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Apple Pay on the Web: What Algorithm Changes Mean for App Store Optimization

January 24th, 2025

Apple Pay on the Web: What Algorithm Changes Mean for App Store Optimization
David Quinn

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

In the ever-evolving digital payments space, Apple Pay on the Web remains a critical tool for many businesses and apps. Apple is set to change the supported algorithms that secure server connections for Apple Pay on the Web starting February 4, 2025. This update, while technical in nature, has far-reaching implications for app developers, merchants, and ultimately, app performance in the App Store.

These changes are especially important for apps that rely on Apple Pay for transactions, as they could directly affect payment processing, user experience, and overall app functionality. In this post, we’ll break down what these changes mean for developers, how they might impact key ASO metrics, and why staying ahead of these updates is crucial for maintaining app visibility and success in the App Store.

UNDERSTANDING THE ALGORITHM UPDATE AND ITS KEY IMPACTS

Apple’s decision to change the cipher suites used for securing Apple Pay transactions will impact several key touchpoints that developers and businesses rely on. These updates are set to go into effect on February 4, 2025, and they include the following changes to:

  • Requesting Apple Pay payment sessions (on the Web)
  • Renewing your domain verification (on the Web)
  • Handling merchant token notifications for recurring, deferred, and automatic-reload transactions (both on the Web and in-app)
  • Creating and updating Wallet Orders (both on the Web and in-app)
  • Managing merchant onboarding via the Apple Pay Web Merchant Registration API (for PSPs and e-commerce platforms)

For app developers, the most significant change is the need to update server configurations to support one or more of the new cipher suites. Failure to do so could result in disruptions to payment processes, domain verification, or recurring transactions, which could have serious consequences for your app's functionality, security, and performance.

WHY THE UPDATE MATTERS FOR APP STORE OPTIMIZATION

In the world of app store optimization (ASO), the performance of your app directly influences its visibility, ranking, and overall success. As an app developer, any disruption in your app’s ability to process payments smoothly or handle user transactions effectively could have significant consequences. Here's how the Apple Pay update could impact your app's ASO performance:

Payment Failures and Conversion Rates

The core of Apple Pay’s appeal is its seamless integration with apps, allowing users to quickly complete transactions without leaving the app or manually entering payment information. For apps that rely on in-app purchases, subscriptions, or e-commerce transactions, any disruption to this process can frustrate users, leading them to voice their complaints in the App Store through negative reviews and low star ratings. These reactions not only harm your app’s reputation but can also deter potential users, ultimately impacting your conversion rates.

For ASO purposes, a reduction in conversion rates due to Apple Pay-related issues can hurt your app’s rankings in the App Store. The App Store algorithm heavily weighs conversion rates in determining how well an app performs in search results. When users encounter payment failures or issues completing transactions, it negatively impacts their experience, leading to a drop in conversions, increased bounce rates, and even app uninstalls. 

While app ratings and reviews themselves do not directly influence the algorithm, these issues can still result in frustrated users leaving negative feedback, damaging your app’s reputation. Proactively addressing these security updates and ensuring a seamless payment process will help maintain high conversion rates, positive user experiences, and a strong overall ranking.

User Trust and Retention

Trust plays a crucial role in app retention. Users who rely on Apple Pay for fast, secure transactions expect a smooth payment experience every time they use the app. Disruptions caused by outdated security protocols could lead users to doubt the reliability of your app, resulting in decreased trust and retention.

For ASO, high retention rates are essential. Apps with strong retention rates are favored by both search and algorithmic rankings. If users start abandoning your app due to issues with Apple Pay integration, it’s not just a loss of revenue—it’s also a hit to your app’s retention metrics or star ratings. These metrics are closely tied to your app’s performance in the App Store, which is why staying on top of updates like this is essential to ensure long-term success.

Negative User Feedback and App Reviews

When users encounter payment failures or disruptions, they often take to the App Store’s review system to voice their frustrations. Negative reviews that mention issues with payment processing or Apple Pay integration can have a lasting impact on your app’s reputation. Negative feedback not only deters potential users but also signals to the App Store algorithm that your app is experiencing functionality issues.

A poor review score, especially one focused on functionality or payment problems, can drop your app down in search results, making it harder for new users to discover your app. As part of your ASO strategy, it’s crucial to monitor reviews closely, especially after updates like the Apple Pay algorithm change. Quickly addressing any issues and communicating fixes through app updates can help mitigate the impact of negative feedback on your app’s rankings.

Apple Pay Algorithm Changes

HOW TO PREPARE FOR THE UPDATE: ASO-DRIVEN STEPS TO TAKE

To maintain your app’s performance and ensure it continues to deliver a seamless user experience, you’ll need to act before February 4, 2025. Here are steps you can take to prepare your app for the upcoming Apple Pay algorithm changes:

Update Server Configurations to Support New Ciphers

First and foremost, your server needs to support one or more of the new cipher suites designated by Apple. Without this update, your payment processing could fail, leading to a poor user experience and low conversion rates. Make sure your backend team is aware of the changes and begins testing the updated configurations to ensure that everything works smoothly before the deadline.

Conduct Thorough Testing of Payment Integration

Once your server is updated, it’s essential to test your app’s payment flow to ensure that the Apple Pay integration is functioning as expected. This includes checking payment sessions, domain verification, merchant token notifications, and recurring payments. Any failure in this process can lead to significant disruptions for your users and could result in a negative app experience, leading to uninstalls and negative reviews.

Monitor User Feedback Closely

After the update, monitor user feedback in real-time. If users report payment issues, address them immediately through bug fixes and app updates. Keeping your app’s functionality intact is essential for positive user reviews and maintaining trust. Responding to feedback quickly demonstrates a commitment to user satisfaction, which can positively impact your app’s ASO performance.

Communicate Changes To Users

It’s important to let your users know about any updates that may affect their experience, especially if you expect any downtime during the update process. Transparent communication builds trust and can help mitigate any frustrations that may arise. Consider updating your app description or adding in-app messaging to inform users about the Apple Pay update and any expected changes.

Keep An Eye On Future Apple Pay Updates

Apple is constantly refining its services, and there may be further updates in the future that could impact your app’s functionality. Stay informed on the latest Apple Pay developments to ensure that your app continues to provide a seamless, secure user experience. Keeping ahead of these changes will help you stay competitive in the App Store and ensure your app remains a trusted choice for users.

CONCLUSION

Apple’s upcoming changes to the supported algorithms for Apple Pay on the Web are a critical update for any developer or business that relies on Apple Pay for transactions. These changes could have a far-reaching impact on your app’s functionality, conversion rates, and user experience. As an ASO-focused developer, staying on top of these changes is crucial to ensuring that your app continues to perform at its best in the App Store.

By proactively updating your server configurations, testing your payment integrations, and staying vigilant about user feedback, you can avoid disruptions and maintain the seamless experience that users expect from your app. Security updates like these not only help keep your app functional but also play a key role in maintaining your app’s visibility and ranking in the App Store.

LET’S CHAT!

At Gummicube, we help businesses optimize their apps for success in the App Store by staying ahead of updates and ensuring top performance. If you need assistance with app optimization or navigating the complexities of updates like the Apple Pay algorithm changes, get in touch with us. Let’s work together to help your app succeed in a competitive marketplace.

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