How to Create High Converting App Previews
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The document outlines the importance and best practices for A/B testing in app previews, emphasizing the need to understand user perspectives and stand out against competitors. Key steps include research, brainstorming variations, running experiments, and evaluating results. It highlights the effectiveness of video content and suggests creating complementary app previews and screenshots to maximize user engagement.
How to Create High Converting App Previews
- 1. Video App Previews A/B Testing
- 2. Why A/B test? (2 reasons)
- 3. Why A/B test? (2 reasons) Best practices ✅ Looks good ✅ Competitors have same ✅ Users don’t like
- 4. Why A/B test? (2 reasons) What may seem appealing to you and your team may be seen different by target users
- 5. Why A/B test? (2 reasons) Video + Screenshots vs Screenshots
- 6. Why A/B test? (2 reasons) Games
- 7. Why A/B test? (2 reasons) Apps - different No videoVideo
- 8. Getting actionable results with A/B testing
- 9. Main steps in A/B testing: research and analysis variations brainstorming designing of variations running your A/B experiment results evaluation results implementation and tracking follow-up experiments
- 10. Research and analysis 1. Compare app page to competitors in the category (does your app stand out?) 2. Compare messaging (what are your main advantages?) 3. Review your app’s usage data (what should be first shown on app page?)
- 11. Variations brainstorming 1. Test video vs. absence 2. Get 2-3 hypotheses and check them with pros 3. Back ideas by benchmarks and data
- 12. Which # of videos converts best?
- 13. App Store allows to upload: Max. 3 app previews Max. 10 screenshots
- 14. Based on SplitMetrics data: 1 video vs. no video 5-20% 1 video vs. 3 videos Avg. 4% 3 videos vs. no video 5-30% 2 short videos vs. no video Up to 15% CVR improvement rateVariation For games *Avg. view duration - 10,47-15,71 seconds
- 15. Create a flow - app preview and screenshots should complement each other. Do not show same things on both. User’s engagement 1st video Last screenshot
- 22. Graph on avg. view duration Graph on avg. view duration before install
- 23. If you’re thinking about using App Previews: 1. Brainstorm and validate your idea 2. A/B test it 3. Iterate
- 24. Learn more about A/B testing and ASO at: splitmetrics.com/blog
- 25. Up to 3 app previews + unlimited A/B tests for the App Store Claim at go.splitmetrics.com/apptamin
- 26. Thank you! Anton Tatarinovich Marketing manager, SplitMetrics & SearchAdsHQ anton@splitmetrics.com Sylvain Gauchet Co-founder, Apptamin sylvain@apptamin.com