Wargaming aimed to increase conversion rates from app store screenshots for World of Warships Legends PvP, a tactical shooter in the action game category.
At the time, the game was in soft launch in Brazil, the Philippines, Canada, and France. The primary goal during this phase was to maximize downloads by capturing user attention across these diverse regions.
To achieve this, Wargaming partnered with SplitMetrics Agency to optimize visual assets, analyze performance, and test various creative hypotheses aimed at boosting conversion rates.
SplitMetrics Agency focused on A/B testing as the core strategy for improving screenshot performance and increasing conversions. Using Optimize, the agency’s experts ran experiments to identify the best-performing creatives for both the App Store and Google Play product pages.
One key hypothesis tested was leveraging seasonal themes during Christmas by tailoring visuals to each region:
On December 11, 2023, the App Store screenshots were updated with seasonal visuals for four countries:
To evaluate the impact on conversion rates, the Agency’s ASO team monitored metrics and conversions in these regions, comparing data from before and after the update. This analysis allowed us to assess how the seasonal graphics influenced user acquisition and overall effectiveness.
During the analyzed period, there were no in-app events or paid user acquisition campaigns, allowing the performance changes to be directly attributed to the updated screenshots.
Of the four targeted regions, Canada, France, and the Philippines showed an improvement in conversion rates, while Brazil experienced a slight decline.
Average conversion data from App Store Connect revealed a significant improvement in Canada:
In the Philippines, the graphs and conversion rates showed a smaller but still noticeable improvement:
France also demonstrated positive results:
The seasonal screenshots were also updated on Google Play for the same countries: Canada, France, Brazil, and the Philippines. On Google Play, Brazil was the only country to show a positive trend in median conversions, while Canada and France didn’t see dramatic changes. The festive elements, such as fireworks and ornaments featuring the Brazilian flag, resonated well with users in this market, contributing to the uptick in conversion rates.
By working with SplitMetrics Agency, a leading mobile growth agency, Wargaming increased conversions by an average of 15% on iOS across App Store storefronts in Canada, the Philippines and France. Canada experienced the highest conversion rate increase with 31.45%, followed by the Philippines (9.61%) and France (3.44%).
On Android, the Brazilian Google Play storefront experienced the highest conversion rate increase with 6.68%.
The success of this campaign underscores SplitMetrics Agency’s ability to drive exceptional results by understanding and adapting to local market preferences, making every test count.
