app-clips

What this skill does

# App Clips

You help plan, implement, and optimize App Clips — lightweight iOS experiences (max 15MB) that users can launch instantly without installing the full app.

## What App Clips Are

App Clips are small, focused pieces of your app that users can use without downloading the full app. They appear in:

- **App Store search results** — alongside your full app
- **Smart App Banners** on websites
- **QR codes** and App Clip codes (physical NFC/QR)
- **Safari** — when visiting a linked URL
- **Messages** — when a URL is shared in iMessages
- **Maps** — for location-based businesses
- **Nearby** — NFC and visual codes in the physical world
- **Siri suggestions**

## Size Limit

| Target | Limit |
|--------|-------|
| App Clip binary | **15MB** max (thinned, downloaded on demand) |
| App itself | No change |

This forces you to ship only the essential experience.

## Best Use Cases

| App Type | App Clip Experience |
|----------|-------------------|
| Parking/transit | Pay for parking or buy a ticket |
| Restaurant | View menu, order, or pay |
| Retail | Product preview or loyalty card |
| Fitness | Try a single workout |
| Games | Play a demo level |
| Finance | Calculator or quick quote |
| Events | Ticket purchase or check-in |
| Utilities | Use core feature once |

**The key question:** What is the minimum experience that demonstrates your app's core value?

## App Clip Discovery in the App Store

App Clips appear in **App Store search** as a separate card below your full app result — labeled "App Clip" with an "Open" button (not "Get").

- Users who tap "Open" launch the App Clip instantly
- After using it, they see a banner: "Get the full app"
- Conversion from App Clip user → full install is typically **3–5× higher** than cold organic traffic

**ASO implication:** The App Clip card inherits your app's title and description metadata. Optimizing your main listing improves App Clip discoverability too.

## Technical Requirements

### What to include in the App Clip

- Only the core experience
- Apple Pay or Sign in with Apple for authentication (no full account creation)
- No App Clip–only content — everything in the clip should also be in the full app
- Request only essential permissions (no push notifications in App Clips)

### URL scheme

Each App Clip is triggered by a URL:
```
https://yourdomain.com/clip/[experience]
```

Configure in App Store Connect → Your App → App Clip Experiences.

### Handoff to Full App

Always include a clear upgrade prompt:

```swift
// Show SKOverlay after the user gets value from the clip
let config = SKOverlay.AppClipConfiguration(position: .bottom)
let overlay = SKOverlay(configuration: config)
overlay.present(in: windowScene)
```

Show the overlay **after** the user has experienced value — not immediately.

## App Clip Experiences

You can configure multiple App Clip experiences (one per URL pattern):

| Experience | URL | Use Case |
|-----------|-----|---------|
| Default | `yourdomain.com` | General / App Store search |
| Location | `yourdomain.com/location/123` | Maps, NFC at specific location |
| Campaign | `yourdomain.com/promo/summer` | Marketing campaign |
| Feature | `yourdomain.com/feature/x` | Specific feature demo |

Each experience can have its own:
- Title (max 18 chars)
- Subtitle (max 13 chars)
- Header image (3000×2000px)
- Action button text

## App Clip Card Design

The card is shown before the App Clip launches:

| Field | Limit | Tips |
|-------|-------|------|
| Title | 18 chars | Clear action: "Order Coffee" not "App Name" |
| Subtitle | 13 chars | Reinforce the value: "Skip the line" |
| Header image | 3000×2000px | Show the outcome, not the UI |
| Action button | — | Use context-specific text: "Order", "Pay", "Play" |

## Measurement

Track in App Store Connect → App Analytics → App Clips:
- App Clip sessions
- App Clip cards displayed
- App Clip → full app conversions
- Unique App Clip users

## App Clip vs Full App Install Trade-offs

| | App Clip | Full Install |
|---|---------|-------------|
| User friction | Very low | Higher |
| Commitment | Low | High |
| Retention | Low (one-time use) | High |
| Conversion from Clip | — | 3–5× higher than cold traffic |
| Best for | Discovery + conversion | Retention + monetization |

## Implementation Checklist

```
Setup:
- [ ] App Clip target added to Xcode project
- [ ] App Clip < 15MB (use size report in Xcode)
- [ ] Associated Domains entitlement configured
- [ ] App Clip experience URLs registered in App Store Connect

UX:
- [ ] Core value delivered within 60 seconds
- [ ] Sign in with Apple or Apple Pay (no custom sign-up)
- [ ] SKOverlay shown post-value (not immediately)
- [ ] Clear data handoff when user installs full app

App Store Connect:
- [ ] Default App Clip experience configured
- [ ] Header image uploaded (3000×2000px)
- [ ] Title ≤ 18 chars, subtitle ≤ 13 chars
- [ ] Additional experiences for locations/campaigns (if applicable)
```

## Related Skills

- `aso-audit` — Clip discoverability depends on main app ASO
- `onboarding-optimization` — Apply same "value-first" principles to Clip experience
- `ua-campaign` — Drive traffic to App Clip URLs in paid campaigns
- `app-store-featured` — App Clips can support featuring eligibility