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Experimenting New Angles for Battery Saver Apps (31)

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Battery Savers

Battery saving apps have been pretty popular lately. You can find a myriad of offers floating around in different forms and for different GEOS.

No wonder they are so widespread, looking at the results of the previous case study :

http://stmforum.com/forum/showthread...azy-New-Angles

Different advertisers have taken different approaches for creating these kind of offers.

Some offers are simple APP downloads ( low paying ), some are backed by a pin submit ( high paying).

When starting out I tested both kind of offers with the basic scanner angle ( Scan >> You Have a Virus that Kills your Battery >> Clean ).

It worked pretty well for the low paying app install offers but not as well for pin submits.

I wanted to get the PIN submits to work because a) they pay higher b) they are not targeted to Android only.

Pin submits are generally harder to sell ( hence the higher payout ) and the lander needs to be a more convincing than the scanner.

So after some thought I tried to test a new angle that consisted of a longer copy instead of the short one the scanner used.


The Long Copy Idea

So for this case study I picked a Spanish battery saver app that pays $12/ lead.

Of course it's a PIN submit, hence the high payout. Here's a screenshot of the lander :



I remember back from the old rebill days that flogs / fake new sites did a pretty good job selling the offers.

In this case I tried to mimic the same idea but selling the subscription to the app instead.

After some time thinking the various ways I could do this , this is the lander I came up with :



Full Resolution link : https://dl.dropboxusercontent.com/u/.../droidnews.jpg


The Headlines

The initial test was done with the same copy shown in the screenshot but with this headline :

"<phone> users asking for longer battery life? Meet De Bateria Optimizador "

The results were not as expected, yielding a -50% ROI :



Before deciding to call it a failed test I started thinking that most users probably left after reading the headline.

It was time for some headline - split testing. I came up with the following headline ( normally all translated to spanish after ) :

H1 - Battery Empty at Half-Day? Meet " De Bateria Optimizador"
H2 - (1) Trick To Double Your Battery Life? Read Below...
H3 - (1) Trick To Double Your Battery Life <phone> User? Read Below...
H4 - Double Your Battery Life for FREE. Read Below...
H5 - Double Your Battery Life for FREE <phone> User. Read Below...
H6 - Battery Problems? Revolutionary App doubles your battery life for FREE!

On which one would you put your money on? Read below to see if you got the right one.

H1 - -100% ROI. Big failure!
H2 - -68% ROI
H3 - -100% ROI , doh.
H4 - -60% ROI
H5 - 5.3% ROI , yay finally one profitable.
H6 - -100% ROI


Results

So as you can see only one actually beat the original headline but it was actually profitable.

$320 was spent total on total split test so there is room to gather more data.

The campaign is still running and there is still a lot to be optimized.

So far no publishers have been removed and also the copy can be optimized by a lot ( it was written quickly the first time and not changed since).

Also if you think you can come up with a good headline post it here and I'll split test it.

I will keep this thread updated with the results of the further tests I will make.

Questions or suggestions? Post here

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Low Battery Warning? Quick Fix
Triple Your Battery Life for FREE <phone> User. Read Below...
Don't Let Your Battery Run Out - Simple Fix
Be Smart - Double Your <phone> Battery Life Before It Runs Out

I bet on the last one

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Your <phone> battery is getting low.. again!? Read Below..

Translation
La bateria de tu <phone> se gasta..otra vez? Lea abajo..

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Nice experiment mate!

Somethings I would try:

Make skimable subtitles that touch on the pain points you were surveying in your last case study.

Use more imagery to break up the text e.g screenshot of low battery, maybe a little gif of a battery charging super fast.

Add 5 reviews at the bottom of the page.

Try taking out that big top image of the app, and replacing it with a happy person holding an iPhone. That might make it look more like a news article than a straight out app review.

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I would experiment with outlining top 5 battery-draining flaws that make users cry in despair and anger and switch to ANdroids.. Until 1 poor genius, deeply in love with his apples decided to devote his life... He sold his car, quit his job and lived @ his girlfriend's parents basement on pizza and coffee donations from his apple-loving buddies. And finally, one day... He had Steve (yes, THAT Steve) come to him in a dream and give him a hint. THE NEXT DAY THE APP WAS DONE AND IT WAS BOOSTING IPHONE BATTERY LIFE 217%!!! YES!!
You need a story, dont' ya?
..something like that

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...This makes me wanna actually go and test this myself lol

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Nice case study! But I have a quick observation: " Battery optimizer" in spanish should be "Optimizador de Bateria", not "De Bateria Optimizador".

I actually didn't have much time to read the rest of the copy because I'm on my way out to dinner! Have a merry Xmas everyone!

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Maybe a simple How-to headline would work well here… How to Double Your Battery Life on <phone>
Or a news angle… Finally! A battery saver app that actually works!
Or the over-the-shoulder. Here's My Super Battery-Saving Setup for <phone>… and... How I Get Double The Battery Life Out of my <phone>

Maybe try the review approach…

Best of 2013: 3 Handy <phone> Apps You Should Install Now!
1. Batter saver
2. Alternate offer
3. Alternate offer

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What about the legal aspect? You can't advertise btw. you shouldn't advertise a pin submit as "free" ?

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You don't use the word free.

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It was a good split test ya , didn't think too much about it but won't use FREE for sure on the scaled campaign.

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The way I read that is ^ "Your phone battery is lowering." Maybe better to say, "La bateria de tu Android se esta gastando...otra vez?"

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yes I think your version "Se está gastando.." is more correct

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I'm trying to figure something out..

Your 3 headliens:
H3 - (1) Trick To Double Your Battery Life <phone> User? Read Below...
H4 - Double Your Battery Life for FREE. Read Below...
H5 - Double Your Battery Life for FREE <phone> User. Read Below...

H3 - -100% ROI , doh.
H4 - -60% ROI
H5 - 5.3% ROI , yay finally one profitable.

When comparing H4 and H5, the only difference was calling out the phone? Yet when you called out the phone in H3, the ROI was horrible. Any idea why? For a second i thought calling out the phone makes a HUGE difference and it's something i lack in my campaigns, but then H3 made me doubt that thought!

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^ For some reason it doesnt look like there is enough data to judge. How much difference in ROI would 1-2 additional conversions make to each variation?

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Yep good point, i think you're right.

I'd like to see that specific H4 vs H5 retested with a smaller payout offer or more conversions! BES BES BES

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Probably there is too many (1) Trick's

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The data was quite a lot in terms of clicks but conversions were not a lot since the CR was super low.

I will retry it with a low paying offer and update you guys how it goes.

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Hey bbrock, just wanted to know which traffic source(s) you tested this on? I find traffic quality can make a huge difference.

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As someone who has live in México the text in Spanish looks weird for me. It could be the country or a weird translation. Which countries are you targeting here?
Words like sound weird definitely, and that could be causing lower CTR.

- De batería optimizador / Optimizador de batería (recommended)
- La bateria de tu <phone> se gasta..otra vez? Lea abajo.. / La batería de tu phone se está acabando rápido de nuevo? lea abajo (recommended)

Otherwise it's like saying:

- Optimizer battery INSTEAD OF battery optimizer
- Your phone's battery is wasting again? read below INSTEAD OF your phone's battery is draining fast again? read below

I mean, the number 1 problem with people and smartphones these days is battery. I never thought about virus or similar things honestly, and I'm a gadget freak who has 2-3 smartphones at the same time and changes them every 2-3 months (use to do reviews).
A phone without battery, is a useless phone no matter how good everything else is. In iOS most people don't even bother about virus and Android seems to have useless antivirus apps that don't even work well. But people are always aware of their battery life and some of them have chargers like everywhere (car, office, room, living room and portable batteries or cases).

So, the main problem is not like the battery is wasting or draining again. The main problem is that it drains fast! and most people don't even know why (I do know, and there's not much to do with it, but you could get an extra 10-20% if done well). You c ould use this to your own advantage.

BTW, if anyone needs help with spanish translations don't hesitate Just let me know the countries you're targeting to had the best one for you.
Subscribed to this thread!

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Use more aggressive ad copies and system error pre landers, on top of that test more battery saver cpi offers instead of pin sub, Ive seen 30% conversion rates on our cpi battery offers while you will never be able to archive comparable numbers on pin sub. If you need some exclusive battery cpi offers, hit me up :-)

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@servandosilva

Thanks for the insights!

I had a feeling the translation was not the best. We used onehourtranslate but depends who you get..

I am making some changes and will keep this thread updated.

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^^
Perfect, looking forward to see some stats!

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any new stats?

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How did you create that lander? Pure Photoshop?

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Any more updates bbrock32 on this experiment..?

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Diddo, hows things going with this man?

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I tihnk he'll get it up right after Thailand, we're just enjoying some cocktails in Bangkok with STM then Koh Samui, then things back to normal!

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Man you have a lot of patience and money to test with!
I would have dumped this, long after the second test of bad ROI!

Great case study ! Thank you for sharing it with us ...

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It's hard to dump a campaign when you know the offer is top grossing on a network

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marked,if i need spanish translations,i will PM you.

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