Boosting Conversion Rate: A Visual CRO & A/B Testing Strategy
Client: A personal finance and budgeting app.
Challenges We Faced
The client was driving traffic via paid ads, but their “tap-to-install” conversion rate was terrible, wasting their budget:
Low Conversion Rate (CVR)
Their App Store page converted at 1.2%, far below the category average of 4%.
Weak Value Proposition
The first three screenshots (the only ones users see) didn’t explain why someone should download.
Boring Creative
Their screenshots were just raw app interface shots with no context or benefits.
Low Review & Rating Optimization
The app had few positive reviews displayed prominently, making it less appealing compared to competitors.
Lower Your CPI
“Is your conversion rate too low? Our App Conversion Rate Optimization (CRO) services will design high-converting screenshots.”
Our Approach – How We Solved These Challenges
App Conversion Rate Optimization (CRO)
We designed a new set of “panoramic” screenshots that used text overlays to highlight benefits (“Save Money Automatically,” “Track Spending Instantly”).
A/B Testing
We used SplitMetrics (and native Store Listing Experiments) to test 3 different design concepts: “Feature-focused,” “Lifestyle-focused,” and “Social Proof-focused.”
Visual Asset Optimization
We produced a high-energy, 30-second App Preview video that demonstrated the app’s ease of use.
App Reputation Management
We replied to all negative reviews and launched an in-app prompt to get more 5-star ratings, boosting the visible score from 3.8 to 4.5.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| App Store Conversion Rate | 1.2% | 4.1% | +241% |
| Cost Per Install (CPI) – Paid Ads | $8.50 | $3.20 | -62% |
| Organic Browse Traffic Installs | 50/day | 180/day | +260% |
Free Creative Audit
“Are your screenshots boring? Book a Free Creative Audit and let our app store optimization agency redesign your listing!”
Advice for Marketers & Brand Owners
- Your screenshots are your “ad.” Don’t just show the UI; use text captions to sell the benefit.
- Test, don’t guess. A/B Testing your creative assets is the only way to know what drives installs.
- CRO lowers your ad costs. By doubling their conversion rate, we effectively cut their ad cost in half.
Extra Factors That Made It Work
- The “Social Proof” screenshot set (featuring user testimonials) won the A/B test by a landslide.
- Improving the star rating (via App Reputation Management) had a direct impact on conversion.
- The video preview increased engagement time on the listing.
