Gummicube - An airship company
MENU

Check-In to Better ASO: How VRBO Can Upgrade Its App Store Presence

December 5th, 2024

Check-In to Better ASO: How VRBO Can Upgrade Its App Store Presence
David Quinn

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

In today’s competitive travel app market, visibility is everything. Travelers searching for their next getaway often rely on the App Store to find apps that promise ease, variety, and value. For apps like VRBO, which connects users with vacation rental properties worldwide, app store optimization (ASO) plays a pivotal role in staying ahead of competitors.

Currently ranking #8 in the travel category as of 12/5/2024, VRBO enjoys substantial popularity, but this ranking suggests there’s untapped potential. By refining its title, subtitle, and visuals, VRBO could enhance its app store presence, drive more downloads, and potentially climb higher in the rankings.

This blog will examine VRBO’s metadata and visuals, evaluate areas for improvement, and explore actionable strategies to optimize its app store presence. Along the way, we’ll take inspiration from a key competitor, Airbnb, which exemplifies ASO excellence.

CRAFTING A STANDOUT FIRST IMPRESSION: TITLES AND SUBTITLES MATTER

Titles and subtitles serve as a crucial first impression for potential users on the App Store. They are the first points of contact and play a dual role in influencing users’ decisions and app discoverability. A well-crafted title and subtitle not only highlight the app’s primary value but also integrate relevant keywords to improve search visibility. For an app like VRBO, optimizing these elements could be the key to attracting more downloads and targeting untapped audience segments.

VRBO’s Current Title: “Vrbo Vacation Rentals”

VRBO’s title communicates the app’s primary function effectively: connecting users with vacation rentals. Including “Vacation Rentals” as a keyword ensures VRBO appears in searches for this popular term. However, this approach leaves out opportunities to target broader audiences, such as luxury travelers or families planning large group trips.

By experimenting with titles that incorporate secondary keywords or descriptors, VRBO can expand its reach. For instance:

  • "Vrbo: Book Vacation Homes"
  • "Vrbo: Travel & Rent Today"
  • "Vacation Rentals for Travelers"
  • "Vrbo: Explore Rental Homes"
  • "Book & Rent with Vrbo"

Adding specificity and diversity to the title can help VRBO appeal to a wider variety of travelers.

VRBO’s Current Subtitle: “Beach houses, cabins & condos”

The subtitle complements the title by showcasing property types available on VRBO. However, its limited scope may exclude users searching for unique properties like luxury homes or kid-friendly spaces. This limitation suggests room for improvement in positioning the app as versatile and inclusive.

More dynamic subtitles that target different keywords could include:

  • "Rental Homes for Travelers"
  • "Book Unique Rental Homes"
  • "Travelers: Book & Rent Today"
  • "Vacation Rental Homes to Book"
  • "Homes to Rent for Travelers"

These versions are action-driven and keyword-rich, ensuring that VRBO can attract a wider range of travelers, whether they are looking for last-minute bookings or specific types of vacation homes. By refining metadata, experimenting with visuals, and leveraging A/B testing, VRBO can optimize its presence in the App Store, resulting in improved visibility, higher conversion rates, and a stronger position in the competitive travel market.

VRBO iOS Screenshots

VISUAL APPEAL: THE KEY TO CAPTURING USER INTEREST

A picture is worth a thousand words, and in the App Store, screenshots and videos often determine whether users download an app. For VRBO, which markets itself as the go-to platform for vacation rentals, the visual presentation of its app should create a compelling, immersive story. From showcasing beautiful properties to emphasizing ease of use, VRBO’s visuals should leave a lasting impression.

Screenshots: Telling Your App’s Story

Screenshots are the bridge between a user’s curiosity and their decision to download. VRBO’s current screenshots do a good job of highlighting beautiful properties, which aligns well with its focus on vacation experiences. However, they fall short in effectively communicating the app’s unique features and benefits.

One common issue is the overuse of text overlays. While helpful for explaining features, these overlays can become distracting or repetitive. To address this, VRBO should:

  1. Highlight core features with concise, engaging text like “Search Rentals Your Way.”
  2. Use visuals that guide users through the app’s functionality.
  3. Sequence screenshots logically to create a seamless narrative, such as showing property browsing, booking, and map features.

Adding a Video: Bringing the Experience to Life

In the travel category, video content is often the secret weapon for apps looking to stand out. Videos have the power to transport users into the app experience, offering a dynamic preview of its capabilities. For VRBO, which doesn’t currently utilize video content, adding this feature could significantly enhance its listing.

A short, engaging video could highlight:

  • The diversity of properties available.
  • The app’s user-friendly search and booking features.
  • Unique selling points like family-friendly or pet-friendly accommodations.

By combining visuals of properties with animations showcasing in-app functionality, VRBO can deliver a persuasive narrative that resonates with potential users.

Airbnb iOS Screenshots

LEARNING FROM AIRBNB

In the travel app space, Airbnb sets a great example for effective ASO. With its simple yet strategic approach to titles, subtitles, and visuals, Airbnb has successfully positioned itself as a household name. While VRBO has its strengths, there’s much to learn from Airbnb’s execution to refine its app store strategy.

Title and Subtitle: Simplicity Meets Strategy

Airbnb’s title, simply “Airbnb,” doesn’t rely on descriptive keywords because the name and brand itself is synonymous with vacation rentals. For VRBO, which lacks this level of ubiquity, a descriptive title is necessary to reach new users.

The subtitle “Vacation Rentals & Experiences” is where Airbnb shines. It introduces keywords and highlights unique offerings like experiences, broadening its appeal. VRBO can emulate this strategy by testing subtitles such as:

  • “Unique Stays & Family Getaways”
  • “Find Beach Houses & Escapes”

Visual Elements: Less is More

Airbnb’s screenshots are a textbook example of how to communicate value effectively. Each screenshot focuses on a single feature or benefit, supported by clean typography and minimalistic design. For instance:

  • The first screenshot often showcases the app’s simplicity with a tagline like “Book Unique Stays Worldwide.”
  • The subsequent visuals highlight additional features, such as curated stays or easy booking processes.

VRBO’s screenshots, while visually stunning, could adopt a more streamlined approach to match Airbnb’s effectiveness. Focusing on user benefits, rather than dense informational text, could significantly boost engagement.

OPPORTUNITIES FOR ASO GROWTH: A PATH FORWARD FOR VRBO

Every app, no matter how established, has room for growth. For VRBO, optimizing its App Store listing isn’t just about improving aesthetics; it’s about expanding discoverability and creating a user journey that converts. A few critical strategies could help VRBO rise above the competition.

Broadening Keyword Coverage

VRBO’s current metadata targets core keywords like “vacation rentals,” but there are significant opportunities to expand its reach by incorporating high-volume keywords. By targeting broader, high-volume keywords such as “travelers,” “rental homes,” “rent,” and “book,” VRBO can increase its visibility in the highly competitive travel space. High-volume keywords are crucial because they match user intent, capturing users who are searching for rental properties and actively looking to book a vacation.

For instance, integrating high-impact terms into the app title and subtitle allows VRBO to show up in a wider range of searches, making it easier for potential customers to find the app when they are searching for vacation properties or planning their travels. Rather than focusing solely on niche keywords, it’s essential for VRBO to strike a balance by targeting terms with broader appeal and significant search volume. This strategy can help VRBO reach not just those looking for specific property types, but also the larger pool of users who are searching to rent homes, book vacations, or find travel accommodations.

By refining the title and subtitle to include these high-volume keywords, VRBO can significantly improve its app store discoverability and capture a larger audience. This strategic approach will help VRBO position itself as a go-to app for travelers looking to book their next trip, ultimately driving more downloads and improving user acquisition.

Leveraging A/B Testing

Testing isn’t just about trying new ideas; it’s about finding what works best for your audience. A/B testing titles, subtitles, and visuals can provide valuable insights. For example:

  • Testing titles like “Vrbo: Your Getaway Hub” versus “Vrbo: Family-Friendly Vacation Rentals” could uncover which phrasing better captures the attention of a broader audience, from adventure-seeking travelers to families planning their next trip.
  • Experimenting with different styles of screenshots, such as adding playful icons to reinforce app features or incorporating video elements, could reveal the most engaging content formats that boost user interaction and conversions.

By continuously refining these elements, VRBO can better understand user preferences, adapt to changing trends, and improve its performance in the highly competitive travel app market.

CONCLUSION

VRBO has a strong foundation for success, but its App Store listing could be the key to unlocking even greater potential. By refining its title and subtitle, elevating its visual presentation, and experimenting with video content, VRBO can enhance its appeal to a broader audience. These seemingly small adjustments can lead to meaningful increases in visibility, downloads, and user engagement.

Looking at competitors like Airbnb offers valuable insights into how a well-optimized listing can make a difference. By adopting similar strategies and leaning into robust ASO techniques, VRBO can climb higher in the rankings, attract new travelers, and strengthen its foothold in the competitive travel app space.

LET’S CHAT!

App Store Optimization isn’t just about having a great app—it’s about making sure your app stands out in a crowded marketplace. Whether you’re refining your metadata, optimizing visuals, or exploring new strategies to attract users, there’s always room for growth.

If you’re curious about how to elevate your app’s presence or simply want expert insights into app store trends, we’d love to help. Reach out to discuss your goals and discover actionable ways to enhance your app's performance.

Similar Articles

App Store Spotlight on Triller

App Store Spotlight on Triller

Posted on January 8th, 2025

Explore how Triller’s App Store listing compares to TikTok’s. Learn ASO tips to optimize titles, subtitles, and visuals for better engagement and downloads.