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10 Killer App Store Marketing Tips
Gad Maor, CEO | gad@storemaven.com
Increase install conversions by 50%
Pay less for eve...
Double your
conversion rates
A better version of your App Store page can:
Significantly cut the
cost of user acquisition
B
A
You can get there through AB testing
+25%
CVR
Who Are We?
StoreMaven enables developers to AB test App Store / Google Play
pages and lift install conversion rates
• App...
Benefit from our App Store insights collected from 50M users
TIP #1
A better version of your first
two screenshots will
increase your conversions
by 25%
2 Distinct User Behaviors
• Decisive Behavior - users who don’t browse,
make quick decisions
• Explorer Behavior - users w...
First Impression on the App Store vs Google Play
ICON
RATING
DESCRIPTION
SCREENSHOTS
RATING COUNT
PRICE
PROMO VIDEO
FEATUR...
First Impression Matters Most
1. Tell users what your app does in under 3 seconds 

2. Test different initial screenshots ...
TIP #2
Diversify and don't be
repetitive when designing:
3rd - 5th screenshots
Video / Poster Frame
Description
Convince Exploring Users
1. Show users who choose to engage with your App Store page
something different that will make th...
TIP #3
Switching app screenshots
can increase install rates by
more than 35%
App Screenshots
1. Show your strongest message in the first two screenshots
2. Show different messaging in each screenshot
...
TIP #4
People only read the first line
of your description.
Make it count
App Store Descriptions
1. Make it simple and to the point. App Store users don’t like reading

2. Do not repeat messages t...
TIP #5
The same creatives don’t
usually work for both Google
Play and the App Store
Important Creatives
ICON
SHORT DESCRIPTION
FEATURED GRAPHIC
ICON
POSTER FRAME
SCREENSHOTS
APP PREVIEW
TIP #6
An app video can increase
install rates by more than
23%
App Videos
1. Users who watch the video are 3X more likely to install than those
who don’t
2. Test different videos to mak...
TIP #7
Design your poster frame
(the video thumbnail) to act
as a stand alone screenshot
The Poster Frame Effect
1. Test different Poster Frames to
get more users to play the video

2. Make sure your poster fram...
TIP #8
Keep your video short and
focus on the first 10 seconds
Getting Your Video Right
• Keep it short (15 - 30 seconds)
• Show value in the first 5 - 10 seconds 

• ~10% drop every 5 s...
TIP #9
Refresh your creatives
frequently; aim for every
release
Content Decay
1. The users you are targeting today are not
the users you’re targeting next month
2. You are constantly cha...
TIP #10
Localize your app store
content. It’s your lowest
hanging fruit
To get your free A/B test for your App Store listing, email me at
gad@storemaven.com or sign up at www.storemaven.com
www....
Additional resources
5 Additional Practical Tricks to a Perfect iTunes App Store Page
App Store Screenshots: Landscape Vs....
THANK
YOU
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10 Killer App Store Marketing Tips

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Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs to your app. After a year of testing with leading developers worldwide such as Kabam, Zynga & Google, StoreMaven analyzed all that data and put together a deck with 10 killer tips for app store marketing.

Veröffentlicht in: Marketing

10 Killer App Store Marketing Tips

  1. 1. 10 Killer App Store Marketing Tips Gad Maor, CEO | gad@storemaven.com Increase install conversions by 50% Pay less for every app install www.storemaven.com AB Test your App Store and Google Play listings
  2. 2. Double your conversion rates A better version of your App Store page can: Significantly cut the cost of user acquisition
  3. 3. B A You can get there through AB testing +25% CVR
  4. 4. Who Are We? StoreMaven enables developers to AB test App Store / Google Play pages and lift install conversion rates • App Store AB testing was invented by StoreMaven in 2014 • The majority of the Top 50 grossing developers use our product
  5. 5. Benefit from our App Store insights collected from 50M users
  6. 6. TIP #1 A better version of your first two screenshots will increase your conversions by 25%
  7. 7. 2 Distinct User Behaviors • Decisive Behavior - users who don’t browse, make quick decisions • Explorer Behavior - users who browse to learn more about the app before making a decision
  8. 8. First Impression on the App Store vs Google Play ICON RATING DESCRIPTION SCREENSHOTS RATING COUNT PRICE PROMO VIDEO FEATURED GRAPHIC APP NAME ICON RATING POSTER FRAME DESCRIPTION SCREENSHOTS RATING COUNT PRICE APP NAME APP PREVIEW
  9. 9. First Impression Matters Most 1. Tell users what your app does in under 3 seconds 
 2. Test different initial screenshots & icons to find the optimal combination 60% of users won’t swipe past your first two images 10% of users install based on elements that appear in the first impression
  10. 10. TIP #2 Diversify and don't be repetitive when designing: 3rd - 5th screenshots Video / Poster Frame Description
  11. 11. Convince Exploring Users 1. Show users who choose to engage with your App Store page something different that will make them want to install
 2. Say something new in each design element “Explorers” make up for 50% of your installers
  12. 12. TIP #3 Switching app screenshots can increase install rates by more than 35%
  13. 13. App Screenshots 1. Show your strongest message in the first two screenshots 2. Show different messaging in each screenshot 33% scroll through
 the gallery 15% scroll through
 the gallery
  14. 14. TIP #4 People only read the first line of your description. Make it count
  15. 15. App Store Descriptions 1. Make it simple and to the point. App Store users don’t like reading
 2. Do not repeat messages that were highlighted in the screenshots / video 2% expand description 5% expand description
  16. 16. TIP #5 The same creatives don’t usually work for both Google Play and the App Store
  17. 17. Important Creatives ICON SHORT DESCRIPTION FEATURED GRAPHIC ICON POSTER FRAME SCREENSHOTS APP PREVIEW
  18. 18. TIP #6 An app video can increase install rates by more than 23%
  19. 19. App Videos 1. Users who watch the video are 3X more likely to install than those who don’t 2. Test different videos to make sure your video doesn’t harm conversions 7% average watch rate 15% average watch rate
  20. 20. TIP #7 Design your poster frame (the video thumbnail) to act as a stand alone screenshot
  21. 21. The Poster Frame Effect 1. Test different Poster Frames to get more users to play the video
 2. Make sure your poster frame is meaningful as a screenshot for users who won’t play your video
  22. 22. TIP #8 Keep your video short and focus on the first 10 seconds
  23. 23. Getting Your Video Right • Keep it short (15 - 30 seconds) • Show value in the first 5 - 10 seconds 
 • ~10% drop every 5 seconds • Good videos have 40-55% completion rates
  24. 24. TIP #9 Refresh your creatives frequently; aim for every release
  25. 25. Content Decay 1. The users you are targeting today are not the users you’re targeting next month 2. You are constantly changing ads, refresh your App Store accordingly
  26. 26. TIP #10 Localize your app store content. It’s your lowest hanging fruit
  27. 27. To get your free A/B test for your App Store listing, email me at gad@storemaven.com or sign up at www.storemaven.com www.storemaven.com AB Test your App Store and Google Play listings
  28. 28. Additional resources 5 Additional Practical Tricks to a Perfect iTunes App Store Page App Store Screenshots: Landscape Vs. Portrait -Which is Best for Your CVR? How to design the perfect App Store product page 4 Tricks for a better App Preview www.storemaven.com AB Test your App Store and Google Play listings
  29. 29. THANK YOU

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