Turning Scrolls Into Sojourns, Swipes Into Stories
Gamified strategies, localized experiences, and retention-led performance campaigns designed for the modern user.
Crafting Brand Stories That Convert
With tailored messaging and channel precision, Appxem drives brand engagement, customer acquisition, and repeat conversions across lifestyle and D2C brands.
Precision-Led Growth for One of Russia’s Top Taxi Platforms
VEZET partnered with Appxem to transform its app store experience, optimizing creatives, ratings, and A/B testing — boosting installs and CTI conversion rates across both Android and iOS.
Cracking Conversion Rates Across Dual Platforms
With limited A/B testing capabilities on iOS and noisy traffic overlaps in organic channels, VEZET needed precise testing workflows to overcome performance stagnation on their app store pages.
Key Challenges:
No direct iOS test path via App Store
Overlap between paid & organic traffic
Delays in insights hampering decision-making
Retention issues despite improvements
Visual Experiments That Drove Micro-Conversions
Appxem helped VEZET A/B test multiple screenshot versions, fine-tuning visuals with CTA slogans, font tweaks, and image emphasis — producing higher engagement.
Experiments Included:
Car vs. Phone in main screenshot
Variation with a car:
Variation with a phone:
Font size enlargement
Usability slogan overlays
Final variant improved CTI by +4.1%
From Screencasts to Animated Previews: The Video Pivot
Initial screencasts didn’t improve CTR, but animated short-form videos with CTA messaging opened new insights into user interaction—setting the stage for future seasonal testing.
Execution Insights:
Plain screencast = neutral/negative impact
Animated 5-sec variant tested with/without CTA
Landscape formats underperformed
Star Ratings Heavily Influence iOS Users
VEZET’s test confirmed Apple users are significantly swayed by app ratings. Appxem enabled quick simulations of rating changes—even for Android—helping forecast install impact.
Execution Highlights:
Google Play: Simulated tests through Appxem
iOS: CTI highly correlated with ratings
Star Ratings Heavily Influence iOS Users
VEZET’s test confirmed Apple users are significantly swayed by app ratings. Appxem enabled quick simulations of rating changes—even for Android—helping forecast install impact.
Execution Highlights:
Google Play: Simulated tests through Appxem
iOS: CTI highly correlated with ratings
Measurable Outcomes from Smarter Store Optimization
Through multi-round testing, traffic segmentation, and dynamic variant switching (via Multi-Armed Bandit), VEZET achieved consistent growth in installs and boosted conversion intent across platforms.
App Installs
40,000+
DELIVERED
CTI CONVERSION RATE
2.4x
BOOSTED
Fueling India's Fitness Conversations Through Smarter Content Strategy
How Decathlon India turned 800+ underperforming blog articles into a content engine that drove a 10X traffic surge and 4X growth in e-commerce search—with sustained momentum.
A Mountain of Content with a Flatline in Traffic
Despite having 800+ articles, Decathlon’s India blog lacked traction. The content was high in volume but not aligned with Indian search behavior—hurting engagement and visibility.
Content That Scores: From Audit to Optimization
We began with a deep SEO and content audit, fixing technical issues and repurposing high-potential blogs. The big shift? Creating India-first content and low-competition keyword targeting for fast gains and long-term wins.
Key Actions
Technical SEO audit & fixes
Monthly content calendar based on keyword research
Repurposed Euro-centric articles for Indian audiences
Immediate push on low-competition, high-intent topics
SEO That Built Long-Term Trust & Expansion
The impact wasn’t just traffic—it translated into deeper collaboration. Appxem’s performance earned 2 additional Decathlon projects, including full-stack SEO for their e-commerce platform.
What Changed? Everything.
In just 3 months, blog traffic grew 10X, and within 6 months, e-commerce SEO saw a 2X visibility jump and 4X growth in organic search.
Blog Traffic
10x
INCREASED
E-Commerce Search
4x
INCREASED
Site Visibility
2x
INCREASED
From Rebrand Setback to App Store Victory
How Hobnob Achieved a 64% Lift in Conversions Through Iterative A/B Testing & Store Optimization
A Rebrand Gone Wrong
Hobnob, a modern event invitation app, saw a steep drop in app store conversions following a major rebrand. While the redesign was visually bold, it failed to connect with the iOS audience. With no clear insights from Apple Search Ads, identifying performance drops across the user funnel became a critical challenge.
Small Change, Big Impact – Icon A/B Test
We tested multiple icons with enhanced brightness and contrast. The new green icon stood out, delivering:
+64% improvement in click-to-install
+90.5% engagement rate
This single design change revived Hobnob’s conversion rate almost instantly.
Platform-Specific Insights – Screenshot Testing
When testing updated screenshots across iOS and Android, we discovered platform-specific responses.
Android
Unified backgrounds improved performance
iOS
Same visuals caused a 20% drop in conversion, requiring a rollback to previous screenshots
Crafting the Right Title for Visibility, Not Just Conversions
Hobnob tested several app store title variations to evaluate their effect on conversions and visibility. While the titles didn’t yield statistically significant conversion lifts, the insights revealed that:
Title functions more for ASO (App Store Optimization) than persuasion.
Length and phrasing had minimal impact on installs.
Strategic keyword placement improved App Store search visibility.
Key Metrics
Test Variant
Click To Install
Engagement Rate
Result
Variation A: “Text Message Invites”
38.7%
71.0%
N/A
Variation B: “Stunning Text Message Invites”
37.1%
68.6%
↓4% Conv Rate
The Power of Clarity – 13% Conversion Uplift with Copy Testing
By including user pain points and clear CTAs in the app description, Hobnob dramatically improved conversion rates. The phrase “text message” played a crucial role in attracting attention and setting context.
The winning descriptions:
Addressed 3 key user pain points.
Used above-the-fold real estate wisely.
Maintained keyword balance for ASO.
Key Metrics (Test 1)
Test Variant
Click To Install
Engagement Rate
Result
Variation A
39.0%
69.0%
N/A
Variation C (Winner)
44.4%
73.9%
↑ 13.9% Conversion, 95.9% Confidence
Key Metrics (Test 2)
Test Variant
Click To Install
Engagement Rate
Result
Variation A
36.6%
70.2%
N/A
Variation B (Winner)
41.6%
70.9%
↑ 13.8% Conv, 96.3% Confidence
Outcome That Outshined Expectations
Hobnob’s partnership with Appxem wasn’t just about recovery—it was about scalable, data-backed growth.
App Store Icon
64%
App Store Icon
Android Conversion Rate
60%
BOOSTED
Tap-to-Install Rate
13.9%
BOOSTED
Conversion Recovery
100%
ACHIEVED
From Low eCPMs to Monetization Mastery
See how Appxem partnered with Aged Studio to transform underperforming rewarded video ads into a high-revenue channel through A/B testing, optimization, and innovative placements.
Precision Meets Opportunity in Apple Search Ads
Aged Studio, a PRC-based mobile publisher managing five game titles, had seen success with Apple Search Ads but needed advanced tools to automate, scale, and control acquisition costs.
Operating 5 mobile games
Focused on Apple Search Ads across 30+ EU markets
Goals: Growth, Automation, KPI Optimization, and Budget Control
Smarter Campaigns Through Automation & Insight
Aged Studio adopted Appxem in November 2020 to elevate their Apple Search Ads strategy with keyword intelligence, competitive insights, and 40+ custom automation rules.
Built campaign structure around keyword themes
Used Appxem’s keyword planner to monitor competitor campaigns
Deployed 40 automated rules to optimize bidding and performance
Tap-Through Rate (TTR) Momentum with Smarter Keyword Strategies
By refining keyword themes and leveraging automation through Appxem, Aged Studio experienced a consistent rise in TTR—peaking at 13.49% and maintaining over 11% into the following quarter.
Focused campaign structure based on keyword groups
Expanded high-performing search terms
Maintained download rate above 60% across 3 months
Download Rate Surges with Targeted Store Presence and Bid Control
Strategic bid adjustments, refined keyword targeting, and improved ad relevancy led to a 63%+ sustained download rate, with a peak at 66.44%.
Focused campaign structure based on keyword groups
Expanded high-performing search terms
Maintained download rate above 60% across 3 months
Automated Optimization = Scalable Success
Aged Studio’s performance skyrocketed by focusing on data-backed automation, keyword intelligence, and granular campaign control across countries and titles.
Performance Gains That Speak Volumes
With automation and strategic insights from Appxem, Aged Studio achieved remarkable performance lift across all major KPIs.
TTR
+33.75%
Install Rate
+27%
Conversions
+77.08%
CPE
-50.76%
Automated Rules
40
Covered GEOs
30+
OFF ROAD TRAVEL
Driving Open-World Success with Simulation Fans
Discover how Appxem partnered with DogByte Games to supercharge user acquisition, elevate ROAS, and expand a physics-based off-roading game across 7+ countries.
Campaign Objectives & Client Needs
Acquire high-quality users from sim-racing and off-road audiences
Maintain CPI below $1 across major geos
Balance ad monetization with IAP conversion
Optimize creative strategy based on terrain types and physics realism
Realism Meets Reach
Off The Road is known for stunning graphics and accurate physics. This realism appealed to sim and racing communities, providing a niche but high-value install base. Appxem’s challenge was to scale across platforms without compromising targeting precision.
Multi-Platform UA Blueprint
We implemented a blend of acquisition strategies across Facebook, Unity Ads, TikTok, and Chartboost. The campaign emphasized terrain‑based creative segmentation and funnel testing.
Balanced CPI & ROAS targeting
Split test based on terrain types (forest/desert/mountain)
Focused on long-term D30 ROAS with high session durations
Maximizing Ad Revenue Without Compromising Experience
Appxem redefined Off Road’s ad strategy with improved placements, eCPM optimization, and real-time A/B testing — driving a 216% surge in eCPM and a significant increase in ad views.
eCPM Optimization → +216% eCPM via waterfall & floors
Ad View Volume → +40% Increase in Impressions
Placement Strategy → 20% of views now from new formats
Turning Players into Payers with Smarter Monetization
Through strategic offer redesigns, pricing experiments, and compelling starter packs, Appxem boosted in-app revenue by 45% and increased conversion rates by 50%, making IAP a core revenue driver for Off Road.
By identifying top-performing GEOs, testing 150+ creatives, and leveraging the power of platforms like Facebook, Google UAC, and Snapchat, Off Road achieved 1.5M+ installs with industry-leading ROAS and LTV.
1.5M installs driven by Appxem
GEOs: USA, France, Germany, UK, Canada, Austria, Czech Republic
Store listing optimization impacts install conversion
Creative and UA strategies blended for long-term LTV & ROI
Driving Impact with High-Octane Performance
Off Road accelerated from an indie title to a monetization powerhouse — achieving 1.5M+ installs, 200% LTV, and 154% ROAS through strategic optimization, creative innovation, and precise UA execution.
Installs
1.5M+
achieved
ROAS
154%
increased
LTV
200%
boosted
eCPM
216%
increased
Ad Views
40%
increased
Top GEOs
5
US, FR, DE, UK, CA, AT, CZ
Creatives
150+
created
Revenue
45%
added
Icon Variants
30+
designed and tested
Casino Creative Optimization That Pays Off: +31% Installs
Empire City Casino transformed its app store performance through strategic A/B testing of screenshot templates—proving that even small visual changes can drive big conversion gains.
Design Simplicity Wins: Focus on the App, Not the Background
Appxem guided Empire City Casino through a disciplined A/B testing process. Rather than overhauling entire creatives, they tested small, focused elements—starting with background tone, then refining caption positioning and screenshot orientation.
Bold, bright vs. gradient backgrounds
Caption placement and emphasis
Single-variable changes only (to ensure statistical clarity)
By isolating the most impactful UI variable and executing clean A/B tests, Empire City Casino achieved a 31% increase in installs with a 98.6% confidence level—setting a strong precedent for future seasonal and campaign-based creative testing.
Install Growth
+31%
Confidence Level
98.6%
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