Practitioner pattern · Steve P. Young (Episode is sponsored by AppScreens, the screenshot/PPO tool he recommends (affiliate link); also sells App Masters ASO services)
Add a preview video for games; test going without one for other apps
Video usually lifts game downloads; sometimes hurt non-game conversion
Mixedasoexperimentation
What they did
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.
What happened
Video improves conversion for most games; sometimes hurts conversion for non-games
“for most games, video actually improves that conversion rate and that increases downloads, but for non-games, usually, you don't really need a video”
“Sometimes we've seen video actually hurt conversion rates and downloads”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- A/B test a new set of App Store screenshotsVariant B drove 30% more downloads
- Show people's faces in the first three App Store screenshotsRaised conversions in several tests; no numbers given
- Angry Birds: Test holiday-themed screenshots against your standard onesStandard screenshots beat the seasonal ones; small difference
- Redesign plain screenshots and test them against the old ones13.8% more downloads with the new screenshots
- OLBG: Swap a plain blue screenshot background for a sporty one10-13% more downloads
- OLBG: Show close-up app screens of key features, after the background test45% more downloads; 61% more installs across both tests
- Paraphrase AI: Move a new feature into the first three screenshots and test itNew order won; small uplift, number not shown
- Paraphrase AI: Add five stars and a 'number one' badge to screenshots and test it
- Paraphrase AI: Test a screenshot with a person up front against an app screen