Challenge
Increasing the number of visitors and acquisitions on Google Play by improving the app page’s conversion rate through optimized screenshots.
Solution
The updated screenshots were designed following ASO best practices:
- Brand Connection: The logo and associated graphic elements were added to establish a strong connection with the brand.
- Sequential Storytelling: Common background elements linked the screenshots, creating a seamless flow and encouraging users to scroll through all visuals out of curiosity.
- Social Proof: Trust-building elements, such as social proof, were integrated into the design.
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:
- Visitors: Since 90% of visitors come from branded searches, the improved screenshots helped attract users searching for the brand name.
- Conversion Rate: Increased conversions from visitors to acquisitions.
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.
Results
The screenshot updates significantly boosted performance (red line marks the update):
- +5% visitors
- +7% acquisitions
- 7% increase in conversion rate (CR) for search traffic
- 4.4% increase in CR for explore traffic
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.
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