Since January 23, 2024, significant changes in Japan’s app marketing landscape and strategies for Google Play Store have emerged, influenced by both UI updates and broader market trends. Traditionally, Japan has been an Apple-dominated market with iPhones holding a large share. However, the Android market has been gradually gaining ground, particularly since the introduction of Japan’s mmWave 5G device subsidy program by Japan government policy. This initiative has boosted Android smartphone adoption, marking a notable shift in market dynamics.
From an ASO perspective, this presents a valuable opportunity for developers to focus more on the Google Play Store in Japan. The rising popularity of Android devices means that businesses and app developers should increasingly allocate resources to optimizing their app listings, leveraging key changes in the Google Play Store UI.
As Android’s market share continues to grow, apps optimized for Google Play will have a higher chance of reaching new users, especially considering the surge in 5G adoption, which enhances mobile experiences, making apps and digital content more accessible and engaging.
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Where Google PlayStore change their UI in Japan
Around January 23, 2024, Google made significant changes to the mobile version of the Google Play Store’s search result UI. According to Google, these changes were implemented to unify the search experience globally. This update altered the appearance of the Japanese Google Play Store to match the design seen in other regions, ensuring consistency in how search results and app listings are displayed across different markets.
When an app is indexed by its brand keyword, it is assumed that the user is more likely to proceed with the download. As a result, Google Play Store display the app’s store page along with the “Install” button, maintaining the previous visibility pattern. This ensures a seamless user journey for those who have shown intent through specific brand searches, helping to maintain higher conversion rates from search to download.
The brand keyword indexing strategy helps apps stand out in search results by displaying their full store page when a user searches for the brand directly. This also allows for better engagement with potential users who are specifically looking for that app, increasing the likelihood of them installing it.
For general keyword searches, the Google Play Store now displays apps in a list format based on their ranking for the searched keyword without app install button, store listing page information. As you know, the average review index displayed and Title length are increased instead of install button space.
This change aligns the UI with the global standard, ensuring consistency across different regions. Additionally, advertisements have increased visibility within the search results, with ad placements appearing among the top three apps in the list as well as within the middle of the scrolling list. This structure prioritizes higher-ranked apps but also provides more opportunities for promoted apps to appear, impacting both organic and paid visibility strategies.
Therefore, it has become even more important to select keywords that can rank within the top 10, and ideally within the top 5, in search results. Combining keyword optimization with effective ad campaigns is now crucial to improving keyword rankings. This strategy ensures that the app remains visible, as the increased prominence of ads within the top-ranked search results reduces organic visibility, making it vital for apps to achieve higher rankings through both organic and paid efforts.
Why UI change induce a sudden drop in Store Visitor
Pre-January 23 Situation: Before the UI update, the number of store visitors was counted based on app appearances in search results. Even if users didn’t click on the app details page, the mere appearance in search results was considered a visit.
Post-January 23 Changes:
Since the update, only users who tap on the app to view its detailed page are counted as visitors. This significant shift has caused a noticeable decline in store visitor numbers. Many apps saw their visitor metrics plummet as a result of this more precise definition of a “visit,” where only genuine interactions are counted.So, you can catch real reaction user data after chaging of UI and count algorithm on the google playstore.
key strategies to focus on as we move toward the end of 2024 and into 2025
The updated visitor count metrics and UI for the Google Play Store now reflect more realistic and accurate data. With this shift, it’s important to adjust ASO strategies in Japan to align with these changes. Below are four key strategies to consider for optimizing app performance in the Japanese market.
- Optimize App Icons and Screenshots: Since the new UI highlights app icons more prominently, it’s essential to make sure your app icon stands out. Conduct A/B testing on icons and screenshots to maximize their appeal. We recommend these steps to improve conversion rates (CVR) by capturing users’ attention more effectively.
- Improve Review Ratings: Focus on acquiring positive reviews and enhancing the overall rating of the app. This will boost both your app’s credibility and its rankings, as reviews are a key factor in Google Play’s algorithm. As you know, google already set the fitering function avg4.0 and 4.5 index. Reviews are most important things to trigger app install with user confidence.
- Revise App Title Optimization: Monitor relevant keywords and refine your app titles to include unique hooks that differentiate the app from competitors. Highlight the app’s key features to encourage users to download, ultimately improving the app’s conversion rates.
- Leverage Google Ads Campaigns (GAC): Use targeted ads to push your app into the top 10, ideally the top 5, for relevant keywords. This is crucial because the updated UI now places more ads within the search results, making it more challenging for organic listings to remain visible. A well-executed GAC AD & ASO strategy can enhance your app’s visibility and drive user acquisition.
Here is some insights related to Screenshots A/B test!!!
If you have concerns about App Store Optimization (ASO), localization, or strategies to grow your app business in the Japanese(ncluding Korean) market, feel free to share them with us. We offer valuable consultations and can provide insights tailored to your needs, helping you enhance app visibility, user engagement, and overall growth. Don’t hesitate—let’s explore the best strategies together!
