Tuesday, May 6, 2014

Optimizing Upsells: How We Drove Millions of App Installs

It’s pretty tough to get people to download your app, and relying on App Store SEO can be unpredictable. However, one of the few levers you do have control over is the web traffic you already own. It’s now common practice to direct mobile web visitors into the App Store via some kind of promotion.

But ... what works the best? How much does the UI matter? How about the copy?

Optimizations like this are great opportunities to use A/B testing and data-driven decisions. Over the past year or so, we’ve run several experiments to see what works the best for us. Read on and see if you can guess the outcomes correctly!


Experiment 1: Straightforward vs. Promo

We had originally launched the Polyvore iPhone app with a straightforward “Get the app!” message and a screenshot of the editor. But, since then, the app has done consistently well in its downloads and ratings, and we wondered whether conveying that would help. We also knew that not all of our users are interested in the editor, so perhaps focusing on a different part of the app experience would be better.



L: Straightforward + editor message / R: Promo + shopping message