How to optimize app installs with Google Experiments

September 17, 2019

At Papprika we know that A/B testing is an essential part of an App Store Optimization (ASO) strategy. So, like mad scientists, we never miss the opportunity to run the most varied types of tests.

 

But instead of using lightning and potions, for the past few years one of our best tools to optimize our apps downloads are the Google Play Store Listing Experiments. And given the results we've got, we're here to say that, if you've never heard of this feature or have been delaying its use, it's time to make it your number one priority.

 

 

 

Google Experiments is your friend

 

In mobile marketing – where such stuff as re-targeting, segmentation and keywords move the market –, every company is trying to lower their cost per acquisition and install with creative ads.

 

But sometimes the app store listing page, the initial point of contact between app and user and a great potential source of organic traffic, is surprisingly overlooked.

 

Think about this: while browsing the Google Play Store, a user sees lots of apps. And at this point, the icon is the first thing that can catch their eyes and send a clear message of what the app can offer. Thus, if it’s not attractive enough, a download opportunity is lost.

 

Knowing this, Google came out with the Experiments feature to help developers step up their organic acquisition and conversion rates.

 

 

Start testing with Google Experiments

 

On the Developers Console, Google Play offers two types of experiments:

 

- Default graphics: test app creatives such as icon, screenshots and promo videos in the default language.

 

- Localized experiments: same as the above, but built to test creatives and descriptions in up to five languages.

 

Also, take note that you can make experiments even if your app is already being used. This way you can check if a new cooler image can boost the download rate.

 

Just remember that, as with regular A/B testing, you must test one variation at a time. If you’ll change the app icon, leave the screenshot test for later. Otherwise, while analyzing the results, you won’t understand what exactly affected your experiment.

 

 

How Papprika had an average 10% growth with Experiments

 

By collecting and analyzing all the metadata provided by more than 1K experiments, Papprika’s managed to get the key information and insights that help us create optimal assets.

 

Today, using those discoveries, approximately 42% of the experiments were successfully applied to our app listings, generating an average of 10% more installs.

 

And by using the good practices of A/B testing with the Google Play Store Listing Experiments, we expect to achieve even higher numbers and to, hopefully, show you the power of this feature.

 

To sum up,  Store Listing Experiments are an awesome tool for testing new ideas for you app store page. Take notes of you discovers and, little by little, ensure that your app is fully optimized and performing well.

 

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