DOWN · B2C · casual dating app
Test screenshot colors separately from the icon and use blunt, emotional captions
Deep red screenshots currently win, despite a purple icon
Workedaso
What they did
Doesn't force screenshots to match the icon color; tests them independently. Has tested yellow, purple, blue, red, multi-color and tie-dye backgrounds; a deeper red currently wins and stands out. Captions speak to the user's mood rather than features: 'Thirsty for something a little different?' instead of 'match and date with people'; first screenshot shows two people kissing, partly covered by the logo to add mystery; 'Open-minded for whatever you desire, casual or serious.' Expects the set to change again within a month.
What happened
Deeper red currently performs better and stands out
- Stage
- Scale (mature app)
“we AB test the hell out of everything. And so, right now, this deeper red performs better for us, and helps us stand out on the screenshots.”
“we have tested, you know, yellows, purples, blues, reds, multi-colors, tie-dye, all these different screenshot colors and backgrounds, and we're going to keep doing it.”
“having two people, you know, kissing, but we kind of make it mysterious and cover it with our logo.”
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