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App Store Optimization Case Study by StoreMaven - Lift Conversions by 66%

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Learn how How Kabam lifted app conversion by 66% for Marvel Contest of Champions.
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.

This ASO case study will show how Kabam was able to:

1. Increase install conversion by 66%
2. Understand exactly what drives users on the App Store to install their game
3. Pay less for each new paid & organic install

Visit www.storemaven.com to get your free App Store and Google Play AB test today!

Published in: Mobile

App Store Optimization Case Study by StoreMaven - Lift Conversions by 66%

  1. 1. ASO Case Study How Kabam lifted app conversion by 66% for Marvel Contest of Champions Gad Maor, CEO | gad@storemaven.com | www.storemaven.com 66% Conversion +
  2. 2. 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
  3. 3. 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 $
  4. 4. Double your conversion rates A better version of your App Store page can Significantly cut the cost of user acquisition
  5. 5. Founded in 2015, StoreMaven is now the leading testing and analytics platform for the App Store and Google Play Some of our happy clients
  6. 6. Storemaven App Store Testing Platform Our 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
  7. 7. Test Flow
  8. 8. 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. Title 5-15% Lift Screenshots 20-30% Lift Icon 10-25% Lift Video 20-35% Lift Description 10-20% Lift
  9. 9. 60% of users won’t swipe past your first two images First impression matters most 50% of installs come from the first impression
  10. 10. 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
  11. 11. Marvel Contest of Champions First impression App title Editor’s notes Feature banner Icon Poster Frame
  12. 12. 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
  13. 13. Test Hypotheses
  14. 14. Hypothesis 1 Gameplay excites users Giving users a hint to what core gameplay looks like in the first impression will increase install rates Gameplay
 Variation
  15. 15. Hypothesis 2 Game artifact conveys progress Showing a game artifact that conveys the message of progress and game achievements will increase install rates Artifact
 Variation
  16. 16. 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
  17. 17. And the winner is Control: Gameplay Game Artifact Brand Logo +66% +26%
  18. 18. Test Analysis
  19. 19. 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
  20. 20. Decisive behavior The “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
  21. 21. Decisive behavior Just 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%
  22. 22. Explorers funnel Exploration actions include the following: • Scrolling down the page • Scrolling the gallery onto the 3rd-5th screenshot • Playing video • Expanding description • Clicking on reviews
  23. 23. Explorers funnel The 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%
  24. 24. Benchmarks Collected from 50M users
  25. 25. Exploration actions Benchmarks and potential lift App Preview Designing 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
  26. 26. Exploration actions Benchmarks and potential lift Screenshot gallery A better version of your first two screenshots will increase your conversions by 25%. 33% scroll through
 the gallery 15% scroll through
 the gallery
  27. 27. Exploration actions Benchmarks and potential lift Description Optimizing description can lift your CVR by 15% over your weakest variation. 2% expand description 5% expand description
  28. 28. So, what differentiates StoreMaven from any other ASO testing platform?
  29. 29. Predictive A/B testing StoreMaven’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
  30. 30. Lifespan per variation Control: Gameplay Game Artifact Brand Logo At this point the traffic splits for 2 variations only 30% traffic saved
  31. 31. 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
  32. 32. 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.com AB Test your App Store and Google Play listings
  33. 33. THANK YOU

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