Google Play updates storefront to increase app discoverability

businessinsider.com

The Google Play app store is getting a brand new layout in what is likely part of a long-term effort by Google to increase app discoverability. While the revamped store layout has not yet been officially released or announced, a preview was published by Google employee Kirill Grouchnikov. The update has started trickling out to some consumers, according to Digital Trends.

The new Google Play store will highlight separated categories including Apps and Entertainment, Top Charts, and a Family section. The most important feature, however, is a new ‘Highlights’ section, which will increase consumers' ability to find new apps.

App discovery is as important as it is challenging for developers; any new features that better enable organic app discovery tends to benefit both parties. Consumers in the US are downloading more apps on average, but spending more time in a select few. All the while the number of available apps continues to grow. In turn, developers have looked to pay for app discovery and install campaigns as a necessary part of getting exposure.

The most recent app marketing indexes from Fiksu found that advertising costs associated with promoting an app install have skyrocketed, partly due to the overcrowded nature of the app market; Google had 1.6 million apps available in the Google Play store in June 2015. As the cost of app discovery increases, smaller unknown app developers are less able to compete against their larger companies such as Machine Zone — known for the massively successful (and publicized) Game of War app.

This new Google Play layout is Google’s most recent effort to make app discovery easier.

• Earlier this year, the company announced Universal App Campaigns, which allow app developers to advertise across platforms including Google Play, YouTube, and Google Search.
• Google Play started rolling out a star rating system next to the price of apps. The is likely to give users more power in determining which apps gain visibility.
• By separating the categories into distinct sections like Family and Games, Google Play is taking steps toward making it easier for new apps to be discovered. This in turn will likely mean that more developers can join the ecosystem, bringing with them a larger range of choice for consumers.