Spiegel Online 利用商品详情实验提升了安装量
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背景
Spiegel Online 提供由位于德国汉堡的编辑团队精选的每日新闻、分析、观点和访谈,其编辑团队有 140 名员工。为了将该网站推广给更多新闻读者,该团队使用商品详情实验进行 A/B 测试,希望借此提高安装转化次数。
策略
该团队首先查看了商品详情中的简短说明,将其从“德国最受欢迎的新闻应用”更改为“德国领先的新闻应用 SPIEGEL ONLINE,网罗各界新闻和精彩分析”。然后,他们尝试在屏幕截图中添加了说明,希望这能取得更好的效果,还探究了添加视频的想法。
此外,该团队还对应用图标进行了试验,将传统的黑红相间图标更换为很有现代感的单色短图标。
结果
在商品详情实验中测试的旧应用图标和新应用图标
更改应用说明的措施使应用的每日安装量增加了 10% 以上。对应用说明进行此项更改还提高了 Play 商品详情页面的转化率,并提高了其在 Google Play 上的新闻与杂志版块中的下载排名(与直接竞争对手相比)。
但是,在屏幕截图中添加的说明并未取得预期效果。该团队认为如果使用更大的字体,这些说明可能会产生更好的效果。
更大的字体可以将图片和文字醒目地区分开来。此外,添加视频对用户安装应用的意愿带来了积极影响(尽管效果不如该团队最初预期的那样显著)。
最令人出乎意料的结果是应用图标的影响,采用新的图标导致安装量减少了。安装量下降可能是因为新图标与该报纸原有的颇具知名度的传统品牌标志不同。
“A/B 测试提供了一个很好的机会,让我们可以检验直觉和本能的想法是否正确,然后直面安装量的严酷现实。”Digital Edition 的执行编辑 Matthias Streitz 说,“我们确实避免了很多错误,希望进行更多实验并进一步进行优化。
这是只有在 Android 平台上才有的绝佳机会。”
开始使用
观看我们的系列视频,其中包含关于构建新闻应用的实用提示。您还可以查看 News Publishers Playbook,了解可帮助您打造自己的品牌并增加收入的更多做法和功能。此外,您还可以了解如何利用商品详情实验将更多的访问量转化为安装量。
本页面上的内容和代码示例受内容许可部分所述许可的限制。Java 和 OpenJDK 是 Oracle 和/或其关联公司的注册商标。
最后更新时间 (UTC):2018-09-08。
[null,null,["最后更新时间 (UTC):2018-09-08。"],[],[],null,["# Spiegel Online increased installs with store listing experiments\n\nBackground\n----------\n\n\n[Spiegel Online](https://play.google.com/store/apps/details?id=de.spiegel.android.app.spon&hl=en&e=-EnableAppDetailsPageRedesign) provides daily news, analysis, opinion, and interviews from their 140-member\neditorial team based in Hamburg, Germany. To increase reach to news readers, the team ran A/B\ntests using [store\nlisting experiments](https://developer.android.com/distribute/users/experiments.html) with the goal of improving their install conversions.\n\nWhat they did\n-------------\n\n\nThe team started by looking at the short description on the store listing, changing it from\n\"Germany's most popular news app\" to \"News and analysis by SPIEGEL ONLINE: Germany's\nleading news app.\" They then tried adding descriptions to screenshots with the hope that they\nwould perform better with explanations, and they also explored the idea of adding a video.\nAdditionally, the team experimented with the app icon by updating the traditional black and red\nicon to a modern monochrome and short one.\n\nResults\n-------\n\n\nOld and new app icons tested in the store listing experiment\n\n\nChanging the app's description increased the number of daily app installs by more than 10%. This\nchange to the app's description also increased the conversion rate of the Play Store listing page,\nand improved its download rank versus direct competitors in the [News \\& Magazines](https://play.google.com/store/apps/category/NEWS_AND_MAGAZINES)\nsection on Google Play.\n\n\nHowever, the additional explanations in the screenshots didn't perform as expected. The team\nthinks the explanations might have yielded better performance if they had used a larger font size.\nA bigger font would have more clearly distinguished the image from the text. However, adding a\nvideo had a positive impact on users' willingness to install the app (although results were not as\nstrong as the team had initially expected).\n\n\nThe most surprising outcome came from the app icon, which resulted in a decrease in installs. This\ndecline may have been because the new icon was different from the newspaper's traditional and\nwell-recognized brand mark.\n\n\n\"A/B testing provides a good chance to check your gut feeling and instinct, and to confront the\nharsh reality of the install numbers,\" said Matthias Streitz, Managing Editor of the Digital\nEdition. \"We actually avoided many errors, and we're looking to experiment and refine even more.\nThis is a great opportunity that we have only on Android.\"\n\nGet started\n-----------\n\n\nCheck out our [series of\nvideos](https://www.youtube.com/watch?v=KXdQ90llAHg&list=PLWz5rJ2EKKc9Mb16jZJnULoOu6Uavvo2D) with actionable tips for building news apps. You can also discover additional practices\nand features to build your brand and grow revenue with the [News Publishers Playbook](https://play.google.com/store/books/details/Google_Inc_The_News_Publisher_Playbook_for_Android?id=O7T3CwAAQBAJ&hl=en_GB). Also, learn how to convert more visits to installs with [store listing experiments](https://developer.android.com/distribute/best-practices/grow/store-listing-experiments.html)."]]