PRISMA APP PHOTO INSTALL

We set up a split test with 4 different variations: Once we had our short list of the better performing app store images, it was time to see how they behaved as screenshot creatives. Yet, we didnвЂ™t want our targeting to be too narrow since Prisma is really a mass market app. We targeted the ads at users broadly interested in photography, selfies, photo apps and art to get faster results and better conversion rates. We also made sure to throw in the girl from the first screenshot into the mix to use it as a performance benchmark.

PRISMA APP PHOTO INSTALL

Then we processed them with the most popular Prisma filters.ДЄfter that, we launched a series of Facebook app install ads for Prisma featuring these app store images as banners to shortlist those that perform best. So we created a set of app store images depicting people and also some inanimate objects. Given the nature of the app, we were particularly interested in 2 things: which images to feature and which Prisma filters to apply to them. Select well-performing banners to drive traffic to the experiments.We were running Facebook ads to fuel the experiments, so we first created a set of different banners with different app store images and ran them against each other to: When running our first experiment for Prisma, we decided to kill two birds with one stone.

You then drive traffic to these pages (usually from ad networks, cross promo or your website) to see what works and what doesnвЂ™t. App Store Images Experiment #2ДЇor those unfamiliar with how SplitMetrics A/B Testing platform works: it creates web pages emulating the App Store where you can change and edit any element of the page (screenshots, icons, etc.). So, we shifted our focus back to app store images. However, we donвЂ™t recommend following these footsteps unless you have EditorвЂ™s Notes. So we decided to stop experimenting with the description. This also meant that the app now had EditorвЂ™s Notes description on top, which moved the regular description way down below the fold, rendering its impact on conversion insignificant. However, while we were running the experiment Prisma became App Store EditorвЂ™s pick. We tested a number of approaches: opening on a call to action, bullet lists, flashing cool press reviews, bragging about top chart positions, etc.ДЄdding bullet lists and using a prominent call to action both seemed to help conversion rates. Instead, we started optimizing PrismaвЂ™s description. We didnвЂ™t sit idly waiting for the results of our first experiment. The result? The impressive 12.3% uplift in conversion rate for the optimized variation of app store images. Note: we also experimented with the order of app store images, but the original positioning was actually the most effective.

Added comments and likes to the third screenshot to make it more dynamic.

Removed repetition from caption texts and highlighter more features within app store images.

Bolded the font a bit and dialed up the contrast.

Moved caption text to the top of the app store images.

Original App Store Images (Control) Optimized App Store Images For our first experiment, we chose the low-risk/high-reward strategy: tweaking the screenshots according to the best practices. We went after the low-hanging fruit: optimizing the screenshots as they have the biggest impact on conversions. It was all over the news, so we didnвЂ™t want to mess with anything that could hinder appвЂ™s recognizability (so icon tests were out of the question).

When we started out, Prisma was already a hit.

Now weвЂ™re happy to share some of the successful experiments that we ran as well as the ones that didnвЂ™t turn out as we expected. SplitMetrics was chosen to optimize PrismaвЂ™s app store images on the App Store and we worked closely with Prisma team to make sure that we leverage the media and viral spotlight to the fullest.

Prisma app photo