Running App Installs? CR looking weird last few days? New Google Play Update! (13)
Running App Installs? CR looking weird last few days? New Google Play Update!
News update
NEW Play Store “Improvements”
-Description is hidden (you need to scroll to see it)
-Ratings/reviews are now hidden (you need to scroll to see them)
-File size is now hidden (you need to scroll to see it)
-Screenshots of the app are cut off (you need to scroll to see them)
Add all these things that got bumped to below the fold, and BAM huge drop in CR!
....let me illustrate
before the update rolled out, the following campaign/geo/angle combo was getting 12.5-13.1% CR consistently for the past few weeks, upon deep investigation nothing changed placement wise, creative wise, bid price wise...
but ... i couldn't believe my eyes when CR went down all of the sudden to 7% what the f***!!
so, i created a new test campaign, and split tested the same offer on 3 separate CPA Networks to make sure its not my cpa network..
guess it is the new play store layout at work.. jeez... why did they move important stuff below the fold?
PS: I hope they are split testing and this is just temporary.
The only good thing I can see for this is when running uncompliant campaigns, for example you can lie and say "This app does x..." and they will not see that it doesn't do X until they install it. Still a fucked up situation nevertheless.
Originally Posted by ims2014
Have you checked this with a few Apps/games ?
From what I understand they are testing new layouts on a small scale. Apple does this all the time...usually with their own Apps.
The problem is that people get used to something - when it changes they often get frustrated and in the beginning it hurts conversions for sure. When Itunes changed their layouts to the current tabbed layout it was an outrage at first. Now everyone is used to it, love it and it works much better than having to scroll down for miles.
Looks like the new layout is mandatory.
From my Google Play dev account -
"On 31 August 2014, the feature graphic will become mandatory and you will have to supply one before you can make any changes to your Store listing. In the Play Store, the feature graphic is shown at the top of the store listing and is a powerful tool to show off your app. See an example."
https://support.google.com/googlepla...answer/6066610
Meanwhile... at Google HQ.
Guys guys guys!
You know how we love performance marketing, right?
I have an idea.
Lets move everything.... below the fold!
My god... it's...
Thanks for the update Attila.
Guys, what's the big deal? Remember that users themselves are getting used to the new layout, hence lower conversion rates. Once it sets in as "standard" again, I think CRs would improve.
The "install" button has more whitespace around it now, which is a theoretical improvement. Obviously hasn't translated to real-world results yet.
The prices for ads will surely come down if this performance drop is publisher-wide. Trust that some people will drop out of the race.
Yeah, you're right - there will certainly be a swing-back.
In fact, perhaps it will help conversion rates on large file size apps, where seeing the file size in clear view turns people off.
People may be less likely to cancel that 100 MB install when it's already started and 5% of the way through before they realise it's size.
News update: CR already back in some geos.
That feature graphic can be GREAT. Essentially its a big "banner"
As Devs catch on it will certainly improve CR's
I don't want to start a google bashing thread but some things are just ridiculous in this world.
From google with love
I can see why they did/tried it. iOS store is always optimizing, it's only fair to App owners.
As affiliates our job is to adapt fast 
As always users will get used fast and CR will come back to normal.
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