App Store and Google Play A/B Testing Strategies to try in 2019 by Noga Szpiro from StoreMaven
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This document discusses optimizing app store optimization (ASO) strategies in 2019. It recommends taking a holistic approach to ASO that involves understanding an app's traffic sources and how users behave on the app store page. The document outlines a 6-step process: 1) understand the traffic blend, 2) determine where potential lies, 3) hypothesize improvements, 4) test optimizations, 5) update the app store page, and 6) analyze impact. It also compares different testing methods and notes the industry is shifting to a more holistic view of ASO.
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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!