ABOUT THE COMPANY & CHALLENGE

VEZET is Russia's second-largest taxi aggregator, operating in over 120 cities across Russia and the CIS. It offers convenient transportation services, serving a wide geographic area with reliable taxi options.

Experimenting with app store page elements to optimize conversion rates poses challenges, especially with different platforms like Google Play and the App Store. While Google Play Console facilitates Android app experimentation, iOS apps require using Appxem. Appxem allows testing on a standalone web page resembling an App Store page, enabling analysis of user behavior and interaction with various elements.

A notable challenge arises from the inability to test changes on organic traffic in the App Store directly. However, a workaround involves integrating Appxem with smart banners on websites, facilitating testing through channels like Google Ads and Facebook Ads. Despite the testing system's aim to distribute data evenly among options, delays can occur, hindering decision-making and potentially resulting in lost users or wasted ad spend. To address this, monitoring ongoing data and promptly halting experiments when significant insights emerge is essential for optimizing outcomes.

Appxem offers solutions such as the multi-armed bandit routing method, dynamically redistributing traffic to favor winning options and accelerating experiment completion. This approach ensures efficient resource allocation and maximizes the significance of test results, even in scenarios with seasonal creatives or time-sensitive optimizations, ultimately enhancing app store page performance and conversion rates.

EXECUTION STRATEGY

Experiment With Screenshots

The preliminary examination utilized comparable options to those found in Google Play Console, with the version featuring a car emerging as the victorious test variant.

Variation with a car:

Variation with a phone:

However, as the variance was minimal, we initiated another round of experiments. We juxtaposed our usual visuals with identical ones, except for enlarged font sizes.

Afterwards, we experimented with combinations of proven variants, integrating usability slogans from prior tests into the visuals of the current leader. This fresh iteration emerged victorious, boasting a CTI rate 2.7% higher than the previous champion and 4.1% higher than the present version.

Experiment With Videos

Examining competitor videos yielded no insights. Thus, we experimented with app store A/B tests to guide our decisions. Initially, we crafted a basic screencast showcasing our app's benefits, which, as per Appxem, didn't significantly impact the click-through rate, showing a neutral to negative effect.

Subsequently, we revisited utilizing videos featuring "animated screenshots," animated the initial two screenshots. We condensed video duration from 15 to 5 seconds, crafting variations with and without CTA. These adjustments aimed to enhance engagement and optimize user interaction with the content.

The performance of our landscape screenshots plummeted further in the App Store.

Experiment With App Store Ratings

Encountering app store rating issues prompted us to experiment with various ratings to enhance CTI rates. Appxem facilitated our testing, even for the Android app, given the absence of rating experiments on Google Play Console.

Google Play rating test results:

Interestingly, Apple users seem highly influenced by app ratings. We're continuously enhancing service quality and app performance to meet expectations.