1. The document discusses optimizing app store pages through testing different app icons, screenshots, and landing pages. 2. A case study shows that A/B testing different screenshots for a game dramatically increased conversions, with the new screenshots driving a 40% install rate compared to 6% for the original screenshots. 3. Future optimization recommendations include testing across different platforms, languages, device formats, and creative formats like video; and focusing optimization efforts on profiling and targeting top spending users.

1. WHY YOUR APP STORE
PAGE SHOULD TESTED,
TESTED AND TESTED! PGC LONDON 2016
Xavier Rezgui
Thomas Mellinger

2. Past approach

3. ASO a long long time ago…
1. Designing new assets
2. Selecting
internally
new assets
3.Uploading
assets (icon,
screenshots,
description,
etc.)
4. Waiting to get
approved
5. Running
User Acquistion
campaigns
6. Analyzing
KPIs, mainly
conversion
rate of the
landing
page
Back in
2012

4. Current approach

5. 3 Levels of App Store Optimization
LEVEL 1: ICON
Goal is to maximize CTR
from Top chart position and Search
LEVEL 2: LANDING PAGE
Goal is to maximize the Conversion
Rate of the landing page
LEVEL 3: KEYWORDS
Goal is to maximize the organic traffic
from Search

6. Case study

7. ASO during a soft launch
Balloony land is a very cute match
3 game which was in soft launch in 2015
The App Store Optimization
was done on iPhone in Canada

8. icon designing and preselection
Over 20 icons designed, we selected 3 to A/B test

9. Icon a/b test

10. Screenshot designing and preselection
Over several screenshots sets, we selected 2 sets to A/B test

11. Screenshots a/b test
Many combinations were tested as order matters!

12. Final a/b test

13. Results
before afterthe new screenshots the new screenshots
We drove 1,500 users from
Facebook to our landing pages
and received deceiving results as
only 6% clicked the install button
The impact of the screenshots
was astonishing: 40% of the
users we drove from Facebook
clicked the install button
The Amount of users who
clicked on the install button

14. But that’s only the beginning…
Platform: iOS, Android, Windows, Amazon
Geo: you should apply the same process to your most
important countries
Device format: you should optimize for tablets if it’s relevant
Creative format: use video on your landing page if it’s relevant
You can further optimize by:

15. Future approach

16. The rise of in-game analytics tools and its impact on ASO

17. Ultimate ASO strategy: focus on spenders!
Once you know the profile of your main
spenders by geo, platform, device type but
also more importantly by their gender, age
and interests, you can design the best
landing page to convert this specific
audience!
You need to make a trade-off between
different profiles as, unlike on the web, you
can’t yet display dynamic landing pages to
your users.
*Assuming
- It’s a free 2 play game
- Monetization is mostly from in-app (not advertising)

18. Thank you!