Investigate The Mystery Of Why The Pumpkin Variation Won


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

Group 71

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

MSQRD CEO Shares 5 Marketing Hacks Behind the App’s Viral Success

by Anna Pratskevich
MSQRD App Screenshot

Facebook acquired MSQRD (Masquerade), the company behind a viral photo and video filter app, for an undisclosed amount in March this year.

The 3D mask technology will be used in Facebook live video, which Mark Zuckerberg introduced at F8 conference. I caught up with Eugene Nevgen, the CEO of Masquerade and co-founder of SplitMetrics, an app store optimization platform, while he was in San Francisco for F8.

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SongPop Success Story: Shorter Captions, Bolder Graphics, 10% Better CVR


SongPop2 – Music Quiz is a trivia game app from FreshPlanet that challenges players to guess songs in multiple-choice quizzes. Teamed up with SplitMetrics, FreshPlanet gave users a different kind of quiz – to identify the best creatives for their app page. They tested two app store page versions over 30 days to see which one performed better. After a simple experiment, the mobile game developer identified a screenshot variation that converted 10% better than the original set.

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Paper by FiftyThree: how to get 33% more installs with screenshots A/B testing

You’ve definitely heard about a beautiful device, the stylus Pencil by FiftyThree. The company also has an awesome app – Paper. It allows creating notes, photo annotation and sketches on the iPad and iPhone. To increase the number of downloads and get insights on the on-page user behaviour, the FiftyThree team turned to SplitMetrics.

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Angry Birds 2 by Rovio: 2.5M more installs in just a week with ASO and A/B testing.


As you might have heard, Rovio Entertainment has just released a new version of its super popular title – ANGRY BIRDS 2. The app got more than 20 million downloads during the first week after releasing the game. SplitMetrics can be credited for at least 2.5 million downloads. For a game like that it is a huge cost cut. The Rovio team ran a series of experiments to discover which combination of icons, screenshots, description, video preview and cover maximizes the number of installs.

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Case study: iPad screenshots for Skoda app

In a recent case study we’ve partnered with Bamboo Apps studio to run an experiment for their respectful customer – Skoda Auto. The idea was to check what set of screenshots among those they had brings the biggest number of downloads. They already had a few sets and were not sure what to choose – like everyone these days Bamboo guys were about to the one that they like most. But we offered to test everything using real user data.

From our side, we added a new alternative by simply reordering the screenshots. Since in SplitMetrics we create that types of tests semi-automatically it took about 5 minutes to set everything up. All three alternatives

After setting up the experiment we brought a good number of targeted clicks from Facebook to make sure that the audience that visits the landing pages is relevant. So the numbers we got were quite impressive. The winning alternative improved conversion by 15% resulting in stunning 50% conversion rate. That basically means that if you have, say $10,000 budget for user acquisition – your are able to get 15% more installs just by having properly organised screenshots on you App Store page.

    So let’s have a sit and think – why this alternative won the race?

  • From our experience we already know that simple background with minimum number of details always works better.
  • The first screenshot clearly explains what you are able to get from the app – short and straightforward caption is just what people want to see.
  • Interior view, steering wheel, all buttons – are simply calling – press me, touch me, start using me

Read the full article in Bamboo Apps blog