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In mobile games, the icon is often the first element users notice when evaluating an app in the store. It needs to capture attention quickly, help the game stand out from similar titles in search results, and give users enough reason to visit the product page.
Before partnering with the RadASO team, Queens: Board Puzzle Games had not used store graphics as a tool to drive more installs. We introduced the Conversion Rate Optimization Loop, updated the app icon, and saw install growth within the first week. In this case study, we break down the steps that helped us achieve this result.
Queens: Board Puzzle Games is a logic-based puzzle game where players place elements on a board according to a set of rules, ensuring that none of them conflict with one another.
Improve impression-to-download conversion in the App Store and app page visitor-to-install conversion on Google Play, ultimately increasing the total number of installs.
Because the niche is relatively narrow and most competitors also use “Queens” as a key part of their app names, the apps tend to look similar in search results. In this environment, the visual presentation of the store page—particularly the icon, screenshots, and overall portrayal of the game—plays a crucial role in making the app more compelling to users.
When working on the app’s visual assets, the RadASO team followed the CRO Loop — a conversion optimization cycle that enables teams to systematically research the product, develop hypotheses, test changes, and analyze the results.
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We began by analyzing the apps of direct competitors and leading titles in the puzzle games niche. We examined their overall approach to visual design, including imagery, symbols, associations, color palettes, and other graphic elements.
During the analysis, we identified a clear pattern: most successful games use their icons to show not only a specific symbol, but also part of the actual gameplay — for example, colorful blocks, a Sudoku grid, or elements of the game board.
We uploaded the new icon to the App Store and Google Play and measured its impact on the app page conversion rate.
Due to a technical issue in the App Store, the icon had to be tested live: the old version was replaced with the new one immediately.
The results showed an increase in the conversion rate from page views to installs. The average conversion rate rose from 8.5% to 11.3%, representing a 32.3% increase.
On Google Play, we launched an A/B test using the store’s built-in testing tool.
After 29 days, the new icon achieved a 20.4% higher conversion rate than the old version.
Through a systematic approach to visual optimization, the RadASO team improved the app page conversion rate in both stores. This also led to more downloads, with installs increasing by 41% on the App Store and 52% on Google Play.
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