7 Google Play Store Listing Experiments & Split Tests That Drive Results

When Google introduced their Store Listing Experiments a couple of years back, developers and marketers’ opinions were divided. Some thought that this was indeed a positive move that would help in improving the visibility and conversion rate of an app store listing. Others thought that this would benefit only large developers, due to the vast amount of resources to experiment and deploy at an agile pace at their disposal.

At Digicom Dynamics, we thought otherwise and decided to experiment for our clients and created split tests for large and small developers alike. Our findings conclude that we ALWAYS saw growth in the form of increased daily downloads and user ratings.

Advantage Of Store Listing Experiments

Store listing experiments allow you to test your marketing collaterals to see which ones your audience is more receptive to. You have the ability to test not just your written elements such as the app title, short and long description but also visual elements such as the app icon, screenshots, feature graphic and videos.

This is extremely crucial for standing out from your competitors. More than 70% of downloads come from app store search, and you have only a few seconds to make a good impression on your users. You can do this by testing different app icons, and even written elements, which we will discuss below.

So, let us understand how you can increase your app downloads through store listing experiments.

1. App Icon Tests – 

Icon tests were the first tests we ever carried out for apps, and our results were phenomenal. Typically, we see a 25-40% increase in daily app downloads by carrying out only a couple of app icon experiments. What is even more surprising is that these tests are the easiest to carry out. Here are a few things you can try  –

a. Try changing your app icon colors, with the same design. Some colors work far better than the rest. It is all a matter of testing.

b. Try experimenting with your app icon design. Take inspiration from your competitors and send their icons to your designer. Create something similar, and you can see a lot of improvement. This is how you can learn from large developers.

2. Screenshot Tests – 

Screenshot tests have again given us some great results, and typically we see an increase of 10-20% in app downloads by testing different screenshots. Here are a couple of changes you can try –

a. Test by switching your screenshots from landscape to portrait, or vice-versa.

b. Localize your screenshots for all your localized languages, or at least the major ones which drive the maximum installs. (you can find these languages by going to Statistics > Installs by Device > Dimensions > Language)

3. Title, Short & Long Description Tests – 

Testing your app title, short description and long description can also attract a lot of improvement in downloads. We typically see an increase of 25% in daily app downloads if we carry out multiple such tests. Here are a few tests we implement –

a. Testing rich formatting by incorporating HTML tags, such as <b> for bolding, <u> for underlining etc. in the descriptions.

b. Adding UTF-8 emojis such as smileys, flags, and app or game related icons.

c. Changing phrases, adding Call To Action’s (CTA’s) such as “Download now!” or “Play now!” at relevant positions.


All these are just some of the tests we incorporate in our store listing experiments, and there is a lot of scope and room for further research. We keep testing different ideas and will publish more findings if we see tests that perform well.

If you need our help or guidance with setting up, brainstorming and launching these tests, feel free to contact us. We have some very reasonably priced split testing campaigns to take your app downloads off the ground.

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