The store page treated like a landing page.
Icon, screenshots, preview, first-view copy - every element gets an A/B test board, a hypothesis, a metric and a verdict. No 'refreshes' without a read.
Principles this practice runs on.
These aren't slogans - each principle maps to a decision we make weekly inside the release wave.
Hypothesis before asset.
We write the belief we're testing first, then design the assets. A test without a written hypothesis is a mood board.
First view carries the load.
80% of installs decide in the first 6 seconds. We over-index the icon, first screenshot and first-line copy - the rest supports.
Cull losers fast.
We call losing tests early to free budget. A dead test is more expensive than a hard verdict.
The 90-day cadence for this practice.
Every practice is scheduled through the same four-beat wave. Here is what those beats look like inside this one.
Funnel + heat read
Store funnel by source, first-view heat, drop-off cliff - we map where conversion actually breaks.
Test flight
Three to five tests per store, sequenced so we never confuse creative signal with metadata signal.
Call the wins
Winners go permanent. Losers documented with the belief we falsified. Inconclusive tests get rebuilt or dropped.
Cascade winners
A creative that won on iOS US gets ported into the Android and cross-market briefs with the exact hypothesis attached.
- Store analytics access (ASC + Play Console)
- Brand asset library or approval to build one
- Founder / PM decision owner
- Hypothesis-driven test board per wave
- Winning creative variants (icon, screenshots, preview)
- Verdict log with falsified beliefs
- Creative playbook per market
We bring the stack. You never buy or manage tools to work with us.
Questions we get about this practice.
Do you produce the creative or just direct it?+
Both are on offer. The Creative essentials add-on covers production; direction and hypothesis authorship are always included in the tier.
How long does a test take to call?+
iOS PPO reads faster than Play Experiments. Typically 10–21 days for a call at 95% confidence, depending on install volume.
What if our install volume is too low?+
We consolidate tests, use paid traffic to lift volume for the test window, or run sequential tests instead of split. Nothing is 'we can't test'.
Want us to run this practice on your app first?
45-minute audit. You leave with a written read of where this practice would move the needle in your category.