How to Increase Organic Downloads Without Changing Keywords

App Masters A/B tested two screenshot sets for a client's App Store listing (details covered in an earlier video, not in this episode).

Put human faces in the first three screenshots, the ones visible in search results. App Masters found this increased conversions across a few cases.

Angry Birds A/B tested a seasonal screenshot set against its standard screenshots (case covered by Apple).

The client's original screenshots were not well designed; App Masters created a new set and A/B tested it against the originals.

First of two sequential tests: variant B replaced a simple blue screenshot background with a sporty background; captions stayed largely the same.

Second test after the background win: screenshots zoomed in on up-close app screens highlighting features; titles and subtitles barely changed, and that was the only difference. Tests were run one at a time. The host says App Masters now builds client screenshots this way and sees improvements, and advises one test at a time unless you have massive downloads.

Test video vs no video on the product page. For most games a preview video improves conversion and downloads; for non-games it is usually unnecessary and has sometimes hurt conversion.

Product Page Optimization test of screenshot order only, built in AppScreens and pushed to App Store Connect: US English, iPhone, one treatment. Original led with 'rewrite in your style' then translate; the treatment put the new 'speak or write' voice feature (speak, then translate to any language) in the first three and moved 'rewrite in your style' to fourth. Host focuses tests on the first three screenshots because in portrait they show in search results and Apple Ads; screenshots 4-10 matter less.

After the order test, a new Product Page Optimization treatment keeps the winning order (speak, then rewrite) and adds social proof: five stars, a 'number one' claim and laurel graphics (a testimonial or average rating also works). English only, iOS only, one treatment, created from AppScreens.

Product Page Optimization test 'human versus screen': same winning order with a person in front, 6.5-inch screenshots, English, 50% traffic, one treatment, submitted for review. App Store Connect allows only one PPO draft or test at a time, so the earlier draft had to be deleted first.