Learn how How Kabam lifted app conversion by 66% for Marvel Contest of Champions. In a saturated mobile industry, online marketing costs are skyrocketing. Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs. This ASO case study will show how Kabam was able to: 1. Increase install conversion by 66% 2. Understand exactly what drives users on the App Store to install their game 3. Pay less for each new paid & organic install Visit www.storemaven.com to get your free App Store and Google Play AB test today!

1. ASO Case Study
How Kabam lifted app
conversion by 66% for
Marvel Contest of
Champions
Gad Maor, CEO | gad@storemaven.com | www.storemaven.com
66%
Conversion
+

2. This ASO case study will show how
Kabam was able to gain:
• More Installs - Increase install conversion by 66%
• A Testing Roadmap - Understand exactly what
drives their users on the App Store to install the game
• More Money - Pay less for each paid & organic install

3. The Challenge
Reducing the cost of installs (CPI)
In a saturated mobile industry, online marketing costs are
skyrocketing. Mastering app store install conversions
can significantly reduce the cost of user acquisition and
drive higher quality installs to your app.
CVR
$

4. Double your
conversion rates
A better version of your App
Store page can
Significantly cut the
cost of user acquisition

5. Founded in 2015, StoreMaven is now the
leading testing and analytics platform for the
App Store and Google Play
Some of our happy clients

6. Storemaven App Store Testing Platform
Our clients drive a fraction of their potential users to their
pages on StoreMaven, that looks and feels exactly like the
app store.
App Store Cloned App Store

7. Test Flow

8. Identify where to begin
The first stage in App Store Optimization is to identify the
app store asset that has the greatest potential to create a
significant lift in conversion.
Title
5-15% Lift
Screenshots
20-30% Lift
Icon
10-25% Lift
Video
20-35% Lift
Description
10-20% Lift

9. 60% of users won’t
swipe past your first
two images
First impression matters most
50% of installs come
from the first
impression

10. First impression matters most
• Convey your message in under 3 seconds, users
have short attention span
• Test different initial screenshots & icons to find the
optimal combination

11. Marvel Contest of Champions
First impression
App title
Editor’s notes
Feature banner
Icon
Poster Frame

12. The Poster Frame Effect
• First impression changes - adding a video poster frame
pushed your 2nd screenshot outside of the user’s first
impression
• The challenge - finding a poster frame which is meaningful
as a screenshot for users that won’t play your video

13. Test Hypotheses

14. Hypothesis 1
Gameplay excites users
Giving users a hint to what core gameplay looks like in
the first impression will increase install rates
Gameplay
Variation

15. Hypothesis 2
Game artifact conveys progress
Showing a game artifact that conveys the message
of progress and game achievements will increase
install rates
Artifact
Variation

16. Hypothesis 3
Branding is key
Highlighting the brand in the poster frame and
maintaining a uniform message in the first impression will
increase page engagement
Branded
Variation

17. And the winner is
Control: Gameplay
Game Artifact
Brand Logo
+66%
+26%

18. Test Analysis

19. The results
Breakdown by user engagement
The winning variation created a 66% lift in app install
conversion due to shifts in these 2 core behaviors:
Decisive Behavior - users who don’t engage with the
app store page
Exploration - users who engage with the app store
page before deciding whether or not to install

20. Decisive behavior
The “first impression” on all iPhones is comprised of:
• Icon
• App Title
• First 2 screenshots if they are portrait, and first
screenshot only if they are landscape
• If there’s a video: the Poster Frame Effect kicks in

21. Decisive behavior
Just by changing the poster frame, we were able to
create a lift of 63% in instant install over the control.
Control: Gameplay Game Artifact Brand Logo
Decisive Installers per Variation
+63%

22. Explorers funnel
Exploration actions include the following:
• Scrolling down the page
• Scrolling the gallery onto the 3rd-5th screenshot
• Playing video
• Expanding description
• Clicking on reviews

23. Explorers funnel
The test resulted in 70% more explorers who downloaded
the app as compared to the control variation.
Control: Gameplay Game Artifact Brand Logo
Users who explored the app page before installing
+70%

24. Benchmarks
Collected from 50M users

25. Exploration actions
Benchmarks and potential lift
App Preview
Designing a stellar app store video can increase install
conversions by 20% in the Apple App Store and by 35%
on Google Play.
7.5% play video
55% complete the video
15% play video
45% complete the video

26. Exploration actions
Benchmarks and potential lift
Screenshot gallery
A better version of your first two screenshots will increase
your conversions by 25%.
33% scroll through
the gallery
15% scroll through
the gallery

27. Exploration actions
Benchmarks and potential lift
Description
Optimizing description can lift your CVR by 15% over
your weakest variation.
2% expand description 5% expand description

28. So, what differentiates StoreMaven from any
other ASO testing platform?

29. Predictive A/B testing
StoreMaven’s predictive testing algorithm, StoreIQ,
works by quickly identifying and closing low performing
variations, as well as by assessing a test’s significance
faster and more accurately.
Save time and money.
Read more about predictive testing here

30. Lifespan per variation
Control: Gameplay
Game Artifact
Brand Logo
At this point the traffic splits for 2 variations only
30% traffic saved

31. 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

32. Additional resources
10 Killer App Store Marketing Tips
5 Additional Practical Tricks to a Perfect iTunes App Store Page
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

33. THANK
YOU