Slides from webinar on how to create, A/B test and optimize app preview videos. Hosted by SplitMetrics and Apptamin. Watch the webinar here: https://splitmetrics-searchadshq.wistia.com/medias/oe317awqkh

1. Video App Previews
A/B Testing

2. Why A/B test?
(2 reasons)

3. Why A/B test?
(2 reasons)
Best practices ✅
Looks good ✅
Competitors have same ✅
Users don’t like

4. Why A/B test?
(2 reasons)
What may seem appealing to you and your
team may be seen different by target users

5. Why A/B test?
(2 reasons)
Video
+
Screenshots
vs Screenshots

6. Why A/B test?
(2 reasons)
Games

7. Why A/B test?
(2 reasons)
Apps - different
No videoVideo

8. Getting actionable results
with A/B testing

9. Main steps in A/B testing:
research and analysis
variations brainstorming
designing of variations
running your A/B experiment
results evaluation
results implementation and tracking
follow-up experiments

10. Research and analysis
1. Compare app page to competitors in the category
(does your app stand out?)
2. Compare messaging
(what are your main advantages?)
3. Review your app’s usage data
(what should be first shown on app page?)

11. Variations brainstorming
1. Test video vs. absence
2. Get 2-3 hypotheses and check them with pros
3. Back ideas by benchmarks and data

12. Which # of videos
converts best?

13. App Store allows to upload:
Max. 3 app previews Max. 10 screenshots

14. Based on SplitMetrics data:
1 video vs. no video 5-20%
1 video vs. 3 videos Avg. 4%
3 videos vs. no video 5-30%
2 short videos vs. no video Up to 15%
CVR improvement rateVariation
For
games
*Avg. view duration - 10,47-15,71 seconds

15. Create a flow - app preview and screenshots should
complement each other.
Do not show same things on both.
User’s engagement
1st
video
Last
screenshot

16. Advanced video analytics

22. Graph on avg. view duration Graph on avg. view duration before install

23. If you’re thinking about using App Previews:
1. Brainstorm and validate your idea
2. A/B test it
3. Iterate

24. Learn more about A/B testing and ASO at:
splitmetrics.com/blog

25. Up to 3 app previews + unlimited A/B tests
for the App Store
Claim at go.splitmetrics.com/apptamin

26. Thank you!
Anton Tatarinovich
Marketing manager, SplitMetrics & SearchAdsHQ
anton@splitmetrics.com
Sylvain Gauchet
Co-founder, Apptamin
sylvain@apptamin.com