We are well into the summer, meaning people around the country are on holiday and many use apps to plan and book their tours. Travel and vacation resorts should optimize to take advantage of this growing demand and attract new users. In this week's App Store spotlight, we take a look at the Trip.com app to see if the optimization of the App Store is good enough to give it a single ticket to the top of the search results.
] On the Apple App Store, Trip.com is the # 1 ranked app for
"Trip" as well as # 2 for "flight and hotel." It also stands in the top 10 for
"Book hotel", "international travel" and "holiday package." But it is
keyword rankings drop fast, ranking # 1
booking, "# 20 for" cheap holidays "and # 23 for" hotel deals. "Its rankings
For competitor applications it is varied, as it says # 11 for "Priceline" and # 14 for
"Trivago" but only # 31 for "Expedia" and # 71 for "Kayak."
Creatives : Trip.com's creative set uses eight images,
designed to display a phone screen with background screens
with trip and holiday pictures. Previous screenshots used a more generic blue
background, but today's design seems to be up to date for the season.
Each one is accompanied by exclamation text related to
screenshot and background, make each one a thematically continuous picture as
tells users about the app.
For example, the screen showing the flight search and
booking features use callout text "fly worldwide with zero booking fees."
The background for that screen is drawing a plane in aircraft through
clouds, running in the travel picture.
The screens also use relaxing, warm colors designed to
Invoke the mood of a vacation trip while matching the overall picture. Blue
Colors are the most common, as they match the colors on the Trip.com icon to
Maintain the sense of branding. Each screen shows another aspect of
app, such as travel planner, offer or car rental.
While the callout text uses keywords, users can
see how the app relates to their questions, they can also be a bit long. keeping
The calling text card can make it easier for users to quickly capture while
they look at screenshots, although it is still important to maintain
keywords in them.
Title and subtitle : App's full title, "Trip.com:
Fly & Hotels, "uses 26 of the 30 characters Apple gives
Having room for four more characters, it comes close to exploiting the whole
place with keywords.
The subtitle "Exclusive Travel" uses only 22. This
provides space for eight more characters, which can be used to fit into another
keywords to target. This would put the new keyword in a user-friendly position like that
Users can see how it relates to their search.
Description: Trip.com's description starts with a card
introduction, followed by longer lists covering everything that the app needs
offer. These use keywords neatly, calling out features like "rental cars"
(as it says # 35 for) and "cheap hotels" (# 22) and are sorted in different
Using dot points throughout the description does
easy for users to read at a glance, even though lines in the feature lists are
still on the long side. For example, at some point it calls "Our Advanced
flight search engine allows you to find the ideal air filter by price,
duration, departure or arrival time, or airline and stop. "While this is
useful information, it is still more difficult for users to read at a glance than a
short, until the dotted line would be. It can only disconnect the filters, or
even create a subset showing all the ways users can search for flights.
On Google Play, Trip.com is ranked # 1 for name and tour
details. "It ranks # 3 for" trip "and # 5 for" tours ", but its rankings are falling
shortly after. It ranks # 21 for "travel deals" and "vacation deals," # 26 for
"Free travel apps" and # 33 for "tour organizer." As far as competitors go, that
Rank # 25 for "Expedia", # 39 for "Trip Advisor" and # 75 for "Priceline."
Creatives : Trip.com uses a similar creative look
both iOS and Google Play, even though the device appears in each store's screens
is different. Apart from that, each image uses the same screenshot, background
and callout text.
Neither Google Play nor iOS use videos, even though Google
The Play version can potentially benefit from using one. It would be possible to
show a user who is reserving a trip on the app and then cut between the features of
The app and their effects on the planning of the holiday and traveling, as some compete
Apps, such as Google Trips or Trivago, do. Trip.com can test such a video to watch
if users respond well to it. This would only be possible on Google Play, like
does not limit the videos to images in the app alone.
Description and metadata : The description is
written the same on iOS and Google Play, even though the Google Play version is using
HTML to add bold text in the description. This underlines headlines and key
Phrases, such as "zero order fee" and make each feature set stand out.
Google Play descriptions must be written with focus on
keywords. They should be placed near the front of each sentence and line like that
It is easier for the algorithm to identify them. The description does so in many
places, such as a crash list, calling out their appointments or headlines as "Find
cheap hotels in minutes "(it ranks # 76 for" cheap hotels "), but it's still
many areas where it does not use keywords.
For example, a section title is called "Order the Perfect
fly. "The app now ranks # 57 for" book flights ", so it can be converted
this header section to emphasize the keyword "book flights". Similar lines
In the description, things say, "Have a fixed budget, but not sure where
to walk? "and" Cancel or change your orders easily ", which is not
keyword-focused. Adjust these lines to dial out the keywords it wants
The goal can help its indexing of these terms.
Trip.com is an app in a very competitive field, but it has one
good foundation for App Store optimization. Its descriptions are formatted
Well, but must be written with a focus on quick readability and keywords.
Similarly, the creative set looks good and uses good design and colors, but needs
to shorten its exclamation text to make its point quickly. Summer is a great time
For travel apps, then trip.com and other apps in the field should be sure
Optimize their apps to compete.
Want more information on optimizing the App Store?
Contact Gummicube and
We help you get your strategy started.