LAB CAVE CASE STUDY

ABOUT THE COMPANY & CHALLENGE

Lab Cave, a leading 360 Mobile Growth Services provider, has propelled over 700 apps and games into the mobile market since 2013. With a remarkable achievement of over 300 million organic app downloads globally.

In examining its title "My High School Summer Party" to boost installs and engagement on Google Play, Lab Cave discovered that the most engaged users were older females, not younger teens. Consequently, a complete redesign was deemed necessary to appeal to this demographic. Despite the risks, Lab Cave utilized Appxem to conduct A/B experiments on App Store assets and metadata, leading to invaluable insights.

This collaboration resulted in a remarkable transformation, with the game relaunched as "Love & Dating Story." The revamped version saw an astounding 300% surge in install volume, marking a resounding success for Lab Cave.

EXECUTION STRATEGY

Over a span of months, numerous A/B tests were conducted by Appxem to evaluate new assets, title, and in-game artwork. Eventually, a winning combination emerged, showcasing over 30% enhancement compared to originals.

The initial store page artwork for My High School Summer Party boasted vivid hues, vibrant visuals, and a lively cartoon vibe, aiming to captivate teenagers. Despite its appeal, it failed to truly connect with the target demographic as intended. Consequently, adjustments were imperative.

Lab Cave revamped the visuals with a mature, realistic tone, aligning with the older audience and effectively conveying the game's aesthetic.

Lab Cave, during their optimization endeavors, implemented an insightful strategy by incorporating key phrases into their store page assets, significantly enhancing user engagement and conversion rates. Terms like desire, romance, betrayal, seduction, and fantasy resonated well with potential players, leading to a notable 43% increase in conversion. Further refinement of asset lineup yielded an additional 14.2% conversion boost, with the winning version boasting an impressive 89.9% Engagement Rate and 13.80 seconds Average Time on Page. The pivotal transformation came with the overhaul of the game title from "My High School Summer Party" to "Love & Dating Story," aligning perfectly with the game's essence and exponentially boosting installs.