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App Store Spotlight - Louis Vuitton City Guide
April 11th, 2022
by David Quinn
VP of Strategy & Partnerships at Gummicube, Inc.
From the grandeur of the Big Apple to the bustling streets of Seoul, to the old-world charm of Venice – the Louis Vuitton City Guide app takes exploration and tourism to wonderful new heights. Featured in today’s “Treat Yourself” collection is a travel guide app from none other than the iconic and world-renowned Louis Vuitton Maison.
If you’re like one of the millions of people around the world who love to travel to new places and want to go outside of the traditional tourist destinations, the Louis Vuitton City Guide app offers a more off the beaten path guide to over major 32 cities like Milan, Rio De Janeiro, Hong Kong, Istanbul and much more. In the app, users can find more than 15,000 unique addresses to local hot spots, popular landmarks, guided tours, and even get access to offline maps.
Travel guide apps offer users a great way to discover the places they travel to conveniently. However, competition in this category is steep. Many apps in guide-related categories like general travel, and even airline apps now have city guides built into their apps.
For the Maison, it may be difficult to cut through the well-established and category specialized travel guide apps. This is new territory for LV, and relying on notoriety alone can’t guarantee its visibility on the App Store.
The Louis Vuitton City Guide app may need some additional help with its App Store Optimization (ASO) strategy to market its app product extension effectively. This would help them remain visible to their users and make themselves known in their new category entrance.
The Louis Vuitton City Guide – Metadata
Since 70% of all downloads start from the search page, app developers and marketers need to optimize their app metadata assets to maintain visibility right at the search bar. To do this, developers need to ensure that their metadata assets like their title and subtitle have clear phrases and keywords that help them remain visible to their users when they search.
When we think of Louis Vuitton, we often associate it with haute couture and accessories. The Louis Vuitton City Guide is quite the shift from user expectations of the brand and its most popular core offering. Thus, emphasizing any metadata assets to clarify this new shift and position in the App Store is essential.
Currently, the Louis Vuitton City Guide app has no subtitle on its app page. On the App Store, the terms and phrases used in the title, subtitle, and keyword bank are metadata elements that get indexed in the Apple App Store. Forgoing any of these elements results in missed opportunities to remain visible and discoverable to users both new and familiar.
The Louis Vuitton City Guide app is a drastic new offering that strays from Louis Vuitton’s most known product offering of clothing and accessories. Based on its current metadata assets, those who are familiar with Louis Vuitton’s brand name may only be found this app by accident, since its metadata fields are underutilized. To gain more indexation opportunities and build on discoverability, the Louis Vuitton City Guide app needs to be effectively maximizing the potential of all of its metadata assets.
With the help of ASO technology like DATACUBE, The Louis Vuitton City Guide can see what terms and phrases users search to find travel guides and incorporate them into a subtitle that’ll grant them additional opportunities to get discovered.
The Louis Vuitton City Guide – Creatives
Creative assets like screenshots, preview videos, and app icons all serve to engage the user beyond just keywords and metadata elements. Creative elements serve one fundamental purpose in the App Stores and that’s to convert the user from a searcher to a downloader.
How different app categories use their creatives is largely dependent on the user expectations from that particular app category. For retail and fashion, users often expect to see dazzling images of clothing in a screenshot set, branded imagery, and other highly visually engaging elements. For travel guides and more map-focused and informational apps, users usually expect to find feature showcases and imagery of in-app functionality.
Currently, The Louis Vuitton City Guide uses some ASO best practices with its screenshot set. By using visible copy, handset imagery, and enhanced UI, the screenshot set offers users an informative yet engaging introduction to app offerings.
The Louis Vuitton City Guide app also uses a feature video to further its engagement with users in a quick, 30-second video showcasing all of the unique features available. Other apps in this category aren’t using feature video in their creative set, so the Louis Vuitton City Guide app has a unique differentiating element that can potentially attract users looking for its unique proposition while standing out against competitors in the space.
However, it's important to note that creative elements and metadata elements should work symbiotically. Since the Louis Vuitton City Guide app has missing metadata elements, users may find it difficult to make the connection between what the app offers and the features they’re being shown in the screenshot set and app icon, as well.
Creating a screenshot set with unified branding elements and relevant copy helps the user through the decision-making process. With the help of an ASO company with over 12 years of metadata and creative optimization, the Louis Vuitton City Guide app can better establish its presence on the app store with synergistic app elements that can effectively guide the user throughout their search.
Overall
Relying on brand recognition alone can lead apps to fall through the cracks of the App Store. In the case of the Louis Vuitton City Guide app, the developers need to synergize their metadata and creative elements to attract new and familiar users to their app. As it stands now, missing metadata elements are impeding The Louis Vuitton City Guide’s ability to remain visible and discoverable to users. Having stunning creative elements cannot guarantee conversion if the elements can’t be seen in the first place. With a synergistic ASO strategy, The Louis Vuitton City Guide can leverage its brand strength to enter the travel category with effective metadata and creatives for better visibility and conversion.
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