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Learn how Kabam increased app install conversion rate by 66%

Gabe Kwakyi | August 5, 2016

Feature Image Credit: Store Maven

There are many elements that make up an app store listing, and just about every one of them can be tested and optimized for better results. While A/B testing tool Store Maven (founded 2015) is a relative newcomer to the ASO industry, it has quickly established itself as a highly important CRO service for app store optimization efforts.

Recently, Store Maven collaborated on a study demonstrating its utility with the goal of raising install conversion rates in order to combat ballooning CPI for SF-based game studio Kabam's new app: Marvel Contest of Champions.

The variable tested in the Store Maven-Kabam study, dubbed "The Poster Frame Effect", was the influence on conversion rate that the selection of the thumbnail image of a video has, given this thumbnail image also serves as the first screenshot for an app.

Store Maven poster frame effect

By testing a few different variables of the video posterframe, Kabam was able to increase its app conversion rate by 66%. Store Maven: an ASO marketer's best friend!

Other notable CRO datapoints on the impact of app elements from the Store Maven study:

Screenshots 60% of users won't swipe past your first two screenshots

Video 7.5% play an app's video (App Store) 55% complete the video (App Store) 15% play an app's video (Google Play) 45% complete the video (Google Play)

Description 2% click to expand an app's description (App Store) 5% click to expand an app's description (Google Play)

Store Maven ASO Study

Image Credit: Store Maven ASO Study

The Bottom Line: A/B testing tool Store Maven allows you to test experiments on iOS, which can improve your app impression and product page view to install conversion rates and in doing so lower your effective user acquisition rates.

Original Source: Gad Maor, CEO of StoreMaven

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