Archer’s Pride-Themed Icon Boosts User Engagement

RESULTS

US – Android

+15.22% CVR (tested icon vs. default for first-time installers)
+9.93% CVR for retained first-time installers
+184.43% Organic visitors from Explore channel
+13.23% Organic Acquisitions from Explore channel
+5 Positions Category Ranking
+16% Keywords ranked in the Top-10

US – iOS

+7.23% CVR (tested icon vs. default with 100% confidence)
+105.3% Organic visitors (Search + Browse)
+46.1% Organic Acquisitions (Search + Browse)
+9 Positions Category Ranking
+8.7% Keywords ranked in the Top-10

+184.43%

Organic visitors (Explore)

+46.1%

Organic Acquisitions (Search + Browse)

+15.22%

CVR

"Celebrating Pride Month with a bold and vibrant icon was a significant move for Archer, and the results were beyond our expectations. The expert work of yellowHEAD in crafting various icon versions that stayed true to our brand while embracing the spirit of Pride Month was instrumental to our success. yellowHEAD's initiative of using the A/B test ASO tool allowed us to accurately see the impact of the new icon in both Google Play and the App Store, ensuring that our app not only looked great but also reached a wider audience, enhancing our visibility and engagement."

Jane Reynolds

Director of Product Marketing, ARCHER

The Challenge

Although screenshots were tested in the past, the icon is an asset that had not been changed before. Pride Month was a great opportunity to do a seasonal modification to the icon and test it, since it’s inherently related to the app’s audience.

Our Approach

The yellowHEAD creative studio created various icon versions that were aligned with the brand identity, and also embraced the spirit of Pride Month. The assets were analyzed by Archer’s creative, brand, and product teams to select the most accurate version that aligns with Archer’s brand and CRO best practices.

Results

The test showed positive results from the beginning of the testing period, strengthening the importance of icon experiments and adjustments to seasonality in improving CVR.

Ready to Boost Your User Engagement?

Contact yellowHEAD today to see how we can help your brand achieve similar success with creative and strategic ASO solutions.

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