Shkaf Case Study: Graphics Increased Download Conversion by 16% and Organic Installs by 400%

Service:
Sector:
Shopping
Author:
Published:
August 30, 2024
Team:
Iryna Nezboretska
ASO Specialist
Anastasia Narchuk
ASO Specialist
Olha Hrek
ASO Team Lead
Hanna Romanko
Designer
Tetiana Ilienko
Project Manager

You have a prospective app and are ready to conquer markets, but you lack a key factor to get users to download it massively. Sound familiar?

In this article, the RadASO team shows how in-depth analysis, creative solutions, and a well-thought-out strategy can achieve such results. We will explain how graphics optimization in the Shkaf app (digital wardrobe) has radically changed its success in the market. You will find insights from ASO experts, a detailed description of the key optimization steps, and results that prove it.

Who Is Our Partner

Shkaf is a digital wardrobe that allows you to collect your entire clothing in one app. You can also create and plan fashionable looks for everyday or specific events. Get inspired by other people's outfits or show your friends yours. Categorize clothes and see statistics by color, brand, season, etc. in your wardrobe.

Expanding the app's coverage to new foreign markets and increasing conversion from impressions to downloads. The team worked with both text and graphic ASO to achieve this goal. In this case study, we'll talk about the second component in more detail.

Key Challenges

  1. The icon was confusing for foreign markets because its main element was the Cyrillic letter “Ф” in the brand name. 
  2. The functionality in the App Store and Google Play was slightly different.
  3. Not all users understood how to use the app, so it seemed complicated.

Graphic optimization in RadASO is based on the CRO Loop (Conversion Rate Optimization) method. We will describe this strategy in the key stages below.

Step 1. Explore the app.

  1. We analyzed the functionality and identified the advantages over competitors.
    Shkaf has a lot of functionality compared to its competitors. It's not just an app that gathers all the things in one place, it's also a so-called “social network” for trendsetters. Here, the user can view images of other users, put likes, save ideas, and inspire with their images in return. In this niche, the RadASO team has noticed this functionality in a few apps. That's why we decided to show it on screenshots.
  2. We analyzed all user reviews. 
    We discovered from the feedback that users like the ease of adding clothes and creating images in the app. We have demonstrated these features and useful functions in the first screenshots. 
  3. We analyzed the graphics of the leading competitors in the niche according to the following criteria:
    • What is displayed on the icons?
    • What functions are demonstrated in screenshots and in which order?
    • What colors are used?
    • What additional graphic elements attract attention?

The analysis showed that graphics in the niche are highly varied. There is no single color style. However, it has become clear that applications that combine interesting graphic components with intuitive and clear demonstration of functions stand out from the crowd.

The team collected the most popular graphic elements related to the niche on competitors' icons: wardrobe elements (hangers, wardrobe) and clothes. They were used to create a new icon for the client's brand.

Step 2: Generate and approve hypotheses!

  1. During the brainstorming session, we formed hypotheses about how a change in a certain element could affect conversion.
    After an internal brainstorming session, the team agreed on three sets of screenshots and two icon options that users could potentially respond to. In particular, we determined the style of screenshots and formed the first impression of the application that the client needed.
  2. We confirmed the hypotheses with the client.

Step 3: We created a brief with a technical task based on the collected hypotheses and handed it over to the designer.

Step 4: Create a new graphic for the app.

The RadASO team generated several variants of icons and screenshots for both sides.

Below are the graphics (icon and screenshots) before cooperation with the RadASO team.

For the App Store:

screen1

For Google Play:

googleplay screen

New graphics from the RadASO team.

For the App Store:

For Google Play:

googleplay screen2
Note. The functionality of the application in the App Store and Google Play differed slightly. That is why we have depicted only the relevant features for Google Play in the screenshots. 

Step 5: Test the new graphics in the App Store and Google Play (see the results below).

Step 6: Formulate insights and new ideas for further tests.

Promotion Results: App Store

1. The visual test lasted 41 days. For the US country, it was carried out according to the 50/50 parameters - we distributed traffic between the two options. The total sample of users was 28,371. It showed that the new screenshots would increase the app's conversion rate by 16% with a *Confidence of 99.9%. 

*The Confidence parameter shows how confident the algorithms are in the results of a particular option.

Where, 

  • Original Product Page - the old version of the screenshots;
  • Treatment A - a new set of screenshots from the RadASO team.
Note. In the App Store, screenshots have a greater impact on conversion than icons, as they are visible in search results. In Google Play, the situation is the opposite - the icon has a greater impact on conversion because screenshots are visible in search results only if the user searches for branded search terms. 

In our case, the icon is more important because the brand is still unknown in Western markets. Users find the app mainly by general search terms. 

2. The RadASO team developed the concept of new icons in light and dark colors and tested it. As a result, the new light-colored icon also showed a +2.87% conversion rate improvement.

Note. According to RadASO's experience, when planning A/B tests, it is better to test an icon if the app receives 300+ installs/daily. With 50-100 installs/daily, it is better to test screenshots. In this case, the test will not last for months.

In our case, there were not enough impressions and installs/daily for a full-fledged test of the icon. Even though the Confidence of the winning light icon was only 1.1%, we made a strategic decision to use it because the letter “Ф” is not clear in Western markets. Also, it was a better stylistic fit for the new set of screenshots.

Where:

  • Original Product Page - the old version of the icon;
  • Black and Light - new versions of the icon from the RadASO team in dark and light colors, accordingly. 

3. As a result of the new icon and the launch of the A/B test on screenshots, the growth and increase in organic search installs for the US have increased 4 times.

During the same period, the team made changes to the app's metadata. In combination with the new graphics, this also led to an increase.

Campaign
Expenditure
Impressions
Taps
Installs
TTR
CR
Installs/Impr
Avg CPT
Avg CPA
Common term
-65.64%
-49.85%
-64.01%
-63.52%
-1.69%
0.81%
-0.98%
-5.13%
-6.06%
Data collection
-44.45%
-29.55%
-44.22%
-50.2%
-0.7%
-6.39%
-0.6%
0%
11.65%
Competitors brand
98.56%
80.41%
103.76%
92.01%
0.38%
-3.58%
0.12%
-2.38%
2.94%
Our brand
21.39%
23.01%
33.84%
32.65%
3.14%
-0.72%
2.27%
-8.33%
-6.82%
Discovery
-100%
-100%
-100%
-100%
-3.61%
-30.16%
-1.09%
-100%
-100%
Total
-0.6%
7.92%
11.72%
12.3%
0.2%
0.35%
0.16%
-11.36%
-12.31%
Group
Spend, $ %
Impressions %
Taps %
Installs %
Installs/Impr October, %
Installs/Impr November, %
Installs/Impr %
Avg CPT, $ %
Avg CPA, $ %
Competitor 1
42,98
83,11
63,3
50,48
3,74
3,08
-0,66
-12,2
-5,66
Common term
3,26
-3,73
3,92
26,67
0,57
0,75
0,18
0
-18,8
Competitors brand
120,26
59,82
47,02
0
0,49
0,31
-0,18
47,37
119,4
Data collection
15,12
-0,55
0,36
73,33
0,5
0,86
0,36
13,73
-33,51
Competitor 2
0,27
13,2
8,47
10,11
1,12
1,09
-0,03
-6,56
-9,02
Competitor 3
21,51
-2,06
-6,67
-8,33
0,43
0,4
-0,03
32
32,95
Our brand
3 575,62
3 646,79
3 544,9
3 553,66
37,61
36,68
-0,93
0
0
Competitor 4
-29,36
-35,77
-24,07
-33,7
0,61
0,63
0,02
-7,46
6,25
Relevant Competitors
69,42
26,03
51,35
48,95
6,3
7,45
1,15
12,2
14,29
Competitor 5
32,21
17,63
57,48
53,16
1,71
2,23
0,51
-15,71
-13,77
Competitor 6
-9,31
9,42
22,92
17,89
5,3
5,71
0,41
-27,08
-23,44
Total
33,96%
13,44%
87,29%
127,08%
1,36%
2,73%
1,37%
-29,09%
-40,74%
Custom region
Impressions
Units
1/7/2021 - 1/15/2021
1/16/2021 - 1/24/2021
Change
%
MoM
1/7/2021 - 1/15/2021
1/16/2021 - 1/24/2021
Change
%
MoM
United States
12 970
39 436
26 466
204 %
88 220
1 116
1 904
788
71 %
2 627
UK + Ireland
8 731
10 197
1 466
17 %
4 887
438
462
24
5 %
80
Germany + AT + CH + LU
1 974
6 235
4 261
216 %
14 203
203
291
88
43 %
293
France
1 500
4 390
2 890
193 %
9 633
182
237
55
30 %
183
Netherlands / Belgium
1 593
3 599
2 006
126 %
6 687
159
201
42
26 %
140
Ukraine
697
4 010
3 313
475 %
11 043
85
189
104
122 %
347
Canada
2 569
3 614
1 045
41 %
3 483
145
178
33
23 %
110
Northern Europe
1 273
2 024
751
59 %
2 503
117
175
58
50 %
193
Australia + NZ
1 754
3 324
1 570
90 %
5 233
137
160
23
17 %
77
Vietnam
352
2 712
2 360
670 %
7 867
32
144
112
350 %
373
Thailand
679
2 016
1 337
197 %
4 457
57
142
85
149 %
283
Arabic World
268
1 745
1 477
551 %
4 923
40
119
79
198 %
263
Spain
844
2 058
1 214
144 %
4 047
78
108
30
38 %
100
Eastern Europe
458
1 070
612
134 %
2 040
63
95
32
51 %
107
Italy
826
2 145
1 319
160 %
4 397
77
94
17
22 %
57
Turkey
338
2 309
1 971
583 %
6 570
34
87
53
156 %
177
Rest of World
426
1 457
1 031
242 %
3 437
48
81
33
69 %
110
Japan
553
5 113
4 560
825 %
15 200
18
80
62
344 %
207
India
234
1 169
935
400 %
3 117
15
75
60
400 %
200
Brazil
294
1 332
1 038
353 %
3 460
34
67
33
97 %
110
Hispanic America
318
784
466
147 %
1 553
42
51
9
21 %
30
Indonesia
206
525
319
155 %
1 063
20
41
21
105 %
70
Korea (South)
308
2 055
1 747
567 %
5 823
22
36
14
64 %
47
Malaysia
119
663
544
457 %
1 813
11
27
16
145 %
53
Taiwan + HK + Macau
145
532
387
267 %
1 290
9
24
15
167 %
50
Rest of Europe
82
287
205
250 %
683
12
22
10
83 %
33
Portugal
17
273
256
1 506 %
853
2
18
16
800 %
53
Israel
23
120
97
422 %
323
3
9
6
200 %
20
China / Singapore
78
134
56
72 %
187
6
7
1
17 %
3
Total
39 629
105 328
65 699
166 %
218 997
3 205
5 124
1 919
60 %
6 397

Promotion Results: Google Play

1. In Google Play, the results are displayed as a conversion rate range (green and red ranges in the figure below). In Google Play A/B tests, the most likely conversion change will be in the middle of this range, i.e. the average between two values of the same range. 

In our case, the change in conversion is (14,3+(-3,3))/2= +5,5% with the Confidence 95%.

Where, 

  • current listing - the old version of the screenshots;
  • beige color/en slogans - a new set of screenshots from the RadASO team.

Conclusion

The RadASO team increased conversion to downloads by 16% and installs by 4 times (+400%) due to an in-depth approach to working with graphics, and in-depth analysis of the client's app and the niche in general. The results showed that our hypotheses for screenshots and icons in both tables worked better than the current graphic options. This led to the corresponding growth.

Review of Сooperation

Tetiana Ilienko, Project Manager at RadASO

One of the main tasks the RadASO team faced was to improve the conversion rate from view to download. After identifying the problem and considering various options for solving it, we achieved results - the number of app installations increased significantly. Brainstorming within the RadASO team was a key step.
We proposed hypotheses and new ideas for improving screenshots and icons. They were eventually used and got the expected result in combination with textual ASO. We recommend further experiments to achieve even better results.

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