As we mentioned before, most shopping apps don’t use a video preview, and only 13% of publishers use video on the product page. What’s more, placing a video on the product page may even have a negative impact on your app, as evidenced by the test below.
Users in this category don’t explore the product page thoroughly and often install the app they’re interested in immediately. They are looking for quick and direct access to products and offers. A video might delay this instant access and thus deter potential users who are ready to install and shop.
Established shopping apps likely benefit more from brand trust and recognition than from detailed app previews. Users familiar with the brand are less interested in detailed explorations and more inclined to download and start using the app based on the brand’s reputation. What’s more, users in the shopping category might expect to see a quick overview of products, deals, and brand highlights. They might not be looking for a narrative or detailed walkthrough, which videos typically provide.
To optimize your conversion rate, focus on constantly testing and updating your app preview on the Search page with different seasonal discounts, offers, popular brands, and unique collections. Use clear messaging and colorful, engaging art styles in your screenshots to quickly and effectively capture user attention.
