yellowHEAD & Abradoodle Win Back-to-Back Tests

ASO

Abradoodle is an adorable animal bingo game. This furtastic game takes place in several outdoor locations such as hot springs, country crossings, and even the theater (Silly animals. You don’t watch movies)! Choose your character in this social bingo game, select your dauber, and play with friends!

RESULTS

Through a series of icon tests and well-executed keyword targeting, Abradoodle Bingo saw an increase in store listing views. This rise in views led to more installs and an overall rise in CVR.

The app also saw an increase in keyword rankings that resulted in an additional rise in CVR.

From Icon Test:

4.3% increase in CVR

21.2% increase in organic installs

Global

2.3% increase in CVR

3.8% increase in organic installs

From Keyword Targeting:

5.4% increase in installs

43% increase in store listing visitors

The Challenge

With such a fun-filled game, Abradoodle knew they could achieve greater organic activity supported by a well-thought-out ASO plan.

They partnered with yellowHEAD to do just that! The long-time partners sought after boosting Abradoodle’s rankings for relevant keyword searches like “bingo”, as well as improving their overall CVR through creative optimization.

Our Approach

After running several tests, yellowHEAD made incremental changes to Abradoodle’s app page graphics to better understand their userbase. It was a Christmas icon test that tipped them off about the users’ affection towards the blue background.

With that in mind, the team optimized the background color.

Christmas Test:

Background Color Test:

To improve Abradoodle’s keyword rankings, the yellowHEAD team took a look at the Google Play Console’s Search breakdown. Here they were able to find terms like “bingo offline” that drove traffic to their page.

With that in mind, the team created an icon test to showcase the “offline” feature of the game on a blue background:

yellowHEAD targeted this feature in the icon and more frequently in the description. They not only saw an increase in keyword rankings, but a rise in the CVR for that key phrase as well.