Splendid Apps increases revenue by 9% with store listing experiments
Splendid Apps' mission is to make graphic design accessible to everyone, from professionals to beginners. Their graphic design apps make it easy for users to create high-quality designs on a mobile device.
When they launched their flagship logo maker in 2018, it was one of the few apps of its kind and reached 1 million downloads within the first four months. By 2023, it had been downloaded more than 31 million times, helping users around the world create a logo using AI-driven templates and graphic design tools.
The Challenge
While Splendid Logo Maker was popular with its 1.3 million active users and enjoyed a 4.7 rating on Google Play, it was no longer the only logo maker on the market. Faced with competition from other brands, Splendid Apps wanted a way to increase user acquisition and improve their category ranking.
They decided to run store listing experiments on their logo and screenshots to increase the logo maker’s visibility and conversion rate. Initially, some of the leadership was skeptical because they felt the experiment would be too time-consuming, but they ultimately decided to give it a shot.
How They Did It
Splendid Apps launched their first set of store listing experiments focused on their icon and screenshots, and they began to see results right away.
The Splendid Apps team set out to implement the following -
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Highlighted the free and paid features of the app in their screenshots, which made a measurable impact on their conversion rate
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Tested the app’s logo and screenshots by country which led to an increase in visitors of 20%
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While changing the logo increased store listing visitors, they changed the store listing graphics and saw an improvement in the conversion rate
Insights like these let Splendid Apps focus its efforts on the areas best suited to its goals.
Each experiment ran for 1 - 3 weeks, and the whole exercise lasted for around 4 months. As these experiments ran, Splendid Apps used Play Console to measure and monitor their performance, as well as Firebase and Google Analytics to analyze metrics like engagement.
Results
As a result of these experiments, Splendid Apps increased new user acquisition and improved their conversion and retention rates overall, which also helped to stabilize their app ranking. After implementing the winning experiments, the team achieved:
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20% more store listing visitors
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10% more users
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9% higher revenue
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Improved conversions
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Stabilized their app’s Google Play ranking
These results encouraged the team to implement several new features to satisfy their new users and offer new monetization opportunities. As a result, user engagement increased, creating a cycle of regular feedback and new feature development.
The team was also delighted to see new markets open up to them as a result of these improvements. The experiments raised the overall app quality and enabled this Indian app developer to reach new users in Brazil, Mexico, Indonesia, and in India. In India, they saw a 9.1% increase in new users, 15% more store listing acquisitions (19% in US English), and a 2% improvement in their conversion rate.
Play Store listing experiments helped us better understand our audience and led to an increase in app installs. The support from the Google Play team throughout the experiment was instrumental in its success. The insights gained from the experiment are invaluable.