Challenge
Olymp Trade has been using SplitMetrics Acquire for three years to streamline their Apple Ads campaigns. Its valuable automation tools helped them manage and optimize their Apple Ads campaigns, significantly reducing the burden of routine tasks.
However, with custom product pages being the topic of discussion for the last year, Olymp Trade, recognizing their potential to engage users more effectively, decided to test them and compare the performance of their search results campaigns with and without custom product pages.
When considering the custom product page design, Olymp Trade had two options: relying on their in-house team or partnering with the SplitMetrics Agency. They decided to choose both and compare which design will offer a more fresh approach.
Solution
Olymp Trade’s primary objective was clear: they aimed to boost their download rate and expressed a willingness to support creative ideas and hypotheses for the custom product page strategy, making it imperative for SplitMetrics Agency to present an innovative approach.
Here’s how SplitMetrics Agency organized the whole process:
- Step 1: Research & Hypothesis Development
After conducting in-depth app and market research, SplitMetrics Agency UA Team leveraged its expertise to develop four hypotheses for custom product pages. Olymp Trade chose one that concentrated on highlighting the app’s trading feature. This approach aimed to engage users interested in trading by showcasing app’s functionality in this area.
- Step 2: Technical Task Creation for The Design Team
The first three screenshots are the most important ones, as they are displayed on the search results page. That’s why to convey the app’s features effectively, the first screenshot incorporated captions related to trading, the second one showcased the rapid deposit and withdrawal capabilities, and the third screenshot emphasized a demo account availability with 10,000 virtual currency units for practice—an essential feature for a financial app. UA Team also suggested enlarging the captions, using action verbs, and adding social proof to the screenshots to gain customer trust.
- Step 3: Screenshot Design
The main idea of SplitMetrics Agency Design Team was to refresh the screenshots and make them more attractive, while also focusing on the app’s interface and highlighting the trading feature. And to do so, they decided to incorporate several trends, including panoramic screenshots, prominent headings, and the inclusion of memojis. Memojis served a dual purpose, as they were used both for localization, emphasizing regional features, and as means to enhance engagement.
Results
Once the design stage was completed, the Olymp Trade’s team decided to opt for the screenshots created by SplitMetrics Agency, as they presented a fresh perspective on the app’s promotional materials.
Olymp Trade started testing ad variations using custom product pages for search results campaigns across several regions using SplitMetrics Acquire. Throughout the custom product page testing phase, the platform enabled them to monitor and track the campaign performance metrics easily and allowed for the creation of a customized dashboard with the necessary metrics, streamlining the evaluation process. Once this stage was finalized, Olymp Trade seamlessly obtained a comprehensive report containing all relevant metrics.
The results of this 2-week test for Saudi Arabian region were the following:
- Download rate increased by 32%.
- The number of downloads increased by 43%.
- СPA decreased by 25%.
- CPI decreased by 38%.
- Conversion rate increased by 21%.
- The number of actions (registrations) increased by 74%.
- Cost per action (registration) decreased by 39%.
In conclusion, the SplitMetrics ecosystem proves its versatility and comprehensiveness by effectively addressing all aspects of Olymp Trade’s challenge, from creative hypothesis generation and design enhancements to seamless campaign management and data-driven performance analysis.
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