How to Optimize Your Store Page to Your Target Audience?
Once the user lands on your store page whether it’s from organic traffic or paid user acquisition, they still must make one important decision, whether they are going to download the game or not. Given, that the average user spends around 10 seconds on the store page you need the get the attention from the very beginning. So, how can you do it?
When the user lands on the store page they will see first the icon, title, and screenshots (amount of screenshots depends on the orientation and app store). So, it’s vital to have these visuals optimized for your target audience. And that’s where ASO A/B testing will help you. Here’s how to conduct an ASO A/B test in 3 steps.
Guest post from Geeklab.
Benchmarking your competition is a good place to start. This helps in the identification of trends within that genre. These trends can range from using the same sort of character in the symbol to including the same type of gameplay screenshots or taglines in the screenshots on the store page. This not only guides you in the right direction, but it also helps in the identification of some no-go places. When no one in a genre uses a certain sort of marketing style, it’s usually for a reason.
Build the hypothesis
You can build hypotheses for the ASO A/B test using the data obtained from your competition analysis. That is, select a few important aspects from the analysis and use them to create different store page variations. With ASO A/B testing service providers you can conduct look-alike pages that look exactly like the actual store page, but let you analyze the behavior of the users.
Because you are the expert on your audience, you can include a wild card in the test to check if there is any uncharted terrain in the store page trends that others are unaware of.
An example of a hypothesis could be, testing 3 different icons against each other. Based on the findings that we got from benchmarking the competitors the icons could be:
- Character with a fierce look
- An object from the game (weapon, trophy, etc.)
- Game title and a background
It’s critical to understand not only what users like, but also why they like it. That is, what motivates users to download the game. Quantic Foundry’s gamer motivation model accurately portrays the motivations. There are six major motivations in the model, each with two submotivations. Action, Social, Mastery, Achievement, Immersion, and Creativity.
The motives can be utilized in the screenshot’s taglines as well as in the actual screenshot. Destruction is one of Action’s submotives. This might be shown in a screenshot as gameplay that is highlighted with cascade, i.e. a lot is happening and some explosions or gunshots are included.
Including Community submotivation from Social motivation in a screenshot, for example, maybe given as a tagline indicating that the game includes player collaboration.
Now that you have the look-alike store pages ready you can run the aso A/B test with paid user acquisition. As an example, you can run a Facebook ad that has the look-alike store pages as website URL, so that once the users click on the ad, they will be redirected to the look-alike store pages that look exactly like the actual store page.
When the aso A/B test has yielded significant results, you can determine which variation of the store page performs the best. You’ll also be provided a wide range of data points to examine.
An important data point is seeing the distribution between the two user types and how they performed. A decisive user only clicked on ‘install’ button or exited the page. Exploring users on the other hand engaged with the store page. That is, scrolled through the screenshots and/or read the full description, etc.
You can also analyze smaller data points like, which screenshots performed best and where users spent the most time. With all of this, you can base your decision of the actual store page on real data.
Remember to avoid the most typical ASO a/b testing mistakes. Fortunately, these are easy to avoid because the majority of the errors come from conducting a UA campaign with a too broad audience, which can significantly impact the conversion rate. Also, be sure to include enough screenshots (recommended at least four) to give the look-alike page a realistic look.