Increasing the number of visitors and acquisitions on Google Play by improving the app page’s conversion rate through optimized screenshots.
The updated screenshots were designed following ASO best practices:
These updated designs were then implemented across all 37 languages available in Viber’s Google Play listing.
We then measured the results to evaluate their impact:
There is an opinion that ASO is less important for large brands because people trust the brand and often download the app based on its name or recognition. However, this case proves that ASO optimization for such well-known apps like Viber has its unique features, advantages, and challenges, and it should definitely not be ignored. Even a slight increase in conversion rates for these apps can result in hundreds of thousands of additional organic installs, given their significant traffic share.
The screenshot updates significantly boosted performance (red line marks the update):
Metrics after the screenshot optimization show consistent improvements across traffic sources:
SplitMetrics Agency’s strategic screenshot optimization led to measurable improvements in Viber’s app performance, driving higher traffic, stronger brand visibility, and increased user acquisition.
