How Angry Birds publisher Rovio maximizes organic installs via A/B testing

App store optimization just got harder. Fortunately, it also just got easier.

App developers are now using A/B testing and optimization to improve not just their rankings in the app store and Google Play but also the conversion rate of mobile users who land on their app download screens.

This time, the battle is visual as well as textual.

“It is very important to have appealing screenshots, icons and description,” says Angry Birds publisher Rovio app store optimization specialist Rajeev Girdhar. “It doesn’t matter how great your game is — if your app store page doesn’t appeal to the users, it doesn’t appeal to the people who want to download it. And that’s something we were always aware of but did not have the tools to do it.”

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