tomas ruta - growth hacking meetup #3 - the 80-20 guide to increasing app install conversions
TRANSCRIPT
The 80/20 Guide to Increasing App Install
Conversions:
How to Pay Less for Every App Install
Introduction
@tomasruta, [email protected]
Grew:
Buyometric
Interests.me
KFit
Wunder
London Growth Hackers founder
---
Talk for Growth Hacking Berlin Meetup @ BCG Digital Ventures, 26 April 2016
What do you mean by app install conversions?
Most growth hackers obsess over optimizing acquisition channels and onboarding experience
Very few people optimize their app store listings for conversion
How can you get more people who visit your app store listing to install your app?
A/B testing is your friend
App store A/B testing vs ASO
App store A/B testing:
Gets more visitors of your listing to install
ASO:
Brings more organic visitors to your listing
What I will cover
Which tools to use and why
How to set up your first A/B test
Identify the “low hanging fruit” wins
ASO - organic discovery of your app in the app stores
Localisation
Tips for A/B testing every single variable
Stuff that improves app install conversion but can’t be improved through A/B testing (reviews & ratings, amount of downloads on Android)
What I will not cover
How?
Custom-built mobile landing
pagesThird party tools Google Play
Experiments
The only option until 2014
Splitmetrics: $249 per month
StoreMaven: $1499 per month
TestNest:$79 per month
FREE
Tools vs Google Play Experiments
Tools cannot A/B test conversion of your organic visitors
Adding a mobile landing page to the user journey creates additional friction and leads to drop-off in installs
Price
Tools can A/B test the app name
Solution
Use Google Play Experiments first.
Replicate what works in the iOS App Store.
Say hi to Google Play Developer Console
Ask a friendly developer for access if you don’t already have it
1 Click on “All applications” and choose the app you want to optimize
2
Say hi to Google Play Developer Console
Check your current listing visit/app install conversion here:
3 Navigate to Experiments to set up your A/B tests
4
What to A/B testMost app store A/B testing advice out there is published by app store A/B testing tool companies.
It’s in their self-interest to inflate potential wins you can get from app store A/B testing, and to get you to A/B test everything.
In the real world, you can get 80% of results with 20% of effort.
Testing: Google Play Experiments
Start with testing the feature graphic and short description
Testing II: replicate on iOS
Use your Google Play “short description” as an opening of your App Store description
Use your Google Play icon in the App Store
Use your Google Play screenshots in the App Store
A/B testing tips
Think about what users already know about you
The creatives that work in your advertising are likely to work in the app stores too
Let each test run long enough that you get statistically significant results
You can only run one test at any given time, with unlimited variants. Make sure you set up enough variants to be able to isolate cause of improvement when changing more than one attributes in one test.
Advanced Mode
Get a free trial/demo with each tool to get more split testing ideas
A/B test video and full description
A/B test all screenshots (not just first 2)
Focus on getting more & better reviews
