How a trivia game improved conversion by 12%

Key Takeaways

• Shifted focus from generic gameplay to curiosity-driven, relationship-based messaging

• Aligned visuals with the game’s upbeat vibe and improved readability at thumbnail size

• Resulted in +12.07% conversion rate uplift within an 18-day A/B test

The Challenge

Despite having a fun and social core, the screenshot set wasn’t capturing what players actually enjoyed about the game.

A teardown revealed a few key gaps:

• Visuals didn’t match the upbeat, playful vibe shown in the game icon
• Screens focused too heavily on the gameplay loop, missing the emotional hook
• In-game elements weren’t legible at thumbnail size

This created a weak first impression — users couldn’t quickly grasp what made the game fun or different.

Solution

Build curiosity around relationships

Screens were reframed to highlight how much people in the player’s life know about them — tapping into a core source of fun and intrigue.

Rewrite headlines as curiosity hooks

Early screenshots used storytelling-style headlines to spark interest and mirror how players describe the experience.

Align visual tone with the game’s vibe

The visual style was redesigned to feel more vibrant and playful, matching the energy of the game icon.

Improve thumbnail legibility

Key gameplay elements were cropped and scaled up to ensure clarity, even at smaller sizes.

Results

After a 18-day A/B test on App Store, the new set achieved +12.07% conversion rate improvement. 

Key Learnings

Curiosity drives engagement

Giving users a reason to wonder (“how much do they know about me?”) pulls them deeper into the listing.

Match expectations instantly

Visual tone should align with the first impression set by the icon.

Clarity still wins

If users can’t read or recognize what’s happening, the message won’t land.

Next Steps

The winning set was rolled out for default listing & used as a base for localized listings

Summary

Building curiosity around what players find the most fun in the game & relaying it similarly to their language brings viewers to install & try the game.