app store optimization case study by storemaven - lift conversions by 66%
TRANSCRIPT
ASO Case Study
How Kabam lifted app conversion by 66% for Marvel Contest of Champions
Gad Maor, CEO | [email protected] | www.storemaven.com
66%Conversion
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This ASO case study will show how Kabam was able to gain:
• More Installs - Increase install conversion by 66%
• A Testing Roadmap - Understand exactly what drives their users on the App Store to install the game
• More Money - Pay less for each paid & organic install
The Challenge Reducing the cost of installs (CPI)
In a saturated mobile industry, online marketing costs are skyrocketing. Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs to your app.
CVR
$
Double your conversion rates
A better version of your App Store page can
Significantly cut the cost of user acquisition
Founded in 2015, StoreMaven is now the leading testing and analytics platform for the
App Store and Google Play
Some of our happy clients
Storemaven App Store Testing PlatformOur clients drive a fraction of their potential users to their pages on StoreMaven, that looks and feels exactly like the app store.
App Store Cloned App Store
Test Flow
Identify where to begin
The first stage in App Store Optimization is to identify the app store asset that has the greatest potential to create a significant lift in conversion.
Title5-15% Lift
Screenshots20-30% Lift
Icon10-25% Lift
Video20-35% Lift
Description10-20% Lift
60% of users won’t swipe past your first
two images
First impression matters most
50% of installs come from the first impression
First impression matters most
• Convey your message in under 3 seconds, users have short attention span
• Test different initial screenshots & icons to find the optimal combination
Marvel Contest of Champions
First impression
App title
Editor’s notes
Feature banner
Icon
Poster Frame
The Poster Frame Effect• First impression changes - adding a video poster frame
pushed your 2nd screenshot outside of the user’s first impression
• The challenge - finding a poster frame which is meaningful as a screenshot for users that won’t play your video
Test Hypotheses
Hypothesis 1 Gameplay excites users
Giving users a hint to what core gameplay looks like in the first impression will increase install rates
GameplayVariation
Hypothesis 2 Game artifact conveys progress
Showing a game artifact that conveys the message of progress and game achievements will increase install rates
ArtifactVariation
Hypothesis 3 Branding is key
Highlighting the brand in the poster frame and maintaining a uniform message in the first impression will increase page engagement
Branded Variation
And the winner is
Control: Gameplay
Game Artifact
Brand Logo
+66%
+26%
Test Analysis
The results Breakdown by user engagement
The winning variation created a 66% lift in app install conversion due to shifts in these 2 core behaviors:
Decisive Behavior - users who don’t engage with the app store page
Exploration - users who engage with the app store page before deciding whether or not to install
Decisive behaviorThe “first impression” on all iPhones is comprised of:
• Icon
• App Title
• First 2 screenshots if they are portrait, and first screenshot only if they are landscape
• If there’s a video: the Poster Frame Effect kicks in
Decisive behaviorJust by changing the poster frame, we were able to create a lift of 63% in instant install over the control.
Control: Gameplay Game Artifact Brand Logo
Decisive Installers per Variation
+63%
Explorers funnelExploration actions include the following:
• Scrolling down the page
• Scrolling the gallery onto the 3rd-5th screenshot
• Playing video
• Expanding description
• Clicking on reviews
Explorers funnelThe test resulted in 70% more explorers who downloaded the app as compared to the control variation.
Control: Gameplay Game Artifact Brand Logo
Users who explored the app page before installing
+70%
Benchmarks Collected from 50M users
Exploration actions Benchmarks and potential lift
App PreviewDesigning a stellar app store video can increase install conversions by 20% in the Apple App Store and by 35% on Google Play.
7.5% play video 55% complete the video
15% play video 45% complete the video
Exploration actions Benchmarks and potential lift
Screenshot galleryA better version of your first two screenshots will increase your conversions by 25%.
33% scroll through the gallery
15% scroll throughthe gallery
Exploration actions Benchmarks and potential lift
DescriptionOptimizing description can lift your CVR by 15% over your weakest variation.
2% expand description 5% expand description
So, what differentiates StoreMaven from any other ASO testing platform?
Predictive A/B testingStoreMaven’s predictive testing algorithm, StoreIQ, works by quickly identifying and closing low performing variations, as well as by assessing a test’s significance faster and more accurately.
Save time and money.
Read more about predictive testing here
Lifespan per variation
Control: Gameplay
Game Artifact
Brand Logo
At this point the traffic splits for 2 variations only
30% traffic saved
To get your free A/B test for your app store listing, email me at [email protected] or sign
up at www.storemaven.com
www.storemaven.comAB Test your App Store and Google Play listings
Additional resources
10 Killer App Store Marketing Tips
5 Additional Practical Tricks to a Perfect iTunes App Store Page
How to design the perfect App Store product page
4 Tricks for a better App Preview
www.storemaven.comAB Test your App Store and Google Play listings
THANK YOU