Motivation alignment brought a quick 6.48% conversion lift

The Challenge

Issues noticed:

• not touching on top motivator: messing / playing with friends
• no highlights on emotional touch
• outdated design
• questions (core game content) aren't legible
• lengthy headlines

📸 Original Screens (Control)

Hypothesis

If we highlight some crazy / nosy questions clearly, installs could improve, because players find most fun in seeing the absurdity & funny reactions of others to these questions

Design Approach

The redesign focused on visual retouch & emotional headline writing.

Key changes:

1. Emotional Headlines: Rewritten the headlines to touch viewers emotionally -- focusing on "nosy & funny reactions" concept.
2. Visual language: Redesigned the visuals for a new look & added visual elements that support the message of each shot

🎨 Redesigned Screens (Variant)

Results

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

The new set achieved +6.48% conversion rate improvement. This validates that communicating aspects of the game to align with players motivator have meaningful impact on installs.

📈 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.
• User motivation spotlight. Highlighting core gameplay that resonates with what drives players to play.

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

Highlighting core gameplay in a way that resonates best with what motivates users is what turns viewers to players.