Case: Lab Cave Achieves 45.8% Conversion Boost by A/B Testing App Store Screenshots

lab cave app store screenshots

It goes without saying, the two major app stores have different layouts, although the product page elements are quite the same. The differences were evident to the ASO experts at Lab Cave, a mobile growth company providing ASO and Ad Mediation services. After having tested their Play Store visuals, the company made a sensible decision to optimize their App Store screenshots.

Discovering what works better for different app stores was a strong reason, but the main one, however, was to identify what boosts the conversion rate from page visits to installs.
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Case Study: OLBG A/B Tests iOS Screenshots and Gets 61% Conversion Boost

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With ever increasing ad costs, harnessing organic traffic and achieving massive App Store presence should be publishers priority. OLBG, the company that creates apps with sports betting tips, is no exception.

OLBG decided to use A/B testing to improve their iOS screenshots, increase conversion rate and maximize presence in the App Store as it was their biggest source of free organic installsJess who looks after the marketing at OLBG agreed to share the story behind the optimization of their iOS screenshots.
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Apple Enhances Screenshots Limit and SplitMetrics Supports These Changes in A/B Tests

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App publishers all over the world started February 22 with news from Apple – now store product pages can feature up to 10 app store screenshots. These screens limit increase is on a per-device basis which means you can upload sets of 10 different screenshots for iPhone, iPad, Apple Watch, and Apple TV.

SplitMetrics, in its turn, is excited to announce that now our platform supports product page A/B tests with 10 screenshots. This update gives marketers an opportunity to check whether it’s worth investing in the design of the 10-screenshot set.

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Red Rock Apps Unlocks Apple Search Ads Potential Optimizing Campaigns with SearchAdsHQ

red rock apps apple search ads case study

According to Zenith’s latest ‘Advertising Expenditure Forecasts’, mobile app advertising will be the main driver of global ad spend growth. It is expected that mobile will contribute $70 billion in extra ad spend between 2017 and 2020. The continuing app market growth favors this trend to a large extent.

Increasing ad spend means that publishers have to optimize expenditures and be in constant search of new cost-efficient channels. Apple Search Ads proved its potency this year. More and more user acquisition managers opt for this traffic channel due to 30% higher ARPU and 40% lower price than other ad networks.

Ruslan Guzelevich, the Senior User Acquisition Manager at Red Rock Apps, agreed to share the experience of running first Apple Search Ads campaigns and optimizing them with help of SearchAdsHQ.

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Case Study: Zimad Gets 36% Conversion Uplift by Optimizing Screenshots for Japan

People prefer visual content over text. Applying this trend to app store optimization, it becomes crystal clear that publishers should pay close attention to such product page elements as screenshots, icons, etc. After all, screenshots take a great proportion of app’s store page and get the the best part of users’ attention.

Yet, how to turn your visuals into a converting machine?

The internet offers loads of information on how you should design your icons and screenshots, but constant experiments of our clients prove that every game and app is individual.

Sure, there are some common app store screenshots patterns that you can use, but it’s important to keep in mind that every target audience will react on them in a different way, maybe even in opposite. Especially, when it comes to designing screenshots for new regions.

That’s why it’s essential to make optimization for different markets an integral element of your ASO strategy.

Valeria who leads app store optimization in Zimad shares their case study on using app A/B testing for optimization of their app product pages for the Japanese culture. 
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How does iOS 11 influence ASO (App Store Optimization)? We’ve analyzed 250K users.

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It seems that the iOS 11 App Store design will influence the way app developers do App Store Optimization.

In SplitMetrics’ recent study, we’ve analyzed 57 A/B tests made by top-grossing app publishers and the behavior of 250K users. According to it, app listings that have not been optimized for the new store showed 7% drop in Tap-through-Rate (TTR) and Tap-to-Install conversions.

This is an important insight as now it is clear that even the minor features of the App Store help it shift the focus from an app discovery platform to the store itself.

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

app ab testing case study mallzee

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

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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.

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

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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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