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.

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 Top Free 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.

The Challenge

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

Our Approach

yellowHEAD’s App Store Optimization methodology enabled to A/B test all app page assets including the descriptions, icon, feature graphic, and other components.

Short Description: Through A/B testing of short description variations, yellowHEAD’s experts identified that the use of numbers and a strong CTA performed best:

Long Description: 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.

App Icon: yellowHEAD’s in-house ads design studio created several variants of the app icon and, through active A/B testing, our experts identified that the icon variant containing the year outperformed the standard icon with just the logo.

Screenshots: yellowHEAD’s creative team played a lot with the feature graphic and screenshots, testing every single one until the best performing images were found.