One of the presentations about growth hacking at our Growth Hacking Meetup Berlin. This time in the offices of Boston Consulting Group Digital Ventures!

1. The 80/20 Guide to Increasing
App Install Conversions:
How to Pay Less for Every App
Install

2. Introduction
@tomasruta, tomas.ruta@gmail.com
Grew:
Buyometric
Interests.me
KFit
Wunder
London Growth Hackers founder

3. What do you mean by app install conversions?
Most growth hackers obsess over optimizing acquisition
channels and onboarding experience
Very few people optimize their app store listings for
conversion
How can you get more people who visit your app store
listing to install your app?
A/B testing is your friend

4. App store A/B testing vs ASO
App store A/B testing:
Gets more visitors of your
listing to install
ASO:
Brings more organic
visitors to your listing

5. What I will cover
Which tools to use and why
How to set up your first A/B test
Identify the “low hanging fruit” wins

6. ASO - organic discovery of your app in the app stores
Localisation
Tips for A/B testing every single variable
Stuff that improves app install conversion but can’t be
improved through A/B testing (reviews & ratings, amount
of downloads on Android)
What I will not cover

7. How?
Custom-built
mobile landing
pages
Third party tools
Google Play
Experiments
The only option
until 2014
Splitmetrics:
$249 per month
StoreMaven:
$1499 per month
TestNest:
$79 per month
FREE

8. Tools vs Google Play Experiments
Tools cannot A/B test conversion of your organic visitors
Adding a mobile landing page to the user journey creates
additional friction and leads to drop-off in installs
Price
Tools can A/B test the app name

9. Solution
Use Google Play Experiments first.
Replicate what works in the iOS App Store.

10. Say hi to Google Play Developer Console
Ask a friendly developer
for access if you don’t
already have it
1 Click on “All applications”
and choose the app you want
to optimize
2

11. Say hi to Google Play Developer Console
Check your current listing
visit/app install
conversion here:
3 Navigate to Experiments to
set up your A/B tests
4

12. What to A/B test
Most app store A/B
testing advice out
there is published
by app store A/B
testing tool
companies.
It’s in their self-
interest to inflate
potential wins you
can get from app
store A/B testing,
and to get you to
A/B test everything.
In the real world,
you can get 80%
of results with
20% of effort.

13. Testing: Google Play Experiments
Start with testing the feature graphic and short description

14. Testing II: replicate on iOS
Use your Google Play “short description” as an opening of
your App Store description
Use your Google Play icon in the App Store
Use your Google Play screenshots in the App Store

15. A/B testing tips
Think about what users already know about you
The creatives that work in your advertising are likely to
work in the app stores too
Let each test run long enough that you get statistically
significant results
You can only run one test at any given time, with unlimited
variants. Make sure you set up enough variants to be able
to isolate cause of improvement when changing more than
one attributes in one test.

16. Advanced Mode
Get a free trial/demo with each tool to get more split
testing ideas
A/B test video and full description
A/B test all screenshots (not just first 2)
Focus on getting more & better reviews

17. Questions!
@tomasruta
tomas.ruta@gmail.com