StoreMavenMastering the Stores - Growth on Google Play & The App Store

Gad Maor, CEO, #storemaven

Mobile Ads Mobile App Stores Mobile App

On-boarding begins with the first impression

First Impression Mobile App Stores Mobile App

First Impression Mobile App Stores Mobile App

The app stores’ data void

How do you decide how to showcase your app in the stores?

We cloned the App Stores, and started testing…

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This is what we learned about user engagement in the app stores based on 250M data points

Decisive BehaviorThis group of users make decisions based on what they see when they land on the Product Page:

• Instant Install - Only action is clicking on GET

• Instant Drop - Only action is LEAVING

App Store vs Google Play

ICON

RATING

DESCRIPTION

SCREENSHOTS

RATING COUNT

PRICE

PROMO VIDEO

FEATURED GRAPHIC

APP NAME

ICON

RATING

POSTER FRAME

DESCRIPTION

SCREENSHOTS

RATING COUNT

PRICE

APP NAME

APP PREVIEW

Exploration• This group of users engage with the page to learn

more

• They choose to download the app after having a basic idea of what the app does

• A very lucrative group

App Store Engagement

37%

9%

54%

15%3%

82%

High CVR Traffic Source

Low CVR Traffic Source

Instant Drop Explore Instant Install

Decisive vs Explorers - looking at installers only

48% 52%

Explore & InstallInstant Install

12 Seconds Session Time

Top App Store Actions

App store video can increase install rates by more than 22%

7% average watch rate 15% average watch rate

App store videos

The Poster Frame Effect on iOS

Getting video right• Keep it short (15 - 30 seconds)

• Show value in the first 5 - 10 seconds

• ~10% drop every 5 seconds

• Good videos have 40-55% completion rates

Changing screenshots can lift install rates by more than 25%

33% scroll through the gallery

17% scroll through the gallery

App screenshots

Getting screenshots right

• Show your strongest message in the first two screenshots

• Show different messaging in each screenshot

• Make it simple and to the point

App store descriptions

2% expand the description

5% expand the description

App Store Testing Fundamentals

It’s a continuous effort

The users you’re targeting today are not the users you’re targeting next month

Every targeting change results in different user behavior

It’s a continuous effort

As your ads decay you refresh them. Same goes for app store pages

Tie your ad designs to your app store’s first impression

Best Practices

Top 4 recurring tests

1. Screenshots

2. Icon

3. Video

4. Poster Frame

Top 4 recurring tests

1. Feature Graphic

2. Video

3. Icons

4. Short Description

Read More - blog.storemaven.com

Email me - gad@storemaven.com

Follow us on twitter - @storemaven

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