How your app looks on the App Store or Google Play Store can make a big difference in conversions. Tuomo has some tips on what to do and test to improve conversions.
“The visual aspects of an app store can have a big impact on the number of people converting and downloading your app. That’s why it’s important to A/B test various aspects of the app stores.
As with all marketing, the visuals make a difference – whether that’s a 100-foot poster, a print ad, an online display ad, or general branding – this is also the case with app icons. Having the right icon can lead to more downloads and more usage once installed. When creating your icon that will be displayed on app stores and users’ phone screens, create a number of variations to test.
As well as the icon, videos and in-game screenshots are used for all app placements within app stores now. As with social media platforms, videos are the most compelling and engaged with medium, so ensure you have a video up-front in your image carousel. And while 60% of users won’t swipe past the first two screenshots, ensure that your other images portray key elements of your app.
The description you add to your app in the app store is also as important as any ad copy. While ‘best practices’ are still more of an unknown when it comes to app descriptions, include key features, a short description, external ratings/quotes, and update details – a well-supported and regularly updated app goes a long way when getting people to choose to install or not.
Now while it may seem like hard work submitting differing versions of the app details and images to the app stores, it can be made a lot easier with testing tools that specialise in the A/B testing of app stores and related content. StoreMaven is an example of one such tool, while the industry standard tools such as VWO and Optimizely can also do mobile testing.
With testing tools like this, you can A/B test the visual features of each app store, including the app name, icon, videos, screenshots and images, and the description. Each can be tested to see if it impacts your installation conversions by sending a section of your traffic to a test page or URL, and any element which performs better or worse can then be tweaked accordingly and re-tested.”