PSafe – How A/B Testing Boosted Conversion & App Ratings

PSafe is one of the largest mobile developers of top security and performance optimization apps for Android. PSafe’s main Antivirus and Cleaner app, DFNDR, gets over 250K daily installs and is ranked among the top 10 apps in Google Play.

PSafe - main points

the goal

Accelerate the global growth of DFNDR by optimizing Google Play app store conversions.

“As we continue to grow our user base globally, we turned to yellowHEAD to help us optimize Google Play app store conversions. The team at yellowHEAD has been great to work with and delivers results that have had a significant positive impact on growth of the DFNDR app.” Ram Rao, CMO, PSafe

the solution

yellowHEAD’s App Store Optimization methodology enabled to A/B test all app page assets including the descriptions, icon, feature graphic, and other components. Through A/B testing of short description variations, yellowHEAD’s experts identified that the use of numbers and a strong CTA performed best:

An in-depth keyword research allowed to find the terms that the client’s audience is searching for, and their creative implementation in a number of description tests yielded positive results.
yellowHEAD’s in-house design studio created several variants of the app icon and, through active A/B testing, our experts identified the most impactful version.
yellowHEAD’s creative team played a lot with the feature graphic and screenshots, testing every single one until the best performing images were found.
yellowHEAD’s ASO experts ran numerous additional experiments to help define the winning combinations.

the results

PSafe achieved substantial growth of 28% in conversion rates, which helped them in reaching top 10 rankings in the Google Play US store’s Overall Apps category. The following concludes our successful tests with DFNDR and their cumulative impact.

yellowHEAD’s successful collaboration with DFNDR is an ongoing process with continuous testing of many different aspects that require constant attention in order to maintain a positive trend in conversion rates and organic installs.