Bickster · B2C · small app studio
Test a one-screen landing page against sending search clicks straight to the App Store
Depends on the app; no general rule
Mixedweb-to-applanding-page
What they did
Per app, test search-ad traffic to a landing page vs directly to the App Store. Landing page: fits one phone screen, main promise up top, install button right there, no other links.
What happened
Some apps work better direct-to-store, some with a landing page; no general rule.
“some of our apps we take them to a landing page and some of them we do directly to the store we've done a lot of testing and it's weird some apps just work directly and some apps want a landing page”
“It has to fit on the phone perfectly. You know, your main promise, your main whatever right away, you know, install right there.”
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More from this episode
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- Fitbit to Apple Health Sync: Offer $59.99 lifetime or $39.99/year with a 3-day trial on a closable paywall~6% of installs buy; best revenue per 1,000 users of the variants tested
- Fitbit to Apple Health Sync: Keep installs about half organic, half paid; fund only channels returning 2-3xOn track for ~110K MRR
- Fitbit to Apple Health Sync: Use Apple Search Ads only if the cost per install fits your numbersBest paid channel for this app; too pricey for many of their others
- Fitbit to Apple Health Sync: Run Google and Bing search ads and feed sales back to them every nightTwo of the three main paid channels; Bing small but profitable
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- Bickster: Build quick AI-coded versions of several app ideas; keep the one that sells
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- Bickster: Set Meta ads to find buyers, not installs, and test videos at ~$500/dayInstall-to-purchase rose from ~6% to ~18-20%
- Title the App Store page with plain search terms and put the brand last
- Test app icons first, including wildly different versionsGuest says icons move conversion most; no numbers
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- Bickster: Lay out paywall plans side by side instead of stacked~2 points higher conversion (guest unsure of the exact number)
- Bickster: Skip paid attribution tools; use Meta's own numbers, in-house tracking and Mixpanel
- Put a hard paywall with one lifetime price on an app ranking in search
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