How to Improve Marketability of a Game with Concept Testing

ASO, A/B Testing, Creatives
game concept testing

Game publishers may have no idea that they have weak marketability until they soft launch their product, and at this point they have already invested huge resources into the development. Yet, there’s a way to make sure that the game can hit its business goals before writing a single line of code. I’m referring to game concept testing. 

Concept testing happens on emulated pages of the App Store and Google Play. Basically, you show the product page of a game that you intend to develop to your target audience to see how many of them click the “Get” button. 

The numeric results of such tests, or metrics, provide insights into whether your app has a good chance of success whatsoever. Overall, game concept testing is a data-driven approach to launching games and a viable instrument to continuously improve your marketing message.

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ASO Starter Pack

New to the SplitMetrics blog? Check out this post to equip yourself with insights into mobile marketing.

Pixum: Spends x3 less time on Apple Search Ads management with automation

Maryna Dorash, May 21st
Search Ads
Pixum, Apple Search Ads

Pixum is an online photo service provider with three ways to order: Pixum Photo World Software, their website and mobile app. With the Pixum app, the team was among the pioneers in the usage of Apple Search Ads.

Since ad performance in Germany was strong and the company operates throughout Europe, their mobile marketing manager decided to use Apple Search Ads for other countries as well. Pixum’s campaign structure follows Apple Search Ads’ best practice – Brand, Generic, Competitor and Discovery campaigns, hence they soon had a large array of campaigns that needed to be managed. In order to save time and optimize this process, Pixum turned to SearchAdsHQ whose automation rules and bulk management guarantee all-empowering automation.

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5 Indicators That You Should Move on from Google Play Experiments

Lina Danilchik, May 19th
ASO, A/B Testing, App Marketing
google play experiments vs. splitmetrics

Google Play Store Listing Experiments is a prominent tool for mobile A/B testing. It has a number of advantages: it is free, it supports simultaneous testing of app description in five languages and allows you to run tests with the help of both paid & organic traffic or with just organic traffic.

However, at some point mobile publishers that have successfully been growing their apps or mobile games with the help of app store A/B testing, face a challenge: Google Play Store Listing Experiments become insufficient for the conversion rate optimization. They need to test more, need more insights for data-driven decisions, but they hit a wall since Google Play has a number of limitations when it comes to A/B testing experiments.

To help you stay alert, we share a number of bottlenecks that indicate that it is time for you to move on and opt for another app store A/B testing platform that would fit your business needs.

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NEW: Multiple Conversions & Charts 2.0 in SearchAdsHQ. 2x Faster SplitMetrics

Search Ads, A/B Testing, News
SearchAdsHQ and SplitMetrics features April 2020

This is a three-month wrap-up of updates in the two products that we make – SearchAdsHQ, platform to automate and optimize Apple Search Ads, and the SplitMetrics A/B testing platform. 

From February to April, we rolled out a lot of handy features that improve user experience. Use the navigation above to jump to the platform and functionality that interests you.  
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How to Create Value-Based Apple Search Ads Account Structure

Search Ads, App Marketing
Apple Search Ads Value-Based Account Structure

By structuring your Apple Search Ads account you can improve ad relevance, assess performance more accurately and lay the foundation for scaling. 

We’ve already explained high-level ideas of how to build your Apple Search Ads account structure. In this article, we’re going to cover one of the two specific approaches that we offer – value-based structuring. The other one, the semantics-based Apple Search Ads account structure, is covered in Lesson 6 of The Complete Apple Search Ads Course.
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7 Reasons for Drops in Conversion on the App Stores

Lina Danilchik, April 24th
ASO, A/B Testing, App Marketing
reasons for drops in conversion

You might have already read dozens of articles on 101 ways to improve your app conversion rate. We at SplitMetrics also work on such publications to support you in your endeavors to grow a mobile game or app. But what about a decline in conversion rate? Even big brands face unexpected drops in conversion rates once in a while. You may wonder why it happens and what you can do about that. To help you be prepared for a situation where you suddenly experience a sharp decline in conversions and respond quickly if possible, we share the 7 reasons for conversion drops on the app stores.
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How to Optimize Apple Search Ads Based on User Acquisition Funnels

Anastasia Sidoryk, April 22nd
Search Ads, App Marketing
user acquisition funnel best practices

What is happening across your user acquisition funnel? 

Some keywords can be very good at moving App Store users from ad impressions right to in-app purchases, subscriptions, etc., depending on your app monetization model. 

Other keywords can be poor performers that never result in desirable paid conversions. 

When you understand your funnel and keywords converting potential, you can optimize Apple Search Ads where necessary and maximize ROAS. In this article, we’ve covered three best practices that may help you make the most of your user acquisition funnel.   
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Keyword Bid History on Graphs: Make Data-Driven Decisions with SearchAdsHQ

Lina Danilchik, April 17th
Search Ads, App Marketing, Apple Search Ads
bid history

SearchAdsHQ rolls out a new feature to make it possible for users to track keyword bid history over time.

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Visual Salience: Evidence-Based Tips to Developing App Store Creatives

Lina Danilchik, April 14th
ASO, A/B Testing, App Marketing
visual salience

While the number of various apps and mobile games on both the App Store and Google Play continues to grow, the competition is getting tougher and users are spending less and less time on the app store product pages. This means they decide whether to download an app faster than ever before.

Against this backdrop, mobile publishers and ASO agencies are struggling to capture users’ attention in the app stores by running A/B testing experiments, comparing various visuals and figuring out what works best. This is often a trial and error process when hypotheses are formulated based on observations. But there is an easy fix for that: you can develop creatives for your app store product page building on stimuli that historically grab the attention of users.

Today we are going to talk about one of such stimuli that will help your mobile app or game stand out in the app stores and see uplift in conversions – it is visual salience.

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Multiple Conversions Tracking in SearchAdsHQ: Comprehensive View of User Acquisition Funnel

Lina Danilchik, April 8th
Search Ads, App Marketing, Apple Search Ads
multiple conversions in apple search ads

Today we are proud to announce a great update in SearchAdsHQ: Multiple Conversions Tracking will enable users to not only set up custom conversions, but also track each of them individually on the dashboard.
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