Mirroring player language improved conversion by 12%

The Challenge

Issues noticed:

• visuals don't reflect the upbeat vibe from game icon
• screenshots focused only on gameplay loop
• in-game shot isn't legible in thumbnail size

📸 Original Screens (Control)

Hypothesis

If we emphasize % how much each person in the players relationship knows about them, installs will increase, because players consistently say they had fun playing and getting to know their mom, siblings, and friends

Design Approach

The redesign focused on visual retouch & headline writing.

Key changes:

1. Readable Headlines: Rewritten the headlines in a storyteller format -- building up curiosity in the first 2 shots mirroring player's language
2. Visual language: Redesigned the visuals for a new fun look -- closely resembling the vibe from game icon 
3. Context legibility: Trimmed & upscaled parts of the game for better legibility in thumbnail size

🎨 Redesigned Screens (Variant)

Results

After a 18-day A/B test on App Store:

The new set achieved +12.07% conversion rate improvement. This validates the hypothesis that building curiosity around how much the people in player's relationship know about them is what drives them to install.

📈 Bar chart or visual comparing performance of Control vs. Variant.

Key Learnings

• Scannable headlines. Readability matters for viewers to make decision faster. 
• Unique visual tone. Presenting the game in a way that looks dated & polished matters for trust.
• Curiosity building. Setting up curiosity in the early shots help with viewer engagement that lead to installs

Impact & Next Steps

Following the success of this test:

• The winning set was rolled out for default listing
• The winning set becomes 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.