π Growth Gems #4 - Gems From "Learnings From 200+ App Store Conversion Tests"
Hi there,
Today's gems are mined from a podcast episode of The Mobile User Acquisition ShowΒ (RocketShipHQ)Β where Sharath Kowligi (Director of Ad Monetization at GameHouse) joins Shamanth Rao to share the learnings from having run over 200 app store conversion experiments.
π#1
There is a lot of evidence showing that the 2 main things to test on the app stores are:
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Feature graphic (video thumbnail).
05:40
π#2
The way to approach testing is to be systematic: it's to think about the testing cadence instead of trying to find THE big idea. Because once a team gets into the rhythm of testing, that's when you get better at it.
13:35
π#3
Putting testing cadence first is a great way to build a creative team. It lowers the ego threshold of being right and being wrong and puts the focus on doing things that are meaningful.
15:30
π#4
For most B2C, you have to give the test at least 7 days. It allows you to run about 50 tests a year for one app.
18:17
π#5
If you want to do more tests you can also split between markets that you know behave the same way for YOU (e.g. could be US/UK) to run tests in parallel.
18:32
π#6
At least once a week, report on experiments whether they are done on the paid advertising side, the product side or growth in general and even on the CRM side.
19:40
π#7
Once you run the experiments 1/2/3 times and try on iOS what works on Android, you'll know if this is something you can do. If a killer creative on Android doesn't make an impact on iOS, then you can't carry results from Android to iOS.
21:20
π#8
For icons, headers, copy, etc. testing, use Returned Users (vs. Installed Users).
23:22
π#9
For conversion testing and onboarding testing, use Google Play's 7-day look back window.
23:49
Stay savvy!
βοΈ Sylvain