App Masters · B2B · app marketing agency
Test different app icons on a new utility app
What they did
In their words
Live App Teardowns: App Growth Optimization
HYeah. Back. Yeah, there is an option, see, the middle one, blue, "Redeem code".
Steve P. Young… might be like Metronome Monkey, right, like MailChimp or Metronome Chimp. I like these type of names, because one, you know, to our app, we have this app called Sign Panda that I'm running I just ran a Indie App Santa campaign on. Whoops, this is in Mexico. But one of After I ran the Indie App Santa campaign, some of the people were like, we did a lifetime free plan, some people were like, "Hey Steve, you know," Yeah, they sent me emails asking for features, one. And secondly, they were like, "I downloaded it because of the icon." So I feel like, you know, I didn't think that icons were that important, but Chris talked about it in last week's, again, you know, I'm trying to implement fast. So we're A/B testing icons for our one of our newer apps, and I'll just kinda show you guys which one won. But I do think icons are are important, especially for apps that have a a more utility, like signature maker like [groan] you know, like how much different is this app from all the other signature makers and creators? Not that much different. I feel like the brand separates it. You know, you think about Duolingo, there's a lot of learn Spanish, but their owl. So I like mascots now. Think about that, and I think you have a great you've done a good job about this, but metronome would be the primary keyword, and then think about all the keywords under metronome that you can kinda target off of that from an ASO standpoint. Also what we typically seen, Paul, welcome to 20 the 2020s, all, but …
HYes, let me go first, Steve. Okay. So, Steve, how do you know someone has the newest iPhone duo?
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- Put the brand word you target first in the App Store keyword fieldReached #2-3 for 'Apple Wallet'; one app, anecdotal
- Run Apple Ads in every country except the US to find where buyers areFound the Netherlands: same keyword popularity as the US, difficulty 17 vs ~60
- Give Apple Ads max-conversion 5-10 top keywords, a high tap bid and a target install costAgency says it works across clients ($80K for one); 'Basic Plus' setup sometimes beats it
- Drop the $1.99 monthly plan because 90% buy the $10 yearly oneSales went down; the monthly price was the anchor that made $10/year look cheap
- Show only a yearly plan on the paywallMonthly plan was back within 2-3 weeks; observed from outside
- Add a hard paywall to an app that used to be freeWorked well for revenue, but brought many 1-star reviews from people who reinstalled
- Give ad-driven users a hard paywall and App Store searchers a closable oneFounder said it worked really well; no numbers
- Price utility apps at $5 a week, $20 a year, or $30 once
- Give free lifetime access through the Indie App Santa promotionUsers emailed feature requests and said the icon made them download; no numbers
- Ask gender in onboarding and show one matching testimonial on the paywallIn use; an A/B test vs ratings was mentioned but the result wasn't stated
- Grow with Meta ads alone before adding any other channel$4M+ ARR for one client and ~$1M MRR for another, Meta only
- Give existing users 3 months' notice before charging for a free app90-99% of existing users happy to pay; new users complained
- Find UGC creators on Collabstr and work with micro-influencersDeveloper calls it a great success; one creator had a big impact; no numbers
- Switch from a paid app to free with purchases, then to subscriptionsMade more money at each step, per the friend; no numbers
- Show different prices depending on what people answer in onboardingHeard it works really well; app unnamed, no numbers
Tags: app-store, app-icon, mascot