Once users open your store page, they have to make an important decision: to download the game or not, whether from organic traffic or paid user acquisition. Considering that the average user spends about 10 seconds on your store page, you need to get attention right from the start. So, how can you do this?
How to make your App Store product page optimization(PPO) speed up your user acquisition?
When users land on the store page, they first see the icon, title, and screenshots (the number of screenshots depends on the orientation and the app store). So, optimizing these visuals for your target audience is critical. This is where ASO A/B testing will help you. This article is about how to do it in 4 steps.
● Analyze your competition
● Build the hypothesis
● Understand the motivation of users
● Run the A/B test with paid user acquisition
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Analyze your competition
Benchmarking your competitors is a good place to start. This helps identify trends within the genre. These trends can range from using the same type of characters in symbols to including the same type of gameplay screenshots or tab lines in screenshots on store pages. Not only will this guide you in the right direction, but it will also help identify some places not to go. When no one in a genre uses a certain marketing style, it's usually for a reason.
Build the hypothesis
The information you gathered from your investigation of the competition can be used to develop hypotheses for the ASO A/B test. That is, take a few key findings from the investigation to inform the development of many store page versions. You can conduct look-alike sites that closely resemble the real store page while still allowing you to track user activity with ASO A/B testing service providers.
You can incorporate a wild card in the test because you are the authority on your audience to see if there is an unexplored territory in the store page trends that others are not aware of.
An example of a hypothesis would be to compare three different icons. According to the results of benchmarking the competitors, the icons can be:
● Character with a ferocious gaze
● An object from the game (weapon, trophy, etc.)
● The name of the game and a background
Understand the motivation of users
It is important to understand not only what users like, but also why they like it. This is what drives users to download games. Quantitative Foundry's Gamer Motivation Model accurately describes game motivation. There are six main motives in this model, and each motive has two sub-motivations. Action, social, mastery, achievement, immersive play, and creativity.
These motivations can be leveraged both in the catchphrase of the screenshots and in the actual screenshots. Destruction is one of the secondary motivations for action. This may appear in the screenshots as cascading prominent gameplay where a lot of things happen, including some explosions or gunshots.
For example, including a community sub-motivation from social motivation in a screenshot might serve as a slogan to show that the game includes player collaboration.What we can do for your app growth?
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Run the A/B test with paid user acquisition
Now that you have a similar storage page ready, you can run ASO A/B tests with paid user acquisition. For example, you could run a Facebook ad whose store page is the website URL, so that once users click on the ad, they will be redirected to the store page that looks exactly the same.
When ASO A/B testing yields significant results, you can determine which variation of the storage page performs best. You will also provide extensive data points to examine.
An important point is to look at the distribution between these two user types and how they perform. A decisive user just clicked the "Install" button or exited the page. On the other hand, explore users who use store pages. That is, scroll through the screenshots and/or read the full description, etc.
You can also analyze smaller data points, such as which screenshots perform best and which users spend the most time. With all of this, you can decide on the actual storage pages based on real data.
Remember to avoid the most typical ASO a/b testing mistakes. Fortunately, these are easy to avoid, as most mistakes come from running a UA campaign with a too broad audience, which can significantly impact conversion rates. Also, be sure to include enough screenshots (at least four recommended) to give similar-looking pages a realistic look.
Product page optimization works always helped a lot for a new app to get their app promotion start.
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