How to Increase App Conversion by 6.3% with Graphic ASO? (Case Study)
We will show you on the example of a workout app how to increase the conversion rate from view to install by 6.3% using high-quality and promotional graphics on the page in Google Play. Bonus: five examples of high-converting graphics.
About the app
“Tvoy trener” (that translates as “Уour coach”) is the free app for those who want to have a perfect body. It’s created by a professional trainer and athlete. The app has gym and home workout programs, exercise videos, diets, fitness calculators, and helpful articles.
Our goal
Our task was to increase the conversion of the app “Tvoy trener” from view to install by at least 6% in Russia. Our solution was visual optimization.
Solution
Visual optimization consisted of several steps: analysis of existing elements and testing of new concepts.
1. Analysis of app icon and screenshots
The vector icon of a trainer — the creator and character of the app — was well drawn, but did not stand out among other competitors. The screenshots lacked a visual language stick to one style: the white text was done on a uniform pastel background. The app had a simple interface, so it had to be concealed with colorful graphic elements in the screenshots to grab the user’s attention.
2. Testing the developed concepts
We’ve developed three concepts for testing. We used a contrasting background in all versions to make the words more readable. We’ve tried different colors, background textures and elements. We have also experimented with the text — we made it bolder and simpler. The main color scheme wasn’t chosen by chance — red was added to the blue color of the interface for contrast. It’s the most popular choice in the fitness club market.
Experimenting, we decided to make one of the concepts more harsh: we chose a dark background, the asphalt texture and focused on strength training. It was our favourite concept, but tests showed that the conversion rate was 12.6% worse in comparison with the first one, where results were the most impressive, so we settled on this graphics.
3. Results
After working through several creative options and finding the most effective graphics, the app conversion growth increased by 6.3% — from 29.4% to 35.7%.
The main conclusion
It is important not only to be able to make a nice design, but also to track the reaction of real users. All ASO ideas and concepts should be tested. There are three main ways. Read this post to go through their pros and cons.
More examples of visual ASO: other locales
We have extensive experience in visual optimization of apps in different locales. Take a look at examples of graphics from other apps we have worked with. These visual solutions attract users and bring results in the conversion form.
1. EasyRun app
It is a workout assistant app — “EasyRun”. We graphically optimized it: we’ve developed a range of screenshots for Mexico locale (MX) in the App Store to improve view-to-install conversion.
2. Astra app
The horoscope-app “Astra”. We made graphic optimization for the USA in the App Store. Due to a massive update of the app, we developed new elements: an icon, a gallery of screenshots and icons for in-app purchases.
- Conversion from view to install before optimization in the US = 2.37%
- Conversion from view to install after optimization in the US = 6.26%
3. Sellfashion
A community app for fashion lovers where you can sell things and share your looks. We’ve optimized the gallery of app screenshots.
4. Noomeera app
The social network app for auto enthusiasts “Noomeera”. In 2019, the company took the dating direction and asked us for a restyling of graphic elements.
5. MealSee app
“MealSee” is an app for intuitive eating followers with personal preference-based recipes and tips. For publishing the app, we have created graphic elements: an icon and screenshots for the App Store.
P.S. Do you want to boost your installs?
If you are thinking about how to increase the conversion of your app and get promoted on Google Play or the App Store, we know how to help. Email us at [email protected] to start a partnership.
