Icons, screenshots and preview videos built to earn the install, validated with A/B tests in Apple's Product Page Optimization and Google Play store listing experiments, and matched to each audience with custom product pages.
Included in Growth and Full-Stack · Month-to-month · No long-term contracts
Conversion is the lever that works on every visitor you already have. It's decided in seconds, mostly above the fold: in Storemaven's analysis of 500 million product-page sessions, 60% of visitors never scrolled past the first impression, and half of installers decided on it alone (2021). We treat your first three screenshots like an ad, test them in the order people decide, and keep only what wins at significance.
What you get
A conversion audit against your category, not a store-wide average.
A test roadmap in the order people decide: first screenshot first.
Screenshot and icon A/B tests on both stores, sized for your traffic and run to significance.
Custom product pages and custom store listings matched to keyword clusters and campaigns (Full-Stack).
Preview video only where your category rewards it, with production included in Full-Stack.
Winners applied and re-baselined, so gains compound instead of resetting.
What's included
Creative, testing and page targeting, on both stores.
Creative audit
Your icon, first three frames and rating display against your top competitors and your category. Conversion varies hugely by category: in 2025 US data, food and drink apps converted 52.8% of iOS page visitors, strategy and trivia games 5–7% (AppTweak, 2026).
Screenshot & icon tests
Apple's Product Page Optimization tests up to three visual treatments at 90% confidence, one test at a time. Google Play experiments can test text as well. We plan tests around those limits.
Custom product pages
Up to 70 per app, and since October 2025 they can appear in organic search for linked keywords. We build pages where your default page fits your highest-volume traffic worst, not all 70.
Google Play custom listings
Up to 50 custom store listings, targeted by country, search keyword, install state, Google Ads campaign or URL. Each is a different page for a segment, not a translation.
Preview video
Video lifts conversion 20–35% in categories like Games and Social, and can lower it 3–7% in Finance and Productivity. We test before we produce, and put the key feature in the first seconds.
iOS 27 creative assets
The new product page header and search-results assets, built to Apple's templates. Preview any listing with our free store page preview.
What each store lets you test
The two stores run very different testing tools, so a test plan has to be built for each one.
App Store (Product Page Optimization)
Google Play (store listing experiments)
What you can test
Icon, screenshots and preview videos. No text.
Graphics and listing text, but not the app name
How many at once
One test, up to three treatments
Up to five localized experiments
Maximum length
90 days
Stopped after six months
How we run a test
Start from a hypothesis. Every test names the behavior it's trying to change, such as visitors not understanding the core feature in frame one, so the result teaches you something either way.
Size it before it starts. A valid test usually needs thousands of visitors per variant and at least 14 days, two full weekly cycles. The smaller the lift you want to detect, the more traffic it needs.
Don't peek. Checking daily and stopping at the first green result raises the false-positive rate from 5% to over 25%. We decide the stopping rule up front.
Apply, re-baseline, compound. The winner becomes the new default and the next test starts from it. Teams that compound this way report 15–30% conversion gains over six months.
Around 60% of app store A/B tests end before they reach the sample size needed for the effect they claim. The result looks like a win, gets shipped, and quietly does nothing. Bigger, bolder creative swings on the first frame are easier to measure than small tweaks further down the page.
How an engagement runs
The first two weeks find where your page loses people and put the first test live. After that, each test runs its full course before the next begins.
01 · Week 1
Conversion audit
Your conversion by traffic source, your category benchmark, and a frame-by-frame review of your page against top competitors.
02 · Week 2
Test plan & first test
A test roadmap in the order visitors decide, and the first creative test designed, sized and live.
03 · Each test
Run to significance
Tests run at least two weekly cycles and stop only when they hit the sample size set at the start.
04 · Monthly
Apply & report
Winners go live as your new baseline, with a report on conversion and installs and the next test queued.
Pricing
Screenshot and icon A/B testing on both stores is part of our Growth plan, alongside keyword optimization and ratings management. Month-to-month, cancel anytime.
Need custom product pages, in-app events or preview video? Those come with Full-Stack at $7,990/month. Several apps? Ask about custom pricing.
Includes A/B testing
Growth
$3,990 /month
Ongoing keyword + conversion optimization for one app.
App Store conversion rate optimization (CRO) is improving the share of product page visitors who install. It covers the icon, screenshots, preview video and ratings display, tested with Apple's Product Page Optimization and Google Play store listing experiments, plus custom product pages that match each audience.
What is a good app conversion rate?
It depends on category. In AppTweak's 2025 US data, the App Store averaged 8.56% and Google Play 16.15% (downloads per product page view), but food and drink apps converted 52.8% on iOS while strategy and trivia games sat at 5 to 7%. Benchmark against your own category.
What can you A/B test on the App Store?
Only visuals. Apple's Product Page Optimization tests up to three treatments of your app icon, screenshots and app preview videos against your live page. Your name, subtitle, keywords and description can't be tested there. Google Play store listing experiments do allow text tests.
How long should an app store A/B test run?
At least 14 days, two full weekly cycles, so weekday and weekend behavior are both captured. Apple allows up to 90 days. Stop only after a treatment passes 90% confidence and has reached the sample size you set before starting.
Do custom product pages improve conversion?
Usually. Apple reports a 156% conversion lift when users are referred to a custom product page instead of the default page, but that's a referred-traffic figure. AppTweak benchmarks a more typical 5.9% lift for apps and 3.5% for games. Results depend on how well the page matches its audience.
How much does App Store CRO cost?
Screenshot and icon A/B testing on both stores is included in our Growth plan at $3,990 per month. Full-Stack at $7,990 per month adds custom product pages, in-app events and preview video production. Both are month-to-month.
Conversion guides
The conversion levers, the A/B testing playbook, and how to plan custom product pages.
