App Store Optimization, or ASO in short, is a big topic nowadays. Most efforts are usually centered on effective keyword optimization as the main Off-Page factor and designing appealing screenshots as the main On-Page Factor.
What most developers tend to ignore, however, is the importance of another Off-Page factor: the App Icon. For us at CashQuizz GmbH, finding the right App Icon significantly increased our volume of daily downloads. The reasons are obvious: When people actively search for Apps within the Stores, they are way more interested to visit an App Store Page when they see an appealing App Icon. A great App icon is visually communicating what the App is really about, including its core value for a potential user.
We have been testing different concepts & color variations for many weeks. Thanks to platforms like 99designs, we could quickly buy & test various icon concepts. It’s also much easier to do Split Testing within the Google Play Developer Console as opposed to iTunes Connect. When we found our best performing Icon, the comparison in terms of downloads was shocking: Our organic daily downloads more than doubled. Adding additional tweaks, we managed to push our total increase to over 150%.
Of course, efficient Icon testing only make sense if you also have appealing Store Screenshots (On-Page) as they have the biggest impact on the conversion rate from people who look at your Store page to those who actually decide to download your App.
Daniel Döberl & Philipp Wolschner, CashQuizz CEOs