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Revolutionizing ASO
in 2019
These companies improved their CVR by 5%-30%
by optimizing their app store creatives.
Noga Szpiro
Senior ASO Consultant
StoreMaven
Overview
The main component of a winning ASO strategy
Understand what drives your users
March 2017 July 2017 December 2017 April 2018 August 2018
Understand how users behave on the Product Page
App Store User Journeys
Visitor
First Impression
3-6 seconds
Explorer
“I’m intrigued…
give me more info!”
Exploration
Journey
12-35 seconds
Decisive
“Think fast!”
Drop
Install
Drop
Install
Variant A - UIControl - Panoramic Variant B - Bold Captions
Deezer, December 2018
Google Experiment Example
App store page customization
Tailoring the store page to different markets
Enlight
Culturalization
Google Maps
Localization
Step into the future of ASO
Employ a holistic approach
Apple
Search
Ads
Search
Web
Referral
App
Referral
IronSource
Snapchat
Facebook
Google
AppLovin
Browse
Content
Websites
Different types of traffic
On The App Store
App
Referral
BrowseSearch Web
Referral
Understanding your app’s traffic blend
The first step in developing a testing strategy
App Units
(Installs) by Traffic Source
Impressions
by Traffic Source
2.9%
52%
43%
10%
27%28%
TOTAL
4.42M
TOTAL
159.2K
Search Browse App Referral Web Referral
Your App CVR 2.8% 1.2% 6.4% 7.3%
Industry CVR
It’s not just about installs
Step 2 - Determine which audiences to
target
● Top payers
● Complement your marketing strategy
● Highest potential sources
Search
Step 3 - hypothesize
Web Referral
Step 3 - hypothesize
App Referral
Step 3 - hypothesize
SandBox Google Experiments Apple Search ads
creative sets
Pre/Post Live Store
Testing
Negligible percentage
of traffic is affected
Testing in the natural
flow
Testing in the natural
search ads flow
No additional testing
costs
Insights on user
engagement
No additional testing
costs
Weak statistical
validity
Prone to statistical
errors
Accurate statistical
methods
Undisclosed statistical
methods
Media cost Risk of harming live
store conversions
Results by traffic
segment
Risk of harming live
store conversions
Limited to specific
testing parameters
Media / platform costs Only valid for Google
Play
Only valid for search
traffic
App Store Testing methods
Step 4 - test
Store update impact analysis
Step 5 - update
Screenshots
Updated
Appunits
Screenshots
UpdatedImpact by traffic source
Step 6 - analyze
-1.3%
Daily App
Units
+7.5%
Daily App
Units
Understand
the traffic
blend
Determine
where
potential lies
Hypothesize Test Update Analyze
1 2 3 4 5 6
The industry is shifting towards adopting a
holistic approach to ASO
Thanks. It’s time for questions!

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App Store and Google Play A/B Testing Strategies to try in 2019 by Noga Szpiro from StoreMaven

  • 2. These companies improved their CVR by 5%-30% by optimizing their app store creatives. Noga Szpiro Senior ASO Consultant StoreMaven Overview
  • 3. The main component of a winning ASO strategy Understand what drives your users March 2017 July 2017 December 2017 April 2018 August 2018
  • 4. Understand how users behave on the Product Page App Store User Journeys Visitor First Impression 3-6 seconds Explorer “I’m intrigued… give me more info!” Exploration Journey 12-35 seconds Decisive “Think fast!” Drop Install Drop Install
  • 5. Variant A - UIControl - Panoramic Variant B - Bold Captions Deezer, December 2018 Google Experiment Example
  • 6. App store page customization Tailoring the store page to different markets Enlight Culturalization Google Maps Localization
  • 7. Step into the future of ASO Employ a holistic approach Apple Search Ads Search Web Referral App Referral IronSource Snapchat Facebook Google AppLovin Browse Content Websites
  • 8. Different types of traffic On The App Store App Referral BrowseSearch Web Referral
  • 9. Understanding your app’s traffic blend The first step in developing a testing strategy App Units (Installs) by Traffic Source Impressions by Traffic Source 2.9% 52% 43% 10% 27%28% TOTAL 4.42M TOTAL 159.2K Search Browse App Referral Web Referral Your App CVR 2.8% 1.2% 6.4% 7.3% Industry CVR
  • 10. It’s not just about installs Step 2 - Determine which audiences to target ● Top payers ● Complement your marketing strategy ● Highest potential sources
  • 11. Search Step 3 - hypothesize
  • 12. Web Referral Step 3 - hypothesize
  • 13. App Referral Step 3 - hypothesize
  • 14. SandBox Google Experiments Apple Search ads creative sets Pre/Post Live Store Testing Negligible percentage of traffic is affected Testing in the natural flow Testing in the natural search ads flow No additional testing costs Insights on user engagement No additional testing costs Weak statistical validity Prone to statistical errors Accurate statistical methods Undisclosed statistical methods Media cost Risk of harming live store conversions Results by traffic segment Risk of harming live store conversions Limited to specific testing parameters Media / platform costs Only valid for Google Play Only valid for search traffic App Store Testing methods Step 4 - test
  • 15. Store update impact analysis Step 5 - update Screenshots Updated Appunits
  • 16. Screenshots UpdatedImpact by traffic source Step 6 - analyze -1.3% Daily App Units +7.5% Daily App Units
  • 17. Understand the traffic blend Determine where potential lies Hypothesize Test Update Analyze 1 2 3 4 5 6 The industry is shifting towards adopting a holistic approach to ASO
  • 18. Thanks. It’s time for questions!