Science-Backed Tips on Designing App Store Creatives With People & Characters

ASO, A/B Testing, App Marketing
App store creatives with people

App stores are overloaded with visual information. With about 4.4 billion apps on the App Store and Google Play Store combined, users may look at icons and screenshots but they don’t consciously see each and every one of them. So winning user conscious attention is a vital prerequisite for conversions, downloads and, thus, subsequent revenue.  

But what grabs the user’s conscious attention? And how to design noticeable visual assets that drive conversions? To get the answers, we referred to neuroscience.
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ASO Starter Pack

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

Ultimate Guide to Tools You Need for Successful Work with Apple Search Ads

Lina Danilchik, July 28th
ASO, Search Ads, A/B Testing, App Marketing, Apple Search Ads
Tools for Successful Work with Apple Search Ads

Looking for powerful app marketing tools to leverage the potential of Apple Search Ads? We’ve got you covered. In this article, we share the list of tools for Apple Search Ads best practices that will help you find relevant keywords, keep an eye on your competitors, analyze post-install events & measure user retention, choose best performing visuals, automate & optimize Search Ads campaigns – and thus achieve synergy.
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App Overview: DoorDash on the App Store & Google Play Store

ASO, A/B Testing, Creatives
DoorDash app on the App Store and Play Store

Delivery companies are gaining momentum due to the coronavirus outbreak. As people keep staying at home, they are more likely to purchase restaurant food delivery online. Unsurprisingly, as per the end of April 2020, the sales of meal delivery companies in the U.S. have almost doubled year-over-year.

DoorDash is one of the key industry players, offering door-to-door delivery in more than 4,000 cities across the US, Canada and Australia. 

We’ve decided to look at its app on both stores and give an overview of each app page element to identify ASO best practices.  
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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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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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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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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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How to Increase Click-to-Install Conversion Rate by Running Mobile A/B Testing Experiments

Lina Danilchik, April 2nd
ASO, Cases, A/B Testing, App Marketing
Vezet: Increase Click-to-Install Conversion with SplitMetrics

SplitMetrics client, Vezet, shares how they managed to improve Click-to-Install conversion rate for their Vezet ridesharing app with the help of app store A/B testing.

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Mobile A/B Testing for App Idea Validation: Best Practices and Tips by SplitMetrics & Phiture

Lina Danilchik, March 31st
ASO, A/B Testing, App Marketing
mobile A/B testing

During our webinar dedicated to the best practices in mobile A/B testing, we have spoken to Maggie Ngai, ASO Expert from Phiture, and discussed how mobile publishers can benefit from validating app ideas with the help of app store A/B testing and pretotyping.

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