Case Study: MyTona boosts Halloween icon conversion with SplitMetrics

Halloween Update of App Icons Helps to Increase Conversion by 9%

MyTona worked with SplitMetrics to improve the performance of a Halloween-themed app icon for Seekers Notes: Hidden Mystery. The team wanted to capture seasonal interest without risking a drop in conversion, so they set out to test whether different Halloween-style icon designs would help attract more downloads.

Using SplitMetrics Optimize, MyTona ran A/B tests on several icon variations, comparing a masked man, a smiling pumpkin head, and later a smiling witch. The pumpkin icon first beat the control by 9.3%, and in a follow-up test the witch delivered a 9.1% conversion lift, while the pumpkin still outperformed the original icon by 3.5%. SplitMetrics helped MyTona validate that expressive “action mouth” characters and careful icon details can materially improve conversion.

MyTona