SplitMetrics Latest Update: Advanced Video Analytics for App Preview A/B Tests

SplitMetrics app preview A/B tests

Video content is conquering the world. According to Hubspot, 90% of users state that product videos facilitate the decision-making process. However, when it comes to app previews in the App Store, one shouldn’t rush to pack their product pages with three 30-second long videos.

There are a lot of cases when a clumsy app preview doomed app’s conversion giving the impression that the publisher doesn’t really care. Nevertheless, smart app previews work their video magic and boost downloads. According to our study, optimization of video previews triggers the average conversion increase of around 16%.

A/B testing is one of the best ways to reduce the risk factor of app previews. To take your video experiments to the next level making them even more impactful, the SplitMetrics team prepared brand new advanced analytics for app previews in the App Store.
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App Store Search Benchmarks and Tips on Improving Ranking

SplitMetrics App Store search benchmarks

It’s no secret that if you want to hit organic traffic jackpot, you should pay closer attention to optimization of your app listing in the App Store Search. Indeed, Apple claims that 65% of App Store downloads come from search queries. Ignoring this fact is an act of folly which may cost your app thousands of lost users.

To fend off organic traffic losses, we collected the most important App Store Search benchmarks and tips on improving your ranking in this post.
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10 Insights into Creating Pitch-Perfect App Preview for Apple App Store

app preview optimization with SplitMetrics and Apptamin

Video app preview is considered a dark horse of store product pages. Some publishers are in the mistaken belief that uploading any video will favor conversion rate growth. The truth is app previews can skyrocket your conversion as well as drive potential users away.

It shouldn’t come as a surprise that video quality is a major game changer when it comes to the efficiency of app previews. However, different types of video previews work for different kind of apps.

How to reduce a gambling factor of placing app preview on your store product page? A/B testing is the answer. Optimize your video assets properly, make sure they are able to boost conversions and only then update your App Store page.

SplitMetrics and Apptamin, the agency for app videos, prepared the list of insights based on the experiments launched within our A/B testing platform and Apptamin’s experience of creating app previews. These tips can help you get bearings and nail a perfect video preview for your product page.
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Determining Sample Size for A/B Testing: Method Based on Statistical Hypothesis Testing

Sample Size calculations with SplitMetrics

One of the most popular questions app publishers ask is how much traffic they need to run valid A/B tests. Unfortunately, there is no answer with a magic number that will fit every single experiment. An optimal traffic volume is individual and depends on such factors as a traffic source, app’s conversion rate, and targeting.

However, we can get to the bottom of sample size calculations for А/В tests. It’s really important to have a full understanding of it as sample size has a considerable effect on checking the significance of the observed difference in variations performance.

In this post, we’ll also review one of sample size measuring methods which is widely used and helps to make a statistically valid decision based on the results of your A/B test.
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Case Study: OLBG A/B Tests iOS Screenshots and Gets 61% Conversion Boost

ios screenshot tests with SplitMetrics

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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A/B Tests Results Analysis: Statistical Significance, Confidence Level and Intervals

statistical principles of SplitMetrics A/B tests

The aim of product page A/B testing is to check if a modified version of an app page element is better compared to the control variation in terms of a certain KPI. In the context of app store pages A/B testing, conversion becomes a core KPI most of the times.

However, we all know that it’s not enough to create an experiment with 2 variations, fill it with a dozen of users and expect distinctive and trustworthy results. What turns any split-test into an A/B test you can trust then?

The main characteristic that defines a successful A/B experiment is a high statistical significance which presupposes you’ll actually get a conversion increase the test promised uploading a winning variation to the store.
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Apple Search Ads Cost: CPT, CPA and TTR Benchmarks by Categories

apple search ads cost main searchadshq

What are the key challenges you face buying traffic with Apple?

This is the question we ask when app publishers register for our All Things Apple Search Ads online conference (April 11-12, 2018), so I bet that your answer is achieving a low cost per acquisition (CPA).

But, how low is low enough?

What costs per tap and install should you expect when working with Apple Search Ads?

To answer this question and uncover average CPT, CPA and TTR by categories, we’ve analyzed:

  • 390 million App Store ads impressions;
  • 14.5 million app downloads;
  • $20 million ad spend;
  • 7 storefronts: Australia, Canada, Mexico, New Zealand, Switzerland, UK and United States.

In order to help you understand these numbers better and optimize your Apple Search Ads for the best results, we’re also sharing key factors that determine Apple Search Ads cost and – what’s even more important – our tips for improving your Search Ads performance.

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Facebook Pixel Integration with SplitMetrics: Benefits, Detailed How-To Guides, Custom and Lookalike Audiences

Facebook Pixel guide a_b testing splitmetrics main

The latest report of Social Media Examiner states that Facebook is still in the lead of ad channels for both B2C and B2B marketers. 72% of B2C companies use Facebook Ads as their primary social advertising channel. With more than 2.2 billion monthly active users, this ad platform offers incredible targeting options.

The high quality of this ad channel makes it a perfect traffic source for A/B tests. SplitMetrics decided to help publishers to extend their Facebook Ads experience even further introducing  Facebook Pixel integration which helps to increase conversion rate and lower CPI.
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Apple Enhances Screenshots Limit and SplitMetrics Supports These Changes in A/B Tests

10 app store screenshots splitmetircs main

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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Quick Summary of App Annie’s App Industry Overview 2017

App Annie revealed their annual report on app economy 2017 Retrospective. As expected, the market keeps growing. Annual app downloads exceeded 175 billion which means 60% growth since 2015. Consumer spending upturn is even more impressive. Thanks to 105% growth from 2015, this metric reached 86 billion dollars in 2017.

You can download full App Annie report here.
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