App A/B Testing Plays a Huge Role in Pre-Launch App Marketing. Here’s Why

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Porting games to mobile is never easy, even for powerhouses like Pixel Federation. A successful product launch follows a thoughtful market research and deep understanding of the mobile audience’s behavioral models.

There’s nothing worse than pouring months of effort into creating engaging icons, screenshots, descriptions only to launch the app to the App Store or Google Play… and realize that its creatives do not resonate with the target audience.

What developers need is to see how the creatives perform before launching an app, and pre-launch A/B testing is right here for them.

Running A/B tests for an app that haven’t been released yet helps app developers:

  • Evaluate a product.
  • Develop an initial vision and positioning.
  • Validate different audience segments. A/B testing can tell you how well you connect with your target audience and helps you to optimize a page’s message.

Matej Lancaric, Head of Mobile Marketing at Pixel Federation, shares a case study on pre-launch app marketing activities and mobile A/B testing that allowed to develop high converting app pages for their products.Read more

Why Negative Results from App A/B Testing May Weigh More than Positive Ones

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The fact is not all app A/B experiments show a boost in app conversions. Other two types of results app developers often get from mobile A/B testing are:

  • No difference between optimized and control results.
  • Optimized results perform worse than control ones.

App developers interpret zero-results as lack of app A/B testing benefits for them. Yet, the reality is that if a hypothesis works worse or shows no difference, A/B testing allows you to see it on time and save money you would spend if changes in the live version of the app page were implemented.

It also gives you understanding which direction leads you to your final goal – conversion improvement. Basing on data app developers get from unsuccessful tests and App Store analytics, they continue developing ideas that will ultimately bring significant results.

Rachelle Garnham, a digital marketing manager at Mallzee, shares their case study on getting valuable audience behavior insights after running a series of tests with negative results.

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Prisma: How We A/B tested and Optimized 2016’s App of the Year

App Store and Google Play don’t always agree on things, but this time they unanimously picked Prisma as the app of 2016. MSQRD was named runner up for best app of the year for iPhone and a top trending app of 2016 for Android.

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What do Prisma and MSQRD have in common (apart from both being photo/video apps, obviously)? …They both used Splitmetrics to A/B test and optimize their store pages and improve conversion rates. Now, of course, we’re not saying that we’re the reason behind the immense success (because we’re too modest and humble :). But we’re happy and proud to have been part of these great stories and would like to share our chapter with you.

In case you missed it, catch up on how MSQRD used Splitmetrics for their ASO efforts. And today let’s take a behind-the-scenes peek at… … Read more

Should devices be added on screenshots or not? — A/B Tested!

One of the questions we’ve been frequently asked is whether it’s worth using Apple device images on screenshots or not. The short answer is simple: if it applies to you and helps in your attempts to give a better idea of what your app has to offer, then do it. Actually, this approach should be applied to any significant change you are going to make, whether you are thinking of adding images of hands holding devices, grouping screenshots, or uploading plain, unedited screenshots, etc. Today’s case study from ZiMAD is a good example of where it helped, and along with other changes, resulted in a 15% conversion raise.

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How to Create an App Icon That Will Be Easy to Understand

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Can you guess the winning icon?

Although the app icon might be physically small, optimizing the icon will have a positive effect on each step of the user’s journey in the App Store, as it’s the only graphic asset that’s shown in the search results, on the product page, and on the category page. While 65% of App Store downloads come directly from searches, one of the best ways to find out how well your app icon stands out from the crowd is by testing your variations on the category page. This is because category pages are the only pages where you can minimize the impact of other factors (e.g. the impact of screenshots when testing icons in the search results) on your conversion rates. That’s what the developers from Darby did with their How To Videos app. The main objective of the experiment was to test two competing approaches: relying on trends and popular styles or creating an easy to understand icon.

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App A/B Testing of Halloween Icons: Why The Pumpkin Variation Won

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Each year, more and more developers take note of the annual Halloween tradition. Some even dress up their app icons and screenshots in “Halloween costume” to draw additional attention to their apps. However, the pumpkin winner of our current case study has nothing to do with the Halloween craze. This A/B test finished several months ago and it showed good results simply because it had a clear concept and thoughtfully prepared variations.

As we know, the main purpose of placing a character in the game app icon is to try and promote a sense of action which intensifies the user’s desire to start playing right nowDevelopers from MyTona in their test for Seekers Notes: Hidden Mistery app decided to test which character serves this purpose the best.Read more

Designing Screenshots: A Guide On How To Achieve a 32% Conversion Lift

With our case study from Bubble Birds 4, we tried to show what exact things you can change in your efforts in designing screenshots that will convert and engage users in the best possible way.

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Hobnob Growth Engineer: SplitMetrics Completely Altered our Company’s Trajectory

Over the course of 5 months, Hobnob (an app that helps people create professional-looking event invitations and distribute them via text message) used SplitMetrics to restore and improve their app store conversion rate, which was declining due to a recent rebrand. Hobnob was then able to apply these learnings across their inbound traffic channels which lead to an increase in top-level app growth.

Furthermore, Hobnob used SplitMetrics’ email collection feature to test each portion of their Android listing while the app was still in development. This ensured an optimized Android listing on launch day and an email list of extremely qualified users, which translated into a 60% conversion rate to download in the Android app’s first month on the app store.

Ashwin Kiran, Growth Engineer at Hobnob is sharing these and other insights with us in our interview.Read more

How Empire City Casino Achieved 31% Conversion Lift with a Simple Screenshots Edit

A test recently run by EmpireCityCasino is a perfect example of how minor changes can result in major effects. For their first test, developers at Empire City Casino decided to check what screenshot background works better: an eye-catching one or calmer gradient.

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Early Search Ads Experiments Promise Great Performance for Apple’s New Advertising Platform

A month ago at the annual developers conference, Apple introduced Search Ads, which allows developers to get their apps discovered at the very moment users are searching for similar apps. Inspired by this announcement, we’ve started working on the idea of how we can help developers measure and improve the effectiveness of this type of advertising. Read more

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