The Secret to Winning in Search: How To Run Category Split Tests

Ever thought about how category and search ranking affects your app’s conversion rate? ASO hackers are using a new type of split tests that can precisely tell you all about it.

Many mobile publishers are testing icons, screenshots and descriptions via Google Play experiments or with advanced tools like SplitMetrics. Screenshot tests lead the way here; icons come next. App page design matters – we’ve seen amazing results with Angry Birds, Paper by Fifty Three, Fresh Planet, and hundreds of other publishers.

However, before people get to your app store page, they first make a choice between dozens of similar apps. Category tests empower marketers to optimize conversion beyond the app store page, providing context to collect data on the whole visitor journey.

Interested to learn more? Let’s dive in.

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ASO checklist

Improve your ASO with the World's Most Ultimatest App Store Optimization Guide!

App Conversion Rate: 10 Ways Marketers Use App Store Page Analytics To Increase It

What happens when people come to the store page of your mobile app? Specifically, what are visitors doing from the moment they arrive via a marketing campaign link to the moment they drop off or hit the “Install” button?

Knowing how visitors move through your app store page and interact with its content helps you optimize it to increase the conversion rate of your mobile app.

We launched advanced visitor behavior analytics for mobile AB testing which facilitates the increase of mobile app conversion rate. In this article, I’ll share how mobile app publishers and marketers have been using SplitMetrics features to run better a/b tests for their mobile apps, increase app product page conversion rate, improve their app store visual assets, and optimize marketing activities.

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The Icon Wars: How To Increase Conversion with 360° App Store Optimization

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Last week at the Game Developers Conference I talked to a number of UA folks from the mobile gaming industry. It seems like many of them have mastered search optimization. App page design, however, remains a pain point for marketing and design teams.

This post is about making data-driven decisions about your app page design and how you can avoid team arguments about app icons by a/b testing. I’ll cover some of the common questions I discussed with mobile marketers at the GDC’16 last week:

  • Isn’t search optimization enough?
  • Can I see some stats on actual icon conversion improvements?
  • How do I get my design team to agree with the marketing team?

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Google Play Experiments vs. A/B Testing in SplitMetrics

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The question I get very often from fellow mobile marketers is what’s the difference between app store pages tests in Google Play Experiments and SplitMetrics experiments? Let’s dwell on distinctions between these mobile AB testing platforms.

It’s clear that Apple App Store doesn’t allow A/B testing of app pages, so marketers have to bypass the App Store with custom coded landings or software like SplitMetrics. Google Play in its turn provides experiments within the store itself and these tests are free, so why go elsewhere?

Short answer: indeed, Google Play allows mobile publishers to run experiments on their app pages in the store, but these tests have significant limitations.

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How Not to Do Mobile A/B Testing: 7 Fails of Mobile App Marketers

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Split tests have become so mainstream that people are now launch A/B experiments for everything from educational videos to dating profiles (yes, this is happening). Yet, commoditization of the tactic means people too often fall into a trap of overlooking some basic rules A/B tests and experiments. Let’s look at some of the experiments fails in the context of mobile app store optimization.

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10 Tips On Designing Screenshots That Convert (Backed by 500+ A/B Tests)

7 mobile ab testing converting screenshots splitmetrics

Your app’s story starts with the first page…your app store page. One of the key things that make your story stand out in the overpopulated marketplace of apps is your screenshot design. After testing hundreds of screenshot sets for a variety of apps, we’ve observed that some design approaches tend to work better than others. This article will discuss common pitfalls and best practices in designing app store screenshots that convert.

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Mobile App Analytics: What’s a Good App Store Page Conversion Rate? We Asked 10M Users.

what's a good conversion rate app store PM

When clients call to talk about experiments they can run with our A/B testing platform, one of the questions that keeps coming up is what’s a good conversion rate. It makes sense, it’s mobile app analytics basics. Indeed, it doesn’t matter how pretty the icon looks unless it brings you more installs and makes your products the best apps to advertise.

But what’s good app store conversion? How do you measure your app store page performance? Aggregated mobile app analytics and conversion data from other apps will help you see where you stand so that you can set better, smarter, and more tangible goals.

This post summarizes the data we’ve gathered from hundreds of experiments with over 10 million users. It also breaks down the median app store page and app store ads conversion stats by category. You can use these benchmarks as a starting point to guide your ASO activities (or to break and set new records in conversion optimization). Game on!

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The importance of ASO metadata optimization

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Have you thought that your App Store landing page might be more converting? We all know that there’s always something that can be improved but rarely have time to test our ideas.

Mobile app market is getting more and fierce in terms of competition for a user. Each and every app developer wants to acquire a quality user at a reasonable price. Mobile advertising is booming and prices go up every month… They only way to optimize your advertising budget is to be smart, test everything you can and find out the most effective combinations.

Ok cool, but in any case a user gets to your app page in App Store or Google Play and makes the final decision right there. So it’s crucially important to have your page optimized towards conversion as it brings you more users, lower CPIs as a result of higher conversions.

Mobile CPI rates Mobile CPI rates

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What is A/B testing?

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In marketing and business intelligence, A/B testing is a term for a randomized experiment with two (or more) variants, A and B, which are the control and treatment in the controlled experiment. It is a form of statistical hypothesis testing with two variants leading to the technical term, Two-sample hypothesis testing, used in the field of statistics. Other terms used for this method include bucket tests and split testing but these terms have a wider applicability to more than two variants. In online settings, such as web design (especially user experience design), the goal is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement). Formally the current web page is associated with the null hypothesis.

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