Hey! Welcome! You are about to read posts which mainly focusing on digital marketing. Under FunFacts page, you can find interesting facts about the relevant topics discuss on this blog. Enjoy!
2.72% of online retailers test their CTA (Call To Action) button
Google ran more than 7 THOUSANDS A/b Testing in 2015, which 40 of the tests are to determine which shades of blue earn more clicks
QuickSprout runs A/B testing once every two weeks, and it boost up their sales by 20%
People surfing on TreeHouse library never sign up, having their navigation bar and sign up button scroll as the page scroll down, boost up their registers of 138%
Microsoft went from 14 days trial to 30 days trial, as the result, 102% more people continue purchasing the software after their trial period ended
Still doubting the power of A/B testing? Try Obama!
President Obama election year of 2008, trial their CTA button, and combine it with Obama's family picture that says "learn more", as result, increasing signups by 40.2% worth of 60 million dollars and 288.000 Volunteers
Thursday, 18 August 2016
15 Million Apps in Apple Store, another 15 Million Apps in Google Play!!?
- a good app won't ever be enough
How to be unique in such crowded market? Some may call it new SEO, I'd prefer calling it ASO (App Store Optimization). The main goal for marketers nowadays is focusing on how to support user goal acquisition.
"But, oh what? What did I just read?"
Don't you worry! The confusion is no more.
Brief about "Store Listing"
Kobi Glick, a Google play team representative popularized the term "Store Listing Experiment" but really, what is it? "Store listing" is one feature on Google App Store (Google Play) which allows App developer to basically list the App they build to be exposed to consumers.
But what does the "Experiment" stands for?
Based on the previous video, the experiment occurs where developers are allowed to have "trial" on their app icon and stuff like their screenshot of the app. "Trial" is so important, because:
App icon, in this case is one marketing attributes which also is a main drive to attract consumer's attention. A good App icon can do more, rather than just being "an icon".
"A main drive" Is one serious matter, in which, developer can't really rely on their intuition on deciding what's a good App icon, and what's not - consumer perception matters. Each consumer who surf Google Play has different perspectives. Some consumer might perceive the logo as interesting while some of them might see there is nothing special about the logo.
The question of concern is, why use intuition while developers have the chance to rely on numbers/ data to optimize their store listing?
"Trial" brings the idea of seeing what could and could not work for an App, and take any corrective action when needed.
The process of "trial" itself, is basically relying on what we called as "A/B testing"
"The process of comparing two variations of a single element to determine which performs best in order to help improve marketing efforts"
The process of comparing two variations of a single element
In other words, A/B testing is basically developing 2/more different ways in obtaining one goal.
This is also known as 'split-test'
Google Play implement this by allowing developer to edit their graphic and text to their App listing, and compare
To determine which performs best
After being able to compare the advantages, developer will then choose which way actually bring more advantage to them and make it as their best option.
The Kongregate, famous for creating the game Epic Skater, decide to did trial on their App icon and see if the icon they've always had is the best. They did new design for the icon. Apparently it turned out that, one of the new App icon design is 39% better than the old one.
The old Epic Skater AppIcon
The New Epic Skater App Icon
In order to help improve marketing efforts
The new Epic Skater App icon is 39% "better", the betterment includes:
increment of conversion rate
better resonance of their audience
increased return on investment
Other than personally gaining more profits, the use of A/B testing a.k.a Store Listing Experiments bring more benefits to the developer such as:
improving traffic from all sources
amplifies organic users acquisition on Google Play
gathering consumer insight
with proposing various of ideas on App icon design, developer will be able to find out, the design consumers like more as well as their taste and preferences
Knowing these lead to the betterment of targeting market. Developer can be more specific to target their products.
Example, the "Me" appp
The developer of me app propose 2 hypotheses,
Does the app icon need to be colorful?
Does the word "ME" need to be attached?
Store listing experiments has allowed them to test both icons, and as an end result, the new design app with more colorful colour and no "me" is more attractive to users, improving user rate by more than 33%.
Some tips to go, use A/B testing, make a difference!
