How Angry Birds publisher Rovio maximizes organic installs via A/B testing


App store optimization just got harder. Fortunately, it also just got easier.

App developers are now using A/B testing and optimization to improve not just their rankings in the app store and Google Play but also the conversion rate of mobile users who land on their app download screens.

This time, the battle is visual as well as textual.

“It is very important to have appealing screenshots, icons and description,” says Angry Birds publisher Rovio app store optimization specialist Rajeev Girdhar. “It doesn’t matter how great your game is — if your app store page doesn’t appeal to the users, it doesn’t appeal to the people who want to download it. And that’s something we were always aware of but did not have the tools to do it.”

Those tools are, primarily, A/B testing, which Splitmetrics provides in this case.

Recently, Apple cracked down on app store optimizers (ASO) who were playing the lamest game in town from ye olde search engine optimization days: keyword stuffing. That was an obvious move, and few quality publishers were likely to be affected. But it did highlight the fact that ASO is the new SEO.

And since it’s now also visual. …

“We are building a tool that helps mobile marketers understand which icons, screenshots, etc. convert better and how users behave on App Store and Google Play pages,” says Splitmetrics CEO Eugene Nevgen.

appsWinning the ASO battle is critical for winning the mobile battle for users.

Organic user acquisition companies like Yozio estimate that a huge percentage of apps — well over 50 percent — are not installed due to a specific tap on an ad but via organic installs. Being well-positioned in the app stores, of course, is critical for organic installs.

And then publishers have to convert views into downloads.

Clearly, the biggest and best mobile publishers are investing in achieving organic success. Every user that you don’t have to pay for is a user that contributes straight to your bottom line. And user acquisition costs are massive today: While most mobile-first companies try to acquire users in bulk at $1 to $1.50, our recent research shows that the best users can easily cost $20-$40 each.

“If we can improve the app store conversion we are actually reducing the load on our marketing team and reducing the budget significantly that we spend on user acquisition,” says Rovio’s Girdhar.

This kind of visual optimization doesn’t run in the app, of course, nor in the app store. You clearly can’t be resubmitting your app language and screenshots daily for approval, nor can you run A/B tests in Apple’s playground.

We’ll release our new VB user acquisition report shortly
Click here to request a notification when it publishes

Instead, the A/B testing happens on Splitmetrics’ platform, where mobile app marketers can try various screenshots, add elements, play with vertical or horizontal images, color frames or straight screenshots, and see how people respond.

The results then go into the app store package, and you’ve achieved some level of confidence that you’re publishing something that’s tested and proven to convert.

Rovio isn’t releasing any data on how much lift the company achieved by A/B testing its app store game screenshots. But, as is common in conversion optimization efforts, just about any lift is free money.

0 Comment

Leave a Reply

Captcha image


  • 5300c769af79e

    YOLO: Dashlane and Google Create API to Help You Easily Login to Your Android Apps

    And we aren’t talking about the current process from password managers; this seems like a new, almost instant, system-built type of option.Neither company is providing all that many details at this time, but the basic idea is that this API gives apps the “ability to access passwords stored in your favorite password manager, and effortlessly and securely log you into those applications.
  • 5300c769af79e

    Google's Instant Native Notification Warnings for New Device Logins are Live

    At the beginning of August, Google introduced a new security feature to Android that should help users catch unwanted logins from other devices.While Google has always sent out email confirmations or warnings about new device logins, this new feature was supposed to pop-up native notifications on your current device the second you or someone else logs in.
  • 5300c769af79e

    Raspberry Pi Foundation Merges With CoderDojo

    The Raspberry Pi Foundation, maker of the bite-sized Raspberry Pi computer, on Friday announced it is merging with the CoderDojo Foundation, a global network of coding clubs for kids ages 7 to 17.The collaboration comes after the Raspberry Pi foundation in 2015 joined forces with Code Club, another organization running free coding clubs for kids.
  • 5300c769af79e

    Talk Metadata To Me: How to Decode Your Network's Deepest and Darkest Secrets

    Download This paper explains what rich, historical metadata is, how you get it and how the insights and analytics it enables can materially transform the way you detect and investigate critical security threats.Drawing from our firsthand experience, we provide case studies on how organizations are analyzing metadata and using the resulting intelligence to find and stop attacks that they never would have been able to discover otherwise.