bell’s method. The quick meals titan’s title is “Taco Bell – For Our Followers”, which creates a sense of exclusivity and brings the consumer by which may entice extra downloads. A possible consumer would possibly see Taco Bell’s title and assume, “I’m all about that Tacky Gordita Crunch. I ought to set up the app and see what’s up!”

Taco Bell makes use of a subtitle that explains what you are able to do with the app: “Order your favourite meals now.” This mix of exclusivity and practicality is highly effective!

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Key Takeaways:

  • It’s necessary to check and optimize your icon. Doing so may considerably enhance CVR
  • When unsure, use the colour pink in your icon as a result of it simply catches the attention
  • A branded icon is your greatest guess until you may have a well known character to show
  • Use your title and subtitle sections to elucidate succinctly why customers ought to obtain your app
  • In case your app includes a supply possibility, contemplate mentioning this in your title or subtitle
  • Don’t be afraid to assume exterior the field and take a look at one thing new, like Taco Bell

Meals and Drink Apps: Movies

Do you have to use a video to advertise your app within the Meals & Drink class?

Food and Drink Apps: Videos
Meals and Drink Apps: Movies

Video is a robust device. Get yours proper and you might increase your conversions by 40%. However get it improper and watch your CVR plummet by the identical quantity. Each ASO skilled has their very own opinion, however we stand firmly within the “video is superior!” camp.

The key to making a killer video on your app is experimentation. Begin with tried and true rules; then check various things till you discover a winner. What are these tried and true rules we communicate of? We’re glad you requested…

  • The primary 1-3 seconds of a video are an important. Get proper to the motion. It’s what customers need to see
  • The common App Retailer consumer watches a video for 6-8 seconds. You should begin your movies quick. Don’t waste important seconds on branded splash screens
  • 65-70% of customers determine to obtain an app or not within the first 3-6 seconds. Did we point out how necessary it’s to begin your movies quick and skip branded hashtags?

Sadly, a few of the hottest apps within the Meals & Drink class don’t comply with this sage recommendation. Take Pizza Hut, for instance.

Pizza Hut’s video does lots of issues proper: it makes use of in-app footage to showcase how simple the Pizza Hut app is to make use of – a differentiation many builders on this class ignored: Keep in mind, it is going to be exhausting for a screenshot or a video to inform customers how tasty your meals is from simply witnessing good photos, it is going to be smarter to tell them how simple and quick it’s to order meals utilizing their apps. Pizza Hut additionally makes use of captions to elucidate app advantages in a sensible approach. Sadly, the video begins with a branded splash display, which implies some customers will instantly get tired of the video and switch it off earlier than they get to any of the great things.

All in all, solely 20% of the top-grossing Meals & Drink apps use video. They’re McDonalds, Instacart, Gopuff, Dutch Bros, and the aforementioned Pizza Hut.

Quite than describe every particular person video, we’ll inform you what every of the apps that we analyzed do proper:

  • All the app movies use pretty fast clips that maintain customers . Lengthy pictures bathroom app movies down and ought to be averted if in any respect attainable
  • All the app movies make good use of captions. Captions assist make clear what customers are seeing and can be utilized to elucidate app advantages
  • Not one of the app movies rely too closely on sound. In reality, three of the 5 movies don’t use sound in any respect. That is necessary as a result of 98% of app retailer customers watch video with out sound. In a nutshell, backing tracks are tremendous; voiceovers typically aren’t

You might have an necessary choice to make: will you employ video to advertise your Meals & Drink app? We recommend that you simply do. In any case, our analysis signifies that customers who watch app movies are 3 times extra more likely to obtain an app.

However you MUST optimize your movies for higher outcomes. In the event you don’t, you might hurt your conversion price reasonably than enhance it.

Key Takeaways:

  • An optimized app video can increase CVR by 20%, whereas an unoptimized video can decrease CVR by 20%. You should get your video proper with the intention to succeed!
  • The most effective app movies begin quick and use brief clips to maintain customers . Do your self a favor and skip the branded splash screens
  • Captions are extremely useful and can be utilized to elucidate options, make clear advantages, and extra. Use captions reasonably than voiceover content material for these functions

Meals and Drink Apps: Screenshots

Subsequent up: screenshots utilized by top-grossing apps within the Meals & Drink class. However first, let’s cowl just a few basic bits of knowledge associated to screenshots. Our analysis signifies that:

  • Optimized screenshots can increase conversions by as a lot as 28%
  • Sadly, untested screenshots can decrease conversions by 15-25%
  • Customers are 10X extra probably to have a look at screenshots than learn descriptions

Utilizing the identical creatives within the iOS retailer and the Google Play retailer can lower installs by 20-30%. Totally different shops require completely different creatives

Food and Drink Apps: Screenshots
Meals and Drink Apps: Screenshots

What do these statistics inform us? That the screenshots you select on your app – it doesn’t matter what class it falls into – are SUPER necessary. With that in thoughts, let’s have a look at how the most well-liked Meals & Drink apps deal with their screenshots…

First issues first, each app we analyzed for this text makes use of portrait-style screenshots. Digging deeper, we additionally see that each app makes use of at the least just a few screenshots to indicate in-app footage.

Moreover, 96% of the apps analyzed make frequent use of captions. Dominos is the one app that doesn’t. Like we talked about within the part above about app movies, captions enable builders to expound on the options and/or advantages of their apps.

“Okay,” you’re pondering, “that is all actually good data. However what I actually need to know is what number of screenshots ought to I take advantage of?” Alas, the reply to that query is unclear…

The variety of screenshots utilized by prime apps within the Meals & Drink class ranges from 3 to 10. Although we did discover {that a} majority of apps (68%) use at the least six screenshots. Keep in mind that the overwhelming majority of customers are solely watching 2-3 screenshots – ensure yours inform coherent tales.

The rest? Two extra issues really:

Firstly, 36% of the apps we analyzed on this class begin their screenshot gallery with a creative picture that does NOT show in-app footage. This 36% use their first screenshot to strengthen the good thing about downloading their app, or to construct their manufacturers.

Secondly, nearly half of the apps analyzed use panoramic screenshots. A panoramic screenshot is a picture that spans throughout two or extra pictures within the App Retailer gallery.

ASO strategy
ASO technique

Key Takeaways:

  • Screenshots are an extremely necessary a part of your ASO technique
  • It is best to use your screenshots to show in-app footage
  • Use captions in your screenshots to make clear options, clarify advantages, and so forth
  • Don’t be afraid to get artistic along with your screenshots. Strive beginning your gallery with a creative picture. Or create panoramic screenshots to assist pull customers from one picture to the subsequent

Your Flip: Supercharge ASO For Your Meals and Drinks App

Meals & Drink apps enable customers to order meals, earn rewards, and in any other case streamline the culinary expertise. As such, they’ve develop into extremely standard, resulting in a glut of recent apps hitting the market. To face out on this class, you must develop a profitable ASO technique. Thankfully, the takeaways within the evaluation will assist!

Put the information and tips outlined above into follow. Then monitor your efforts, analyze your outcomes, and regulate your recreation plan to take your app to new heights.

To view extra ASO information: How to Drive mobile users to your app and boost app business?

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