10 Killer App Store Marketing Tips
Gad Maor, CEO | gad@storemaven.com
Increase install conversions by 50%
Pay less for every app install
www.storemaven.com
AB Test your App Store and Google Play listings

Double your
conversion rates
A better version of your App Store page can:
Significantly cut the
cost of user acquisition

B
A
You can get there through AB testing
+25%
CVR

Who Are We?
StoreMaven enables developers to AB test App Store / Google Play
pages and lift install conversion rates
• App Store AB testing was invented by StoreMaven in 2014
• The majority of the Top 50 grossing developers use our product

Benefit from our App Store insights collected from 50M users

TIP #1
A better version of your first
two screenshots will
increase your conversions
by 25%

2 Distinct User Behaviors
• Decisive Behavior - users who don’t browse,
make quick decisions
• Explorer Behavior - users who browse to
learn more about the app before making a
decision

First Impression on the App Store vs Google Play
ICON
RATING
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
PROMO VIDEO
FEATURED GRAPHIC
APP NAME
ICON
RATING
POSTER FRAME
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
APP NAME
APP PREVIEW

First Impression Matters Most
1. Tell users what your app does in under 3 seconds
2. Test different initial screenshots & icons to find the optimal
combination
60% of users won’t swipe past your
first two images
10% of users install based on elements that
appear in the first impression

TIP #2
Diversify and don't be
repetitive when designing:
3rd - 5th screenshots
Video / Poster Frame
Description

Convince Exploring Users
1. Show users who choose to engage with your App Store page
something different that will make them want to install
2. Say something new in each design element
“Explorers” make up for 50% of your installers

TIP #3
Switching app screenshots
can increase install rates by
more than 35%

App Screenshots
1. Show your strongest message in the first two screenshots
2. Show different messaging in each screenshot
33% scroll through
the gallery
15% scroll through
the gallery

TIP #4
People only read the first line
of your description.
Make it count

App Store Descriptions
1. Make it simple and to the point. App Store users don’t like reading
2. Do not repeat messages that were highlighted in the
screenshots / video
2% expand description 5% expand description

TIP #5
The same creatives don’t
usually work for both Google
Play and the App Store

Important Creatives
ICON
SHORT DESCRIPTION
FEATURED GRAPHIC
ICON
POSTER FRAME
SCREENSHOTS
APP PREVIEW

TIP #6
An app video can increase
install rates by more than
23%

App Videos
1. Users who watch the video are 3X more likely to install than those
who don’t
2. Test different videos to make sure your video doesn’t harm
conversions
7% average watch rate 15% average watch rate

TIP #7
Design your poster frame
(the video thumbnail) to act
as a stand alone screenshot

The Poster Frame Effect
1. Test different Poster Frames to
get more users to play the video
2. Make sure your poster frame is
meaningful as a screenshot for
users who won’t play your video

TIP #8
Keep your video short and
focus on the first 10 seconds

Getting Your Video Right
• Keep it short (15 - 30 seconds)
• Show value in the first 5 - 10 seconds
• ~10% drop every 5 seconds
• Good videos have 40-55% completion rates

TIP #9
Refresh your creatives
frequently; aim for every
release

Content Decay
1. The users you are targeting today are not
the users you’re targeting next month
2. You are constantly changing ads, refresh
your App Store accordingly

TIP #10
Localize your app store
content. It’s your lowest
hanging fruit

To get your free A/B test for your App Store listing, email me at
gad@storemaven.com or sign up at www.storemaven.com
www.storemaven.com
AB Test your App Store and Google Play listings

Additional resources
5 Additional Practical Tricks to a Perfect iTunes App Store Page
App Store Screenshots: Landscape Vs. Portrait -Which is Best for Your CVR?
How to design the perfect App Store product page
4 Tricks for a better App Preview
www.storemaven.com
AB Test your App Store and Google Play listings

THANK
YOU