How a quiz app for couples grow installs by 32%

Challenge

Although the game had been live for some time, its screenshots had never been updated since launch.

A teardown revealed several opportunities to improve conversion:

• The strongest benefit wasn't introduced early in the screenshot sequence.
• The relationship questions—the core gameplay—were difficult to read at thumbnail size.
• There was no compelling hook to encourage users to keep exploring.
• The visual style felt dated and no longer reflected the quality of the game.

As a result, visitors weren't quickly understanding what made the game engaging or emotionally different from similar relationship quiz games.

Solution

Lead with curiosity

Instead of explaining gameplay first, the opening screenshots were redesigned around a simple question:

"How well does your partner actually know you?"

This creates an immediate curiosity gap and gives users a reason to continue browsing.

Highlight the emotional payoff

Rather than focusing on the quiz mechanics, the new sequence emphasized the moments players care about most—revealing surprising right and wrong guesses that spark conversation and laughter.

Improve readability and storytelling

Questions were enlarged for thumbnail readability, while the sequence was restructured into a clearer narrative that gradually builds anticipation instead of simply showcasing gameplay.

Results

The experiment concluded with:

• +32.44% conversion rate improvement
• 6.09% → 8.07% conversion rate
• 96.3% confidence

The winning variant was adopted as the default App Store listing and later used as the foundation for major localized listings.